Content Marketing
Content Marketing

Content marketing is one of the most effective marketing strategies through which it seeks to generate educational and honest content aimed at the ideal buyer.

Generally, the goal is, through these materials, to drive traffic to a website, increase leads, and achieve a slightly higher closing rate.

The above sounds great, doesn’t it? That is why we wanted to bring you this guide that will cover everything about content marketing: what it is, how it can be implemented, what it is for and much more.

Are you ready to become an expert in content marketing and get the most out of this strategy within your business? Well, let’s begin!

Before you start using any strategy, you need to know what it is about. And it is that content marketing is one of the most used terms, but also one of the ones that can have the most definitions, due to the use that people give it.

As there are so many people who talk about it, its definition is distorted and related to other terms, really losing focus.

I’m not saying that building relationships doesn’t work, but it’s important to identify the boundaries between content marketing and the other interrelated terms.

Without further ado, let’s get to the definition.

What is content marketing?

What is content marketing?

Content marketing , also called content marketing, is a strategy that aims to generate, publish and distribute content of non-commercial value to a previously determined target audience, in order to attract, retain and get qualified traffic.

The content is understood as something that is expressed by some means; in this case, it would be information about our products and services.

How? Through articles, videos, infographics, images, etc.

Now, before you claim that you have a ton of content, that you’ve posted multiple ads on YouTube, and are constantly advertising your products, let me re-emphasize “non-commercial”.

If the purpose of your publications, videos, and other resources is to promote your product or service, I am sorry to say it, but this material is not useful for content marketing.

The key to content marketing is that it focuses on providing information with value and relevance to the audience.

Promotional content is only good for that: to promote. Show the benefits and uses of a product. It goes no further.

It only interests those who are already in the decision stage, but it is not valuable, relevant content or useful to attract more people.

So… how to generate quality content?

So… how do I know that content is relevant and valuable?

To find out if the content you are generating meets the two most important characteristics of content marketing, ask yourself the following questions:

  • Does the content help your potential customers solve problems?
  • Does it help them to make the best purchase decision based on their needs, even if you are not the best option but another provider?

If you answered “yes”, congratulations, you are doing content marketing!

If you said no, you should know that this strategy is based on that. It is about producing educational content that helps people improve their lives, giving them weapons through information so that they make purchases in an informed manner.

Although this seems to go the other way and not point to sales, it is not. A good job will get them to make the purchase in your company, because they will know that you are not lying to them.

People are tired of being lied to, of being promised wonders that are not fulfilled! This is where you can make a difference.

That is why it is important that you do not focus only on selling your products, but on creating trust with them, always being honest.

Producing valuable content on a regular basis makes you a trusted source of information. This will help consumers turn to you for education on relevant topics in your field. The more you focus on educating and not selling, the better results you will achieve.

We’ve gone through the stage where we were at the mercy of the vendors, where they had all the information and we didn’t. Now we don’t like that they want to sell us, right? And much less that they want to deceive us.

The internet came to give us the weapons we need to make informed decisions and that is something that as companies we have to take into account. Don’t be afraid of missing out on opportunities by providing useful information.

Yes, it is true that some customers will realize that you are not an option, but others will see that you are and that is enough and it is better because everything flows in the field of trust, helping you to have loyal customers, who will not be a single occasion.

Ok, we already know what content marketing is… now I would like to reinforce this definition by explaining the following.

What is NOT content marketing?

What is NOT content marketing?

Content marketing or content marketing:

  • It is not a writing technique for advertising (copywriting)
  • It is not selling or promoting a product
  • It is not to publish any information on the internet or in a blog

Although content marketing is not promotional content, this does not mean that it should be 100% educational content and 0% promotional content. Let’s not go to extremes.

If so, the only thing that would be achieved is to educate consumers so that they would later look for options, in which you would not be, since you would not have anything about your products on your page.

One of the best options is to use the 80/20 rule when generating content, that is, 80% of it is to educate your prospects and the remaining 20% ​​is focused on selling your products.

Obviously, the prospects must know that you are an option in terms of the services you are talking about, just be careful not to be so insistent on this part.

Dress it up a bit, don’t be so direct.

You can present yourself as a distributor of that product or service, but always emphasizing that your main objective is to help them and be educational, not to sell them.

To achieve this, you can dedicate the entire introduction and development to the educational topic and in the conclusion and talk about yourself and offer your services as a solution to some of the problems that were addressed in the article.

The conclusion is where you can fit this part in a more natural and less intrusive way for your potential clients.

Key elements of a content marketing strategy

For a content marketing strategy to be effective, it is very important to consider some elements that must or must be present. These are:

  • Brand positioning
  • Value proposal
  • business objectives
  • Strategic plan

Let’s develop each one in greater depth so that you can understand the relevance they take on in the content marketing process.

Brand positioning

Defining your product very well and keeping brand positioning in mind is very important because, based on this, you must create an experience for your customers and transmit it. 

To establish this element, I invite you to ask yourself questions such as:

  • Who are my current and potential customers?
  • What is my competition doing?
  • What means of distribution does my competition use?
  • What differentiates me from them or what extra value can they find in my products?
  • Why is my product unique?
  • And so on

Value proposition of your content

As you know, the internet is full of content. Just go to Google and put “content marketing” and thousands of options come out, but why are you here with me?

Because you have found something different on this page. An extra point, something that can help you solve a need or a doubt in a much more complete way. 

So whenever you create content marketing material, try to do it from the perspective of your target audience: 

  • What do you want to know?
  • How do you like to receive information?
  • Through what channels does it do so? 

Pay attention to other content creators so that you take into account what is already being done and not just replicate content. Remember that this is penalized and there is no point in doing it. 

business objectives

Any content marketing strategy is not only focused on providing valuable information and getting more readers, but also on growing the client base. 

For this reason, it is very important that you consider before any action, what commercial objectives you want to achieve or which you want to get closer to based on your strategy and what you need to achieve it. 

Strategic plan

Finally, when you have your business objectives perfectly outlined, it will be time to trace a path to reach each of them, this is the strategic plan. 

Define who you want to reach with your content marketing strategy, through which media you will deliver the content and how you will measure the results. 

Do not leave measurement out, it is key! 

Now, another point to keep in mind when working on a content marketing strategy is that you are not going to make any money in the short term (sorry).

Content marketing takes time

 

It takes at least a couple of weeks, but that’s only in the best scenarios. It can even take months.

This is about being patient and not stopping just because you don’t get results quickly. Keep in mind that this is a long-term strategy that builds momentum as it goes along, so don’t get discouraged.

Many compare this process to the snowball effect. When you start producing valuable content you just have a little snowball that you slowly move downhill, but as it starts to move, it picks up more and more snow and gets bigger and picks up speed.

Each piece of content you generate snowballs, and if you work hard and create good material, the results will hit sooner rather than later.

Content marketing goals

Content marketing goals

Content marketing pursues many goals, but I want to focus on those that are usually most significant for companies. Let’s see each of them.

Generate engagement

As has been pointed out, one of the purposes of content marketing is to create a connection with users through the generation of quality materials.

Offering content that is of interest to them and that provides added value can be very useful to encourage customers to be interested in all the information that your brand produces and to identify with your site.

To achieve this goal, it is important to be very clear about who your client is (characteristics, preferences, interests) and based on that, create your buyer person(s).

Increase the visibility of a brand

Through content marketing, consumers can identify your brand above others, placing it as a benchmark within your sector.

You can use different metrics to know if your strategy efforts are paying off in this regard, for example, reading time and bounce rate. In case the numbers are not positive, you have to rethink changing the method, but for this you need time.

Remember that content marketing does not give results quickly, so you will have to test your patience. Improving numbers will help you realize how well your brand is received.

Increase web traffic

Another of the main objectives of content marketing is to increase web traffic. The idea is that the content you generate produces a greater number of visits and a higher rate of permanence on your website.

Creating valuable and quality content helps you increase traffic, mainly for two reasons:

  • Google ranks better the sites that provide original material
  • If the content is relevant, your readers are more likely to share it on networks, allowing it to reach many more people.

Here it is also important to consider measurement tools, such as Google Analytics, so that you are certain about whether or not your content marketing strategy is working and if your goals are being met.

Some of the indicators to take into account are: where the visits come from, how many you have each month, what is the permanence rate and what is the conversion rate.

The idea is that you create original content that can be adapted to different social networks so that it can be shared by users. But you can’t leave all the homework to them; You must have a good material distribution strategy.

Promotion is essential. Try to have a presence in the main media, such as Facebook, LinkedIn, Twitter and Instagram. Later, you can analyze which of them work best for your business.

Increase conversion rate

Creating compelling content not only allows you to catch the attention of your prospects, but also provides them with additional value that helps them stay, become customers and be loyal to your brand.

If potential consumers receive useful content that provides solutions, advice and other things, they will begin to see you as a benchmark in your sector and this, in the long term, will translate into new customers.

To achieve the above, it is not enough to have all the spirit in the world or the best skills, you need to have certain tools. It’s like any other job.

Let’s see more on this topic.

Resources for content marketing

Essential elements for content marketing

To begin with, record the following: any content marketing strategy must be backed up by a good search engine optimization campaign . But this is only the beginning, you will need more.

blog posts

It was probably the first thing that came to mind when talking about content marketing and it is because good content marketing starts here: creating incredible blog articles that answer and address topics or questions that your audience asks.

That should be your starting point and it is the key to achieving a high-performing blog. Focus, then, on writing about topics that interest your prospects.

A mistake that companies make is to start their blog talking about internal news or businesses that are closing. And it’s not bad, but let’s face it, who cares to read about this? Only your team and sometimes not even them.

No one goes to Google to ask, which real estate company had the best year-end event? NO ONE! People who go to search engines do so to solve a problem or satisfy their needs or wants.

Therefore, you should focus on answering the most common questions of your target audience, in this way, it will reach you and, if you are really useful to them, they will return because they want to learn more.  

So now you know what you have to do to seek to connect with them: generate content that addresses their pressing questions about your industry.

Videos

If you are one of those who is embarrassed to appear on video because you are not sure of yourself or the cameras make you uncomfortable, let me tell you that you are missing out on great opportunities.

Whether you like it or not, video is the future of content marketing. If you have doubts, here are some important statistics.

  • The number of companies using video as part of their strategies has increased by 38% since 2017
  • 72% of consumers say they prefer videos over text
  • Mentioning the word “video” in an email increases click-through rate by 13%
  • A video generates 1200% more shares than a text with images

Yes, people have become more reluctant to read and prefer something more interactive, more visual, so leave behind the pain and laziness because the market is in this type of content. There is no escape.

Regardless of whether it is a video for YouTube, Facebook, Twitter or LinkedIn, you must ensure that your introduction catches the interlocutor. There are studies that indicate that the first 15 seconds will make people stay or leave.

Avoid starting the video with flashy images that consume many seconds or wearing yourself out explaining why the topic you will address is important.

Instead, mention, without further ado, what they will learn in the video, such as how to get more traffic, generate more leads, make more sales, etc. There are many ways to spark interest through video content.

So now you know, the options are simple: you can stay with your ideas of producing content only in formats that are comfortable for you, while buyers go to your competition, which does produce videos, or take a risk and play it like everyone else.

Leave the excuses behind. You don’t need high-end professional equipment or a studio. You can record content with your cell phone camera. Video in content marketing is what it is today and it will surely continue to grow.

If your shame in front of the camera is greater than your desire to achieve results, perhaps the following content marketing format could be your salvation.

Podcast

If you have a lot to say, but having a camera in front of you is uncomfortable, an excellent option is to make a podcast . Podcasts are a great way for people to talk about various topics of interest.

In addition, they offer an advantage over videos: they can be listened to while people do their homework. A video, to really provoke what is sought, demands that people pay attention to the image and the audio, a podcast does not!

You can listen to it while you type, drive, wash dishes, eat, do chores, etc. They are the ideal option for people who want to learn about a topic, but have multiple activities in their day to day that prevent them from spending much time watching videos or reading texts.

If you’re like me, you probably have the following question on your mind: who would want to listen to a podcast about topics in my industry? I’m telling you this because yes, the first time, years ago, that I learned about podcasts, for me they were a boring and powerless tool.

But get out of that idea, that the topics can be considered “boring” does not mean that the explanation also has to be. Just remember your times at school. Many topics were boring, it’s true, but wasn’t there a teacher who broke with that characteristic and made the dynamics attractive?

I’m sure you did and even if it wasn’t, when topics of interest to you were discussed you probably even saw the class with a different look and time flew by, or am I wrong? Podcasts aren’t for everyone, they’re for people who have a genuine interest in the topics being covered, so don’t worry. Focus on doing your part: creating interesting and original content, and leaving out what you can’t control.

If you’re not sure if it’s a good tool, consider the following: video and podcast can be two mediums to cater to your audience’s learning styles. You can turn a video into a podcast or vice versa. So you kill two birds with one stone.

premium content

When a company has been working on a content marketing strategy for a long time and generates traffic, it is time to take the next step: retain the attention of users and convert them into potential customers.

Yes, it’s easy to say, right? But how do you do it? A good strategy is to offer free premium content. Here you must print even more value to your pieces so that people are willing to provide you with information about them, such as name, email, in exchange for downloadable content.

I know you may think it’s hard, but let me tell you it’s not. It can be very easy to create this type of material, it can be guides, like the one you are currently reading, ebooks, manuals, or some other format.

This type of content helps turn anonymous visitors into fully identifiable contacts that you can start nurturing through email marketing campaigns, to start pushing them down the sales funnel in a more organized and agile way.

Be careful: it is not just about conditioning your content by obtaining data, it is rather leaving open the possibility of downloading extensive content in PDF, for example.

visual content

Video is not the only visual format that can convey valuable content, there are many options such as images, infographics, webinars, webinars, presentations, gifs, interviews, and more.

You can complement your blog posts with these types of pieces so that your readers can better understand the message you want to convey. This type of content can stand alone or reinforce the other formats.

Using different types of content can help you make a bigger impact on your audience. When people only listen to the information, they will probably remember 10 or 15% of it in a couple of days, but if this is accompanied by images with relevant data, that percentage can increase and reach up to 50 or 60%.

People probably won’t read an entire 2,500 or 5,000 word article, but they will spend a couple of minutes looking at infographics that summarize the most relevant information or charts with statistics.

Infographics, in fact, tend to be more likely to go viral and reach many people who were perhaps not even on your radar.

email marketing

Email may seem like an outdated means of consuming content, but this is far from the truth. It is still the most common way to publicize content, for example, through newsletters .

Even according to The Content Marketing Institute, 79% of marketers say that email is the most effective channel for content distribution. Amazing, right? You know, don’t even think about discarding it.

This medium allows you to send them content that your company produced in a certain period (monthly, fortnightly, weekly). This in a general way, but you also have the possibility, as people advance in the funnel, to send specialized material, such as ebooks that boost them.

One of the advantages of this resource is that you can make use of personalization, being able to achieve a greater connection with your audience and giving recipients a feeling of distinction and preference.

It also provides scalability. You just have to keep in mind that massive does not mean that you choose to send any content. Remember the scoop of content marketing: valuable information.

Also consider the extension. Previously, content-laden emails generated clicks, now not so much. People are in such a hurry that they just scan the information and if you catch their attention, click; otherwise, go to the next.

Whichever format you choose, as I mentioned, the visual part is important because many people retain more information through different objects and not just text. Reading pure text can be boring, speaking of digital, of course.

So take into account the following tips when using or selecting images or visual elements for your content marketing strategies:

  1. Use original images: do not put the first ones that appear in Google when performing a search related to your content
  2. If they don’t have original images, you can opt for stock images, but make sure you have the permissions to use them
  3. Pay attention to the size of the files: large images can slow down the loading of your page and affect your visits. People are impatient so the later, the less likely they are to stick around.

They are very simple tips, I know, but believe me they will make a difference; You’ll have a chance to check it out.

How to get started in content marketing?

 

If you have never had experience in this area, everything I have told you so far may seem very complicated and overwhelming. I’m not going to lie to you, it’s not the easiest thing in the world, but it’s also not something you can’t achieve.

The key is to go step by step on this path called content marketing. If you want to get to the nice part: have sales and leads in one jump, you are definitely not going to get it; however, if you take it easy and know that the road will be long, you will be more likely to get there.

Let’s start with the topic of blogs, why? Because they are the most common and easiest way to create content.

You should pay attention to the topics that people are researching in each of those stages and focus on generating related content to guide people through each stage .

First, people realize they have a problem and start looking for solutions. Then, consider the options that solve those problems, and finally, choose a provider.

Understanding the buyers’ journey and the types of content they consume at each stage will allow you to better connect with them.