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What You Need to Know about Content Marketing

Sonal Panse,

What is Content Marketing?

Content marketing is concerned with generating informative and promotional content that is relevant to your business. Unlike regular advertising, where a direct pitch to buy is made, content marketing underlines the usefulness of the product or service, and explains why it might be a good idea to purchase or subscribe. Basically, you establish communication lines with potential customers, and this has been found to be more effective than trying to convert them with continual sales pitches.

Why does your business need Content Marketing?

The main idea with content marketing is to draw in your target clients by giving them specific, detailed, and valuable information about the way in which your business can benefit them. When you position yourself as a credible source in your field, you're able to create a wider awareness of your brand. People are more inclined to pay attention to people they think they can trust and depend on, and they will then be more open to the idea of doing business with you.

How can your business benefit from Content Marketing?

Posting informative content on a regular basis will increase your online visibility, as more and more people seeking that particular content will find you through search engine results. If you maintain a consistently high standard, you will build up a following, and these followers are likely to share your content on their social media sites, leading to more positive exposure for your brand.

How to develop a Content Marketing Strategy?

Deep-rooted research and an awareness of current trends and events are both essential for developing a strong content marketing strategy. You must figure out what is required in the market and what you have to offer now and possibly in future. What kind of new developments are taking place? What are people talking about? What kind of questions are they asking? What do they want? What are the keywords that they are using to discover what they want? What do you know? What are your experiences? What can you impart? What are your competitors or colleagues doing? What are your specific goals? Who is your targeted audience? By creating lists of what is needed and what you can provide, along with carrying out keyword research, you can come with possible content ideas. Once you are fairly clear about the type of content, you must decide on the word count, the presentation, and the frequency of posting.

What kind of Content will help your business?

The simple answer is quality content. This means well-presented, information-packed, and search engine optimized content that doesn't just talk about your brand, but is also oriented towards educating and helping the users. It can be written content like blog posts, features, how-to articles, white papers, and newsletters, or multimedia content in the form of videos, podcasts, infographics, and slides.

Unless you are specifically addressing industry professionals, it is a good idea to tone down on industry jargon. Make it easy for clients, not of your field, to understand you. If possible, go for content that encourages client interaction. It is not enough to merely state things, you want your readers to ponder over them too. Think of it as setting up a discussion rather than a monologue.

The way you present the content also matters. Clearly legible fonts, bold headlines, easily scanned paragraphs, and bullet points will give your written content more appeal. Similarly, well-produced videos and podcasts are likely to garner a larger audience.

It is also necessary to keep an eye on how well the content performs. For instance, how many page views are being generated, if the content is being shared on social media, and if you are getting direct links to the content. Knowing this can help you figure out what type of content is more popular, and you can improve your content marketing strategy accordingly.