You have probably seen the fuss around content marketing. Everyone is talking about how content is beneficial for your business and how you should keep aside a part of your yearly budget for it. As tough and time consuming content marketing can get, the truth is it is highly beneficial.
“Content Marketing is all the marketing that’s left” – Seth Godin
So, we thought we’ll break it down for you the anatomy of Content Marketing. Whether you are a beginner or an expert, we want you to read this piece till the end.
Content Marketing in a Nutshell
All marketing activities revolve around content marketing. Because whatever marketing we do, it won’t work unless content is a part of it. Content marketing is using the content to reach your organization’s marketing goals. Goals like brand awareness, lead generation, lead nurturing, user experience and everything around getting and keeping customers.
Content marketing is like a long term relationship. You have to wait patiently for it to bear fruits. This is one of the reasons why businesses hesitate to assign a budget for this activity. The truth is, it is one of the most profitable investments. When you provide your audience with valuable content, you make it worth for them to spend time reading about your brand. This in turn establishes a connection between the two of you.
The Value of Content Marketing
Content marketing is more than publishing a blog post. It is an art of engaging the customer and having him fall in love with you a little bit every time. There are a lot of types in content apart from blogs. They are guides, webinars, podcasts, vlogs (Video Blogs), etc.
But all of these are places where your audience can discover about your brand. Being present on all of these doesn’t make sure you get double the customers. What makes it sure is how valuable you make this place for them.
We are usually worried about anything that takes longer than the required time. So, open your eyes and look at its benefits.
It helps you build a long term audience. Great content never goes out of fashion. People know you for what you speak. They love you for what you think and they will come back for the same reason.
It also helps you build your brand from ground. It creates awareness and builds a community of closed and engaged users around it.
It’s not like all your users will read a blog post and purchase your products the next day. But, they will remember you while having a conversation about anything related to your line of business. Just don’t give up when the graph is about to head north.
Content Production
Producing great content that captures audience and pulls them one level below the marketing funnel is about one good idea. But how will you get these ideas on a regular basis? It’s pretty easy. Study your audience. I stress on this point every single time someone asks me what theme I should choose for this week or month.
Marketers sometimes forget that they are creating content for the customers and not for the boss. And for that, REGULAR audience analysis is as important as publishing at least 2 posts a week.
Apart from the analysis, I personally depend on the following content finding tools. When you need inspiration or simply want to know what other people are talking about, these tools are your go to option.
#1) Feedly
This is a beautifully designed tool. You know why? It makes your life incredibly easier to find all the content related to your business under one address. We usually follow multiple sites when it comes to our area of interest.
It becomes difficult to visit all of them every day to see what new has come up. But Feedly makes it better for you. When you follow these particular blogs on Feedly, it shows you daily what new has come up on each of those blogs. Isn’t it great?
#2) Google News
This is a good way to stay up to date. Google news tells you what’s trending every day. You can just pick up a topic that you think might interest your audience and write about it. It will keep you ahead of many people who might take some time to figure out the trend. If you want news specific to your country try Google News followed by your country name.
#3) Pocket
If your content is not industry specific, pocket is the perfect tool for you. Many times when we come across great content on the internet, we bookmark it to read later or email multiple links to self. This becomes painful to keep a track of all those mails and bookmarks. Pocket solves that problem for all of us. It saves all your ‘read it later’ links in a single place.
4) Newsletters
Whether you want to know what your competitors are doing or whether you want simple inspiration for your next topic, newsletter subscription is just the thing you need. It is a daily update on what opponents are up to.
The best way to win at content marketing is by telling a compelling story to each one of your visitors as though you were on a phone call with them. David Ogilvy once quoted this truly great sentiment, “Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter on behalf of your client.”
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