The Content Marketing Institute defines content marketing as,
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action”
Any discussion on content marketing is centered on this definition. Here you see the content is described as information that is relevant to its subject and valuable to readers. Any piece of content that creates value for readers is good for marketing. It can be said that the content is sought by targeted users and they consume the content.
Example: VW’s 2014 Game Day commercial has been viewed by more than 18M viewers on YouTube. The targeted viewers find this content valuable and for this reason they are viewing it again and again. And it is needless to say that it is creating value for its brand.
The definition and the example are sufficient to understand what is content marketing?
But if you are still wondering what it is, we can try understanding content marketing with examples.
Content marketing examples
Content can be divided into different categories according to its marketing needs. Simply put, there could be tens of types of content but here we’ll discuss selected types. We’ll take five examples from popular content types to understand content marketing.
This content type is a mix of text, stats, chart and graphs. It conveys the message in the best possible way. The text matter is reduced to only power words and the important points are highlighted in stats. Graphics are used to create a setting and mood. An advantage of an infographic is that it is good for direct communication. Infographic content is more convenient to share on social media and it can be used on websites for a fairly long time.
A webpage created for marketing is different one written for a site. The Beginner’s Guide to SEO from Moz is a great example of marketing webpage. This page has been viewed by millions of times and it is offered for free. Another example of a good marketing webpage is a case study from the design firm Teehan+Lax. While case studies look boring, this study is interesting the readers.
A podcast is an audio file downloaded from the Internet. It is a different type of content, but it gives more visibility in a noisy world. Michael Hyatt’s podcast “This is Your Life” is downloaded 250,000 times each month. He also authored a book Platform: Get Noticed in a Noisy World on podcasts and he has reasons to give for using Podcasts.
Gary Vaynerchuk made a $45M empire by promoting his family wine store on YouTube. Video and podcast marketing is largely untapped by traditional marketers. It is so because there is vast scope for videos and podcasts. This type of content is largely used for selling kitchen items, launching healthcare products and promoting services. But it can be used for promoting every business.
Michael Port’s book “Book Yourself Solid” is considered a sales manual for those interested in increasing their sales. This book is recommended for entrepreneurs, salespersons and marketers. This book brings customers to Port’s coaching and speaking service. This example proves that marketers don’t sell books as books but as they use books as marketing tools.
These are just a few examples that define what content marketing is and what different content types are. Our next topic is the role of content marketing in digital marketing.
Role of content marketing in digital marketing
You learned what content marketing is through examples but you need more education to understand how you can use content for digital marketing.
Market researches and studies have proved beyond doubt that people purchase the brands they feel connected to. And brands hit the audiences with content. There are many examples to show how content makes a good impression on the viewers.
A good piece of content keeps the readers engaged for long time. Whether the content is a blogpost or social media post, if it is interesting, the readers would like and share the content.
Content generates leads by educating the targeted audiences. You can’t order your audiences to visit your site and buy a product but you can educate them about advantages of your product so that they feel encouraged to buy the product.
Search engine needs information that is interesting and relevant and the information is provided through content. Producing good content is quite beneficial for search engine optimization.
Now you have complete education on what content marketing is and what its role is in digital marketing. You can check the benefits of content marketing in online marketing and start marketing your website with content.
1# High visibility
Every new piece of content added to your site is a new page indexed by Google. While more pages won’t mean more traffic but having more pages will certainly highlight your presence on the web.
2# High domain authority
Writing quality content will project you as a subject matter expert and soon you will become an authority on the subject you write for. Your writings would have a very positive impact on your domain authority.
3# Referral traffic
When you make postings as a guest, you get the opportunity to earn a backlink from the guest posting and a single referral link could drive hundreds and thousands of targeted visitors to your site.
4# Improve brand reputation
Your writing will build your brand. You can mold public in your favor with your content. The content would help in educating the customers and answering the questions in their mind.
5# Good relations with customers
Content writing is the only way to stay in touch with your targeted audiences. In this way, you can keep reminding your customers of your brand. The cordial relationship with customers will help in quick recognition of your brand. This relationship would help you extend business offers like new products and discounts to your customers.
Jasmeet Singh is an Entrepreneur, Digital Marketing Strategist, and an active blogger. He is the
founder of The Sharp Brain, a Digital Marketing agency cum training Institute located in India. He is an active Quoran and an avid reader.