Content marketing is a long-term strategy, based on building a strong relationship with your customers, by giving them valuable content that is highly relevant to them on a consist
- Good storytelling alone = a crapload of money, but…
- Good storytelling + great products = 80 craploads of money
In Marvel’s case, the story was the product and then additional merchandise came along the way. Even today, the story should come long before the product.
By far, the easiest way to tell great stories, around which you can build great products, is with blogs.
You don’t need drawers, painters and a printing press to put out comics any longer. If you’re talented at drawing or creating witty stories, you can outsource the other part for as little as five bucks and create a blog that attracts hundreds of thousands of readers each month.
Remember, the content has to be valuable and relevant to the target customer group.
Since running a blog costs next to nothing, it’s a great way to test if your stories are good already or if they need work and you can always use it as a channel to provide helpful advice to the audience in your niche.
What’s more, you can do this before ever selling anything, building a loyal relationship with your audience, long before you have customers.
The result will be a long line of eager friends, waiting to buy from you when you launch.
What’s more, I really hope that you see that it doesn’t take a huge marketing budget. Today, anyone can use content marketing to their advantage.
Before long, we will all have to, if we want to remain successful, because the world gets noisier each day.
Those who focus their energy on telling good stories, no matter on which platform or in what context, will win in the long run.
Yelling louder won’t help you any more, only yelling better things.
Content Marketing Have you heard the expression, “Content is king?” If not, you have now. Great content is the fuel that drives your digital marketing activities: It is a key pillar of modern SEO It helps you get noticed on social media It gives you something of value to offer customers in emails and paid search ads Creating clever content that is not promotional in nature, but instead educates and inspires, is tough but well worth the effort. Offering content that is relevant to your audience helps them see you as a valuable source of information. On top of that, resourceful content makes it less likely that they will tune you out. Content Marketing has become an increasingly important part of a successful and strategic marketing mix.
Today, marketers can become their own content publishers and develop audiences to attract attention. This benefits them in three key ways: it builds brand awareness, creates brand preference, and expands the brand’s reach to more buyers and potential customers at a much lower cost.
In this comprehensive, 110+ page guide, we cover topics from getting your content marketing program started to writing, publishing and promoting. Loaded with checklists, charts, and thought leadership from content marketing experts, The Definitive Guide to Engaging Content Marketing will teach you how to execute an amazing content marketing program. You’ll learn how to: Identify and map your buyer personas and journeys Develop your brand voice and style guide Optimize your content mix and create an editorial calendar Resource your team and extend the shelf life of your content Measure and optimize your content A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Their definition is solid, in my opinion, but could use some clarity. It means that content marketing is a long-term strategy, based on building a strong relationship with your customers, by giving them valuable content that is highly relevant to them on a consistent basis. Eventually, when customers make a purchase decision, their loyalty already lies with you and they will purchase your product and prefer it over competitors’ options. In contrast to one-off advertising, content marketing shows that you actually care about your customers and today, more than ever, they sure want to feel cared about, because the world is louder and noisier than ever before and attention is our most valuable resource. Keep that in mind, while we take a look at what types of content marketing there are.
There are 3 major categories where you can put content marketing efforts these days: online, offline and hybrids. more important than understand what content marketing is, is understanding why content marketing is important to your business. First we need to understand the four steps of the buying cycle: Awareness. Prior to awareness a customer may have a need, but they are not aware there is a solution. Research.
Once a customer is aware there is a solution, they will perform research to educate themselves. For example, a car buyer will try to find out what different types of cars exist, and which one will fit their needs. Consideration. At this point the customer starts comparing different products from different vendors to make sure they’re getting a high quality product at a fair price. Buy. Finally, the customer makes their decision and moves forward with the transaction. Traditional advertising and marketing is great when it comes to the second two steps.
- Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.
- It 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.
- it is a form of marketing focused on creating, publishing and distributing content for a targeted audience online. It is often used by businesses in order to: Expand their user base Diversify their user base Establish or Increase online sales Increase brand awareness or credibility Create an online community of users Unlike other forms of online marketing, content marketing relies on intercepting an existing customer need, as opposed to creating demand for a new need. As James O’Brian of Contently wrote on Mashable, “The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.” When businesses pursue content marketing, the main focus should be the needs of the customer.
Once a business has identified the customer’s need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs etc. The first step in creating a successful content marketing campaign is to define your target audience, commonly known as user segmentation. Successful content marketers deeply understand their customers’ needs and desires, beyond just their sole interest in their products or service. For example, if you are marketing a food truck, you may define your target customer as young millennials who work within a 5-minute walk of downtown San Francisco and who enjoy trying fresh, healthy foods. The more narrowly you can define your customer, the better you will be able to define content to your target audience.