“Content Marketing” refers to any material created to engage consumers and potential customers through the creation of texts, videos, podcasts, and other formats.
Contrary to what many people think, Content Marketing emerged long before Digital Marketing or even the Internet itself. Back in 1990, the Michelin Guide was already being created by the tire manufacturer, featuring the best restaurants. The ultimate goal was to get people to use their cars more to visit these places, and thus rely more often on their services.
To produce Content Marketing, knowing your objective is essential. Whether it's to increase your leads, build brand awareness, generate sales, or even educate the market about the importance of your product or service. If someone is already familiar with your brand thanks to good content, that familiarity will come into play at the moment of purchase decision.
With so many options on the shelf, we tend to choose brands we know and trust.
In Content Marketing, strategy is closely tied to an objective. In this case, it's the KPI, or key performance indicator. This objective must be measurable and considered important to your company, and it should be tracked through numbers or percentages. It could be the number of visits to your site, the number of mentions of your brand on social media, ratings customers give on an app, among others.
After setting your Content Marketing objective, think about who will read, listen to, or watch this material. Creating content meant to reach a huge audience is extremely risky, since it can end up feeling too generic or uninteresting.
Using internal or market data, we create a Persona to guide our Content Marketing production. By speaking directly to a specific type of audience, we narrow our reach, but increase the number of people who will complete our objective, whether that's a sale or a sign-up, for example.
Finally, for effective Content Marketing, it's necessary to research the ideal channels and formats to spread your message. In other words, figure out where your persona is (social media, blogs, email, etc.) and how they'd like to be reached.
- Text (for more complex content);
- Image (for visual highlight);
- Video (to build empathy);
- Audio (for consumption anytime).
Liked the tip? How about starting your Content Marketing strategy right now? Count on On Marketing Digital to build authority and recognition for your brand.
