How Does Content Marketing Work? The Beginner’s Guide

By Dave Polykoff

Content Marketing People

Content marketing is an essential part of digital marketing, but few understand what it truly means. There’s plenty of information out there, but it’s often higher level and filled with jargon, because it’s not directed to businesses, but marketers. I guess that doesn’t make them very good at content marketing.

A proper content marketing campaign can be complex, but it’s only through understanding what it is and how it benefits your business that can you get a healthy grasp of the concept and use it for your company. Content marketing is far more than writing a great blog post.

What is Content Marketing?

The goal of content marketing is to spread the word about your business and to build relationships through great content that people want to read. It’s multifaceted and incorporates other avenues of marketing, including email, social and SEO, but not directly. They work together to create a cohesive marketing plan. According to Forbes, 88 percent of business 2 business marketers use content marketing, but only 32 percent have an actual strategy.

It all starts with great content. What types of content? These include blogs, articles, press releases and anything else that can provide authoritative, educational and informative content to your target audience. A well-crafted marketing campaign naturally leads to increased sales, a better return on investment than other marketing channels and loyal customers that trust your brand.

Traditional online advertising isn’t working. According to the Content Marketing Institute, more than 200 million people use ad blockers on their browsers. If ads aren’t showing up, they’re not effective, but content is always seen.

What Content Marketing Isn’t

Content marketing isn’t SEO or link building. Will good content help with both of these areas? Yes, but that should not be the point. When you focus more on SEO and link building than creating excellent content, you end up shooting yourself in the foot.

Content marketing should focus on creating great and shareable content. Creating content focusing on SEO and link building is fine to do, but it shouldn’t be used for content marketing. It’s important that your business separates these areas from content marketing and treat it as a unique entity.

Content marketing also isn’t about a sales call. Don’t try and sell your products and services directly in content marketing materials. People don’t want to read a 500- or 1000-word article about your President’s Day sale. You’re not informing or educating them. You’re bombarding them with a long-form sales flier. Instead of building a relationship, you might wind up boring or alienating your customers.

What Makes “Good” Content?

You know what the goal of content marketing is, but now you need to understand what makes “good” content. As the owner or employee of a business, you have knowledge above and beyond what your target audience may have. It’s time to share that information with the masses.

Who is Your Audience?

The tone of your content will change depending on who your target audience is. For example, a business to business company may include a more technical and professional approach, Go to the full article.

Source:: Business 2 Community

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