‘A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services’
-The Oxford English Dictionary
Written above is the definition of Content Marketing, which inturn answers our question mentioned in the title. Content Marketing is the process of creating content and posting it online for the purpose of advertising and raising awareness for your brand.
The processes and methodologies of marketing have evolved a lot over the decades, and only more so with the transition into the digital sphere. But why does Content Marketing stand out as such an important practice for any business?
Content is Key
Content Marketing is really just about how you market your content. Any photo, video or tweet that you post in promotion of your brand is content. The marketing part comes in when you utilize tried-and-true marketing methodologies to use and improve that content to either increase your customer base, or your profits.
However, simply releasing content out into the world is not enough. You need the content to be relevant to your target audience and a hook that makes them remember your brand. This can come in the form of storytelling, or simply providing a solution to a common, but irritating issue.
To accurately achieve this, you need to know your target audience and research their lifestyles. Learn their problems and their obstacles. Through this, you can create relevant content that appeals to your target audience.
HubSpot.com has an article here that outlines further definitions of Content Marketing, types of Content Marketing and preferred strategies in Content Marketing.
But, Why is Content Marketing so Important?
The short answer? Because it works. Every business from the smallest startup to massive corporations have used Content Marketing to great effect to both increase profits and a larger customer base that remembers that very content and keeps the brand relevant.
Following their ‘Share a Coke’ ad campaign in 2011, Coca Cola earned a staggering increase in profits. Coke began the first quarter of 2011 with a 39% increase in growth, entering the third quarter they rocketed up to a shocking 46% increase in growth, and their annual revenue shows an eleven million dollar increase, in comparison to the four million dollar increase over the prior three years.
‘Instead of pitching your products, or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.’
Content Marketing stands as one of the major foundations for all aspects of marketing, promotion, and customer outreach. The content you release over your social channels reflects what your brand is, and means, for your audience. And this directly affects your business’s standing in the world. The greater the strategy you construct for your advertising and content, the greater the return you receive.
– Written by Conor Gunn
‘Share a Coke’ Image – https://fabnews.live/coca-cola-australia-embraces-diversity-with-most-inclusive-share-a-coke-campaign-yet/
HubSpot’s ‘Ultimate Guide to Content Marketing in 2021 – https://blog.hubspot.com/marketing/content-marketing
‘Content Marketing Done Right: 8 Examples you can Learn From – https://blog.hubspot.com/marketing/content-marketing
Coca Cola Revenue 2006-2020 – https://www.macrotrends.net/stocks/charts/KO/cocacola/revenue
‘What is Content Marketing’ – https://contentmarketinginstitute.com/what-is-content-marketing/
Oxford English Dictionary – https://languages.oup.com/google-dictionary-en/