Content is an essential part of modern marketing, especially in the online environment. Whether you’re a solo entrepreneur or the founder of a well-funded startup, you will eventually be marketing online. In this article, we’ll discuss what it is, the benefits, and how to use various digital assets for this purpose.
However, content marketing is an often misunderstood term. According to Content Marketing Institute, content marketing is “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.”
This term is often used interchangeably with “online marketing” and “digital marketing,” which have their own specific definitions. Online marketing is any marketing activities that are delivered online. It can be content marketing or other types of marketing, such as paid advertising, collaborative marketing, and others, as long as the delivery is completed online via the Internet. On the other hand, digital marketing is not restricted to Internet-based marketing, which also covers billboard-based, TV-based, and other digital electronic mediums.
Unlike advertising that cost a fortune, content marketing can be developed with a very small, minimal, or, even, zero budget. If you’re a solo entrepreneur with some copywriting and video editing skills, for instance, you can create your own marketing digital assets, such as blog posts, e-books, infographics, and YouTube videos.
In general, there are 7 benefits of content marketing for businesses.
1. Great content provides value to readers.
The educational nature of content marketing assets itself is worth reading, listening, or watching. The best content marketing strategy is, after all, based on what the target audience is looking to solve.
2. Great content with strong SEO keywords can help the product getting exposure on the first page of Google result.
With strong SEO keywords sprinkled throughout a blog article, for instance, would increase the Google search credibility. Thus, the page would come up on the first page of search results, which means a lot to the traffic and domain authority.
3. Content marketing allows conveniently shareable content.
When a piece of content serves a specific value, it’s now very convenient to have it shared. Social media exist for sharing purposes. So, when a famous brand is in the news, develop a feature article that discusses it while also mentioning your product, which is written naturally.
4. Contents can be repurposed for various channels.
Marketing contents can be repurposed for various distribution channels. White papers can be republished in sections, e-books can be adapted as videos, and so on.
5. Publishing a lot of content provides you with the opportunity to be considered a thought leader.
When you deliver valuable information that matters in the industry, you have the opportunity to be a thought leader. For this, you’d need to release new content frequently and regularly, which requires a firm commitment.
6. Content marketing nurtures relationships for repeat orders.
With automation, contents can be delivered based on triggering events within the buying journey, which nurtures relationships with leads and existing customers. Other types of marketing don’t allow such convenience and purpose.
7. Content marketing helps with long sales cycles, as you can follow-up leads with an automated nurturing system
You can combine various digital assets, like blog posts, guest articles, e-books, white papers, reports, podcasts, and infographics for this purpose, and have them delivered in a variety of ways. E-mail newsletter, blog subscription, and chatbot are to mention a few favorite channels.
In creating content marketing digital assets, you need to ensure that the editing is professional and up to par. Using editing software like ProWritingAid is a good option. With its 25 reports on various grammar and stylistic issues, you can have a peace of mind that your marketing collaterals are presentable and of publishable quality.
At last, content marketing is probably your best bet in a low-cost promotion that works favorably for businesses of any size and of any industry.
About the Author
Jennifer Xue is an award-winning author, columnist, and serial entrepreneur based in Northern California. She is also a digital strategist for several e-commerce and app companies. Her byline has appeared in Forbes, Fortune, Esquire, Cosmopolitan, Business.com, Business2Community, Addicted2Success, Good Men Project, Positively Positive, and others. Her blog is JenniferXue.com.