What is Content Marketing and Why is it so Important?

What is Content Marketing?

Imagine content marketing as a way to build a strong friendship with your customers. Instead of constantly trying to sell them something, you focus on creating awesome content they'll love, like blog posts, videos, podcasts, or cool infographics (really, anything that works best for you and your audience). The goal is to become the expert they trust in your field (thought leader). By showing them you know your stuff, they'll naturally come to rely on you and your brand. It's about building a long-lasting friendship (brand loyalty) and keeping your customers around for the long haul (customer retention). And the best part? It works!

What Makes Content Marketing Effective?

Imagine you're sick of those annoying ads that follow you everywhere - on TV, billboards, even your fridge! (We feel you, 96% of people find them untrustworthy and intrusive).

That's where content marketing steps in as a breath of fresh air. It's the opposite of those pushy ads. Instead, it's a fun and informative way for you to connect with your favorite brands. It's not about asking you for something right away, but about providing value. Think of it as a conversation where you (the customer) get all the answers to your questions about a particular topic. Content marketing is like creating awesome resources (blog posts, videos, infographics) that establish your brand as an expert and build trust over time.

The Power of Branding

Building a brand isn't easy, and that's a good thing! A strong brand is all about trust - it's the feeling you get when you know a company will deliver (gained sense of trust). It's built over time through your experiences with their products or services (earned identity). And when done right, it becomes a secret weapon for your business (powerful business advantage).

Here's where content marketing comes in. It's not just about meeting new customers, it's about nurturing those relationships and keeping them coming back for more (nourishing that bond). The best part? The awesome content you create for one platform can often be used in other places too!

How it Helps Other Advertising and Marketing Tactics

Imagine you love reading interesting articles or watching cool videos online. That's why content marketing works! People are naturally drawn to engaging content they care about. No wonder companies with blogs see 67% more leads each month, and videos can convince nearly 90% of people to buy something!

But here's the thing: just creating great content isn't enough. You also need to get it in front of the right people (strong delivery). An amazing podcast with no listeners is like a whispering secret - nobody benefits.

That's where content marketing shines. It works hand-in-hand with other strategies to build a strong, unified brand image for your customers. Here's how:

• Search Engine Optimization (SEO): Google loves websites with fresh, high-quality content. Blogs, articles, infographics, and videos all boost your SEO, making it easier for people to find you online.
• Social Media: This is where people share the things they love! It's the perfect platform to post videos, podcast snippets, infographics, and even funny branded memes to connect with your audience.
• Pay-Per-Click (PPC) and Search Engine Marketing (SEM): To get people to click on your ads, you need enticing content. Great content is the secret weapon for PPC and SEM campaigns.
• Public Relations (PR): Putting out content that people care about is the foundation of any good PR strategy. By creating newsworthy content, you can attract positive media attention and build brand awareness.

Mapping Content for Each Stage of the Buyer’s Journey

Imagine meeting a cool new friend who might turn into a superfan of your online shop (high-quality lead). Sounds awesome, right?

But just like building any friendship, it takes some effort.

Content marketing is like a roadmap to turn strangers into fans. It helps you connect with potential customers at every step of their buying journey, from the moment they first hear about you (awareness) to when they're researching options (consideration/research) and finally making a decision. The best part? It's not as complicated as it sounds (easier than you may think).

Awareness

Imagine you're meeting new people who might become friends with your online shop (target audience). In the beginning, you want to show them you're friendly and helpful. Content marketing is like creating conversation starters to grab their attention and show you're the expert (provider of helpful information).

The key is to pique their interest first, then educate them and make them want to chat more (interact with your brand). Here are some conversation starters you can use:

• Blogs: A thrift shop could write a blog titled "Thrifting Tips and Tricks for Beginners" to show they care about new thrifters.
• Video content: A bakery could create a short video on "How to Decorate Cupcakes Like a Pro" to showcase their skills and inspire creativity.
• Infographics: A mattress company could design an infographic titled "Sleep Needs by Age Group" to show they understand healthy sleep habits.

Consideration/Research

Imagine you've gotten to know some cool new people who might be interested in your online shop (prospective audience). They've seen you around and recognize you as an expert (seen your name as an expert). Now's your chance to have a more in-depth conversation!

Use your keyword research to target specific questions your audience might have (long-form questions). But remember, this conversation is still about them, not you (avoid inundating them with CTAs and “Me! Me! Me!” language).

Here are some ways to keep the conversation going during this consideration stage, focusing on the benefits you offer without being overly sales:

• Emails: A candle company could send an email titled "Unwind After a Long Day: Top Scents for Relaxation" to highlight how their products can create a relaxing atmosphere.
• How-To Videos: A cannabis shop could create a video on "Rolling Basics: A Guide for Beginners" to educate their audience and showcase their knowledge of cannabis use (without directly mentioning their products).
• Case Studies: A landscaping company could share a story titled "Transforming a Shady Backyard: A Before and After" to showcase their skills and the positive impact they have on their clients' outdoor spaces.

Decision

Imagine you've been chatting with some cool new people who might be interested in your online shop (potential customers) and they seem ready to make a purchase (high-quality leads). But remember, we're not here to brag (maintain our position as a leader). Content marketing is all about showing, not telling, why you're the best option!

The goal now is to nudge them gently towards buying something with content that showcases your product or service in action. Here are some ways to do that:

• User-Generated Content (UGC): A furniture brand could partner with a few social media influencers to show how easy it is to assemble their furniture in quick videos.
• Interactive Content: A condominium complex could send an email with a "Cost Comparison Calculator" to their mailing list, letting people see how much they might save by living there.
• Demonstration Videos: A tech company could create a short, informative video tutorial on how to use their product. This will give potential buyers the confidence they need to hit "purchase."

Advocacy

In our fourth and final stage, your customer has engaged with enough of your content (and enjoyed it) that they’ve become an advocate for your brand – every company’s dream. But a word of caution – never take your returning customer for granted. You’ll have to continue to find new, exciting ways to engage with them to make sure they continue advocating for you.

The new content you’re creating for them should not just nurture that relationship you’ve built but elevate it even further. Here’s a few ways you can do that:

• User-generated content: A design studio can have club members post their favorite photos on social media with a hashtag and then use those photos in other forms of marketing (see Apple’s “Shot on iPhone” campaign).
• Ambassador or Affiliate Programs: Any brand can connect with influencers who use their brand to spread the word using content you help them create to share with their followers.
• Feedback and Reviews: Incentivize your returning customers to provide complimentary feedback that can then be shared in other areas of your marketing strategy.

The Only Thing Left to Do Is Get Started

Imagine you own a super cool online shop and want to be everyone's favorite hangout spot (brand). Content marketing is your secret weapon! It's like the foundation of your shop, the thing that gets people to come visit and rave about it to their friends (brand following).

In today's world, it's more important than ever to have awesome content that people actually want to see. So how do you get started? Here are some tips:

• Talk to your customers! Find out what they like and what they're looking for.
• Check out what other cool shops are doing (competitors).
• Do some research to see what kind of content is popular online.

The sooner you start creating your content marketing strategy, the sooner your shop will be the talk of the town!