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  • Writer's pictureLynn Tan

What the heck is content marketing?

Updated: Jan 25, 2023

Content marketing is a form of marketing that involves creating and sharing valuable, relevant, and consistent content in order to attract and engage a clearly defined audience with the goal of driving profitable customer action. There are several benefits to using content marketing as a strategy:

  • Cost-effective: Content marketing is often less expensive than traditional forms of advertising, such as television or print ads.

  • Builds trust and credibility: By providing valuable information to your target audience, you can build trust and credibility with them. This can lead to increased brand loyalty and repeat customers.

  • Increases brand awareness: By creating and sharing content, you can increase visibility for your brand and reach new potential customers.

  • Provides valuable insights: By tracking metrics such as website traffic, social media engagement, and conversion rates, you can gain valuable insights into what type of content resonates with your target audience and what doesn't.

  • Helps with SEO: Creating valuable, keyword-rich content can help improve your search engine rankings, making it easier for potential customers to find you online.

  • Can generate leads: By including calls-to-action in your content, you can encourage your audience to take a specific action, such as signing up for a newsletter or making a purchase.

  • Helps to create long-term relationships: By consistently providing valuable content to your audience, you can establish a long-term relationship with them, keeping them engaged and interested in your brand over time.

  • Provides a way to differentiate yourself: With the internet being so crowded, having a strong content strategy can help you stand out and differentiate yourself from your competition.

Overall, content marketing is a powerful strategy for building trust, credibility, and long-term relationships with your target audience, all while being cost-effective.

Getting started on a content strategy can be broken down into a few key steps:
  1. Define your goals: What do you want to achieve with your content? This could be anything from increasing brand awareness to driving sales.

  2. Identify your target audience: Who are you trying to reach with your content? This will help you determine the type of content that will be most effective.

  3. Research your competition: Look at what other businesses in your industry are doing in terms of content. This will give you an idea of what's already out there and what gaps you can fill.

  4. Develop a content calendar: This will help you plan out what you're going to publish, when, and on what channels. Make sure to include a mix of evergreen content and timely content that is relevant to current events and trends.

  5. Create content: Once you have your content calendar in place, it's time to start creating content. This could be blog posts, videos, infographics, social media updates, etc.

  6. Optimize your content: Make sure your content is optimized for search engines and for your target audience by using keywords and phrases that will help your content rank higher in search results and make it more shareable on social media.

  7. Measure and analyze your results: Use analytics tools to track the performance of your content, such as website traffic, social media engagement, and conversion rates. Use this data to make adjustments to your content strategy as needed.

  8. Continuously improve: Keep refining your content strategy based on your goals, audience, competition and the results you are getting, always looking for new opportunities and ways to improve.

Keep in mind that creating a content strategy is an ongoing process, and it will take time and effort to get it right. But by following these steps, you'll be well on your way to creating content that resonates with your target audience and helps you achieve your goals.

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