Welcome to the course how content Works brought to you by Semrush in this series, we will delve into the world of content Marketing in explore what it takes to achieve success.
Hello, my name is Shama Hyder and I’m here to talk about content marketing, a topic that’s been buzzing around for years, but what does it really mean in practice? What is content marketing? In a nutshell, content marketing is a form of inbound marketing, that attracts people to your brand, by answering their questions, challenging their assumptions in, basically educating them. And the best content marketing is often driven by great storytelling.
Let’s look at two examples of content marketing.
One in B2C and one in B2B. And B2C, you can think about Airbnb. Airbnb’s content marketing, often tells the stories of Travelers and hosts showcasing, the unique and personal experiences available through the Brand.
This Is The Narrative, The Weave into all, their content across channels in B2B, we can look at GE. GE has used storytelling to showcase the impact its technology has on Industries and the world.
For example, they created a series of short films called the GE store that tells stories of how their Technologies cross-pollinate to create breakthroughs across Industries.
Both these brands are masters of Storytelling and hence content Marketing in very tactical terms content marketing is your website copy blogs, social media posts video, demos really all of it, ideally all carefully.
Cultivated With a strong strategy and tactical infrastructure to help your efforts scale, the goal of content marketing is to increase your traffic, boost your brand awareness, build credibility, and of course, to drive sales and revenue. In a recent Semrush state of content marketing report, Semrush found that 46 percent of respondents are using content marketing to drive traffic to their website.
45% plan to use content marketing to increase brand awareness.
Even further 34 I said, what do you use content marketing to generate leads and 25% want to use it to generate sales and revenue? Customer Loyalty engagement are also wonderful goals as is building a community.
As you can see, content marketing can do a lot for your brand.
So, what is content marketing? Not, it’s not the stuff.
Other people write or see about your brand, for example, earned media.
However, earned media is a great way to build credibility, and it can be used to help build or amplify your content strategy.
What? Is an effective content marketing look like, well, it’s when you create content simply for the sake of appeasing, Google or without a clear audience or strategy in mind.
Here’s a tricky one, can advertising be considered marketing? Advertising can be used to promote content marketing, but it isn’t the same as content.
Marketing content.
Marketing is a broader approach to marketing that focuses on creating and distributing valuable relevant and consistent content to attract and retain a clearly defined audience.
One, can advertising be considered marketing, advertising? Can be used to promote content marketing, but it isn’t the same as content.
Marketing content.
Marketing is a broader approach to marketing that focuses on creating and distributing valuable relevant and consistent content to attract and retain a clearly defined audience.
Currently using advertising, when the content isn’t solid, how can content marketing drives sales, by putting your brand story in front of your prospects and customers consistently, you create frequency, bias, making you the obvious choice in their mind and shortening the sales cycle. You can prove your value by answering all their wide questions through different content, formats and topics.
Remember repetition drives Revenue.
Now let’s look at some keys to creating an effective content strategy.
Your target audience, second decide which content formats and topics make the most sense by analyzing the data, three have an SEO strategy in place so you can maximize traffic last but not least, remember to track your social media metrics so you can tie back your efforts to the overall business goals.
Here’s the good news, content marketing is fun.
Take time to brainstorm and write down your ideas.
And if you need a little help structuring your strategy, download the free content marketing starter kit for your business.
Linked in the video description, it has a workbook and templates to help you kick start your content marketing strategy.
That’s it for today.
Thank you for joining us on this journey to discover how content works.
Until next next time.
