Content marketing involves the creation and sharing of published content and other media in order to attract customers. It aims at providing valuable or entertaining information that stops short of direct sales or promotional content. The information should influence consumers in some way. The content may be presented in various ways including news, infographics, case studies, eBooks, white papers and how-to’s among others. Here are some of the key factors in understanding what exactly is content marketing and how does it benefit your business.
The Internet has liberalized access to publishing. Computers have made it easy to create content and anyone with a laptop or desktop can now create content and post it online. This benefits Internet users because they get access to a large diversity of content.
Content creation is a paying profession. Many companies are seeking the services of commercial content developers to support their branding efforts. Content is referred to as original if it is created by a publisher or if the publisher paid for its creation.
Content Marketing Measurement
This is one of the areas of interest for anyone who wants to know what exactly is content marketing and how does it benefit your business. The effectiveness of content marketing can be measured using various quantifiable factors. The factors are used to assess the value of advertisements in terms of brand equity surveys, time on site and traffic among others.
Content marketing is measured using three techniques
Media bucket refers to the reach of an advert and the impression it creates in the mind of the target audience. Engagement bucket refers to audience actions and responses as result of the advertisements while ROI measures include actual sales realized as a result of media engagement.
Advantages of Content Marketing
The popularity of content marketing is steadily increasing with marketers. More than a third of business-to-business (B2B) and business-to-customer (B2C) marketing campaigns use a certain form of content marketing strategy including articles, eNewsletters and social media among others.
Content marketing persuades consumers by embedding information about their brands in different platforms. The information often carries brought-to-you-by messages to create a positive experience with consumers. This makes consumers associate the brand with positive experiences.
Other forms of advertising have been criticized as intrusive. Many people fear banner adverts in online sites because they may lead to virus attacks. Others shun such adverts because they may provide information that is not engaging or distract their internet browsing. Banner adverts are also considered as spam messages.
Content marketing is an alternative to intrusive advertising campaigns. It offers branded content that is endemic to users’ browsing experience. This makes Internet users likely to make purchase decisions because the content is intertwined with brands’ equity, which makes users create positive images of the brands.
Content marketing has a strong appeal on the millennial generation. This is a large target group that currently stands at close to 2 billion people. This generation has expectations of advertising media that is better met by content marketing than traditional advertising. Many users expect brands to create content that informs or entertains them through videos, photos, games and blogs among others.
It is important to understand what exactly is content marketing and how does it benefit your business, if you want your advertising efforts to have any impact on the Internet.
The founder of CinchLocal, is a seasoned entrepreneur that has over 18 years of experience in search engine optimization and online marketing.