We’ve all heard the phrase ‘content is king’, but what does that really mean in the grand scheme of things? What makes content so powerful and full of potential when it comes to succeeding in the online world?
The answer is content marketing, and in this article we’ll explain it in detail and what getting into the field means.
What is content marketing?
Simply put, content marketing refers to the use and distribution of content in order to achieve a marketing goal. It encompasses a long-term strategy of planning, creating and sharing various forms of content in order to attract and maintain a well defined target audience.
Content marketing can take many different forms, but at its core, it is about creating valuable, relevant and engaging content that will help you conquer your business objectives. It is not about selling or promoting your products or services; rather, it is about using content to build relationships with your target audience and earn their trust.
Content marketing is different from other marketing strategies because it focuses on creating and distributing purposeful, helpful and relevant content to attract and retain a defined audience with the aim of eventually prompting profitable customer behaviour. This is different from other marketing strategies, which typically focus on more immediate objectives such as brand awareness or lead generation.
Why is content marketing popular?
Content marketing has become one of the most important facets of modern marketing for one reason and one reason only: its relevance.
In today’s digital age, it’s now easier than ever to create, access and share content with the world. People can spend their time online in a number of ways, however tend to do so interacting with some type of media, whether it be in the form of a blog, video, podcast or social post.
Businesses see content’s potential for exposure and ROI and as a result, are increasingly turning to it as a way to market and reach their target customers in a way that is both relevant and valuable.
Why companies use content marketing in their business strategy
When done correctly, content marketing can be an extremely effective way to bolster business success. It hones the potential to deliver results in a number of ways, some of the most prominent of which include the following.
Enhanced brand awareness and visibility
One of the most notable benefits of content marketing is the simple fact that it can generate remarkable brand exposure and awareness on behalf of the companies that undertake it. Thanks to the internet’s viral nature, it’s not hard to create a piece of content that has the potential to reach millions of people with very little investment.
Increased generation of leads and sales
Contrary to popular belief, content marketing isn’t just about generating brand awareness. In fact, it can also be used as an incredibly effective lead generation tool. By creating content that is relevant and valuable to their target audience, businesses can encourage them to take a specific action, such as making a purchase or signing up for a newsletter.
Better connections and relationships with target audiences
Content marketing can also be used to build and foster better relationships with target audiences. In today’s digital age, people are hyper-connected and crave authentic interactions with the brands they support. By creating content that is interesting and engaging, businesses can encourage their target audiences to develop a positive association with their name and establish a connection that is more likely to deliver.
Improved search engine visibility
Content is also a key factor in SEO and can be used to improve a website’s search engine rankings. When businesses produce relevant, keyword-rich content, they give themselves a better chance of appearing higher up on SERPs, which can result in increased traffic and visibility.
How to become a content marketer
There isn’t a one-way path to becoming a successful content marketer – the reality is that individuals take up a number of approaches when getting into the career. With that being said, there are a number of ways you can initiate yourself with the line of work, such as the following.
Understand how content marketing works
Simple enough, right? In order to excel in any field, it’s important to have a firm understanding of how it works. Content marketing is no different. Be sure to take the time to learn about the different aspects of content marketing and how they come together to create a successful strategy.
Familiarise yourself with different types of content
While some people prefer to stay in a single lane when it comes to creating and marketing content, the truth is that the most successful content marketers are usually those who are able to produce a variety of content types. These can include blog posts, infographics, videos, eBooks and more. Be sure to familiarise yourself with as many forms of content out there as possible and how each one can be used to achieve specific marketing goals.
Become a research wizard
It’s important to understand the concept of substance in content marketing. Technically, any written or recorded piece of media can be considered content, but what makes it ultimately valuable is the substance – the information, insights or entertainment – that it provides. When learning to create content, it’s important to pay a special emphasis to this notion and always back your work up with planning and research to ensure that your final product is something that people will actually want to consume.
Keep up with the latest industry trends
Content marketing is an ever-evolving industry – new trends are always emerging. As a result, it’s important to stay up-to-date with the latest and greatest if you want to be successful. This can be done by reading relevant blogs and articles, attending industry events and webinars, and signing up for newsletters.
Master keyword research and implementation
Keywords and other facets of Search Engine Optimization are something you will come across a lot in the field of content marketing. As such, it’s important to get a firm understanding of how to conduct keyword research and implement them in a way that is both effective and ethical.
Develop a signature style
In a sea of content, it can be hard to make your voice heard. One way to ensure that your work stands out from the rest is to develop a signature style. This could be anything from the way you write to the topics you cover. Whatever it is, make sure it’s something that sets you apart and makes you memorable.
Invest in professional development
Investing in your professional development is always a good idea – it helps you to hone your skills and improve your craft. There are a number of different ways you can do this, such as taking online courses, attending conferences, and working with a mentor.
The world is yours for the taking – all you have to do is start off with the right resources. Digital Academy specialises in providing aspirational learners with accessible, thought courses in digital marketing. Our comprehensive selection of globally recognized online programs will give you the insight and preparation you need to get started on your next professional endeavour, whether it be in content marketing, customer experience or anything else for that matter.
