Table of Contents
- What Is Content Marketing?
- Who Should Use Content Marketing?
- Why Is Content Marketing an Art?
- Why Should Brands Master the Art of Content Marketing?
- 4 Crucial Tips for Content Marketing
- Key Takeaways
In the world of digital marketing today, there has been a clamor for good, meaningful content: content that ignites curiosity, offers value, and is remembered long after it has been read. What enables this type of content creation and sharing is the art of content marketing.
As a marketer, you may agree to the fact that there is a world of difference between today’s consumer and the consumer of yesterday. In the present times, the audience doesn’t entertain blatant, over-the-top marketing (also known as outbound marketing). This is where inbound marketing enters the scene.
Inbound marketing involves carefully crafted strategies that attract audiences with content that is meaningful and addresses their pain points. It doesn’t just seek to generate leads or close sales, but also aims at building worthwhile relationships with consumers. Inbound marketers see users as not just a small part of the sales funnel, but as an essential entity with whom contact needs to be reinvigorated and re-energized from time to time. In short, in inbound marketing, the consumer is indispensable to the brand.
What Is Content Marketing?
Content marketing is a crucial arm of inbound marketing. In its simplest form, content marketing is referred to as the process of ideating, planning, producing, and distributing content that adds value to readers’ lives, while also furthering a brand’s lead generation goals. This is when it becomes increasingly important for brands to master the art of good content.
Oftentimes, the difference between the success and failure of a business is how well content marketing is being utilized. You may have great content in place, but if you don’t know how to market it well, all your strategies will fall flat. But before we get to the marketing part, let’s take a look at the type of content brands usually create. (Note that the below list is not exhaustive.)
- Guest posts
- Social media posts
- Video content
- Paid ads
At the core of content marketing are specific goals. Some of them are as follows.
- Engaging and re-engaging audiences
- Educating users and spreading awareness about the brand
- Generating leads
- Building meaningful relationships with new and existing customers
- Building a loyal community of users and brand advocates
Who Should Use Content Marketing?
Any company can use content marketing. In fact, big companies like Apple, Microsoft, Uber, and others have been evolving the content marketing industry and helping create meaningful content. This type of marketing can create a great impetus for any type of business that decides to stay around for a long time. Even for start-ups, quality content can provide the initial push that they need to take off. With a good content marketing plan, any company can become the best in its field in no time.
Content marketing helps businesses of all sizes lay a foundation, grow bigger, and thrive. That said, delivering consistent content may not be an easy task. Many companies, big and small, are still struggling to produce quality content consistently. Thus, companies are strategizing and breaking up their marketing plans, and going through various trial-and-error rounds.
From monitoring how a piece of content is faring online to implementing the best practices are some of the things that are helping companies grow. Content marketing is becoming a force to reckon with, and its endeavor to outdo even itself is becoming more and more artistic. Content marketers are always making an effort to tap into the core sensibilities of customers and provide them with content that strikes a chord, inspires, and motivates.
Why Is Content Marketing an Art?
Traditional forms of art like film, painting, theater, and the like have been around for centuries. But content marketing, which weaves all sorts of media into impressive, informative, and quality content, is nowadays considered a form of art as well. The reason for this is that a good piece of content creates a great impact on people, just like any art form (think marketing campaigns, such as McDonald’s “Question Time” and Coca-Cola’s “Share a Coke,” which have remained imprinted in the minds of the consumers).
One of the primary purposes of art is to create an enriching experience for the viewer. It seeks to tap into their emotional as well as intellectual core, and shift something. This is also what the art of good content aims at doing. It targets users with the motive to provide them with positive learning experiences—those they’d want to keep coming back for.
However, just like any painting cannot become art, any content cannot be counted as art. For it to become prestigious, it must bring value. Thus, companies are vying with each other to produce the best piece of content to make the most impact.
Why Should Brands Master the Art of Content Marketing?
Content marketing has opened up prospects of generating useful content that will not only help users look for information, but also enable marketers to promote their products. Another key aspect of content marketing is retaining readership and, therefore, followers. Marketing through content gives brands the opportunity to generate relevant information systems that are easy to read, and also add value to the person who seeks knowledge.
In short, content marketing is a strategic move that helps brands gain visibility. Brands can make an impact through content and make continual use of it to keep securing a place in the hearts and minds of their users.
There are plenty of ways in which content marketing can help. Most importantly, it is mutually beneficial to both the marketer, for whom it is a profession, and for the users, who are the buyers and information-seekers. Content marketing can thus help meet the following objectives.
1. It boosts sales
At the end of the day, content marketing is a marketing strategy. And like any other form of marketing, it is focused on generating leads and driving revenue. Therefore, its results are in the conversions. This strategy effectively and steadily boosts sales, which makes it an extremely effective tool for marketers.
2. It creates a loyal user base
Quality content is bound to draw customers. As customers grow used to relying on the content a company produces, they begin to trust and invest in the brand. Thereby, these people become the strongest and most ardent followers of the brand.
3. It helps create trust
The purpose of quality content is not just to drive sales. It is also aimed at building relationships with the audience. When you skillfully answer your audience’s queries and address their needs and pain points, they will start to trust you more. They will also remember to turn to you when a similar need arises in the future.
4. It helps retain customers
One of the key roles of engaging content is creating a customer experience that is pleasant, powerful, and inspiring. By mastering the art of marketing, you can not just gain new customers, but also retain old ones.
5. It positions you as an authority
Another key aspect of content marketing is that by regularly publishing content that inspires people, you can become an entity people look up to, one whose advice and insights they trust. However, in order to be positioned as an authority, you need to make sure you have expertise in your field, as well as the ability to answer customers’ queries and concerns.
6. It is cost-effective
Another important feature of content marketing is its cost-effectiveness. Other types of media publicity are much more expensive than content. Unlike traditional marketing methods that may not even guarantee the desired results, content marketing is an effective marketing method, which doesn’t weigh heavy on your pocket. Hence, quality content is a reasonable and great investment.
Content marketing is a cheaper—and more effective—way of drawing potential customers in. Even when compared to paid advertisements, content marketing takes the cake. One of the primary reasons behind this is that the art of content marketing takes less time to be learned, is easy to start with, and delivers a greater ROI as well.
4 Crucial Tips for Content Marketing
Good content means content that helps to convert. So, in order to achieve that, here are some tried and tested ways that have been approved by professionals specializing in the art of content marketing.
1. Formulate a strategy
Any good plan needs to be strategized. The primary strategy should always cater to and meet the requirements of the target audience. Tailor-made content is what you should aim for.
In order to come up with a winning content marketing strategy, you need to figure out who your target audience is. Find out what their likes and dislikes are, what they do for a living, how they prefer to spend their leisure time, etc. Center your content on these factors to gain the desired responses from your user base.
2. Pay attention to SEO
SEO is one of the cornerstones of content marketing, and incorporating SEO-centric content in your plan is one of the best content marketing tips you will ever receive. It is an important component of any good piece of content.
It helps businesses reach their target audience faster. It does so by encouraging the creation and publishing of quality content that ranks higher on search engine results pages (SERP), and ultimately drives organic traffic to your website. A few content marketing tips for SEO include earning credible backlinks, improving website speed, writing engaging headlines and meta titles and meta descriptions, and more.
3. Make it about the customer
Only writing or producing content about a brand and its products is not sufficient. Doing so would result in the customer losing interest and leaving your website or unfollowing your social media channel. Instead, focus on the customer; talk about the issues they face and how your product/service can help solve them.
Your business should specifically address what bothers the customers. Create tailor-made content that will actually help them (this could range from ebooks and cheat sheets to video tutorials, webinars, and more).
4. Ensure there is structure to your content
A well-structured piece of content will have all elements that would make it successful. Factors like easy comprehension, flow, relevant information, and a persuasive call to action, well-blended in the content, would make it hard to ignore.
- Content marketing is one of the most crucial parts of inbound marketing.
- It is a cost-effective way to attract customers through content that adds value, as well as inspires action.
- Given its ability to strike a chord with the audience, content marketing is nothing short of art.
- One reason why brands should master the art of content marketing is that it helps them gain visibility, and also enables users to gain knowledge and get their queries answered.
It is often said that content is everything. Although this may not be 100% accurate in all cases, good content is almost always undefeatable. Companies, irrespective of their size, are now concentrating on well-researched and well-targeted content that truly deserves the epithet of art. As a result, more and more marketers are now focused on learning the art of good content. Perhaps, the most valuable contribution of content marketing is the relationship it is helping to build between customers and businesses.
Content marketing is a means to create, ideate, and share quality, click-worthy content that helps brands gain more visibility.
One of the major advantages of content marketing is that it focuses on the users. It prioritizes the users’ needs and wants, and seeks to address their pain points. This makes them want to keep coming back to your brand for more.
Content marketing is nothing short of art. This is because, just like any other form of art, good content inspires and influences people emotionally as well as intellectually.
Some handy content marketing tips include structuring your content, including catchy calls to action, formulating a plan, optimizing content for search engines, and always placing the user first.
Some common types of content used in content marketing include articles, white papers, ebooks, podcasts, video content (how-to videos, tutorials, customer testimonials, interviews, unboxing videos, and more), and infographics, among others.