Before defining content marketing, I’d like to define the word content in the first place. What does that word even mean? Well, the beautiful and exciting thing about it is that it means a numerous amount of things. For example, if we use it as an adjective, it’s describing a person pleased with something. On the other hand, if it’s used only as a noun, it can, again, mean, a few different things. Take the box of cereal you ate this morning and turn it to one side. You will most probably find the table of contents which describes the nutritive substances you will be digesting in the next couple of hours.
At last, we reach the meaning of the word “content” important for the topic of this blog. In modern day, the word “content” took a new form and now, it describes any multimedia “substance” created by someone (or something).
What is content marketing?
A form of marketing using multimedia content with the purpose of attracting interest. Just like any other marketing activity, its final goal is the increase in sales. But I got a little ahead of myself with that statement because, first, before selling anything you must raise the awareness about yourself, your brand or about your product and/or service.
What can be implied as content?
Content can be anything from an image, video or sound to blog, podcast, eBook, Webinar and so on. Is then someone’s live lecture content? Well, not actually, because it can’t be distributed. BUT! The footage of that lecture, on the other hand, is! Copy that? There is an abundance of content about content marketing (How about that, eh?). One of the great sites about it is contentmarketinginstitute.com. There, you will find all kinds of interesting blog posts, studies, and seminars. It was dozens of times that we’ve pointed out the importance of creating relatable and interesting content for your business, so we won’t repeat ourselves. Rather than that, here are 5 stages of content marketing:
- attracting the visitors
- conversion of your visitors (content consumers) into potential buyers
- converting your potential customer into a customer
- making your customer a loyal one
- analyzing the processes for onward decisions and strategies
When the content is published, the activity isn’t over. It is crucial to close the entire circle, otherwise, the whole strategy, as any other, loses its point.
Content fresh as the orange juice in the morning!
According to the research conducted on 1,416 B2B marketing agencies in North America, it was shown that one of the biggest problems they’re encountering is coming up with enough new and interesting content ideas. And NO, I won’t give you the ultimate solution for always coming up with new and fresh content. Why do you ask? Well, simply because there is none. Expecting to have the inexhaustible source of original content ideas is equal to believing into Santa Claus in your thirties. But don’t despair right away, there are some things you can do and places you can draw your inspiration from.
#1 Take your time
First of all, constrained ideas can frequently be recognized. Don’t leave things until the last minute. Give your brain enough time to process the idea. Any idea. You can even brainstorm alone. This will give you enough brain power to fuel your idea and make them utilizable. Organize your thoughts and make them meaningful,
#2 Use a few tricks
Thanks to the invention of the smartphone, you don’t need to walk around with a notepad. If an idea crosses your mind, whip that cellphone out and write it down. Just a couple of words is enough. Just to know what you were thinking of. It doesn’t matter if you are at work or somewhere in the pub with your friends. It might be weird to do this at first, but you will get used to it over time and it will save you a lot of time in the future. Ideas are the fuel for good content marketing (among other things). You can draw them from wherever.
#3 Solve problems
This is a crucial part. The main difference between traditional marketing and content marketing is that content marketing talks WITH people while traditional marketing talks TO people and with today’s developed social media, you can easily talk with people. Every person on this planet has a problem. And when I say problem, I don’t necessarily mean a problem, a pain, it could as far be a wish, a desire or an unfilled goal. With good content marketing execution, you (or your business) can be at the end of that “problem” and offer the solution to it. To simplify, don’t try to talk about a lawn mover to a person that has no lawn to mow.