 |
| Content Marketing |
Since its inception traditional marketing applies creative strategies to attract the attention of the consumer. In this way convince them to acquire your brand. However, its thematic is promotional and communication between company and public is just buying and selling. Now, the birth of
Content marketing breaks the previous paradigm as a rapport between both parties arises.
Content Marketing is the ability to create and freely grant useful content for specific users. At the same time draw your attention with the aim of converting them into future clients.
By mentioning "specific users" we mean that companies have identified those really interested in the product or service. For this it is essential to design a strategic content plan. As you will understand, it is not focused on different sectors at the same time but on a specific audience.
The contents taught contain relevant information to solve the needs of the cybernaut and thus gain loyalty and confidence. They provide the user with guidance on the topic they are looking for and thus establish a closer relationship.
The main objective of this strategy is to hook new customers or keep current ones.
Versatile Content.
While textual content is a powerful tool for content marketing, there are other ways to transmit it.
Among them we mention:
- Downloadable guides
- infographics
- videotutorials
- ebooks
- webinars
- whitepapers
- images.
No doubt they are attractive ways to attract customers. The diversity to spread content makes the difference. Each format is ideal to convey what the user needs to know before, during and after a purchase. In fact, we defined the previous segment as a purchase process.
The importance of content marketing lies in providing solutions to the public that is looking for them. Respond to all consumer concerns. This for free and without selling anything. The customer will trust more in the brand and will have it as the first option for the purchase.
Means to Transmit the Content
There are several tools that disseminate the content to the public object. For example, blogs are the starting point to reach the pinnacle of success. The better the content, the greater number of visits will be achieved. Here we know the Own Media.
Social networks are the ideal complement for blogs. So you can share articles and get comments, conversations, I like it, etc. At this point the audience contributes valuable content that helps boost the brand. We present the Means Won.
Finally there are the payment channels. We recommend these platforms for companies that are starting in the market. In summary we refer to:
- Ads on social networks
- Google Ads
- Advertising banners
- In this way we know the paid media.
Fruits that Content Marketing throws.
In a competitive world, companies struggle to improve their brand's experience with their brand. For this reason they resort to any strategy to meet their objectives. For example Web Design, SEO Positioning to mention a few. We conclude that content marketing is not the exception to the rule because it provides:
Positioning in the search engines. with the use of keywords, to attract seekers. In short, the site appears in more results. This way users will visit these sites more and according to their experience will provide comments, share the article, etc.
Trust. As a result of a natural communication between the client and the company. The above thanks to quality web content.
Reference. Thanks to the determined need for the user, he will perceive you as an expert in the area. In this sense, he will return to your site, recommend you to his friends etc.
Low Costs compared to other strategies.
Exchange of information. In other words, a kind of barter where the user downloads important information in exchange for leaving their email. The idea is to educate the prospective client to the fullest. So achieve the fastest conversion. We refer exactly to leads.
There are plenty of reasons to get up and running with the application of content marketing for your company.
How do I start my Content marketing strategy?
Do content marketing is not only a matter of writing quality content to achieve success in your company. A good strategy is the key point to route success. But if you do not document it, the triumph will remain on the road. We refer to the construction of a content marketing plan.
A marketing strategy includes everything we hope to achieve in our company in a certain time. That is, it aims to set clear, measurable and achievable objectives that the company seeks to achieve in an established future.
We will explain with the greatest clarity the key points when creating a great strategy:
- Define your target audience. You must know exactly what products or services they offer and to whom they will be directed. Age range, tastes, preferences and most importantly your needs. For this it is advisable to create a buyer person.
- Set goals.It is likely that you have one or several objectives in mind. The important thing that they are specific, clear, measurable and in periods of time. For example: Increase the number of subscribers to my site by 10% during the next month.
The previous goal meets the three requirements mentioned. The purpose of increasing the number of prospects is something specific. We can measure this figure through Google Analitycs. The proposed percentage is easy to reach in a month.
- Analysis of competitors. It does not mean to imitate the competition. That is, observe their strengths, popularity as well as know the number of followers. In short you know the quality of the content, frequency of publications and keywords that keep them well positioned.
A great tool in Content Marketing
- Content. Once the above points are finalized, the next step is to know the type of content for your website. The above depends to a large extent on the purpose you want to achieve. It is not the same to create content to attract customers as to increase sales. In any case verify the information you have available for reuse, which you need and which you do not.
- Structure Content. By having all the information, you need to place it in the right place at the ideal time. When the user perceives that he has a need or motivation to acquire a product or service, he begins to investigate. This, before making any purchase goes through a process of 3 stages:
- Detection of the problem or interest
- Exploration
- Search of solutions
- Purchase decision
So for each phase there is timely information that effectively takes the potential customer to the purchase. For example, in phase one, the user perceives that he has a problem or interest in a product or service. He begins to inquire to have more knowledge on the subject. The ideal thing is to publish blog articles with tips that clarify the initial doubts of the possible client.
In the exploration phase the prospect looks for information to cover or improve their need. You can provide post, ebooks, videos with explanations about the related problem and its possible solutions at this stage.
For phase three, the future customer user starts comparing different alternatives and will keep the best one. At this point it is correct to provide content referring to the best of your company or your brand. In other words, present the advantages of your purchase in your company.
Final phase
At this level the user decides to buy the product or purchase the service. Here the precise information includes success stories, testimonials, free trials.
In next article we will guide you to plan your Content Marketing. There we will include the advantages of implementing your strategy through a documented plan. We also have information regarding Digital Marketing and SEO Positioning in our blog. Enjoy them and if they seem useful, give them a like and share with your friends
