Define Content Marketing

Understanding Content Marketing for small businesses

In Content Marketing, Small Business Marketing by Lloyd Bettell-Higgins

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In this day and age, we are all totally bombarded with thousands, if not millions of marketing messages every day. Traditional types of marketing like cold, calling, interruptive ads and direct mail just aren’t cutting it anymore. There is a simple reason for this, and that is the ability for potential customers to block out and control the information that they receive.

So of course, those traditional types of marketing just aren’t up to scratch anymore. In the modern marketing world, you have to provide prospective customers with something that they will enjoy as part of your marketing experience.

The face of advertising has changed, 75% of people don’t believe ads. Click To Tweet

That is where Content Marketing comes in.

By changing your marketing approach in this way and providing quality content that attracts individuals, you can turn them into lifelong customers.

Understanding content marketing is vital to how you employ it into your marketing campaign or how you use it to market your business. In this article, you are going to find out exactly what content marketing is and you will get an excellent understanding of what you can achieve with it.

The first thing to realise about content marketing is that it is all about value. Whether that is creating value for the audience or whether that is about getting value back into your marketing system.

Creating value is about engaging your audience.

The audience you are addressing is full of potential clients, and these clients are in your niche, your business area or the particular service type that you provide. These potential customers are going to receive value from you through the content you put out.

By receiving value from you, they will understand that you know the niche, know how to provide the service they require and that everything that they get from you will be of interest to them.

So content marketing, in essence, is any content that is supplied by you. Now that content can be either online or offline. As content marketers, we tend to focus on the content that you supply online. Now, this can be any stories or articles that you put on your blog. This content includes any tweets that you broadcast on Twitter. This content can be any original information that you give out, retweets of other people, commenting on other people’s content, images and so on.

The same goes for Facebook, so anything you put out on your timeline, your company page’s timeline or other people’s feeds. It can also include any articles you publish on Facebook’s articles platform.

Another channel you can use is LinkedIn where you can put content onto your page or into any groups you are a member of and so on.

Content marketing is using any content that you supply to promote your company. Click To Tweet

It is a type of inbound marketing where your prospective clients or customers find you. Inbound marketing is defined as “A technique that draws customers to your products and services through content, through social media and search engines.” Customers come into the company as opposed to you reaching out of the company with things like direct sales calls or emails to those prospective clients.

As an inbound marketing technique, what you are using content marketing to do is to get your company out there and be found by the right audience that will be interested in your services or products. You do this using your website and especially your social media channels.

Social media itself has grown over the past six years by over 365% which is huge, and it just keeps growing. Staying with social media, 65% of companies that use it say that it is the most efficient marketing channel they have used. They say that by using social media, their marketing effectiveness has increased exponentially.

More than 15 million people search on social networks before buying a product. Click To Tweet

Content marketing also helps with your Search Engine Marketing (SEO). By releasing more content onto your blog, your website and your social media channels you are creating more opportunity for the search engines to find you, your brand or what you have to say about your service or industry. With SEO you can use particular keywords to help be found, and you can use these keywords in the articles that you write.

By putting content out onto the internet, whatever channels you use, multiple times a week, it provides a better opportunity for your clients to find you. Not just on the search engines but by social media, people talking about you and just literally browsing the web in general.

Another part of Inbound marketing is the conversion side of things. Once you have got people to your website, you need to be able to get them to perform a particular action. That action can be moving onto another page of the site where they can learn more about the industry, your company or your products. It is more common to get them to do something more specific like putting their email address onto your autoresponder or even going so far as to buy from you.

One more aspect of inbound marketing is your ability to analyse where your traffic has come from and making the most of identifying those channels where that traffic comes in. It is also worth noting that as you interpret the data, you will see which traffic has converted, how and where in your whole sales funnel.

So now that you have a good understanding of what content marketing is, you can see that it involves everything that you put out online. Specifically with the intention to educate your audience and your prospective customers. It is also designed to bring them back into the major part of your sales funnel where you can convert them to either sales or even hotter leads.