If they ask you what content marketing is, would you say it is to have a blog or a profile on each social network?
Well, this article will interest you because – I am sorry to tell you that – you are a little wrong.
Please don’t blame the messenger, I mean, me! Concepts in the “marketing” world always have more chicha than appear. I will explain it to you without detours or strange words in the shortest time, and I imagine you want to do more things today apart from reading this wonderful blog.
Sounds good? Well, make yourself comfortable; let’s start.
What Is Digital Content Marketing?
I know this topic catches your attention: once we start with a simple word, easily extrapolated to everyday life: content! There are no weird acronyms like SEO nor Anglicisms like podcast or copywriter… Oh, how we like English pitinglis in marketing, right?
The fact is that digital content marketing is a discipline of Inbound Marketing (sorry, you cannot escape English), and it is -obviously- about content. Specifically, about the one that seeks to be of great relevance and quality for your target audience.
Creating and distributing this content are two key parts of its process, and its ultimate goal is what every self-respecting entrepreneur wants: to attract customers and connect with them. In content marketing, there is always one goal: to convert. The idea is that more and more customers choose your products or services among the rest. And let them be the ones to advertise to you because they have established an even deeper connection with your product than Bruce’s with his chocolate cake.
Al right, you might think, what the hell does that mean by creating “relevant and quality content”? Even my partner and I find very different topics interesting!
Well, there you have to start by knowing and speaking to your audience. Only then can you show them relevant content. It is about getting to know them to know what content interests you and how to communicate it to them, ALWAYS to provide added value.
The how is much more important than it sounds: the tone and voice you use. Think that, although you express yourself in a certain way, you do not speak the same to your boss, your brother, or your 80-year-old neighbour. Your brand should have a tone and voice that works with your audience. Only then will you get reactions to your content. This reaction we are looking for is not just a laugh, a “share,” or excite the receiver, but seduce and convince him that this content translates into purchases, love, and loyalty to your brand.
You can also try hypnotizing them, but I recommend less.
By quality, I mean the power of words. Because “the words are blown away” is very 2000, honey. In our digital age, EVERYTHING remains. And a good text makes a big difference. It is useless if you are very clear about your target audience and understand it if your content is not legible (too long sentences, passive voice, going around too much before reaching the chicha, etc.) or they do not have a clear reason. This is another underworld where there are a lot of tools, but I am not going to immerse myself so much that then we drown in concepts.
Why Use Content Marketing
With my sixth sense arachnid and intuition of a woman of the XXI century, I realize that it is giving you considerable laziness to start doing content marketing after everything I have told you.
I get it. But I have come to write to you things as they are, as scary as they are. And for that reason, I am going to tell you three powerful reasons why you should strongly love content marketing:
1. Because it is non-invasive advertising
What a pleasure when advertising is done respecting the one next door, eh? (Basically the opposite of what traditional advertising does.) As you can see, I like content marketing a little bit. And it is that, in addition, it achieves great results = + sales, + leads and very cheap. Of course, you have to be patient because it has its process. Between about 6 and 9 months: the same as it takes a baby to be ready to come out of the oven! I have a wonderful saying to close this section: happiness that takes long, with more joy awaits.
2. Because it improves your SEO
What a pleasure when advertising is done while respecting the next person, eh? (Basically the opposite of what traditional advertising does.) As you can see, I like content marketing a little bit. And it is that, in addition, it achieves great results = + sales, + leads and very cheap. Of course, you have to be patient because it has its process. Between about 6 and 9 months: the same as it takes a baby to be ready to come out of the oven! I have a wonderful saying to close this section: happiness that takes long, with more joy awaits.
3. Because you create a relationship of trust with your audience
Relevant content helps you bond with your target audience and create a sense of community. It sounds a bit cultish, but it’s really about us being social beings and looking for connections. The result of creating this relationship is that they become prescribers of your brand, that they speak well of it, share your content, and that you get a larger audience, better conversion rate, and impact for free.
How To Do Content Marketing
Now that it is clear how wonderful and important content marketing is, where do you start?
The first thing is to define our audience, objectives, strategies, and what metrics we are going to evaluate. Yes, there is no content insight here yet. It makes sense, right? Before dropping anchor, you have to go up to the lookout post to see where their island is.
Once we have found land, the next step is to row towards it. This includes all the preparation of selecting themes, establishing layouts, taking photos and videos, preparing content styles, defining formats etc., etc.
With this theme of “the formats,” We reconnect with the beginning of this article. I told you that having a blog or a social media account is not doing content marketing. I suppose you already understand why, but to summarize it, let’s say that it is not about publishing at all costs but about making a strategy with content based on one or more objectives. The formats are those “places” that you decide to use so that this strategy is effective concerning your target audience.
What formats are there? Downloadable guides, videos, video tutorials, infographics, podcasts, eBooks, checklists, blog articles, interviews, and much more.
Maybe now you feel more lost than ever, but you are not walking alone in the digital universe. At Plataforma, we always accompany you because we like to explore worlds and have our heads explode from time to time.
Also Read: Marketing Strategy On TikTok