Understanding Content Marketing in Digital Marketing

Understanding Content Marketing in Digital Marketing

 

Content marketing in Digital Marketing is a powerful tool for businesses to use in bringing consumers along the conversion funnel. Different formats, types and styles for your content will serve different audience needs and ultimately improve your chances to acquire new customers or clients.

 

There are a variety of benefits when it comes to content marketing. Matching these benefits to your business objectives will help you form a content marketing plan that’s right for your business.

 

#1 Grow

One of the benefits of content marketing is that it allows you to grow your content. When you are constantly creating contents that you can share with your target audience, it will establish you as an authority in your own niche. This will drive natural traffic to your website.

 

 

#2 Recruit

Creating content regularly will allow you to have something to share with your audience. It will also enable you to have an audience who are passionate about your brand. If they are satisfied, they will always be willing to tell others about your products and services and what you have to offer to others.

 

 

#3 Brand advocates and new customers as part of content marketing in digital marketing

Just like I said earlier, having contents to share will allow you to recruit brand advocates and attract new customers. It is possible that when people want answers to questions, they will always turn to search engines. If you always come up on top of the search, it will enable you to recruit brand advocates who will be willing to introduce your products to others.

 

#4 Increase SEO ranking and web traffic

Content marketing also has the capability of increasing search engine ranking. When you are creating content regularly, the search engine bots will always come to your website. This will increase the number of keywords that your articles will rank for. This will drive more organic traffic to your website.

 

 

#5 Generate leads and new business

Content marketing will also assist you in generating more leads for your customers. People always turn to search engines for solutions. When you have contents, you will be providing solutions to some of the challenges that your target audience are having. The more you are able to solve those problems, the more traffic you will generate to your owned media.

 

#6 Enhance understanding of business and interaction with key audiences

When you’re creating content to support your digital marketing strategy, you should always remember that the purpose of that content is to establish a relationship with your buyer and build trust. You can do this by creating content that provides customers with genuine value and educates them in a way that highlights your product or service’s Unique Selling Point. The more informed your customer is, the more encouraged and prepared they will feel to buy from you.

 

In order to be truly effective, your content needs to be:

 

  • Relevant: if you can’t see how a piece of content would resonate with your customer, don’t create it.
  • Personalized: customize content to best engage your customer and demonstrate that your brand values the personal touch!
  • Educational: teach your customer something they need to know, or better yet, something they didn’t realize they needed to know.
  • Addresses the buyer’s needs or interests: ensure your content is meeting your customers’ needs, perceived needs or interest. Why should they take the time to watch or read it?
  • Includes explicit calls-to-action: make sure your content converts by clearly stating what follow up actions you want your customer to take.
  • Demonstrates how you can provide a solution to their needs: how can you help? How will your product, service or brand help solve the problems that your potential customer may be experiencing?

Largely speaking we can group all content into either Topical or Evergreen content. Each type of content has its benefits and limitations when it comes to creating content for your digital marketing efforts.

  • Topical content is newsworthy, time-sensitive content that is best suited to a particular moment in time and can be effective in driving backlinks based on its relevance.
  • Evergreen content drives more efficiencies based on having a more timeless and longer relevancy period. Evergreen content can be hugely beneficial for SEO keyword boosting.

A good content mix should factor in both types of content. There’s no one size fits all but a good deal of my clients look towards a bias on evergreen content with a 70:30 or 80:20 split.

 

 

Topical Content as part of content marketing in digital marketing

Topical content is content that ties into a moment in time and as such has a lifespan of relevancy. They are articles that talks about what is happening at the moment. This type of article always revolves around what people are talking about at the moment. For instance, the general discussion now is about COVID-19. The problem now is that you may not be able to repurpose that kind of content in the future.

 

  1. Choose general themes or events:  creating topical content requires quick action. Having guard rails established for general topics or areas of topical opportunity that you’re comfortable commenting on or creating content around can help expedite this. For example, if you’re a confectionary brand it might make sense for you to react to pop culture, celebrity or entertainment stories but maybe not for stories about conflict or politics.
  2. Consider potential outcomes: once you have your events or themes decided upon, you can often brainstorm potential outcomes for topical content and sketch out an approach. For example, say you choose a sports event: one team could win, the other loose, there could be a draw, someone could commit a foul or there could be an injury. You can create content to hold in stock in advance of these likelihoods.
  3. Resource: as mentioned, topical content requires fast action to be relevant and timely. Consider what additional writers, designers and approvals you need to put in place to make sure you can publish swiftly and correctly.

 

 

Evergreen content is content that can be used at various stages of the buyer journey and is still relevant and of value to the reader weeks, months and sometimes even years after its initial creation and publication. Because of this, evergreen content can drive more traffic, generate more leads and facilitate more sales for a prolonged period of time.

Evergreen content as part of content marketing in digital marketing

is:

  • Long-Lasting: writing is relevant and valuable for a prolonged period of time.

 

  • Converting: content can drive more traffic and generate more leads over its lifespan.
  • Efficient: content can be repurposed into different formats, maximizing creation time.

By leveraging evergreen content, you can make your content creation process more efficient and yield a greater ROI.

 

content marketing in digital marketing

As long as the content is high-quality and the topic is timeless, a piece of evergreen content can come in any format.

That being said, there are some common evergreen content post types that seem to work best. Some examples include:

  • ‘How-to’ articles
  • Tutorials
  • Beginner’s guides
  • FAQ’s
  • Case studies
  • List articles
  • Checklists

The example shown here shows an article of tips on renting a car when abroad from Allianz. As you can imagine these tips are relevant no matter the time of year as its general facts on what you need to know when renting a car abroad. It also ties into Allianz’s core product offering of motor insurance so is relevant to the brand.

 

Overlaying the audience journey with the content that best serves these need states helps establish a great mix of content to help you achieve the most conversions. At each stage of the journey, the type of content you disseminate helps you build added trust, and as you progress, the commitment from the user increases until eventual conversion.

 

 

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