This is the era of information. Consumers are done with brands, salespeople, and advertising that only promote the attractive elements of products and services. They’ve grown tired of being misled, shortchanged, or flat-out lied to by those selling products.
Information can easily be found on the Internet. Consumers are going online and learning from third parties. They’re reading blog articles, watching YouTube videos, and listening to podcasts created by other consumers that are aimed at educating rather than pitching; teaching rather than selling. They are choosing content marketing.
What Is Content Marketing?
Content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – to drive profitable customer action.
For content to provide value, it should be able to solve a problem for the consumer and help them make an informed decision as regards consumption. Content marketing is all about informational content to help people improve their lives; to arm them with as much information as possible so they make informed purchases.
What Content Marketing Is Not
Quite simply, content marketing is all out non-promotional, and 100% educational. While sharing content about your business, it is advisable to go the 80/20 rule – 80% content providing enriching information while 20% aimed at making sales. The reverse makes it pitching and consumers are tired of that.
There are four forms of content:
- Written word
Written Word As Content Marketing
Many regard blog posts/written words as the king of content marketing and they could onto something. The best way of providing information about something is by having extended written data about it. This addresses the questions your audience is asking. Writing about topics on your blog that your audience is hungry for is the key to a high performing blog or website.
This is the new kid on the block of content marketing that won’t be going anywhere. If you are looking to improve your content, you are going to incorporate video. It’s what consumers are consuming and demanding more of. They’re hungry for video content and eat it up like candy.
This is where those shy on camera thrive – podcasts. Content is great but you won’t watch videos and read articles forever. Multitasking is a good thing and audio content makes that possible. You can be cooking, driving, doing the dishes, or laundry while listening to your audio.
“You can shoot your content as a video for your YouTube channel, Facebook Live, or another social platform, upload the audio to iTunes or Stitcher, and boom — you’ve got yourself two mediums of content to satisfy the different learning styles of your audience.”
Everyone loves a beautiful flyer, meme chart, etc. Visual content is premium content. You can use visual content as standalone pieces of content — to share via social media channels or used as a premium piece of content itself — or, if you want to make an impact, you can embed visual content into your blog articles.
The fact that people are not ready to read a 3,000-word blog or watch a 10-minute video, this here is the golden ticket.
Pictures, infographics, charts, tables, and more — when used in blog articles give more context to the conversation, provides clarity, adds depth, and boosts information retention.
When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
While it all looks wonderful, fumbling won’t help you in content marketing. Analyze your strongest platform where you interact most with your audience and choose the way to share information with them choosing from the above simple forms of content marketing.