Content Marketing Strategy

It’s no secret that content marketing has gained popularity over the past two years. According to Google Trends, searches have climbed significantly.


Why is Content Marketing important?

Most simply, there are four important uses for content:

  • Attract new customers
  • Engage users
  • Create a connection
  • Build brand loyalty


What is content?

Content comes in many forms. It’s important to diversify your marketing by taking advantage of several types of content. Here’s a sample of some:

  • ads
  • articles
  • blogs
  • case studies
  • ebooks
  • emails
  • infographs
  • interviews
  • photo galleries
  • podcasts
  • product reviews
  • social media posts
  • top ten lists
  • tutorials
  • videos
  • white papers

Remember, you don’t want to duplicate the same content over and over but you can recycle! A lot of people want know how to pull this off properly, there’s a fine line between success and failure. 


Distributing Content

Now that you’ve got some great content, you’ve got to get it out there. Most simply, there are three ways to achieve this; via owned, earned or paid placements.

Owned content includes anything you control as a brand, such as social media posts, blogs, presentations, etc. With earned placements you may lose some control of the content, as it’s typically user generated. Examples include influencer marketing on blogs, social media shares, reviews and testimonials on sites not owned by your brand. And last but not least are paid placements. Banner ads or remarketing are a great way to keep your brand top of mind as consumers surf other sites.


Creating Conversions

Getting traffic from your content marketing is great but what you really need is for them to convert into a new customer.  Strategically place call-to-action buttons within your content. Provide clear next steps for website visitors. Incentivize users to take the next step. Instead of “Subscribe to our newsletter to get the latest news delivered to your inbox” try, “Subscribe now to get 15% off your next purchase.”


Closing Thoughts

Don’t focus only on selling your product in your content. Establish a feeling or lifestyle that fits with your brand. Content is like the wrapping paper around your product. Take time to create a beautiful package that creates excitement and buzz as it’s delivered.