In this article, I will take you through what is content marketing for business is, and how you can start it to help your business. There are thousands of content marketers out there, with the industry of content marketing itself being worth over $500,000,000,000 they say.
Compared to traditional advertising and marketing though, content marketing is still a fairly new concept, being around for only a decade. Many marketing experts define content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and ultimately to drive profitable customer action.
Sounds complex, right? No, not really. Instead of pitching your products or services in traditional advertising, you instead provide relevant and useful content to your prospects and customers, which helps them solve their issues. So it’s being helpful rather than salesy in a way.
So, content marketing for business is a form of marketing focused on creating, publishing and distributing content for a targeted audience online. You could even say that this article you are reading right now, is a form of content marketing. It is often used to attract attention and generate leads, expand a customer base, generate or increase sales, increase brand awareness or engage with the community at large.
A well-crafted content marketing strategy places your business in the position of a thought leader. When concert marketing works best is usually when it has two core elements or goals. Firstly, the core goal of great content marketing really should be to attract, engage and build an audience and not sell something. Instead of being pushy, or very brand centric, we’re focusing on how to solve their readers problems and how to give them valuable information.
The next goal should be doing it for the long-term. This is a significant commitment, otherwise it’s just not going to work. That old saying “slow and steady truly wins the race” holds true when we talk about content marketing for business. You’re not going to achieve massive traffic numbers or customers with one piece of great content. Honestly, it’s more like 12-18 months of publishing consistent content every week.
Looking at the most successful content marketers out there at the moment, it is all about mastery. Instead of trying to get on all of the many channels, and be everywhere, these smart marketers focus on simply mastering one channel and that’s how they become so successful.
A good Australian software example of content marketing, is the 6Q blog. In a blog post, Miles Burke explains how they attract over two million readers per year just by posting multiple blog posts every week. This has resulted in hundreds of blog posts with great keyword rankings on Google, which then means they appear high in search results, and their blog attracting thousands of visitors every single day.
All the examples and case studies I have seen over the years shows that persistence pays off. It is all about mastering what you’re doing, that’s the topics you cover, the format, content and the channel so instead of trying to be everywhere, you focus on amazing content that attracts new readers and hopefully converts them to customers.
You may find that blogging doesn’t work for you, but you are better off launching a podcast, or doing a weekly video, there are many other formats that even big brands use to attract new customers. When you think about it, content marketing can even be a lower entry cost than advertising, since ads really cost significant amounts to produce and then broadcast or print, they are like a faucet turned on and off with money that can be a lot more costly.
With content marketing, if you put all your efforts into a great blog post, Then you pay a writer and then you put that on your site, you could generate prospects and traffic for years to come. So usually a content marketing plan will involve web pages, blogs, social media, email copy, sales copy and then creative content. This last one is where you can really go out of the box and do something different.
The best content to publish consistently is definitely blog posts. These should be done at least weekly, social media posts at least daily and emails that should be going out weekly to your list to build and nurture that audience and share your new content.
Managing all this content can sound like a lot of work, however if you have a content plan in place, and set up effectively with good delegation, and have great marketing software and content tools, then it could be as little as a few hours of your time each week.
Instead of thinking in terms of doing it all, you should be thinking in terms of managing it all, because you shouldn’t be the one doing everything on content marketing for business. That is not the way to succeed, as you’ll get burnt out and you might miss deadlines and content will just fall flat.