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Content marketing or how to create relevant and valuable content to attract a well-defined target audience, to drive them to be future customers.
Although Content Marketing is one of the most fashionable online marketing disciplines, it is not precisely something done recently. Already 12 years before, Joe Pulizzi, spoke to us about Content Marketing and described it as:
Objectives of Content Marketing
This marketing policy aims to generate engaging content for the user, which can attract their attention until they become customers. In addition, there are other objectives as we see below:
- Achieving visibility
- Give value to the company
- Customer loyalty
- Establish a stable network of contacts
What are the main Advantages of Content Marketing?
- Increase the organic spread of a brand.
- Improves the contact of the brand with the target audience or well-called buyer persona.
- Increase conversion rates. A page with content can have 6 times more changes than unique lacking.
- Drops the cost of traffic incomplete to the brand’s website. The price of traffic to a website can be up to 99% cheaper than with paid movements. If you want to delve into this topic, I recommend analyzing the following text about the differences between SEM and SEO.
- Improve brand SEO. It helps to improve the organic positioning of a brand.
- Improve the quality of leads.
- Content is the strength of any inbound marketing strategy.
- It is essential for automation platforms
- Supports social channels with valuable content.
The origin of Content Marketing
Many speculate about the origin of this marketing technique. Many texts attribute to the John Deere firm in 1895. This firm created a magazine called The Furrow. The goal of it was to train farmers on multiple topics around agricultural issues. It said that in 1912 there were about 4 million readers.
Other texts attribute it to August Oetker. Mr. Oetker marketed a household yeast and decided to print recipes on their packages. The initiative was so successful that it published a recipe book with more than 19 million copies. In the end, he intended to commercialize the yeast, which he achieved through the publication of Mr. Oetker’s recipes.
As we explained before, when defining what content marketing is, this refers to a technique used as a trend in some very consumer-oriented brands.
What hunt for from creating valuable content is to encourage consumers to consume products associated with the brand that produces the content.
Little by little, it has been modified to brands in all areas since it has audiences interested in its themes. It does not matter if it is a brand dedicated to industrial design or the sale of sporting goods. The truth is that each of them has a public interested in their knowledge or their activity. This audience, whatever its size, will perceive our content as valuable if it is of quality.
What are the steps to a good Content Marketing strategy?
1. Definition of Themes
Analyze the buyer persona and define the possible topics to be discussed. Do not close yourself to creating content around the brand or the product you sell. Create content to solve the problems of your potential consumer. In this way, your audience will reach your website.
2. Do keyword analysis
With the themes, carry out the keyword analysis. Once defined, you can start the content creation process. It is essential to determine the objectives so that the formats to explain clearly. Do not create content by intuition.
3. Define titles and briefs
Remember that to generate good content. It must stay developed with SEO techniques. That means that both the slips and the briefs must revolve around the defined keywords. The so-called keyword analysis is essential.
4. Content creation
As we just mentioned, the content must have SEO guidelines. That means that content creators must do so with the proper techniques so that search engines understand it. If you want to investigate this topic, read this text that guides you through creating articles with SEO techniques.