“Content Marketing” is currently a HUGE topic in the marketing world, and many top brands are putting a lot of resources into this marketing technique. In this month’s newsletter I present some of the basics of content marketing – sort of like a mini “Content Marketing 101.”

If you’re just getting started, give me a call. I’ll help you make a list of some of the problems and issues that your target audience faces, brainstorm content topics based on this list, look at ways to deliver this content to your target audience, and then write the content for you.

Businesses of all sizes are making content marketing – the creation and sharing of informative content in order to attract and engage potential customers –an important part of the marketing mix. If you’re looking at adding content marketing to your marketing plan, here are some of the basic things you need to know.

What are the benefits of content marketing?

Although it does so in a round-about way, content marketing accomplishes its ultimate goal of selling products and services through:

• Generating online traffic, including improving your company’s search engine optimization (SEO). Well-placed and well-received content generates links, clicks and page views.
  
  
• Generating social media engagement and content sharing that furthers your reach.
  
  
• Building influence and authority, positioning your company as a thought leader in your field.

How can you distribute content?

“Content” can be written words, video, audio or a combination or all three. “Content marketing” includes distributing useful information via:

• Blogs and guest blogs
• Newsletters
• YouTube videos
• Social media posts
• Podcasts
• Video blogs
• Webinars
• Seminars
• Infographics
• White papers
• Articles in magazines, trade journals, websites, etc.
• E-books and books

What types of content do people want?

Keep in mind that if you just talk about your brand and products nobody will care, and chances are your content will be deleted or ignored. Successful content marketing is about providing objective information that focuses on your target audience’s interests, challenges and world. A business-to-business content marketing program, for example, can include content that…

• Reveals industry secrets
• Provides “how to” and “tips and tricks”-type information
• Delves into case studies
• Reminds readers of the overlooked “basics”
• Provides technical information
• Explains “real world” applications of things

Of course, this list is just a start. When it comes to content marketing, the possibilities really are endless.