Content Marketing refers to an advertising or marketing strategy which focuses on creating and publishing content which is engaging and adds some value to the target audience. Great content can generate traffic to our website, make our website visible to our audience, and make us credible in our domain.
It has a significant role in digital marketing which we will talk about briefly but before that let's see what the different types of content available:
Different Types of Contents
Articles: It refers to a piece of writing which we write to provide information, educate and persuade our target audience.
Short Form Video: These are short-form video content which we can see on Instagram and Facebook. Reels focus on entertaining, educating or informing something to our target audience.
Infographics: These are visual contents which explain complex data in a simple and clear manner.
Ebooks: It helps position our brand as an expert in a particular field by presenting in-depth knowledge on that niche in a digital book format.
Newsletters: It helps brands to provide information or promoting any service to the audience. People add their email to subscribe to our newsletter.
The Connection Between Content Marketing and Digital Marketing
There are different components in digital marketing. One of the major components is content marketing. Let’s see how they are connected:
Even though there are differences between content marketing vs digital marketing, they work hand in hand.
It complements digital marketing plans for an effective marketing strategy.
Both serve the same marketing goal.
5 Important Roles of Content Marketing
One of the most important factors of a successful digital marketing campaign is to implement content in our marketing strategy. Let’s see its role in an effective digital marketing strategy.
Builds Brand Authority
Trust plays a major role in converting visitors into loyal customers. In this regard, a great marketing strategy can help our brand to position as an industry leader. By delivering valuable content which helps solve some problems of our audience, we can build trust and credibility among our target audience.
For example, if we have expertise in something, publishing regular content on that topic will show our audience our authority in that topic. This will make our audience to incline more towards our brand.
Drive Organic Traffic
Content marketing helps people discover our brand. If we provide a service or a product but nobody got to know about it, our brand will become non-existent in the market. It helps people discover our brand and if they found out we are offering something which can solve their problem, the chances are they will become our customer.
Retaining Audience
Content marketing is not only about attracting new audiences, it is also important to retain and nurture the existing ones. By providing valuable, informative and thought-provoking content a brand can nurture its existing audiences. The more trustworthy our brand is, the chances that our audience will keep visiting our website or getting services from us.
Generate Leads
Another important role of content marketing is to generate leads and eventually turn them into potential customers. Generating leads through this marketing strategy is also cost-effective as compared to other marketing options. Gated content where people need to add their personal details such as their name and email, helps generate leads. Ebooks and whitepapers are examples of gated content which helps to generate leads.
Enhance SEO Performance
Great content helps in enhancing Search Engine Optimisation (SEO). By providing different types of content writing we can enhance the SEO of our website. Websites with insightful, SEO-optimised, value-driven content have the chance of getting a higher ranking on Search Engine Result Pages (SERP). A higher ranking in SERP leads to more traffic on our website.
Examples of Content Marketing
HubSpot’s Blog: HubSpot provides valuable, data driven and helpful content on different marketing topics. By doing that consistently Hubspot positioned themselves as an industry leader on their niche.
Spotify Wrapped: One of the most successful examples is Spotify Wrapped. Every year the Spotify users get a sneak peak of their music histories in a fun and engaging way. People share this on social media and new users sign up to join in the fun.
Conclusion
There is no doubt that content marketing plays a crucial role in digital marketing practices. It helps to build brand awareness, brand authority, generate traffic, helps with customer engagement and retention, etc. allowing businesses to get visibility among their target audiences. Therefore, it is important to know that by implementing the right marketing strategy we can achieve our desirable goals.