CONTENT MARKETING: WHAT YOU NEED TO KNOW TO SUCCEED

Every man for himself! The traditional marketing model is slowly dying. The company-client relationship is changing due to digitization. And at The Social Media Family, we help you adapt to this new environment. Do you know Inbound Marketing ? What about Content Marketing ? Dear readers, we present to you today’s protagonist: The Content .

WHAT IS CONTENT MARKETING?

Probably, when you hear the name of Content Marketing it sounds like blogs, YouTube, twitter … But what is Content Marketing really? According to the CMI (Content Marketing Institute), it is “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 action from profitable customers ”. Basically, launch relevant and useful content to help the customer solve their problem.

This strategy is within Inbound Marketing . It is about offering value in a non-intrusive way. With inbound techniques , your clients approach you and with outbound techniques , you must find them. But beware, the key is not to launch content for its own sake. It must be relevant and useful. Content marketing, as modern as it may seem, was not born yesterday. ” The Furrow “, a magazine for farmers, and saw benefits in Content Marketing in 1895. The “Rolling Stones” of American farmers advised how to manage the agricultural issue to their customers. The immortality of this magazine is due to the great content it has always offered, although currently the majority of pages are occupied by photos.

WHY WORK ON

CONTENT MARKETING

?

• If you want to be the best, take a look at what the best do. All big brands use this marketing strategy : P&G, Microsoft, Cisco Systems … Why? Because it works. The Content Marketing generates increased sales, it saves costs and improves customer loyalty. Yes, it is restless .
• The Content Marketing us ensures better positioning , is that Google rewards companies whose content is valuable.
• To improve your advertising . Successful strategies are those that target the customer, not those that target the company itself. For your PPC (Pay Per Click) to work there must be great content behind it.
• Content marketing generates branding , brand awareness, attracts new customers and retains them .

• Content can generate leads. If we attract our customers with our content, it is quite likely that they want to provide us with their information to learn more or purchase a desired product.
• With content marketing you can create a hitherto non-existent need for the customer. You can even generate expectation for more new content or a product.
• Long-term consolidation. The content, as we have already indicated on previous occasions, is fundamental to our branding strategy . But it is that it will also allow us to consolidate the brand in the long term. With an online advertising campaign you will get results “instantly”, but the content is perennial, it stays on the net much longer and it is possible, if you get a good position, that customers continue to come in after months, even years.

CONTENT MARKETING STATISTICS

• An Ascend2  report  shows the most effective and best valued channels by users to attract customers. The best, for 45% of respondents, are email marketing and content marketing
• According to the Content Marketing Study in Latin America and Spain , 85% of companies have already joined the wave of content marketing .
• 70% of these companies have doubled the time spent on Content Marketing taking into account their results.
• A study by the Content Marketing Institute indicates that 32% of the total marketing budget of B2C companies is spent on content marketing .

Ufffff! Seeing how the panorama is, it is difficult not to want to catch this wave of Content Marketing . Nowadays, anyone can elaborate their marketing strategy without much budget and obtain great benefits for our branding . Looking at the data, inbound marketing strategies work, but we must work hard.

Our planet is full of noise from all sides, we receive information 24 hours. Therefore, we must find a way to make ourselves heard. There is no need to raise your voice, but to tell useful and valuable things for customers .

WHAT TYPES OF CONTENT CAN WE GENERATE?

Content, content, content … But there are many contents. Are all worth? Yes, almost all of them. And it is that the range is very wide : articles for a blog, videos, images, tutorials, reports, infographics, newsletter, apps … Depending on the type of company you are, one content or another will be better adapted.

We have already said: to be the best you have to look at the best. For this reason, we want to leave you with some successful examples of Content Marketing . We have selected everything: apps, videos, blogs, infographics … Put the sponge mode that we are going:

IBERIA CONTENT MARKETING

Blogger in the world we would like to highlight the strategy of marketing content of Iberia . The Spanish airline has its own blog where we can find different content. Travel guides, promotions, section on the air world, and the one we like the most, a section to lose the fear of flying. In the latter they write about the causes of flying phobia, how to give ourselves a hand massage to calm down or how to breathe to relax during a flight. This content is undoubtedly useful to customers and provides trust, publicity, positioning …

MAILRELAY AND ITS CONTENT MARKETING

Another example from the Blogger world is Mailrelay. This mail marketing company uses Content Marketing as a strategy in its own blog, where we can find different types of content that try to link mail marketing with current issues focused on digital marketing. If you need a good example of Content Marketing for your blog, take a look at Mailrelay !