What is content marketing

Content marketing

Content marketing is a marketing approach that involves developing and sharing relevant articles, videos, podcasts, and other media in order to attract, engage, and retain an audience. This strategy creates expertise, raises brand awareness, and keeps your company at the forefront of people’s minds when they need to buy what you sell.

What is content marketing? 

Content marketing is the creation and distribution of relevant, valuable content to current and potential customers, such as blogs, newsletters, white papers, social media posts, emails, videos, and the like. When done correctly, this content communicates competence and demonstrates that a corporation cares about the individuals to whom it sells.

Consistent usage of content marketing builds and maintains relationships with potential and current customers. When your audience sees your firm as a partner who cares about their success and is a valued source of advice and direction, they’re more inclined to buy from you.

Why is it significant?

Content marketing is a tried-and-true marketing strategy. It also gives you a competitive advantage. Take a look at the following stats about content marketing:

• Blogs generate 67 percent more leads than non-blogging businesses.
• Forty-seven percent of buyers view 3 to 5 pieces of material before engaging with a sales professional.
• Companies that use content marketing enjoy around 30 percent better growth rates than firms not using it.
• Seventy-two percent of business-to-business (B2B) marketers believe that content marketing improves engagement and leads generation.

Stage of content marketing 

Awareness stage

Your content should focus on your audience’s top concerns during the first stage of the sales process. You have the best chance of engaging with them if you write about their problems, challenges, and questions. At the awareness stage, the content should be educational and how-to advice. Leave the selling until the stages of consideration and closing.

Here’s how organizations utilize content marketing to engage and sell at each stage of the sales cycle.

Consideration stage

Content in the consideration stage should be a hybrid of useful information and marketing. It should inform the reader on what to look for in terms of features and functions, as well as how different features answer their needs. Of course, your content should be geared toward your company’s services.

The best content for this stage: case studies, how-to articles, how-to videos, checklists/worksheets

Closing stage

When a prospect is close to buying, content marketing is important. You can concentrate on sales at this point as long as you keep emphasizing why you’re the greatest option rather than just how good your services or products are.

Your expertise, knowledge, and the unique benefits of what you sell should be the focus of your messaging.

Case studies, user-generated content, a buyer’s guide, a product video, and a research report are all good choices for this stage.

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