Boosting sales, corporate image, brand building, and customer loyalty are just few results from consistent content marketing. It’s around 60% less expensive than traditional marketing. It has a probability of over 13 times more to generate a further significant Return On Investment – and this is according to the recent research made by SemRUSH.
Content marketing is not just marketing content; it is not simply writing some random text and being sometimes here and there visible on social media. Content marketing is a complex strategy approach, that has specific goals that, in the end, generates more profitability and loyalty in a customer base by engaging and attracting certain kind of, very well-defined in advance audience.
The elements of content marketing
The main content marketing elements are strategic planning, positioning, value proposition and achieving business goals.
Without clearly defining the brand, the product, or service offered and without the exact product as well as market positioning the business will eventually fail determining its primary target audience and will send a wrong image through social media channels. The business has to understand where to position itself in the market and to whom to sell to using the best tools possible. Understanding who the customers are as the main audience, what kind of existing customers and potential customers and also competitors have, will help the business to place themselves in the market and even finding that precious niche. Comprehending what the customers are looking for, helping them solving their problems, and answering their market-needs will lead to a deeper understanding of attracting them and being better than competitors. It’s vital to keep an eye on the competitors, but a business must be open also to others that create value and content for its target customers.
One of the fundamentals of well-coordinated and well-done content marketing is not only to create new random content but rather update review, and revive the existing one. There is an information overflow that has been going on for years, so customers choose wisely on which blogs they spend their time and which content they choose to read. If your business has no clear understanding of what its brand is about and what is the value to create to a reader, it’s just a waste of time and resources to produce text for no-one, and it will be lost in the bitspace. Businesses should outline and determine to whom to write and how, what is the interest of their target group, what sets them on fire, what is it that creates emotions and interest? All businesses should do the content marketing strategy and it has to have short and long-term goals. It’s just one of the tools to achieve strategic goals, but it is a crucial one and it is very close to the customers the business has. Determining the right audience is a very basic as such, but also the basis for successful content marketing. Content marketing is like a path that you specify and design for potential and existing customers to enter your buying process pipe.
Automation of content marketing
Automation is one of the tools that can help you to maintain consistency; it allows you to be present in several channels, even for different target groups at once – also allowing you to diversify the content according to that specific target group interests—reaching middle-aged women on Facebook at the same time offering range for teenagers in TikTok. Content marketing a process that you can and definitely should measure and analyze based on particular periods, and thus you will have the tools and understanding to improve it. The ultimate goal is, of course, the revenue of the business, but not less essential goals are customer loyalty, customer retention, brand building, engagement, and user behavior.