Content marketing is a long-term oriented process of producing multichannel online content, aiming to attract and retain new and existing customers, and ultimately producing cash flow and profitability to a business.
The forms of content marketing are written text, audio and video production and image marketing. The main idea and the goal of content marketing is to create something that is interesting and will engage a user. There is no point in producing just something, in other words, so called virtual garbage – something that will not create emotions or any kind of reaction. By creating meaningful content, you are building an influential brand and a real value to the readers, and this eventually will incarnate in profitable business. So well-designed content marketing will serve you and, in the end, also your customers.
Our world is overwhelmed with information flow. It is a constant, non-stop data flow that we are all tired of. We need to ask ourselves when releasing any new online content, will someone read this text and get some value from it? A business has to stand out with its content, and producing just any content is not real content marketing. It takes planning and analyzing its effectiveness. It’s all about building trust and relationships with users.
One of the most essential steps of content marketing is defining your audience. Who are you trying to reach, and what do you want to tell them? What information do they need? What is the best way to tell them that information? The better you know your buyer, the easier this will become. Your business can also build its own audience if you produce something that interests a totally new target group or a different kind of community.
Content marketing is a proven and reliable tool for creating new-leads and traffic generation. By defining clear and achievable goals, you will be able to create content that will convert into buying clients. Building a content plan and managing several channels will give you an understanding of how to manage your target groups in the most effective way.
The difference between inbound and outbound marketing
Outbound marketing, also known as pushing or interruption marketing, goal is to reach at once as many potential buyers as possible, and send a very general message to all possible leads without taking into consideration any kind of niche- and specific needs. Adblocks, emailing, radio, and TV advertising are a good example of outbound marketing.
This type of content marketing isn’t considered effective marketing anymore.
Inbound marketing is a totally different way from outbound marketing; it concentrates on attracting a specific audience with a specific message. Instead of sending out a mass message to everyone, inbound marketing attracts the best possible leads, exactly those customers that are looking for that kind of product or service. These customers search for help and guidance from your website, and there is that unique opportunity for any business to differentiate itself by providing what these customers are looking for in a unique way embracing the customer experience and adding value.
So basically, inbound marketing is interactive and helpful content that helps the consumer to buy, where outbound marketing is a one-way disruptive channel that only sells products or services. The tricky part in outbound marketing is calculating the outcome and results, especially the return on investment, and still remains the most popular and the most traditional way to sell. It’s less profitable and harder to track compared to inbound marketing, but still, it’s the most expensive way. It’s like pushing a message out there and just sitting and waiting to get results.
So, the key to success in 2021 is to transform your content marketing from outbound into outbound one. Let the customers find your business, engage them, let them come to you instead of shouting out loud into nowhere, and hope someone hears and could get interested in you.