One of the most important aspects of marketing and social media is understanding what is content marketing, its benefits, and how to integrate it into your marketing strategy. Content marketing is the process of creating valuable, relevant content to attract, acquire and engage your audience.
Businesses today need content marketing. It’s a critical aspect of being visible in today’s digital and busy world. Why? There’s an abundance of information out there on the Internet for your customers. And it’s extremely difficult for you, as a marketer, to get heard through all of that noise. We also live in a multi-device world. Your customers move seamlessly through their laptops, to their phones, to their tablet. They can carry information around with them in their pocket and access it any minute, at any time, in a 24/7 world. So, because there is such an access to information and tons of these multi-devices, it’s difficult for you, as a marketer, to get heard by your customers.
By creating valuable, relevant and educational content, you can be seen in front of your customers on those different channels and devices. And you can really become that trusted resource through all of that information. Content marketing has these seven elements. So as you’re thinking about content marketing and planning out a strategy, make sure that these seven elements are present.
Seven Content Marketing Elements
- Content Marketing engages individuals on their own terms.
This means being available and being relevant where your audience lives.
- Content marketing is based on interactions with your buyers.
You should be creating content that is relevant to what your buyers want to hear and what they’re searching for.
- Content marketing should tell a continuous story. Your content should tell not only your business’ story but also the story of your customers.
It really does have to be a story. It has to be a narrative that’s interesting and engaging.
- Content marketing is the right fit for your channels.
You need to create different types of content for different channels.
- Your content has a clear purpose.
This means that all content that you create should have a goal and should have a purpose in mind.
- Your content marketing has pre-defined metrics.
You should be creating content with end goals in mind, whether that’s x amount of new customers or maybe it’s new followers on your social networks. Whatever your pre-defined metrics should be, make sure you determine those before you actually create that content.
- Content marketing is almost always evergreen.
Keep in mind your entire life-cycle when you think about your different content. Content should last several months or even years. It’s not always like this. For instance, sometimes you’ll create a piece of content on a trend-related item for social media. That might not be evergreen, but for your large pieces (your ebooks, for example), you want to think about content themes and arcs that span multiple quarters so that you can get the most bang for your buck.