What is Content Marketing?
Statistics
But how to do Content Marketing?
Content Marketing Examples
Editorial Calendar
Measuring results
Summary
What is content marketing?
Have you ever accessed a cake recipe on Nestlé 's blog ? Or read russian email address list in-flight magazines with tips on what to do when you arrive at your destination? Maybe you've also searched for good restaurants in the Michelin Guide .
These three examples mentioned above can help you understand what content marketing is, since they are forms of content created by brands to entertain and answer questions and needs of their customers. And it is very likely that when you consume one of these pieces of content, such as a recipe with Nestlé products, you will think about buying those specific products mentioned, right?
This is the intention of content marketing, the strategy behind what we call Inbound Marketing , or attraction marketing: to delight and attract customers with quality content, tailored to them and delivered directly to them . Unlike advertising, the goal of content marketing is to create relevance for your network and, in the case of digital marketing, to generate qualified leads.
Statistics
Before we continue with this content, take a look at some data taken from the research “ The Ultimate List of Marketing Statistics for 2021 ” to begin to understand what content marketing is and its importance for your business:
1 – 70% of marketers are actively investing in content marketing. ( HubSpot , 2020)
2 – 78% of companies have a team of one to three content specialists. ( SEMrush , 2019)
3 – Marketers today create content for multiple audience segments – marketing to three audience segments is most common. ( HubSpot , 2020)
4 – Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. ( HubSpot , 2020)
5 – “Content Marketing Strategy” is the most searched query related to content marketing. ( SEMrush , 2019)
6 – 77% of businesses say they have a content marketing strategy. ( SEMrush , 2019)
7 – 94% of marketers use social media for content distribution. ( SEMrush , 2019)
(Source: https://www.hubspot.com/marketing-statistics )
But how to do Content Marketing?
Do you understand what content marketing is and its importance for your digital strategy? Then, the first step to doing content marketing involves a lot of planning. Start by defining your Brand Persona, which is the personification of your brand, and Buyer Persona, the personification of your ideal customer.
It is important to start here, because it is from these definitions that you will know what sets you apart from your competitors, what the essence of your brand is and what the personality behind it is, who it talks to, what it has to say and how (tone of voice).
With these answers about your brand, you can move forward: outline your goals, such as brand recognition or increased sales, for example. Structure content pillars, categories and subcategories; the content that you work on will help you achieve your goals.
For example, if your brand is based on financial education, what topics related to financial education do you consider useful to your audience? What categories do you talk about and add value to?
Make a list: investments, economy, financial education for beginners, courses, book tips. And within each of these subjects or categories, what would be the subcategories? Books on financial education, tips on how to save money at the end of the month, and so on.
When planning your content, know how to target it to each stage of the sales funnel: top of the funnel (discovery and interest), middle of the funnel (consideration and intent), and bottom of the funnel (evaluation and purchase). This way, you deliver the right message at the right time.