What is Content Marketing?
Content marketing is offering something that provides information or a richer experience. It is not just an ad, and often the marketing item takes the form of a book or information that sets up the author and content provide as an expert in their particular industry. There are a large number of forms this content can take:
- White papers
- Case studies
- How-to articles
Which method you choose depends on what kind of industry your business is in, of course, and there have been cases of the content marketing tool become a huge success. It needs to be creative and interesting, though, and that can be tricky.
Why should we consider using content marketing?
Content marketing is great because it can cost very little money. These days, with so much of the world being digital and the necessity for nearly every single company to have a blog connected to their website, you probably already have an outlet to use content marketing. Content marketing can also be used on your social media outlets such as Facebook, Twitter, Google+ or LinkedIn. You don’t have to go all out andspend a fortune to create valuable content that will set you apart from the crowd.
Content marketing has been going on for a long time now. Back in 1891 a man named August Oetker was in the business of selling his Backin baking powder. As an interesting promotional idea he decided to start printing some recipes on the back of the boxes. Soon, he had enough recipes to create a cookbook of recipes that uses his baking powder and that he had tested himself in his kitchen. He ended up selling 19 million books.
Also in the 1800s the John Deere company released a magazine called The Furrow with the aim of providing information to farmers for successful planting and crops. It just so happened to have only ads from John Deere inside. The magazine is still being published and has 1.5 million readers and is distributed in 40 different countries.
In more recent times the clothing retailer Anthropologie did some content marketing recently that involved posting drink recipes on their company blog. The brilliance is that Anthropologie does not sell drink mixes, but it positions them as being “hip” and trendy and they attempt to create unique drinks that go well with the style of clothing they sell. Thus, there is no obvious sales pitch involved.
Intelligentsia Coffee has a chain of popular stores all over the country. Their website has a number of brewing guides to teach people how to brew the perfect cup of coffee. Each brewing guide has great photos and images that make reading it appealing. The guides teach consumers who to brew that perfect cup using a variety of methods and generates interest in the company and subliminally gets them wanting a cup of Intelligentsia coffee.
What works for me?
That all depends on your company, of course. What does your company do? Do you market directly to consumers or are you a B2B business. What is our niche? What are you an expert in? If you have trouble answering any of these questions then it might be time to call in a professional. Someone who can talk to you, discuss your business model, the products and services you offer, and then decide what would be the best course of action as far as content marketing for your company.
Like everything, you need to create a budget and a plan. Decide what works best for you and then set about creating quality content. Don’t rush it and make sure the content you create is interesting and the kind of thing that will bring consumers or clients to your site or to your company again and again. If you need help, call in the experts at Augment Marketing.