What is content marketing? 5 reasons to get started right away!
Are you missing opportunities in Online Marketing? Content marketing has long been indispensable, yet not every organization is actively producing and distributing valuable content. Are you still doubting the usefulness of content marketing in your organization? In this blog, we explain what content marketing is and why it is indispensable for every organization in 2020. We also give you 5 reasons to get started right away.
What is content marketing?
To explain why content marketing is truly indispensable in 2020, we need to start at the beginning. So, what exactly is content marketing?
Content marketing is the creation and distribution of valuable and relevant content with the ultimate goal of attracting or retaining a clearly defined target audience.
Content comes in many different sizes and forms. For example, this blog is a form of content and so is our e-book, but also think of videos, vlogs, podcasts, online quizzes and contests, reviews, whitepapers, press releases, and so on.
Why content marketing
Bill Gates already said it in 1996: “Content is king”. He predicted that the ‘winners of the internet’ would use the medium to provide information and entertainment, just like with radio and television. In other words, creating and distributing content!
Now, almost 25 years later, we can conclude that Gates was right. Of course, there are many other ways to use the internet, but content is an important part of online success for every goal. Take for example Coolblue, Karwei, and Philips. Three completely different brands in different industries, but all three use content as an important part of their marketing strategy.
Karwei, the hardware store that offers interior tips to its target audience. Distinctive and interesting for the target audience, well before they are ready to shop.
5 reasons to start with content marketing immediately
Why would you send out a press release, contribute to a trade magazine, or launch a radio commercial but not set up a good online content strategy? If you don’t have the answer to that question yet, read our 5 reasons to start working with content marketing right away:
- Content marketing may seem difficult, but it is actually very accessible.
- Everyone is online, including your customer.
- Content marketing is essential for your online findability.
- Work on customer loyalty during the customer journey.
- Control over your image and authority.
Content marketing may seem difficult, but it is actually very accessible
Bill Gates also immediately named one of the biggest advantages of the internet, namely accessibility. Everyone can create and distribute content online. The internet is the most accessible medium we know with a huge reach and relatively low costs. Where else can you so easily place and distribute your content?
In 2020, there is no organization without a website and certainly at least one social media account. So you can basically start with content marketing right away!
Everyone is online, including your customer.
How many hours per day are you online? You probably communicate with friends, family, and colleagues via WhatsApp, check your email several times a day, and also follow the news and social media channels. And that’s not even counting online shopping and online research for purchases, both private and business. Most people spend at least 2 hours a day on their phone.
If you spend so much time online, why do you think your customer doesn’t? Everyone is active on the internet, including your customer. So it’s not only important to be visible, but it’s also a very efficient way to connect with your target audience. Not every organization is suited to sell products or services online, and that’s not necessary. But we all need to be visible online.
Content marketing is essential for your online findability
So, being visible, but how? This has everything to do with organic search traffic and your SEO optimization. Content marketing is the foundation of SEO.
Simply put, you want to be found on the most used search terms that apply to your product or service. Google or another search engine must understand what you offer and learns that by indexing the content of your website! Every piece of content you write with the right keywords helps Google better understand what you offer and contributes to your organic findability.
So, show what knowledge you have, what benefits your product or service offers, and answer possible questions! Regularly write a blog about relevant themes, present the benefits of your product in a short video, or share your market knowledge in a whitepaper.
Work on customer loyalty during the customer journey
Chances are your customer is not ready to buy immediately when they first come into contact with your brand. Yet you want to get on the radar of potential customers as early as possible, so they think of you when they are ready to buy. Content marketing is ideally suited to provide valuable information to your customer throughout the entire customer journey.
At what point in the customer journey do potential customers encounter your brand? With content marketing, you come into contact with your target audience at various points in the customer journey.
Suppose you produce and sell bicycle tires. A potential customer who is not yet looking for a new tire might be interested in information about patching tires, tire maintenance, and fun cycling routes. An exploring buyer is looking for information about different types of tires, materials, and pros and cons. A ready-to-buy potential customer is looking for information about size, price, and delivery time. When you offer all this information, you are already known to the target audience at an early stage and you build a relationship with your customer. Content marketing is therefore essential if you want to come into contact with the customer at different moments in the customer journey.
Control over your image and authority.
With content marketing, you exert a lot of influence on your image and authority in the market yourself. Good content is completely in line with your brand identity and emphasizes your strengths. Besides the fact that your target audience can find information about your brand, product, or service at any time, you can also reach your target audience at any time.
Want to launch a new product? Create cool content and share it on your own website, social media channels, and newsletter. Do you have a lot of knowledge about the market or technologies? Share it through your own channels and show that you are an authority in your field. Not only do you build a relationship with your potential target audience, but also your brand identity and your position in the market.
Content strategy
Behind the creation and distribution of your content lies a well-founded content strategy, with which you clearly define the goal, target audience, measurability, and production of your content.
