Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action. The purpose of content marketing is to help companies create sustainable brand loyalty and provide valuable information to consumers, as well as create the willingness to purchase products from the company in the future. This relatively new form of marketing usually does not involve direct sales. Instead, it builds trust and rapport with the audience.
It is often used by businesses in order to:
Attention and generate leads.
Expand their customer base.
Generate or Increase online sales.
Increase brand awareness or credibility.
Engage an online community of users.
Content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O’Brien of Contently wrote on Mashable, “The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.”For content marketing, continuous delivery of large amounts of content is required, preferably within a content marketing strategy.
Digital content marketing is a management process that uses digital products through different electronic channels to identify, forecast and satisfy the content requirements of a particular audience. Once a business has identified the customer’s need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.
The rise of content marketing has turned traditional businesses into media publishing companies. It must be consistently updated and added to in order to influence the behavior of customers Businesses focused on expanding their reach to more customers will want to pay attention to the increase in the volume of visitors, as well as the quality of those interactions. Traditional measures of the volume include the number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators of engagement.
For example:- YouTube is an American video-sharing website headquartered in San Bruno, California. It is a subsidiary of Google, is an online video platform driving (and benefiting from) the surge to content marketing. As of 2016, YouTube had over 1 billion users, representing 1/3 of all internet users and reaching more 18-34 yr olds than any cable provider in the U.S.
Yelp, an online business directory, has seen 30% year overgrowth in the number of reviews, ending the second quarter of 2016 with 108 million reviews for over 3 million businesses. Businesses actively curate their content on these platforms with hopes to expand their reach to new audiences.