A Guide to Content Marketing

Content Marketing

Have you ever listened to a podcast? Have you ever read blog content or gone through an infographic? Have you been browsing social media posts or watching videos online? All these things are under one umbrella of digital marketing. Such an umbrella is called content marketing. Content marketing aims at educating the audiences to turn them into customers and loyal followers. It is a basic strategy to market a brand, product, or service online. A social media agency Hong Kong uses content marketing to increase brand awareness, build communities, and sell products and services via social eCommerce. If you are considering venturing into a content marketing strategy, here’s a useful guide. 

THE POWER OF CONTENT MARKETING

According to a digital marketing speaker Hong Kong, content marketing is a great way to stay relevant with the ever-changing marketing trends. It is a very powerful strategy to boost SEO, build social media communities, gather leads, and generate sales. Below are some statistics to prove the power of content marketing.

  • 61% of consumers bought something recommended by a blog that they read. 
  • 90% of top brands prioritize informational content over sales-y messages. 
  • 95% of consumers trust a business more after reading trustworthy content. 
  • 96% of marketers believe that content marketing helps build credibility and trust with the audiences.
  • Content marketing costs 62% cheaper than traditional marketing.
  • Content marketing generates 3x more leads than traditional marketing.

WHAT IS CONTENT MARKETING?

Content marketing is an approach that focuses on the creation and distribution of consistent, relevant, and valuable content to attract and retain a target audience. This strategy provides useful information to customers and prospects on how to solve their issues and pain points. Instead of pitching your products and services, content marketing can ultimately drive profitable actions by positioning them as the best solution to the consumer’s problem. 

Content marketing supports the most common digital marketing strategies. It comes before social media marketing. It creates engaging articles, images, and videos to post on a brand’s social media account. It also creates consistent and quality blogs, business descriptions, infographics, and products or services descriptions to rank among search engines. It addresses the issues of the readers for a successful PR strategy. Content is also the key to drive leads and traffic for inbound and outbound campaigns. For pay-per-click (PPC) to work, great content and keywords are always behind it. 

TYPES OF CONTENT MARKETING

There are many types of content marketing that brands and businesses can use to boost brand awareness, build communities, and generate sales. Among the most common and effective types of content marketing are the following:

Blogs

Blog posts are the most cost-efficient and powerful type of content marketing. Creating quality blogs positions a brand or a business as an authority in their industry or niche. It invites more interactions as your audience discovers ways to solve their pain points and problems. It also encourages building a community under a common interest.

Creating and distributing blog posts costs zero to less as compared to other forms of marketing. But statistics have proven them to be very effective. When compared to traditional marketing techniques, blog content marketing generates 67% more lead, 97% more inbound links, and 434% more indexed pages. Some best practices for blog content marketing are:

  • Conducting competitive analysis and research about the audiences’ interests and your products or services.
  • Organizing blog topics in clusters and pillars. Clustering involves creating blog posts for relevant and specific topics. The pillar method links cluster blog posts into one article. 
  • Writing headlines that spark interest and using relevant keywords for SEO. 

Infographics

Every brand or business has a message to tell. The challenge is bundling it up to make anyone and everyone understand that message. As the saying goes, a picture paints a thousand words.

The principle of infographics content marketing follows the same rule. Infographics are the display of content, data, or information using graphics or images. It mixed simple wordings with clear images to effectively communicate a message. As 90% of information transmitted to the brain is visual, infographics use images to supplement the retention of a brand or business message. Memes and GIFs are popular forms of infographics. These fun and light-hearted infographic formats often go viral among social media platforms.

Paid Ads

Most brands and businesses aim to amplify organic reach in the very first stage of content marketing. This, they can do through paid ads. Paid Ad content marketing means paying digital apps, landing pages, search engines, social media pages, and video platforms to highlight showing their content on such pages. It is a form of sponsored content that doesn’t cost a fortune like other techniques of paid digital marketing. The most common paid ads are Amazon ads, display advertising, pay-per-click (PPC), retargeting, social media advertising, and YouTube advertising.

Podcasts

The rise of mobile devices contributed greatly to a significant switch on the behavior of modern consumers. Voice searches via mobile are becoming popular. People get more emotionally connected to voice ads and content. Just last year, podcast content marketing grew from 18.5 million to 29 million episodes. For this reason, many brands and businesses are now creating and sharing their own podcast.

Podcast content marketing is the digital evolution of radio broadcasting. It is the process of creating audio files to connect, educate, and engage with the audience. Listeners can tap into these on-the-go content while having breakfast, on their way to work, or even while lying on their bed. It is a powerful way to communicate a range of ideas, information, products, and services. 

Social Media

Today, out of the 7 billion world population, 3.6 million are social media users. That is why in this digital age, there is nothing like social media content marketing when it comes to promoting products and services. The top 6 social media platforms for 2021 are Facebook, Twitter, Instagram, Pinterest, LinkedIn, and YouTube. Likewise, the best practices on social media content marketing today are partnering with influencers and KOLs plus harnessing the power of user-generated content (UGC). Partnering with KOLs and influencers allows brands to reach an established audience base. On the other hand, UGCs boost brand conversion through trusted sources – their happy customers. 

Videos

According to a video marketing agency Hong Kong, around 69% of consumers today prefer to watch a video than reading product descriptions to learn more about it. Through live streams and short-form video stories, brands and businesses can boost conversion, boost ROI, and build communities. Video content marketing can grab the attention of users more than catchy headlines. They can evoke the viewers’ emotions and influence their buying decisions. Video content marketing is also effective because of its versatility. They come in different forms like commercials, demos, explainers, how-to, unboxing, vlogs, and webinars.

Reference: https://blog.hubspot.com/marketing/content-marketing