What is Content Marketing in Digital Marketing?

Content marketing isn’t rocket science, but it does take some patience, creativity and an analytical outlook. Though an effective strategy does require analytical thinking, it’s by no means cut and dry, this leaves room for plenty of creativity and, to some extent at least, experimentation. Customers who are at this point in your funnel have had their interest piqued and their attention caught. Thanks to your perfect written ad or problem-solving blog, they want to learn and/or do more.
As Content Marketing continue refining and improving the customer experience, content marketing will continue to take center stage. You’d think that businesses would have learned this by now but 44% of marketers say that their businesses do not have a documented strategy for managing content as a business asset. Only 42% of organizations have an executive that is in charge of content marketing strategy. Top of the funnel, audiences might look to online searches and trusted publications for insights. Earned media — like guest posts and press mentions — positions you as an industry expert and establishes brand awareness with new audiences looking for the information that you provide. It’s not always appropriate to assign ROI to likes and shares.
Content marketing is another method of providing information to customers and audiences, but it serves many purposes within the realm of digital marketing. In simple terms, content marketing is the creation of informational, educational, or entertainment materials and distributing them through various online networks. If you’re not careful, most folks in your company will end up with a few favorite (and possibly out-of-date) assets saved to their desktops, or worse, simply create their own material. Avoiding this unfortunate state of affairs requires a central, up-to-date content repository in which people can browse, search, and discover suggested material. To build a repository that works, you’ll need to ensure it’s reliably current and easy to navigate.
Use personas and customer conversations to determine optimal content modalities. Understand that, depending upon the funnel stage, customers will need different types of content. Build a plan that shows what content you’ll create daily, weekly, monthly, and quarterly . Use search and social media, plus conversations with customers and your internal personnel , to better understand the information and persuasive requirements of your customers. Then, organize those needs by persona and funnel stage to create a map of necessary content. One of the steps in a content marketing strategy is correlating business goals with target audiences.
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The more you invest in building easy-to-follow guidelines, the easier it will be to onboard additional writers and content producers down the line. There are KPIs that matter and those that are there to just look pretty. To build a highly effective content machine, it’s integral to hone in on the metrics that make a difference to your bottom line. Thinking too much about bottom-of-the-funnel conversion metrics can make you shortsighted and stop thinking about building an engaged audience in the long term. Now let’s organize your jumbled mess of content ideas into an achievable content program.