How does content marketing support digital marketing?
One of the most compelling arguments for any business to adopt digital marketing is that “being online” offers a platform on which all businesses are equal – essentially, just by “being online”, your business has the same audience and the same opportunities as your competitors, it’s just a case of capturing that audience’s attention.
So, how do you capture their attention? With a killer digital marketing strategy, that’s how. And a killer digital marketing strategy is one that’s comprised of many different elements that work together harmoniously (read: strategically) to win the attention of your ideal audience. That’s a lot to cover in one blog post, so right now we’re going to look at content marketing and how it supports your overall strategy.
1. Where does content marketing come in?
2. Where do you begin?
3. The purchase making cycle
Awareness: where the customer might have a specific need, but they are not aware of a solution.
Research: when the customer is aware there is a solution, and will start educating themselves through research
Consideration: where the customer compares products from different suppliers
Purchase: when the customer has made the decision to buy
Content marketing addresses the research and consideration stages here: you’re aiming to satisfy any research needs of the customer and establish yourself as a strong contender for them to purchase from.
So, for example, if you sell protein shakes, you want to be the go-to website for advice on all things protein shake-related. This means that if a customer has a question about protein shakes, you want to make sure you’ve pre-empted it and already answered it somewhere on your site – the point being, people who are searching for these questions about a product are probably consumers (certainly potential consumers) of that product. By answering their question and establishing yourself as the go-to place for that information, you are building trust within the consumer and (hopefully) they will remember you whenever they need more information or are looking to buy that product.
But you must start somewhere. Begin with putting yourself in the customer’s shoes and creating a list of content ideas based around the questions they will most likely be asking when buying your product, then build your content around them. This both helps customers develop a sense of trust towards your brand and helps improve the likelihood of you being found in search engine results by contributing to SEO.
4. 5 Ways to reach your customer with content marketing
Of course, it’s good to have a variety of different types of content on offer for users to consume as everyone has different needs and preferences. Let’s look at a few different examples of content:
1. Web pages – this is perhaps the most obvious type of content. Web page content is any copy that you find on product, about us, features pages and so on.
2. Blogs and eBooks – this is where most people start with a serious content marketing strategy. Informative blog posts, articles, and longer ebooks all support digital marketing through SEO, building brand loyalty, and lead gen (mostly by encouraging users to sign up for newsletters and updates, or offering content that is exclusively available to those who share their email addresses). Blog posts can also tie in with email marketing as a strategy to get users to click through ta website.
3. Graphics – including those used alongside blog posts/eBooks and shared on social media. Infographics are a popular visual form of content as they often present users with industry statistics, indestructible and more via an easily digestible format.
4. Video content – this can often be the most costly and time consuming content to produce, but also the most rewarding as video is increasingly becoming the online media form of choice for many people – consider that 78% of people watch online videos every week and you’ll want to think about incorporating video into your digital marketing strategy.
5. Social media – of course, all of the above is usually shared through social media, but many businesses choose to create content specifically for their social media channels too. Sharing via social media helps increase brand awareness and encourages engagement from existing and potential customers.
This is just a handful of examples of content marketing, but you can already see how wide-reaching content marketing is, and therefore why it is such an integral element of a digital marketing strategy. Many businesses think they don’t need to bother with, say, social media or blogging, but in doing so they miss the huge potential for connecting with consumers on a higher level than simply flashing them an ad on Google. Start investing in a solid content marketing strategy and you’ll see the benefits for yourself. Get in touch to see how we can help support you.