About 87% of marketers in the United Kingdom use content marketing as part of its digital marketing strategy. Almost three-quarters of those not using content marketing plans on doing so within the next year.
Content marketing takes a systemic approach to reach the core audience. Image courtesy of Pixabay
While marketers have their individual KPIs and approaches in creating and distributing content, the incredibly high percentage illustrates the important role content marketing plays in promoting products, services and brand to customers.
But what exactly does content marketing mean?
What is content marketing?
Content marketing is a digital marketing technique of distributing relevant and niche content consistently to a clearly defined target audience.
How is this different from running a blog? Well, for one thing, the content of blog posts is advertorial in nature. They are not designed to enhance brand awareness and touch on the features of a product or service in relation to the marketplace or scenarios.
In addition, content marketing is highly geared to specific demographics and tailored to meet existing demands instead of creating new ones. Based on surveys, market data, analysis and internal sales data, the content produced is designed to answer their questions, address their concerns, teach them how to integrate products into their organisation, and how the products perform relative to the market.
The disarming approach employed will not raise the natural defences of readers, and as such, they will be more receptive to the ideas.
Why is content marketing so important?
An effective content marketing campaign creates a pool of receptive prospects. Companies will find conversion easier, and at a significantly higher ROI. Companies also no longer need to exclusively rely on expensive pay-per-click or advertising campaigns. More importantly, companies won’t self-handicap themselves as the majority of their competitors are probably already developing or even working on their own content marketing campaigns.