Before answering the question of what content marketing is, it is necessary to consider the concept of content. Content; The whole of the idea, emotion, thought, and images that are desired to be given in a narration.
Above all, it is the process of spiritual and intellectual functions. It is a whole of visual and audio messages. It is transmitted from the source to the end recipients through social media networks in digital media.
With the proliferation of the Internet, societies evolved into Information Societies. And became an encoded identity with information and communication technologies.
The most important fact in terms of function and power factor in information societies is meaningful information. In the Big Data era, the information collected from the sources and transformed into a meaningful and processable form. That creates an avalanche effect resulting from the flow of data from all communication channels. Which causes information pollution and various manipulations.
In this infinite ocean of data, billions of content have been lost. Brands, institutions, and companies use their content marketing strategy to stand out in their minds by highlighting their identities.
What Is Content Marketing?
Content marketing; is a new generation digital communication and marketing process. The new media ecosystem is prepared by sensible positioning studies in the mind of a new or current customer group. By preparing the content that will attract the attention of the target audiences of the brands.
With the definition of the founder of the Content Marketing Institute, Joe Pulizzi, “Content marketing is the marketing technique that involves the creation and distribution of relevant and valuable content to influence, attract, and maintain their loyalty to a clearly defined and well-understood target audience.” Content marketing, unlike other digital marketing methods, aims to enable the existing customer group to participate in the process by providing the information they need, and to create new needs to target audience towards the products of the brand. When you enter the market with a brand new product, with the content marketing strategy, you can position it as a demanded product by making it a necessity to people.
Consumers Prefer Modern Marketing Methods
Content strategist James O’Brien draws attention to value-based marketing. He says that brands must offer value to their customers. In return for efficient ROI in the center of content marketing. For this, a visual feast of many layers should be presented to the target audience instead of ordinary advertisements. In digital content marketing, each content prepared informs the target audience. It also draws attention to the brand and makes positioning interesting. According to statistics, 7 out of 10 consumers prefer articles, videos, and visual content. So, traditional marketing methods don’t apply to internet consumers. They prefer to have information about the services and products.
Content marketing does not sell products; It draws the target audience’s attention to the brand and product and directs them to perform their purchasing behavior naturally.
In content marketing;
- case studies,
- white papers (research and reports),
- online events,
- internet seminars (Webinar),
- online newsletters,
- photos and illustrations,
- news announcements and forums, etc.
are included. Using these types of content, brands market content that provides for their customers’ lifecycle; It integrates all the strategies and techniques used in achieving business and customer goals. In this way, it is a method that provides permanent, stable, and integrated solutions. So t
How Is Content Marketing Done
Today, 93% of purchasing behavior begins with an online search. To do content marketing, you should keep up with the following;
Set Your Goals
Set your marketing goals for your vision and missions. Analyze the results you have made and get to know your audience. Then identify the target audience you will address as a result of the analyzes you have made and get to know them. Learn your target audience in the finest detail. From demographic features to what they like, the facts they value, and their passions. So, it is important for you to establish a sincere connection between your brand and your target audience.
Build Your Strategy
What will be the messages or solutions you want to give in the content you will create for your target audience? When determining your strategy, answer this question first. If you want to know how your brand is known, create “Personas” and elaborate as much as possible. Decide how you want to reflect the Persona you created from which digital channels. Most brands make mistakes by trying to be active on all social media platforms. The important thing is not to look a bit everywhere. So, to be popular on the platform that will be the tool to promote your brand in the best way. Consider the problems you will encounter in the strategies you create. So, make back up plans, and produce proactive solutions by making budget plans.
Identify Your Content
With what type of content and which topics you will address your audience? How should the timeframe of your content be? Make detailed configurations by answering these questions. Make sure that your content is clear, sincere, understandable, remarkable, and niche. Use plain language that builds trust and loyalty. Ensure that your content is continuous and that it is not frequent enough to make your target audience get bored.
Take Regular Measurements
Analyze efficiency and effectiveness among the different types of content you publish. Make it easy for your target audience to reach your brand by doing SEO studies. Use the right digital tools to help your content reach more people. Standardize your measurement and reporting activities by performing them regularly. So, make retroactive improvements and forward-looking plans in your content marketing strategies as a result of your outcomes.
Benefit from the power of social media:
It is not enough to publish your content on a blog or website. You should position your strategies on social media networks. This will establish a loyalty bond with your brand and target audience. This will gain you prestige and reliability.
The Most Effective Strategy: Influencer marketing
With the implementation of content strategies within the framework of hybrid marketing, brands reach the fastest growth rates in the digital world. Today, the most successful content marketing performance optimization is integrated with customer insights. It provides more data to brands while informing the target audience; the content cycle is influencer marketing. In Influencer marketing, brand positioning is the fastest. It provides the most effective positioning of the products as reliable, accessible, and affordable; it is an innovative digital marketing channel that maximizes the return on investment. So much that brands like NYX have been using influencers as brand faces in recent years. With influencer marketing, a marketing strategy focused on influencing purchasing behavior; you can create compelling campaigns that inspire, drive audiences, and include the target audience.
FAQs of Content Marketing
Content is, by definition, something that is to be expressed through some medium. An example of content can be needles in a box or ham in a sandwich.
A content marketer plans, creates, and shares valuable content to attract customers and convert them to repeat buyers.
If it positively affects your marketing and SEO strategies, it’s working. But a more in-depth answer relies entirely on what you expect from your content marketing strategy for an outcome.
Conclusion – Content Marketing Is Bigger Than You Think
We gave quite a few examples in our article, but we could only touch the iceberg’s visible face. The best thing about content marketing is that you don’t need large budgets. So, you can start implementing a content marketing strategy today.
Our world is becoming noisier and noisier. As a result, this enables content marketing to become a more important type of marketing to make a point shot.
For instance, people who tell good stories also achieve success in the long run, regardless of the platform.
In a nutshell, let’s finish by saying: Not shouting louder, shouting by saying better things wins!