Content Marketing
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GTP iCommerce Pty Ltd
GTP iCommerce Pty Ltd

What Is Content Marketing?

Content marketing is all about the creation and distribution of high-quality content that attracts and engages audiences online. Like other traditional forms of marketing, content marketing is typically used to drive customer acquisition, deeper engagement with current customers, and for brand awareness.

 

The trend in content marketing has grown significantly over the past two decades as audiences have shifted to new media, consuming content in entirely new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.

 

Generally thought of as being separate from traditional advertising, content marketing is about communicating with customers in a way that adds value, without the sales pitch. The content itself is editorially-minded, and while contextually relevant to a product or service, provides information in the form of entertainment, education, emotional connection, or practical value.

 

 

Content marketing is incredibly cost-effective and offers amazing ROI. 

Compared to traditional marketing programs, content marketing costs 62% less and generates approximately three times the volume of leads. (DemandMetric

 

Cost-effectiveness is one of the most significant benefits of content marketing, and who doesn't want more bang for their buck? The best way to utilise this is, to be honest in an informative way. The right content can be more effective than large advertising campaigns. 

View full infograph: Demand Metric

Content offers amazing long-term ROI.

One in 10 blog posts are “compounding,” meaning that organic search steadily increases traffic to these posts over time. (HubSpot)

Blog posts

  • Broad tactical attract ongoing attention - write board posts with tactical advice. this can include product reviews, breakdowns of processes, or instructions.
  • Narrowly focused posts rarely grow - Catering to niche audiences will reduce your blog popularity as to be expected, try to mix this content into your other posts as a small section.
  • Topical posts - create a surge but they will lose popularity over time as the top becomes less popular.
  • Key words - Use keywords such as like, how or why in the title of your posts.
  • Images - Be sure to use relevant and high-quality images.
  • Bullet points - Keep it easy for your readers to follow along and use to help break up content
  • Links to other information - Help your reader's research even further if they want to

 

View full infograph: Demand Metric

How to create effective content

View full infograph: Demand Metric

 

 

 

Evergreen content is content that is always relevant

Much like the way evergreen trees retain their leaves all year around. Interesting and relevant content that does not become dated is necessary in order to be found online by search engines (The Balance)

 

Here are some tip and hints on how to create evergreen content

  • Shouldn't include news, statistical reports, seasonal topics, and current trends (Wordstream)
  • Preferably aim at narrow beginner topics.  BeginnerGreen content is the best choice for creating an evergreen content (Blog tyrant)
  • Should seek for higher stay time (or long click)
  • Evergreen articles are typically longer (Content Marketing Institute)

Examples of types of Evergreen content

  • Definitions articles
  • Resource lists
  • Checklists - caters to beginner and expert readers
  • How to articles - e.g How to decide on what to do with your life!/How to create an AdWords account
Resources: Web mind set

 

Content Marketing Takes Time 

A wise man once said, "If it was easy, everyone would be doing it"  But it's not.  Content marketing is not easy and ...

  • requires substantial research, 
  • reformulation of this research
  • Simplification for consumption
  • Graphitisation for easy reading
  • finding suitable images to use

Thats why a good piece of educational, entertaining or enlightening content is so valuable.

 

 

View full infographic: Digital Information World

Exceptional content delivers exceptional results. 

Compounding blog posts generate 38% of all blog traffic, and one compounding blog post generates as much traffic as SIX regular posts. (Ibid.)

How to write a compounding post:

  • Offer Long-term relevancy - ask yourself what questions do your customers ask often. Use these answers to create compounding content
  • Offer Advice - Practical information that users can take action with. 
  • But don't be overly specific - don't try to cater to niches too much, the more bored and useful to all the more likely your post is to compound.
  • Use an easy to follow blog structure - don't have large paragraphs, break them up into either dot points or small paragraphs.

Content has become vital to many companies’ lead generation pipelines. 

Lead generation, sales, and lead nurturing are the top three organisational objectives for content marketing, at 85%, 84%, and 78%, respectively. (Content Marketing Institute/MarketingProfs)

 

View full infograph: Demand Metric

Content Marketing Can Be Re-Purposed 

With so much effort spent on creating powerful engaging content, it would be a shame not to re-use it in different ways as part of your total digital marketing and offline marketing resources.

How to re-purpose your content:

  • Email Drip Feed Campaigns - Break content up into bite size chunks and email out over time to subscribers to build up trust in your expertise.
  • Brochures - Content can be repurposed into print materials to assist with training, sales presentations, leave behind marketing material.
  • Proposals - Add value to your proposal sales process by providing great educational content.
  • Blog - Don't have large paragraphs, break them up into either dot points or small paragraphs.
  • LinkedIn -  Republish your content in sections on linked in.
  • Slide Show Sites
  • Video Presentations

 

 

Content Marketing is the Future

The biggest brands in the world realise that content is the future. Coca-Cola, for example, spends more money on content creation than it does on television advertising. (Contently)

Coca-Cola must create the world’s most compelling content. Toward the end, the comment is made that Coca-Cola can no longer rely on being 30-Second-TV-Centric. If Coca-Cola one of the biggest brands in the world is heading in this direction and away from Advertising excessively then it's a pretty good hint for your business to follow a similar path and head towards content marketing.