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What is Content in Marketing Content marketing is a form of marketing that involves creating and distributing helpful content to attract customers Content can take the form or videos blogs or posts on social media or even data that is original Its a great method to keep customers engaged throughout their journey especially during the awareness and consideration phases Ocean Spray for example provides lifestyle tips and recipes to draw customers in Content Marketing Strategy Content marketing is a longterm strategy that builds trust in the brand and customer loyalty It is based on the belief that sales are earned by providing value to customers The value can be derived through education or entertainment The content marketing landscape is constantly evolving and brands must be able to adapt their tactics to fit new needs A clear plan for content that defines campaign goals is one method to achieve this This will allow the team create content that supports the objectives The primary goal of an effective content marketing campaign is to bring traffic to the site or generate email leads This can be accomplished through a variety content types including blogs eBooks infographics videos and social media posts To come up with a winning strategy the team must first know their audience and how they interact with content online This will assist them in creating messages that are relevant and appealing to their target market Another way to develop an effective content marketing strategy is by identifying the buyer personas for the product or service This will help the team to understand who they are trying reach and what their obstacles and issues are The team can provide important information to help overcome these obstacles by understanding their obstacles This is an excellent way to establish trust with potential customers and increase sales Many companies are unable to implement a plan for content marketing because they lack the support of their leadership or the expertise It is crucial for the CMO to lead the content marketing program and ensure there is a clear strategy in place This will ensure that the team has the resources to be successful The most important thing a company can do is to ensure they have a strategy for content in place before they start to create content This will allow them to avoid wasting time and resources on content thats not efficient The team should also create a strong SEO plan so that they can rank high in search engines Content Creation Content marketing is about providing viewers with the information they need This differs from traditional marketing practices such as ads that interrupt consumers viewing of television or online news A successful strategy for content starts by planning executing and evaluating The person who plans a piece of content may not be the same person who is responsible for it But they should collaborate to ensure that the piece achieves its goals This could include brainstorming or conducting keyword research After the piece is developed it must be optimized to increase the chances of success on various channels This can be achieved by making it accessible to as many people as is possible via earned owned or paid distribution methods Knowing what kind of content you wish to create is among the most crucial aspects of the creation of content For instance some ideas could be better represented visually and would benefit from infographics or videos while others are better suitable for written content such as articles or blog posts After content is written and tested it needs to be evaluated to determine how it performs on each channel This can be done by using metrics such as pageviews unique visits or conversions After the content is designed and optimized it needs to be distributed to the right people This can be achieved via a variety of methods such as social media marketing and newsletters sent via email The goal is for the content to reach as many people possible and to encourage them to take action whether thats through visiting the website of the company or joining an email list Content can be used to aid the sales funnel by creating awareness of problems that customers didnt even realize they were facing John Deere for example has published The Furrow since 1895 to assist farmers seo article writing software has been used by other companies like Michelin Clif Bar and others to build trust with their customers Content Distribution The best content is useless if it never makes it in front of those who must be able to A wellplanned strategy for content distribution is just as important as the content itself This process involves using a combination of earned owned and paid channels to market your content and make it accessible to the public for consumption Your owned channels include your website as well as social media profiles email newsletters and other digital platforms you manage Search engine advertising SEM as well as PayperClick PPC and sponsored posts on third party websites are all paid channels These methods are costly however they can get your content in front a large number of people quickly Whatever method you choose its important to set clear goals and metrics for your content marketing plan Marketers are often distracted by vanity metrics such as blog post page views or open rates for emails and lose sight of the things that drive traffic and sales Setting up goals events and UTM tags on your content is an easy way to ensure that youre measuring whats important The content you publish will depend on your business and the type of content you produce For instance a B2B company may produce educational videos about its products and services while an b2c company might focus on social media It is crucial to determine the types of content that are most suitable for your target audience This could include podcasts blogs and infographics The purpose of content marketing is to draw customers engage them and keep them This is achieved by creating and distributing relevant informative entertaining and valuable information that customers are eager to find Its a far more efficient method than traditional marketing which is typically disruptive and interruptive Businesses that use a content marketing strategy are more likely than others to build trust and a sense of loyalty with their customers This in turn leads to more referrals and repeat purchases A strong content marketing strategy will aid businesses in growing and becoming more competitive on the web Content Measurement A content marketing strategy isnt complete without a measurement process that helps you understand the effectiveness of your efforts It also lets you make changes as needed and also provide reports to the various stakeholders in your company To evaluate the effectiveness of content marketing you must first establish the goals and metrics you wish to measure This could include metrics such as engagement conversions traffic and more Youll also have to evaluate the performance of your competitors This will help you pinpoint areas for improvement and growth opportunities Next youll need decide which of these metrics will be the most important for your particular content marketing campaign The most important factors will be determined by the intent of the content marketing its type and the goals of your content marketing If you are looking to increase sales your primary focus is on increasing the number of visitors and turning them into customers If you want to increase brand recognition your focus should be on increasing the number people who visit your social media sites or websites After determining your goals youll need to determine how you will to measure each metric that you have selected For example you might decide to use Google Analytics to track website traffic This is among the most commonly used metrics for content marketing and its an ideal place to start Another metric thats often tracked is the impact of your content in driving sharing This can be measured in a variety of ways such as analyzing tweets and Facebook likes You can monitor the amount of times your content has been shared on other sites and social networks using tools like BuzzSumo Additionally youll need track the number of conversions and other business metrics This will help you comprehend the value of your content marketing efforts and how they contribute to the overall success of your company This information will allow you to make better decisions about the resources and priorities for your content marketing campaigns