Content marketing has a special place among the tools for promoting goods and services. It does not provide an instant influx of customers, as, for example, direct advertising can do. However, as a strategy that maintains interest in a product (service, website, etc.) and is directed more toward the future than the "now," the value of content marketing cannot be overestimated.
Why do you need content marketing?
Because it is the best way to increase traffic to a resource and increase conversion. Moreover, it will be targeted traffic - it includes only those people who are interested in a specific product or related topics.
Related material: what is conversion and how to calculate it
Very often, a user does not intend to make a purchase but is interested in, for example, the topic of humidifiers. He accidentally comes across an article posted as part of an advertising campaign (content marketing) dedicated to this issue. If it is well-written and contains useful information for the user, it will fuel interest in the product.
Most likely, a person will not make a purchase right away, but he or she will remember the brand, create a positive association, and become more loyal. Thus, by implementing a content marketing strategy, we get a potential customer.
In addition, content marketing allows you to evaluate the effectiveness of channels and methods of influencing the audience, and analyze and draw conclusions about further promotion, taking into account the information received.
Examples and methods of promotion
Content in the most general sense is everything that is placed outside of the selling pages (outside of product cards, landing pages, shopping carts, etc.). In most cases, its purpose is to make it easier for people to make a choice in the hope that they will like your product.
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A little bit in the format of the yellow press
You may not think much of the tabloid press, but most people enjoy reading gossip and sketches from the lives of celebrities. And they are all potential buyers.
For example, an English artist posted a note in the blog of a national publication about how she decorated the nursery of the second child of the Duke and Duchess of Cambridge in pink colors. Knowing how much interest these personalities arouse in British society, it is easy to assume how many people will want to have "just like the Duchess."
How-to guides or instructions for use
One Dutch company, Transportfiets Online, ran a blog dedicated to bicycle travel. Yes, and they also sold bicycles. In the blog, they gave advice on equipment and the best travel destinations, and talked about possible problems and common mistakes, without urging you to buy anything. This is a good idea for unobtrusive promotion.
Another good example is Tinkoff Magazine, the blog of the bank of the same name. They publish original and useful content that goes beyond banking. Real-life cases of emigration, real estate purchases in Spain the experience of giving birth abroad, tax issues, changes in legislation, and much more are all relevant and, most importantly, are unique examples from life and analytics useful to the bank's customers.
- What is the bank's goal with this marketing ploy? It creates a community and cements it firmly.
- Does this affect sales of banking products? Hardly, or to a very small extent. However, the importance of this tool is enormous.
Use of non-standard channels
Content marketing is not only articles and blogs but also the entire arsenal of tools and ways to improve sales. A good example of going beyond the standard boundaries is provided by the men's clothing store Barney Cools, which, despite the fact that it has nothing to do with music, has a Soundcloud account (more than 1000 subscribers) to better interact with its audience.
In this way, the company demonstrates that it is not only committed to selling but also to supporting the hobbies and lifestyles of its customers. This is content marketing in action.
Useful information that users may need
Content marketing is the ability to anticipate and work proactively. For example, men are rarely interested in style and appearance, so there are few high-quality information resources on this topic.
For content marketing, this means that the niche is almost free and should be used! A series of articles about the subtleties in men's clothing and style is what will attract customers. How to wear a shirt and a sweater, how much a shirt can be below the waist, and whether you can wear socks with loafers - these and other questions may seem "stupid," but for some, they will open up a new universe. And by the way, how much does this shirt on the right cost?
Keeping the attention of regular customers
An important element of content marketing is working with a warm audience. As a rule, this means periodically sending out new offers that in most cases are of no interest to anyone.
The right solution is to keep attention with the help of sales-related methods. For example, Heavenly Pure, a natural cosmetics store, determines the best ingredient every month, providing detailed information about it. This topic is of interest to their customers. In addition, this method allows the company to position itself as an expert in the field of natural cosmetics.
Terms and prices
Website promotion using content marketing methods consists of 2 phases:
- active, lasting 1-3 months;
- Supportive.
The latter implies occasional, say once a week, publications of materials, blog updates, and other actions aimed at maintaining the interest of users and search engines in the resource.
Work with content to stimulate sales with one intensity or another should be carried out constantly.
As for the price, this issue is decided on a case-by-case basis, depending on the initial situation and the intended actions.
Conclusions.
- The value of content marketing lies in its easy and gentle influence on consumers. It does not impose a purchase or service but enlightens, arouses curiosity, entertains, and educates, thereby encouraging a person to act.
- Good content is interesting and positively perceived by the user even if its connection with the brand (store, sales) is obvious.
- Content marketing is not used as an independent method, but is part of an overall marketing strategy that includes standard methods of promotion through direct advertising.
