Simply put its the art of creating and serving great content to your brand's target audience, content that they dont need to see your brand to choose it, but they choose to seek your brand for their needs. This could be anything from blogs, videos, email newsletters to forms, surveys and workflows.
Research tells us that 35% B2B businesses and 37% B2C businesses have adopted a content marketing strategy as a priority function of marketing. Modern day Inbound marketers and content marketers focus heavily on empowering the potential customer and building lasting relationships based on content that is educational and entertaining.
- Awareness (My competitors are showing for a Google search on my business!)
- Consideration (I need to be found on Google, I am guessing this needs professionals?)
- Decision (My digital agency shared an SEO proposal to get me ranking within 3 months!)
Once you have figured out how to communicate this message of why you do what you do, the content strategy includes making the content delivery and context relevant, for which the available content types are distributed into various stages of a customer's buying cycle. A brand can have multiple customer types (also known as buyer personas) that can have varied arrangements of the same content type. For example if you are pitching SEO services to the CEO of a large company you may need to share less technical content at all stages of buying, but if you are pitching it to a tech savvy entrepreneur you may need to woo him with content that carries technical inputs from the introduction.
Since the topic of content marketing is HUGE its best we approach a few of the above points in coming posts. Until then, please do let me know how you find the content here.