Content Marketing, what’s that all about then?by : Diana Berryman
The following is a guest post from my friend Chris Mee of CM Boxing. Chris asked me about what I do and he was interested in learning more about content marketing. He decided to do his own research and here is what he discovered…
Content Marketing, what’s that all about then?
In this article I’ll be looking at what marketing is as a whole but mainly focusing on content marketing, what it is, how it works and how it can improve your business. I’ll also look at some of the challenges of content marketing as well as the dos and don’ts when it comes to marketing your business.
Before I can look at what content marketing is I feel it would be a good idea to look briefly at marketing as a whole. In basic terms marketing is used mainly in companies and businesses to encourage their customers into certain behavior. The most common way marketing is used, is to get us to buy something. Now I have a basic understanding of marketing in the wider sense I can now move on and look at content marketing in more detail.
The Content Marketing Institute defines content marketing as:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
From my research content marketing is, as opposed to marketing in the traditional sense, defined by the value of the content, not value in terms of money but value in the sense of the number of people who want to view your content. Another way to look at this is it’s a way for businesses to talk to their new and existing customers but not try to sell them a product. The reason businesses and companies market in this way is because they believe that customers will use them because they don’t feel like they have to buy their product.
If you’re still confused don’t panic because so was I! There were a number of very successful content marketing campaigns in 2015 here are some examples to explain how they work and why they were successful:
Channel 4 lunched a new TV show “Humans”, in order to get the public interested in the show and its content they made a website and a social media page offering people the chance to own “Persona Synthetic” robots they then combined this with a TV ad campaign.
The main reason this campaign was successful is due to the fact that Channel 4 were very clever by combining the online content with TV ads it allowed potential viewers the opportunity to learn about the characters and the plot before the first episodes. By the time the first episode aired the show had over 14,000 followers through social media, and the first episode received over 6 Million viewers.
Domino’s pizza introduced emoji order system this allowed customers to simply tweet a picture of the pizza they wanted to order. They did this because they saw that customers were getting frustrated with the old ordering system. It also helped Domino’s improve their content on Twitter because instead of asking customers to tweet what their favourite pizza is, Twitter became the ordering system.
Here are just two examples of content marketing I hope now you can see and understand what it is and how it works. I can also see why companies use this marketing format because it’s cheap/ free advertising and it obviously works
By now I bet you’re thinking that content marketing would be great for you and your business and I am sure it would be if you use it correctly so here are some top tips do’s and don’ts…
Do: Remember to make a plan of when you’re going to post new content; it could be a good idea to use a calendar so that you can post on set dates. It could also be a good idea to post this to your followers, because then they will know when you will be posting new content which will keep them coming back. However also remember to make sure that any new content you post has value for your followers and any new followers.
Don’t: Due to the nature of the Internet and social media some people will always comment on your posts without using their brains, but remember don’t take this personally. Just monitor all your pages and remove any negative comments so that your feed always stays professional, and remember to deal with any questions or queries from your followers as quickly as possible.
Do: With most people in the world today having access to some form of social media. it is more important than ever that you clearly identified your brand on all your social media, as this is the most likely way new customers will first make contact with you. So only post content that will add value to your brand this will make customers want to go on to your main website, therefore you will increase your customer base and followers.
Don’t: It is one of the biggest mistakes that you can make when posting content thinking that more people will click on your main website because you post regularly because it won’t work. Knowing and understanding your brand is one thing, but you need to understand your customers. This way you can post content aimed at your potential customers, this will make more people click onto your website because it shows that not only do you know your brand but you know the people who are likely to use it.
Do: To get the best out of your marketing plan it could be a good idea to test it then you can see what works and what doesn’t. Look at what sort of content gets the most clicks to your website and what gets the highest numbers of likes and shares. Something else to look at would be the time of day you post your content, because there’s no point posting content if nobody is going to see it. Once you have worked out what time of day is best for your followers then you can schedule more content to be posted at that time of day. This can be difficult to get your head around so if you can’t do it yourself don’t worry there is software on the market that can help with this.
Don’t: Finally don’t forget to share content from current market influences by doing this it will keep your page current and you will likely get more followers and therefore customers.
Right well that’s about it I hope you have enjoying reading this article and I hope you now understand content marketing more now than when you started reading I know I do. I also hope I’ve answered some if not all of your questions. I know now your all going to jump on your computer and start your own campaign so good luck and have fun!
Thanks for the fabulous article Chris; it’s refreshing to have information from someone who started off with no knowledge of content marketing at all! Well researched and very informative.