VM AFFLUENCE Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online. It is often used by businesses in order to:
Expand their user base
Diversify their user base
Establish or Increase online sales
Increase brand awareness or credibility
Create an online community of users
When businesses pursue content marketing, the main focus should be the needs of the customer. Once a business has identified the customer’s need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs etc
Building your own site
Businesses who build their own website maximize for complete control and customization. This is especially helpful for creative fields like art or interior design, where the primary value proposition communicated to users centers on qualitative factors or emotions. One challenge to building your own site is that there is not a natural base of visitors to leverage (as might be the case if you hosted a YouTube video). To increase reach, content marketing managers will want to invest in SEO, SEM or other audience-building campaigns.
Guest posts are blog posts that you submit on other people’s sites, often with links or references back to your own business (or online business profile/ website). Businesses who create guest posts maximize for low time commitment and high reach. The challenge is that there is a limited level of customization, as your guest post will sit in another website. Content marketing managers pursuing this distribution channel will want to emphasize
Re-engagement marketing include: email newsletters, white papers, and podcasts. It entails anything that might allow you to re-connect with a visitor to your site or social media page – often by collecting the customer’s email. This optimizes for customization and depth of relationship.