Content marketing: how to build a strategy
Content marketing is a strategy for filling resources with text in order to attract users. The main task here is to induce users to take a specific targeted action. Thanks to properly generated content, the consumer receives useful information at the time when he needs it most.
For content marketing to bring the expected result, it is necessary to follow two key conditions – to present the information in the channels that are effective for it.
Advantages of the approach:
– the ability to sell a product or service through content that is useful to the audience;
– allows you to increase brand awareness, and does so indirectly;
– requires less investment for the result compared to other methods of promotion;
– allows you to increase the position of the site in search results, as it uses natural links;
– increase in search traffic due to regular filling of the site with new content, which leads to the formation of new queries;
– increasing confidence from users, and the formation of expert opinion through the provision of useful information.
Content marketing makes it possible to gently influence the consumer, and change his attitude towards the product or brand as a whole through correctly presented information. This approach is also effective in the case of search engine optimization. Traffic in this case grows, the value of the site increases, and with it, the trust of search engines.
Another advantage of content marketing is that it works on a long-term basis. In this sense, this approach is more effective than contextual advertising, which works only as long as it is broadcast. Properly presented information allows you to influence users for a long time, building a certain attitude toward the company. And in the case of contextual content, there is no pressure on the consumer, everything goes smoothly and in a positive way.
For the strategy to bring results, the information must be of high quality, relevant, and useful to the target audience. An important role is also played by the platforms for posting content. In most cases, marketers use social networks, blogs, the company website, and specialized resources.
In this case, you need to pay great attention to the articles. They should interest the user, make him want to read the publication to the end, and even better – to comment on it, and leave their opinion. Content should radically differ from advertising, which is carried by tons of it via all channels and often perceived negatively.
Using content marketing you should be patient because it is designed for the long term and that means you should not expect quick results. However, with regular filling with quality information, traffic will begin to grow, and with it, the number of sales.