12October 2023
Content marketing is a way to help potential clients find your company. This type of marketing can reduce your customer acquisition cost and boost brand reputation. It also helps you stay top of mind with your audience.
This strategy delivers value to your audience at each stage of the sales cycle. It can be as simple as a recipe tip or an aspirational lifestyle photo. You can even use gated content to convert leads.
Blog posts
When people hear the word “blog,” they often think of a misunderstood hipster sharing their life with the world from their bedroom. However, blogging is a powerful tool for content marketing and can help businesses build their visibility online by establishing their brand as an authority in the industry. It can also help them establish and nurture relationships with their audience and generate leads.
Blog posts can also show customers what goes on behind the scenes at a business. This can include photos from preparations for a big event or stories about employees’ volunteer work. These blogs can also express a company’s personality and values to their audience.
Another great resource for content marketers is the HubSpot blog. This blog covers everything from content strategy to social media and SEO. Its articles are helpful for businesses of all sizes and can be a valuable resource for any digital marketing campaign. Moreover, they also feature articles on the latest trends and best practices in digital marketing.
Case studies
When you are implementing content marketing, it is important to focus on creating high-quality content that answers your customers’ needs. This can be done by aligning your content with the buyer’s journey and by ensuring that your content is personalized.
For example, cosmetics brand Glossier has an Instagram page that is completely on-brand and complements their other marketing materials. It’s a great way to build brand awareness and encourage customers to visit their website or store.
AARP, an organization for retirees, uses data to drive their content marketing strategy. They ask their readers what they want to see and then create relevant content based on that feedback.
Similarly, the B2B software company Marketo used an innovative approach to attract prospects when they launched their product. They created interactive content and a campaign that focused on educating business leaders about accelerating growth and managing disruption. The result was an increase in sales.
Press mentions
Press mentions are an important component of a content marketing strategy. They help to build brand awareness, improve SEO and generate leads. When combined with a quality base of valuable content, they can fuel a blazing content fire.
Publish the news article on your own website and social media channels. You may also use it in marketing collateral, like a brochure or case study. You could also write a new blog post on the subject, expanding on the original news story.
Focus on creating content that gives a solution to your audience’s most urgent needs. This will position you as a thought leader and increase your credibility. For example, hair care brands can create content that educates customers about the right level of protein and moisture for their scalps. This approach will drive long-term brand loyalty and boost ROI. Moreover, it will help them rank higher on Google search results, reducing their cost-per-lead and increasing their organic search market share.
Videos
Whether they’re bite-sized clips that spark interest on social media or in-depth explainer videos that delve into a topic, video marketing is an essential component of any content strategy. Having the right production partner helps ensure that each video meets distribution channel requirements and aligns with audience preferences, ultimately increasing reach and impact.
Awareness videos introduce your brand and product to new audiences, attracting and engaging viewers to build the know, like, trust factor that leads to conversions. These videos can be used throughout your website, in your social media feeds, and as part of email campaigns.
Consideration videos are more detailed and can be used to showcase products, services, or unique features in your business. They can be informative or promotional, but the key is to provide value that helps your audience overcome a challenge or accomplish their goals.