Introduction to Content Marketing

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 Definition of Content Marketing

“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. ”

– contentmarketinginstitute.com----

Their definition is solid in my opinion. But it could use some clarity.

It means that content marketing is a long-term strategy that focuses on building a strong
relationship with your target audience by giving them high-quality content that is very
relevant to them on a consistent basis.

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 RULES FOR SUCCESSFUL CONTENT
MARKETING

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 Make your content unique
As far as content is concerned, uniqueness is the
main parameter that allows you to stay above in
a competitive world. Rehashing content and
taking inspiration from existing content is 3
definitely a thing, but adding something extra to
it is fundamental to your content marketing
success.

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 Make your content format-
specific
Social media is an undeniably powerful
tool, and companies who are utilizing its
power are the ones who are surging
ahead in the content marketing race.
4

Tailor your content according to the

medium – short and graphic for
microblogging sites such as Facebook,
and detailed and in-depth for long-form
sites such as Medium.

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 Make your content relevant
If you are a local brand which wants to tap into
the local market, your focus should be on
answering the key questions asked by your local
target audience. Incorporate any customer 5
concerns into your content, and you will
experience a shift in engagement. You’ll also
reap the rewards of greater user interest and a
more personable reputation.

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 Create a content schedule
Spontaneity works in a theatre context,
but not in content marketing. Creating
and publishing content without a proper
plan in place can affect your long-time
6 goals and make your brand look feeble
and unstable. In addition to creating a
long-term plan, successful content
marketers should have weekly and
monthly content schedules.

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 Think beyond blogging
A lot of digital marketing campaigns rely on
blogging as the sole focus for content and
engagement. Diversify your content in the form 7
of videos, infographics, presentations and
images. Your audience interaction will
automatically rise.

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 Look at the metrics
There is no point in pressing ‘Publish’ if
you don’t know how your content is
8 performing. Taking an occasional glance
at its traffic from social media is not
enough. Consider traffic from all
avenues and adjust your content
marketing strategy accordingly.

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 Optimize content for mobile
Simply focusing on desktop traffic can kill your
content marketing’s chance of success.
According to Makesbridge, mobile-friendly
websites achieve significantly more in terms of 9
conversions than their counterparts. For
example, it’s a smart idea to create videos which
can be viewed vertically rather than horizontally
on a smartphone, as more than 85% of mobile
users watch videos in the vertical mode.

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 Take creative risks
The courage to take risks will help you
create unique content, as well as set
your brand aside as one which innovates
instead of depending on traditional
methods.
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4
0
Success is hard to find without taking a
few risks so view risks as content
enhancers. While a safe strategy may
offer a relatively consistent return, a risky
strategy can offer a less certain but
significantly higher result.

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 Treat simplicity as a virtue
SEMRush suggests that content marketers
should take inspiration from Apple, which is
renowned for its use of simple, minimalistic
content to drive a single point across. Look at its 1
5
advertisements for its range of iMacs, iPhones, 1
and even the new AirPods to see how well this
strategy works, then consider how a minimalistic
approach can help you make your content
marketing appear more concise and iconic.

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 Stay true to your brand
It’s one of the biggest cliches of all time,
but staying true to your brand identity is
vital. An example of a big brand that
does this well is Nike. Its marketing
1 strategy concentrates all its content –
4
2
videos, images and texts – around its
world-famous tagline, “Just do it!” As a
result, its customers connect
automatically with the content and
respond to it positively, regardless of its
context.

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 Be responsive to feedback
Dealing with negative responses to your content
can be challenging. Negativity is inevitable, but
successfully circumnavigating it all depends on
how well you handle criticism.

In a world where there is no shortage of trolls, 1

businesses must learn how to deal with 5
3
negativity. In this regard, taking notes from
Domino’s can be helpful. The pizza delivery giant
chooses not to delete any negative
comments/reviews from any of its owned
accounts. Instead, it keeps them and tries to
solve the issues, giving additional reasons to the
loyal, non-troll customers to love them even
more.

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 Create standalone content
One of the biggest mistakes a brand can
make when creating content is to market
it solely as a conduit for their
service/product, rather than something
1 that is a standalone marketing asset. You
4
4 should assign just as much importance
to your content as you would to your
main service/product. If you take it
seriously, your audience will follow suit.

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