Content Marketing is easy to define.
Let’s break it down into its separate components.
Content is the type, and substance, of your property. If your property is a website, the type could be, for example, a simple paragraph of text. The substance of that paragraph of text could be a description of your services.
There is an increasing number of classifications of content, many of which can be seen as having separate status as media of their own. Many aspects of each type are transferrable to other types — for example an interview would suit a blog post, news article, video, podcast and an ebook.
Here’s a short list indicating some types of digital content:
- Description of Business
- Description of Services
- Product Descriptions
- Blog Post
- Press Release
- Video Blog (Vlog)
- Product Review
- Instructional (e.g. “How to fit bike gears”)
- Photograph of Product
- Animation (e.g. animated GIF file)
- Infographic/Data Visualisation
- Sales Promotion
- Discount “Voucher” Code
The marketing of this content is crucial to its success.
By setting objectives for each bit of content you can define their purpose, which often helps you to create and design the content in a better way to start with.
A simple marketing objective for a piece of content could follow the SMART Objective model (where an objective is Specific, Measurable, Attainable, Realistic, Time-bound) for example:
Write a blog post to publish on a popular website that will generate 300 visits over a month and gains one link back to the website. With a conversion rate of 2% this will generate six enquiries.
Achieving this objective can have other, longer-term affects:
- Your website will receive more traffic from the post on the popular site over time
- Visitors to your website are likely to “convert” (buy something, send an enquiry, interact in other ways)
- You can ask these visitors for their email address or retarget your brand to them following their visit to your website
- Your logo or brand will gain more share of voice on the subject of the blog post
- Your website’s rankings may be boosted from the link you earned
- You’re likely to receive traffic from any social media activity associated with the post
- Publishing a post on a popular website will open more publishing opportunities elsewhere
Create, Curate or “User Generate”
Many of the items in the list above be used appropriate as a different content type — e.g. A Video Review can be transcribed to become text content.
The way each piece of content is created can be part of the overall marketing plan. Content can be created by your own design and placed where you choose.
Depending on the objectives of the campaign it may be beneficial to curate content from others. A good way to do this would be to aim to build an authoritative resource on a single subject and reference the work of others within that resource — e.g. a list of “Best Photographs of the 90’s”, or “Top Bicep Workout Videos” featuring videos from YouTube.
Instead of creating or curating, you can encourage others to do the creation for you. User-generated Content can be an on-going benefit for any website. Asking visitors to submit their ideas, posts, reviews and comments can help with social engagement whilst also increasing the substance of your content.