Building relationships with audiences through creative content...
Content marketing is a strategically planned approach which aims to build relationships with audiences by supplying them with high-quality informative and entertaining content. The end goal is, like most elements of branding, to attract both new and repeat custom. By supplying audiences with relevant and useful content (relevant being the keyword here, but we’ll get to that), brands can establish a meaningful connection with their target market whilst improving people’s lives at the same time.
Whether released via your brand’s own website or external sources such as social media, the list of content marketing options is seemingly endless. Here are just a few examples:
- Blog posts and website articles
- Social media posts
- Press releases
- Quizzes and surveys
There will doubtless be those who believe that content marketing is a waste of time and effort. Whilst there’s no argument that creating and releasing content on a consistent basis does requires both, the importance of content marketing as a key player in modern branding cannot be overstated enough.
Content marketing paints your brand in a positive light. Producing informative and impactful content demonstrates that your brand shows concern for people. Being perceived as a useful resource of expertise will increase trust and reliability and, in turn, will establish a connection with audiences. Brand connections ultimately drive purchases.
There’s also the added bonus of content being shared on social media, generating yet further free attention towards your brand. The bottom line is as follows: presenting your audience with an enjoyable experience will drive action, whether it be sharing your content, engaging with your brand on an emotional level or making a purchase.
It’s worth bearing in mind that content marketing is most definitely a long-term approach, one based on strategy and careful planning. And if the term ‘content marketing strategy’ is enough to strike fear into your heart, let’s see if our bitesize summary of the basics can’t ease your mind...