Content marketing is a technique used in marketing to create valuable and relevant content for a target audience. It is a long-term marketing strategy that relies on consistent information-sharing to build strong relationships with the audience.
At the core of content marketing is sharing information-rich content with the audience through storytelling. The idea is to pitch high-quality and engaging content instead of simply selling products or services. Content marketers present the content via various mediums (offline, online, or hybrid mediums) and in multiple formats (blogs, videos, ebooks, etc.). For example, Nike, it focuses on creation of content, and through brand partnerships. It has rightly understood the target audience and thus effectively market the brand addressing pain points of the target audience.
Nonetheless, content marketing can be more effective when applied in addition to other marketing strategies like traditional marketing campaigns.
Content marketing has become essential to the growth of businesses today. Although it has a long history, the magnitude of content available to people has increased immensely. In marketing, content is king. So brands have to create quality content to attract the right customers and build long-lasting relationships with them. Content marketing makes this possible by emphasizing the value of consistently sharing valuable content with the audience.
Today, businesses have begun to appreciate the value of content marketing. Here we look at a few reasons why content marketing is so highly valued.
Content marketing is one of the most efficient and cost-effective ways of increasing brand awareness and raising the visibility of a business. At a cost lower than traditional marketing, businesses can attract quality leads through content marketing. Relevant and valuable content can grab the audience's attention and divert user queries to the business. So brands can cast a wide net to create awareness among the right audience through quality content.
The right content should not only be able to catch the attention of its viewers but also encourage them to engage with it. Increasing traction and engagement, mainly through social media channels, has become integral to the growth of businesses. On-trend content (content that can start or is part of a trend) is usually more successful in generating conversations and can help increase interaction.
Any business can build strong bonds with its target audience by sharing valuable and informative content. Brands can establish themselves as reliable thought leaders by sharing content relevant to prospective or existing consumers. Prospective consumers can connect and engage with the business and its values and missions. Hence, content can largely shape the customer's opinion of a business. It stimulates the development of brand loyalty because of a positive association with them. Ultimately, companies can develop long-term and fruitful relationships with their customers.
An effective content marketing strategy can generate new leads for a business and boost traffic. The right quality content can help direct people looking for specific products or services to a business and generate possible leads. Sharing valued content that is interesting, relevant, and exciting while being relatable and addressing their concerns helps convert prospective leads into loyal customers.
The conversion from the point of consideration to positive buying action for a potential consumer can depend on the quality of information shared with them. By being transparent with information shared with the consumer, a business can significantly affect how customers view the brand and, by extension, its products/services. If users find use in your content and offerings, some may convert into buyers. Thus, the right content can boost conversions for a business.
Content marketing aims to enhance a brand's market reputation through valuable content. The quality of the content shows the business’ understanding of the industry which affects the audience's perception of the brand. Content marketing can help a business showcase its expertise and distinguish itself from competitors. Establishing authority and credibility is key to building a credible business reputation. A deep understanding of the audience can guide businesses in creating relevant and valuable content and help them emerge as an industry leader.
The value of content marketing is immense. Having the right content marketing strategy has the power to make or break a business in a digitally-dominated world. Content can be in multiple forms and communicated through different mediums. Delivering valuable and relevant content to an audience organically, effectively, and consistently can communicate a brand's values and shape audience perception. Reliable content marketing strategy is essential to bridge the gap between the consumer and business goals.
Content marketing can be done in-house or outsourced to external agencies or firms. The secret to content marketing is identifying the goals or objectives and the target audience. A topic and keyword search should follow this. Additionally, content marketers must determine the best content channel and type for their specific audience and goal. Resource allocation can be pivotal in determining the success of a project and should be kept in mind. Creating a Content Calendar further helps maintain and stick to a specific timeline. All these previous steps should culminate in creating, publishing, and promoting the actual content. But it does not end with that. The content must be reviewed regularly and optimized to keep it relevant over time.
So for the optimal use of content marketing, an effective content marketing strategy is priceless to prevent confusion or haphazard management and production of content.
Content marketing is for anyone interested in growing businesses. While everyone can benefit from Content Marketing, it is an essential skill set for some professions. Like,
· Marketing professionals
In a content-saturated world, all businesses strive to gain the audience’s attention. In this scenario, content shared by companies is an important medium to attract and interact with audiences. So, businesses must adopt content marketing for the optimal conversion of an audience to an actual consumer by increasing audience engagement. Companies can optimize their return on investment with an effective content marketing strategy. Content marketing can also help a business’ digital marketing channel.
Content marketing helps to generate awareness among the audience regarding the business. Awareness can evolve into research and consideration of the company based on the value of the available content for the prospective customer. Ultimately, this may result in positive customer action. But positive buying action does not mean it will translate to enduring relationships between the buyer and the business. Businesses must consistently create relevant content to retain their customers beyond a single purchase.
Content marketing builds meaningful and lasting bonds with the audience using cost effective and time effective methods.Content is the bridge that joins businesses and their customers across the board. And both big corporations and small businesses can benefit from adopting content marketing as a marketing technique.
There are as many types of content marketing as there are types of content. So you must consider all the available options and select the best possible option among them. The choice of content marketing type will ultimately depend on the pros and cons of each type for specific goals and target audiences.This section highlights some popular types of content marketing.
Infographic is a powerful tool in content marketing. Through infographics content, data and information can be made readily available to the audience in an easy-to-understand format. They can be used as standalone pieces or with other types of content, such as blog posts. As it is visually engaging, infographics help make information-rich content accessible to everyone.
Blog posts are a cheap and efficient means to deliver content and build an audience. As a content type, blog posts are a lot more flexible regarding the purpose and choice of topic. Additionally, consistently publishing high-quality blog posts can help engage a loyal audience and increase visibility through search engine optimization (SEO).
Visually appealing videos pique audience interest more than most other content types. Businesses can most effectively grab the attention of their audience through visual content. Recently, more content has moved towards video format with the growing influence of reels and short videos that have taken over social media.
Podcasts have become increasingly popular in content marketing and brand building. Their advantage is that podcasts rely on auditory senses and are portable. So anyone can listen to podcasts anywhere and anytime without hassle. They are also less time-consuming and cost-effective to produce compared to other content marketing types.
This type of content marketing relies on social proof to establish value and reputation among the audience. Through testimonials and customer reviews, businesses give voice to their consumers while building trust among their prospective customers. Additionally, it is an inexpensive way to create content for a business.
Whitepapers and eBooks are a long format type of content marketing. They are more technical than blogs. Businesses engage in fact-based research to address an audience problem they have identified. They communicate this through whitepapers and eBooks and show how the business can provide the best possible solution to those problems.
Marketing has a long history as a cornerstone of building any business. Traditional and content marketing have contributed significantly to the growth of the marketing world. However, there are sharp differences in how each approaches marketing.
Understand the differences between content marketing and traditional marketing.
The difference in medium: Traditional marketing generally relies on television, radio, banner ads, newspaper and magazine ads, flyers, mailers and brochures, and billboards and signs as mediums for sharing their message. On the other hand, content marketing primarily uses online mediums such as blogs, email newsletters, infographics, and social media to communicate with the audience.
Permissive vs. Interruptive: Traditional marketing inserts into the audience’s world without permission. It interrupts their activity and is interruptive. In content marketing, the content earns the audience's attention because of their interest in the content. They permit the content to enter their life, making content marketing permissive.
Temporary vs. Long-term: Traditional marketing is time-bound and runs for a definite period. The priority is on promoting a specific product by putting them in front of an audience. Content marketing, alternatively, aims to create a long-term relationship with the audience through valuable evergreen content.
Monologue vs. Dialogue: Traditional marketing is a one-sided communication of information where the business creates content to address the audience. The company is talking to the consumer without seeking an immediate response. Conversely, content marketing relies on starting a conversation with the audience by putting out information that is valuable to the audience.
General vs. Specific: In traditional marketing, content is for a general audience. They do not seek out a specific audience for their content. In contrast, in content marketing, a specific audience is targeted. The content accounts for the particular characteristics and interests of the selected audience.
Business-driven Information vs. Valuable Information: Traditional marketing gives information to drive sales and boost revenue. The content prioritizes the product or service they intend to sell. However, content marketing generates content with information that is valuable for the audience. The content is more peer-driven and aims toward building relationships.
A content marketing strategy considers several questions. Why are we creating the content; who is the content addressing; and what is unique about the content? In response to these questions, we give shape to a content marketing strategy.
A content marketing strategy is a strategic plan for building an audience by consistently creating, publishing, promoting, and distributing content considered valuable and relevant information.
Below- mentioned are the step-by-step guide on creating a solid content strategy
The first step in content marketing is answering some basic questions- why are we creating the content and what do we hope to achieve. These are the initial concerns that you should address before moving forward.
Second step is to decide who is the target audience for the content. It helps to create valuable and relevant content for a specific audience. Persona research is crucial to understanding the target audience better and creating content that appeals to their likes and dislikes.
A topic and keyword research gauges what the audience is searching online and reveals the kind of content they are interested in. It can help to brainstorm new ideas for content by giving a direction to the sessions.
Doing a content audit can highlight the performance of pre-existing content of a business and help in understanding its performance metrics. A performance audit can guide the future course of action in the content marketing strategy and identify what works best for the audience.
The channel is often as important as the content in determining its potential for success. It is crucial to find out where the target audience is present and make the content available on those channels.
Content can be available in various formats, whether through the written word, audio content, or videography. The diverse modes can bring clarity to the content which acts as a value addition. It is therefore essential to decide the most beneficial content type for specific audiences and channels.
What resources are available to create, publish and manage the content? Should content marketing be done in-house? Or should an external agency be responsible for it? These are some of the questions that need consideration. Realistically estimating the resources at hand is vital for a plan's successful execution. Appropriate budget allocation also needs to take place in order to achieve the targets, plan the calendar and manage expenditure that needs to be done in order to carry out the projects.
A content calendar can help to manage scheduling regarding publication dates and their respective content channels. Pre-planning ensures that one follows a fixed timeline.
The final step is creating, publishing, and promoting the content. Valuable content keeps the objectives and target audience in mind at all times. Once created, the content should be published in pre-decided channels and promoted to generate interest.
Monitoring and analyzing content is crucial to its success in achieving the goals. A content audit helps refine the content as and when the business needs it.
However, who do not want to handle their content marketing, marketing agencies and companies can be helpful. For them, the most significant decision is to identify and recruit a content marketing agency that understands the business and has a successful track record.
Content marketing is a diverse space. It can be confusing to identify what aspects should have priority over others.
This section discusses the best practices to help put your best foot forward in content marketing.
Prioritize the audience: Learn more about your targeted audience through persona research and prioritize their needs. The content should be genuinely valuable to them as it will be crucial in drawing their attention.
Invest time in researching: Time is a valuable resource. Time researching the topic and the keywords is essential before creating content. A well-researched content that is filled with appropriate keywords and user-targeted content aids in reaching a wider audience and higher revenue achievement.
Aim for quality over quantity: Producing high-quality content must be the goal rather than simply measuring the quantity of content. The objective must be to create evergreen content that will bring steady traffic over the long term.
Constantly review content: Even after content is published, it must be monitored and reviewed to gauge its performance metrics. Analyzing content performance can help understand what works and what does not for a specific audience.
Use multiple channels: There are various channels available to content creators and the general audience. By exploring various platforms, content can reach a wider audience than is possible through only one channel.
Focus on accountability: The audience today demands accountability from content creators. They seek transparency and honesty and call out inauthentic content.
Avoid hard-selling: In content marketing, one should avoid using an aggressive marketing approach and demanding that the audience decides on a particular product or service. It can damage customer relationships and may cause buyer's remorse.
Be consistent: Sharing content consistently over a long period is the best way to grow and maintain a relationship with the audience. Instead of sharing content sporadically, following a schedule that guarantees consistency can help.
Create a Content Marketing Strategy: It is essential to have a well-thought-out plan to get positive outcomes through content marketing. A step-by-step plan helps shape a comprehensive plan of action.
Content curation and content creation can often be confused as meaning the same thing. However, the two terms have very different meanings.
Content curation: It is the process of gathering existing information from various sources shared by other people or brands and sharing them with your audience. It helps curate the best possible content available and bring it to your audience's attention.
Its benefits are
1. It saves time.
2. Build Networks.
Content creation: It is the creation of new and novel content from scratch for a targeted audience. Content creation targets an audience by being mindful of their specific persona and the business' goals.
Its benefits are
1. Generates leads and traffic.
2. It is on-brand and creative.
Content marketing can combine content curation and content creation depending on factors such as the brand, target audience, and resource availability. Both are viable options for content marketing.
A content calendar is a written schedule to organize and coordinate where and when to publish content. It consists of upcoming content publishing dates, the platforms of choice, collaboration activity, promotional activity, and maintenance of existing content, to name a few.
Some of those tools are mentioned below:
After creating a Content Calendar, it is often challenging to stick to it. Here we list out ways to stick to your Content Calendar.
Content marketing has many benefits, making it one of the most relevant marketing strategies available today.
Let's look at the beneficial aspects of Content Marketing.
Adding content over time creates a repository of information for the audience. The fountain of information helps them get familiar with the process.
High-quality content helps in Google indexation and generating more search traffic. Further, creating content that contains keywords that the targeted audience is looking for online enhances the chances of optimizing appearance on search engines.
Content can draw the right audience to the business by providing them with relevant information. Since the audience relies on content, high-quality content can bring them higher up the conversion ladder.
The journey from awareness and consideration to decision-making is important. Making content that the audience finds relevant and valuable brings them closer to converting from a prospective buyer to an actual customer. Better conversion rates drive more sales.
The first step towards customer acquisition is creating awareness of a brand. Content helps the audience become aware of the existence of a business and increase its visibility.
By generating high-quality content, a business can establish itself as a credible authority in the industry. The business’ awareness and ability to communicate valuable information to the audience can establish them as an industry leader.
Content marketing aims to create lasting bonds with the audience. Its aim is not simply to convert the audience into customers but also to develop enduring relationships which are fruitful for both parties.
Content marketing relies on multiple channels and content types to share content. It makes it possible for the content to reach a wider audience and makes it more accessible.
Social media has become a pillar in content marketing. Both brands and consumers use social media. By sharing engaging and entertaining content, businesses can convert the audience into advocates who share the content with their social networks.
Although most content is peer-driven, a business can highlight its missions and values through it. A company can draw attention to its values to build its reputation and image through content marketing.
There are many Content Marketing Courses available today. Content Marketing courses are accessible primarily through two modes:
Offline courses: These courses provide on-site training and education where the instructor and student are required to be present in a given physical space. It is a face-to-face setup for curriculum dissemination.
Online courses: The course instruction takes place via the Internet and digital technology. These courses are independent of a fixed physical space and take place through virtual mediums.
Students are often confused about whether an offline or online course is better. Here we look at the many reasons why the online mode of instruction is better than the offline mode of education in the case of Content Marketing.
Flexibility: In online content marketing courses, students can choose the time and place of accessing the curriculum. It has the advantage of making learning accessible anytime and any place.
Time consideration: Online courses do not require a student to be at a fixed location, eliminating the time to get ready and the commuting time. It is also a viable option for professionals who have time-bound jobs.
Material can be reused: Online modules are more accessible for the student since they can download the material at their convenience and record the sessions for future reference.
Increased choice: A student can enroll in any institution's online Content Marketing Course irrespective of location, as the classes take place virtually. It makes world-class education available to all at one's fingertip.
Cost: The online courses are cost-effective.
Self-reliant: Students can complete the online course at their own pace without worrying about the external factors present in offline settings.
Best content marketing courses can vary in their course structure and syllabus. Different institutions may highlight various aspects of Content Marketing depending on the audience and the purpose of the course.
Let’s take a look at the syllabus of a Content Marketing Course.
The Content Marketing industry is expected to grow substantially in the coming years. The growth is expected to be driven by the exponential performance of digital media, particularly social media.
Content Marketing has become a crucial factor in driving marketing success. Content is king, and brands now realize the significant value of high-quality and valuable content. According to a LinkedIn report, Content Marketing is one of the most in-demand skill sets for the Marketing industry.
The potential for Content Marketing has yet to be fully realized, making it one of the most sought-after skills in marketing. As a result, demand for Content Marketing courses has increased substantially in recent times.
A Content Marketing course introduces students to the basics of Content Marketing. It highlights the potential for enhancing brand awareness and reputation through content. The curriculum further looks at how to grow the business through Content Marketing. It is a vital skill that is here to stay and will be an asset in the future.
Businesses have turned towards content marketing regardless of the size of their business. It has rendered the role of marketing, in particular, digital marketing, an important focal point for them. Consequently, those with marketing skills and experience have become hot commodities in the job market.
Content Marketing specialists are among the most important in this category as they handle the backbone of marketing: content. The role of a Content Marketing specialist is multi-fold as they not only publish content but promote and may even review its performance.
A Content Marketing fresher in India can earn between INR 2,00,000 INR and INR 4,00,000 per annum with less than three years of experience. The average base salary of a Content Marketing Manager is INR 6,76,937 per annum. However, the base salary can range between INR 3,10,000 and INR 10,00,000 per annum based on the experience of the Content Marketing manager.
The salary of a Content Marketing Specialist depends on several factors. Here we look at some factors that affect the salary of a Content Marketing Specialist.
Experience: Industry experience is crucial in determining the salary of a Content Marketing Specialist. More years of industry experience command a higher salary for Content Marketing specialists.
Skills: Specific skills are more valued in a Content Marketing specialist, such as digital marketing, content management, social media marketing, marketing communications, copywriting, and strategic management. Salaries may vary according to the skills of the employee and their competence in them.
Location: The place of employment plays a vital role in salary determination, like whether it is a rural or urban location, city/country of employment, etc. For example, Content Marketing Managers earn 62.5% more than the national average in Mumbai, Maharashtra.
Job profile: Job designation can significantly impact an employee's base salary.
Experience plays an important role in determining the salary of a Content Marketing Specialist. How much compensation you can demand in the market is often proportional to your industry experience. Below is the average compensation that a Content Marketing Manager can expect at different points in their career.
Base Salary (US$)
United States of America
The salary of a Content Marketing Specialist employed abroad depends on multiple factors. Let’s look at some of the key points.
Country of employment: The city or country of employment can affect the salary of a Content Marketing Specialist. This difference in median base salary depending on the country is clear from the chart above.
Work experience: As in most professions, work experience plays a crucial role in determining salary. More experience in the industry will attract a higher salary package.
Skills: A Content Marketing Specialist’s salary package correlates with the right skills and expertise they have. Having skills that are valuable in the field attract higher pay packages.
Average Salary Hike
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Content Marketing is a marketing technique where valuable and relevant content is shared with a targeted audience to build a long-term relationship. This form of marketing relies on permissive rather than interruptive strategies to reach the right audience.
Content Marketing benefits anyone seeking to build relationships with specific audiences through content. Businesses, brands, entrepreneurs, marketing professionals, and individuals can benefit from it. Content marketing can help generate awareness among audiences, bring in new leads, and help with conversion rates.
Content Marketing can help grow sales by creating a positive bond between businesses and audiences. The content shared with the audience is the content they need or want. The content prioritizes the audience over the details about specific products or services. Businesses or brands can attract and make the audience aware of their presence by catering to their interests. It can help the audience gather more information about the brand and ultimately consider the products and services they have to offer. Drawing in quality leads helps convert prospective customers to buying customers, boosting sales.
Content in content marketing is consistent, relevant, and valuable information that a business shares with current and potential customers through various channels. Content can be in the form of blogs, videos, images, infographics, podcasts, eBooks, and white papers, to name a few. Additionally, it is content that the audience is looking for and therefore is permissive.
Content marketing is known to have a long history. But the Internet brought about a content marketing revolution unlike any other. ‘Modern’ content marketing was born at this moment and further proliferated with the growth of social media platforms. Today, social media is the most popular platform for sharing content and is used by companies for content marketing.
Content marketing has become an exercise in brand-building, customer acquisition, and revenue generation. Most businesses use content marketing for one or more of the following purposes: creating brand awareness, building trust or credibility, educating the audiences, building brand loyalty among existing customers, generating leads and demand, generating sales and revenue, supporting the launch of a new product, and building a subscribed audience.
A content marketing strategy is a strategic plan that delves into why you are creating the content, who the audience for the content is, how you can solve their problem, and how your content is unique. It is a strategic plan to grow the audience to lower costs, get better customers, or increase revenue. It is an outline of a business and its customers’ needs.
Different types of content marketing methods include blog posts, infographics, social media, testimonials, videos, images, case studies, success stories, research reports, podcasts, user-generated content, interactive content, webinars, newsletters, whitepapers, and eBooks.
Deciding which content marketing type is most suitable for a business, you must account for various factors. Firstly, choose the format type that best suits the kind of information you want to share. Play to your and your team’s strengths. Next, find out the content type your target audience already consumes and use platforms they engage with. Thirdly, find the gaps and explore unsaturated markets. Further, repurpose your content and branch out to other formats and platforms.
To begin with, you need to identify your audience and do your research on them. Secondly, decide the format and distribution channels you want to use for different stages of your sales cycle, audience, and content. Determine the content and allocate your resources accordingly. Next, determine your content schedule and automate the process if necessary. Lastly, review and analyse the performance of your content. And follow the best practices each step of the way to guarantee success.
Content Marketing as a marketing strategy is very effective, especially for B2Bs. Through content marketing, businesses can increase audience engagement, create brand awareness and recognition, and drives sales. Traditional marketing is becoming increasingly less effective as customers seek valuable and relevant content and become more receptive to content marketing. Companies that use content marketing see a growth rate of approximately 30% higher than companies that don’t.
Several tools have been developed to assist businesses in content marketing and to make the process more successful. Each of these tools performs unique functions at different stages of content marketing. Some of the most popular technologies businesses use for content marketing assistance are- analytical tools (like dashboards and web analytics), email marketing software, social media publishing/analytics, customer relationship management (CRM) system, and content management system (CMS).
Content marketing is a great career option. Most businesses are increasing their content marketing budget, indicating their positive outlook on the sector. As a result, the demand for content marketers will grow in the future. With digital marketing emerging as the most crucial channel for marketing, the future of content marketing is very bright as content has become king because of these spaces.
A content marketing specialist (or a content specialist) is a professional responsible for content creation and distribution, generating consumer interest in a business, and understanding industry trends. Their roles involve: conducting audience and industry research, producing and developing engaging content, collaborating with different teams and experts, optimising content for SEO, distributing content, and even analysing performance metrics.
The scope of a content marketing specialist requires sharp and engaging writing skills, digital marketing and SEO skills, and analytical skills. Moreover, project management skills can help in career growth. Your skillsets contribute to determining the salary you can command in this sector.
Content and digital marketing are different types of marketing because of the differences in their processes and tactics. Content marketing relies on sharing valuable and relevant content with the audience to increase engagement, build long-term relationships, and generate brand awareness. On the other hand, digital marketing uses digital technologies and online marketing tactics (like SEO, SEM, PPC, and social media marketing) to generate conversions. However, the two often overlap and may be difficult to differentiate from each other.
Social media platforms are vital to content marketing. Social media is the most widely used and popular distribution channel for B2B marketers. They use both organic and paid content over social media to reach their audience. While social media marketing is separate from content marketing, social media platforms have become the most prominent distribution channel for content. This content may be of different types, such as tweets, reels, stories, etc.