Content marketing service is very different in comparison to traditional marketing service. It is never about selling the product or service of business at least not directly. It has more to do with branding.
“The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.” James O’Brien of Contently wrote on Mashable.
Content marketing service does not drive leads at least not directly. Like James says, it is about giving something to your audience that is unique and not easily available to them. The idea is to give something of value to them without expecting anything in return.
“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
For better understanding, we will look upon few examples now:
Take a look at neilpatel.com, semrush.com, hubspot.com and many other sites like that. They provide incredible insights and the latest news that digital marketers and SEO experts need, free of charge. Neilpatel.com does not just write about anything. He understands the mindset of people and what they want and creates content that is unique, clear and easy to understand and most of all free. He shares everything from winning strategies for specific business but mostly his targets are SEO companies and digital media marketers. Over the years he has developed a trust relationship with his audience and now he is an authoritative figure for Digital media marketing. He will use his brand position to turn many of his paid tools into profit-making investments. Similarly, there are tons of examples of companies employing content marketing to make themselves a brand name.
Another example, I can think of is Redbull. They heavily invest in branding activities. Their association with action and extreme sports is must watch. Redbull knows how to engage their audience through supporting and hosting extreme sports events. Instead of just “ Drink this, it’s good” they went let’s really give you wings and they went ahead and sponsored a jump from space, a free fall from 128,100 feet above the earth’s surface.
Do you see now what content marketing does? If you look at the marketing funnel, content marketing is a very powerful technique to target the top layers of the funnel. It is focused to build an interested and engaged audience, while rests of your marketing strategies are more effective on the bottom layers of the marketing funnel.
Content marketing is a way to amass a new audience and reconnect and engage with your customers that you already have. It usually involves promoting articles, books, videos, webinars, podcasts, infographics and web-apps. Your content has to be unique in a way that it solves problems of the audience that you have targeted. You need to promote specific information that your audience cannot get anywhere else. When you create the right content marketing plan with the right content that targets the potential audience, you become credible and authoritative. You gain new visitors that get their requirements fulfilled through your content and you gain their loyalty and trust. You strengthen your bonds with your customers. Eventually, your brand becomes stronger and if your brand has a strong presence you leverage that will certainly increase your profits.