Working Of Content Marketing

Content marketing works by offering readers informative and useful material that provides insight and value. Using blogs, eBooks, social media posts, graphics and videos, content marketing attracts potential customers, keeps them engaged and moves them further along the sales funnel.

In 2019, 76% of marketers take a strategic approach to managing content. In other words, they use an approach that formalizes the processes, people and technologies needed to scale and deliver content. The top goals of a content marketing strategy are:

• Improving the customer experience.
• Generating and nurturing business leads.
• Supporting the organization’s goals and criteria for success.

As more organizations use content marketing, a strategic approach is necessary to maximize return on investment.

As a consumer, you’ve probably noticed that traditional marketing isn’t as effective as it was in the past. These days, TV and radio ads often consist of little more than a non-sequitur, a joke and a company logo. And the harder advertisers try to be funny, the more audiences cringe away.

Compared to traditional marketing tactics, content marketing is better at creating value for consumers and brands alike. Some of the top benefits of content marketing include:

• Customer engagement: Content like blogs and landing pages captures web traffic from organic search, social media networks and other sources, such as live events.
• Brand awareness and thought leadership: Thoughtful content can establish your brand as a recognized industry leader.
• Lead generation and nurturing: Content campaigns keep potential customers interested and engaged throughout the sales cycle.
• Sales enablement: Content marketing efforts support sales conversations by providing potential customers with key knowledge and data.

These benefits can translate to any type of industry, in any market. When you know your customers well, you can craft engaging content that supports your business goals.

Who uses content marketing?

These days, just about everyone uses content marketing, whether they know it or not. It’s the companies with formalized strategies that stand to gain the most ROI from their efforts, however.

Both B2C and B2B marketers use content to reach and engage their target audience. Using strategies like audience segmentation, digital marketers can develop highly relevant content that drives leads.

Best-in-class content marketers are more likely to:

• Have a documented content marketing strategy (65%).
• Measure their content marketing ROI (72%).
• Deploy advanced content marketing technology (67%).
• Use technology to gain insight into audience behavior and preferences (73%).

Building a content marketing strategy from scratch, or even building upon an existing strategy, requires hard work, a scientific approach to analytics and a willingness to never stop learning.