Content Marketing – What is content marketing?

Content marketing encompasses  the content offered by companies in order to reach clients or potential clients.
The objective is to generate quality content that provides value to users, so that they make contact with the company.
Content must be generated for the different stages of the  sales funnel,  in order to guide users from the first point of contact to conversion into customers and customer loyalty.
These content marketing strategies should focus on attracting an interesting target audience for the company, which matches the  buyer persona.
Content marketing is part of the Inbound Marketing strategy.

Índice

  1. Benefits of content marketing
  2. Content marketing objectives
  3. Content marketing distribution channels
  4. Types of content marketing
  5. Content marketing formats

Benefits of content marketing

Content marketing has become popular in recent years because it offers a series of advantages to companies.

  • Improves brand image and credibility

  • Difference from competitors

  • Increase interaction with users

  • Improves search engine positioning

  • Can be segmented according to the stage of the conversion funnel that users are in

  • It’s economic

Content marketing objectives

We can summarize in four main ones:

  • Increase the visibility of the company or brand

  • Capture leads

  • Attract clients

  • Build customer loyalty

Content marketing distribution channels

There are various channels in which to distribute the generated content to reach users. The following are some of the most common:

  • Website:  The company’s website is one of the channels to generate and distribute content.

  • Blog:  A blog can help reach potential clients by generating articles of interest.

  • SEO:  It is important to generate content that is optimized for search engines so that users can find it when they search, thus being able to respond to their needs.

  • Social Networks:  Social networks are a great distribution channel.

  • Content aggregators and communities:  Pages that help distribute content among their users such as Reddit, Menéame or forums. .

  • SEM, online advertising, Social Ads:    Paid advertising is also an efficient channel to distribute content.

  • Email Marketing  and SMS Marketing:   Two very effective direct channels once the leads have been collected.

Types of content marketing

Depending on the stage of the funnel or customer journey that the user is in, we can distinguish between different types of content according to their objectives:  

  • Generate traffic:  It is the content aimed at attracting visitors to our website. This is content that is far from the final product or service, and usually attempts to resolve a user’s doubt or problem. It is content called TOFU or Top of the funnel.

  • Lead capture:  Called lead magnet or lead attractor, it is downloadable content in exchange for the user leaving some personal information such as their email address, telephone number or other contact information.

  • Lead Nurturing:  It is content generated in order to transform those leads into customers.

  • Conversion:  Content focused on getting users to buy or subscribe to our product or service. .

Content marketing formats

Some of the most common formats to generate content are the following:

    • Post  is the content aimed at attracting visitors to our website. This is content that is far from the final product or service, and usually attempts to resolve a user’s doubt or problem. It is content called TOFU or Top of the funnel.

    • Video  Called lead magnet or lead attractor, it is downloadable content in exchange for the user leaving some personal information such as their email address, telephone number or other contact information.

    • Social media posts  It is content generated in order to transform those leads into customers.

    • Ebooks  Content focused on getting users to buy or subscribe to our product or service. .

    • Infographics  Paid advertising is also an efficient channel for distributing content.

    • White Papers

    • Study cases

    • Podcast