Contentmarketing – an introduction

In the world of online marketing, you always have a set of two options: you can go for traditional marketing or content marketing. Traditional marketing needs no introduction; you pay an X amount of money and your message will be broadcast to a particular audience. Content marketing on the other hand, is less well known. In the following paragraphs, I will explain the basics, how to apply them and what advantages this strategy has with respect to traditional marketing.

What is content?

Contentmarketing literally means ‘marketing with content’, in the sense that content has substance. That term by itself reveals a lot; you want to offer more than just an advertisement, and without immediately expecting something in return (like a purchase).

The kind of content you can use may vary wildly; texts, images, infographics and videos are all examples of content. The big difference with other types of copy is that it does not have a direct sales goal. Instead, content marketing aims to build a relationship with the reader. By sharing valuable content, you portray yourself as an authority, as well as someone who genuinely wants to share valuable content.

And this strategy works! The reader will not only appreciate not being bombarded with advertisements but will also appreciate the content itself, and as such will start to believe in your brand.

How to apply content marketing

The golden rule of content marketing is that fresh, valuable content should appear on your platforms on a regular basis. The easiest way to do this is by starting a blog. In this blog you can share information, make recommendations and provide tips to your readers every week. With every blog you create, your website becomes “thicker” and more relevant. As a result, your website will become more attractive to not just your readers, but to search engines as well. And on top of that, you can share every article on your social media as many times as you want.

The most important keyword related to content marketing is regularity. Make sure you upload new content on a fixed day—every Wednesday, for example—so your readers will know what to expect. The best way to do this is by making a content planning beforehand, indicating which article you’re going to post and when. This way you will always know when to write and when to share.

See also: How to make a content planning

Content marketing or traditional marketing?

One question still remains: what are the advantages of content marketing with respect to traditional marketing? After all, creating content requires a lot of writing and discipline, while placing an advertisement takes no time at all. The answer to that question is twofold: content marketing has more effect and is more sustainable than traditional marketing.

More effect

As was mentioned in the previous paragraphs, content marketing is not based on a direct sales goal, but instead focuses on building a good relationship with your customers. While banner ads are ignored, and pop-up ads are considered annoying and are closed or blocked, good content will instead cause customers to appreciate and believe in your brand.

More sustainable

While your traditional advertisements will disappear as soon as you stop paying, content on your platform will remain there, and it will keep attracting customers to your website. In other words, content is an investment that will continue to pay out over time.

Are you sharing valuable content with your audience yet?


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