Warning Content Marketing is on the loose, and I am hear to tell you that it’s not going anywhere but becoming more relevant than ever for any business.
What is this buzzword going about in the advertising and marketing industry? Everyone is talking about content marketing, otherwise referred to as “corporate story telling” – there seems to be no other topic that could reach people’s interest in it. Quite honestly, is there a phrase that can describe the situation other than what is being thrown around in those circles, “Content is king”. Surprising as it may seem, content marketing has managed to put itself on a level of importance most revered in the world of SEO. Content Marketing is simply described as the creation and sharing of unique, relevant, and convincing material by a business to position itself as an expert and, therefore, gain new clients and build loyalty with existing ones. Content marketing is as old as organized business. Some unstructured form of content marketing was practiced a hundred years ago. The Furrow magazine has advised farmers for a long time on how to go about their business. Nevertheless, why is it on the loose today?
A Little Content Marketing History
In the past decades, content marketing lagged far behind other forms of marketing campaigns due to packaging-related challenges. The existing media channels at the time did little to deliver content in ways that guarantees business success. The arrival of the internet signaled a change in the way information is carried and a sure success path for content marketing. The first internet related content marketing efforts were executed by LEGO in the form of minisites that specializes in presenting information on plot and character, conducting polls, quizzes, and offering online games. This was around 1990s and a lot more has progressed since then.
What’s Trending Now?
The current trend in content marketing circles has everything to do with the ability to cost effectively attract potential clients and convert them into loyal clients. We are now at a stage in content marketing’s history when the dust has begun to settle; that’s why marketers are celebrating. There has never been a more effective strategy for businesses to outperform their competition. Here are the necessary statistics to support that claim – the fortune magazine, which publishes an annual list of America’s largest corporations, recently reported that more and more of the “Fortune 500” entrants are blogging. Why the big interest? Well, it’s because content marketing has matured as both a Business-to-business (B2B) and Business-to-consumer (B2C) marketing tool. The term matured is used here to stress on the quality aspect of content marketing that has evolved over the years. It’s really not just synching social media, slideshare, blogs, etc. that work magic. You have to be quality and relevance-driven content marketer to have a valid seat in the content marketing buzz.
In What Ways Has The Quality Matured?
The internet provides one of, if not the most competitive platforms for marketers. Success is actually not feasible without innovative ways of creating a unique online experience. Online content marketing strategies that guarantee success are now available (Thanks to years of trial and error). If you are still trying to catch up with content marketing then you need not to worry, there are numerous guides to help you familiarize with best practices in content marketing. Copyblogger.com lists a series of seven free content marketing eBooks that will take you through the dos and don’ts of content marketing. Topics covered range from content marketing research to the creation of content that actually converts. Simply put, a good content marketing campaign cannot be realized without strategies such as: aligning information to the needs of customers; employing appropriate tools to create content calendars; nurturing community involvement; being visible (use of videos and images); and use of metrics to analyze content lifecycle and performance.
The Success Content Can Bring
businesses are winning big with B2B and B2C content marketing approaches. Do you know that some have actually gone as far as hiring seasoned journalists and columnists just to ensure their stories actually work? Seriously speaking, this is what content marketing has become. Content marketing institute keeps a list of the top 42 best performing content blogs. This list is worth viewing for any wannabe content marketer.
Content marketers are in the limelight – what else do you expect when everything is working for them. A study completed by Nielsen shows that spending on online ads grew by a whopping 26.3% during the first quarter of 2013. A sizable chunk of that went straight to content marketing. Brands are up in arms to drive traffic to their digital offices and expand their customer base. Many of them are now utilizing analytics/metrics and social listing tools to get the best of what content marketing has to offer.
Success Stories and Inspirations
The number of content marketing gurus is growing at a fast pace. From the Bullish “Fortune 500” to small business, everyone wants a slice of the cake. Success stories actually reflect some of the best content marketing strategies worth using. Here is a list of three content marketers that have shown success in the recent past.
Search-mojo.com – Search Mojo prides itself as one of the key players in search engine optimization (SEO) marketing, pay per click (PPC), and post click marketing, mainly to generate B2B leads. The company comes in handy in helping companies that lack in-house capacity to achieve success with SEO. Search Mojo has developed metrics and performance indicators to measure success.
Say It Visually – Say It Visually believes in the realization of engagement, analytics/metrics through video, presentations, and graphics. Their productions rake in hundreds of thousands in views and they use real-time Web Analytics System to track viewers.
CareerFuel – This is another good performing content business. The company produces a wide range of analytics – Google, YouTube, and even Twitter and interest. Its work has been made easier with tools from SERPs.com, which allows them to deliver better-refined keywords.
It’s very clear that content marketing is becoming a priority for many businesses. However, as far as content marketing goes, success does not come on a silver platter. You have to put in the right effort to overcome challenges. Use all the tools available and enjoy the many rewards that come with content marketing.