What is Content Marketing?
Content Marketing Explained + 3 Tactics to Try
Have you been wondering — what exactly is content marketing?
According to the Content Marketing Institute,
“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.”
You may already be doing this on social media, your blog, or your newsletter. If not, It’s easy to incorporate valuable content into your marketing funnel and strategy:
Identify information & topics that are relevant & helpful to your target audience or ideal customers
Plan the specific content pieces you will create (like infographics, TikTok videos, blog posts) to communicate the information and through which channels you will distribute them (like social media, paid ads, or newsletters).
Now create the content!
Once your content is finalized, distribute it to your audience through your marketing channels
With the over-saturated digital marketing landscape, quality content is the key to making your brand stand out.
Here are some of our go-to content marketing tactics for you to try:
Gated Content & Downloadables
Create & offer a downloadable e-book, how-to guide, template, or other digital resource for users to download for free in exchange for their contact information – this is known as gated content.
Gated content is a great way to generate and collect leads for potential customers because when they fill out a form to download your content, they are able to opt into your email marketing funnel.
🌟 Pro Tip: Be sure to add on the download form either a disclaimer to add them to your email marketing list OR a check box for them to opt-in or out.
Videos & Reels
YouTube is currently the 2nd most popular social network next to Facebook, so prioritizing video content and growing your YouTube channel could be a game changer for your brand.
You’ve probably also noticed the steady trend and popularity of short-form videos on TikTok and Instagram reels.
🌟 Pro Tip: Repurpose your videos to share on multiple platforms by duplicating, resizing, and optimizing each of them for YouTube, TikTok, Facebook, etc.
Optimize your content for SEO by researching popular keywords and search phrases that people use to find information related to your niche or industry.
Prioritizing these keywords while writing the copy for your content will help you rank higher in search results on Google, Bing, etc.
🌟 Pro Tip: Implement digital accessibility best practices to make all text accessible to screen readers.
Now that you know more about content marketing, it’s time to get busy brainstorming and planning your next content marketing campaign. Check out the resources below to get started.
Mastering the Art of Smartphone Video: Expert Tips for Pro-Quality Footage
The Content Marketing Framework: 5 Building Blocks for Profitable, Scalable Operations