Introduction
Imagine a scenario where you tell a friend that you are interested in fishing. Now, imagine that along with teaching you how to fish, she helps you pick out the best gear, lists the best fishing spots near you, and even provides instructions on how to prepare and cook the fish. Chances are, the next time you have any fishing related query, she will be the first person you approach. Content marketing is intended to work in a similar way, but for businesses.
In an age where information is available at the tips of the fingers, and the race to attract customers is at its fiercest, it is imperative for businesses to have a unique marketing strategy to complement their unique product offerings. Content marketing is emerging as a way for companies to set themselves apart from the competition and when done well, can not only attract the target audience but also develop trust and loyalty in them.
So what is content marketing and how does it work?
Simply put, content marketing is identifying the needs and pain points of the target audience, creating content with the intention to address them, and then sharing it on multiple channels via free and paid modes. This content can be in the form of articles, blogs, e-books, seminars, webinars, or a multitude of other channels. The purpose of this type of marketing is to refrain from forcing the product down the customer’s throat as a solution and instead providing holistic information, enabling them to make their own decisions.
As of 2020, over 80% of marketers are actively using content marketing and the global content marketing industry is set to reach upwards of $137 million by 2027. With companies acknowledging the positive impact of content marketing in sales, customer engagement, and brand recognition, these figures are only poised to grow in the coming decade.
Understanding how to leverage this barrage of information and convert it into precise, concise, useful content can be the difference between a good and a bad marketing strategy.
DOs and DON’Ts of Content Marketing
A well designed content marketing strategy can do wonders for a company’s fortunes. On the flip side, a poorly designed strategy can lead to anxiety and an inability to identify why your marketing is not delivering the desired results. Here are a few important points to remember while embarking on this journey:
Well begun is half done: Most of the time, the product is unique, designed for a certain target audience. The marketing needs to follow suit. Understanding the audience and their needs is crucial and so is creating relevant content that will attract them. Spending time upfront chalking out a good strategy across relevant channels, keeping the needs of the audience at the forefront will save a lot of heartburn later on.
You eat with your eyes first: Delicious looking food is devoured first. Similarly, attractively designed content is viewed first. While the ‘content’ of the content is important, the presentation is equally crucial to the overall experience. With information overloads and decreasing attention spans, the impact of good design should not be underestimated. Lead visually, and everything else will follow.
Feedback is king: Customers can be the biggest supporters and the harshest critics. Feedback, both positive and negative, are important to gauge audience perception. It helps realign content strategy to keep the overall distribution of content fresh and relevant.
Don’t overkill: Too much good content can also be bad. Do not overwhelm customers with vast amounts of information; no one likes being spammed. And while the intention is to provide supplementary information, keeping it succinct and unambiguous is the way to go.
Keep to your lane: Always remember that content marketing is about promoting without promoting. It is easy to lose focus and start talking about the product rather than educating the customers, which is the real objective.
Don’t be a Copycat: Plagiarism is despised in any form of art, writing is no different. While being inspired is beneficial, taking somebody’s idea and presenting it as your own is not. It can not only hurt a company’s reputation but also bring down the marketer’s credibility.
Don’t be a copycat: Plagiarism is despised in any form of art, writing is no different. While being inspired is beneficial, taking somebody’s idea and presenting it as your own is not. It can not only hurt a company’s reputation but also bring down the marketer’s credibility.
Different Forms of Content Marketing
With a basic idea of the Do’s and Don’ts of content marketing, let’s move on to the different channels and how to make effective use in order to achieve optimal results. It is always advisable to leverage more than one type of content distribution channel to reach out to maximum customers and the focus should be on the quality of content.
Visual
Visual content includes blogs, whitepapers, eBooks, emails, newsletters, case studies, infographics, social media posts, and any other type of content meant to be read.
Blogs
Blog articles or posts are the most popular form of visual content marketing. Thought leadership blogs are an effective way to provide valuable insights to your target audience and establish yourself as a reliable resource for information. Frequently updated blogs can act as the main source of information for customers and potential customers of a company.
Blog posts can range between 500-2000 words with the average being around 1500 words.
Whitepapers and eBooks
Whitepapers and eBooks are longer and wordier than blog posts and are meant to provide in-depth information. They are shared with interested readers, usually after filling up a form, as PDFs which can be downloaded multiple times.
The ideal length of whitepapers and eBooks should be between 3000-5000 words.
Emails and Newsletters
These are usually short and concise and used to provide updates on new products/services or enhancements to existing offerings.
The ideal length would be 150-300 words.
Case Studies
Case studies highlight the success stories of a company and are the most effective way to attract potential customers. However, it takes a great deal of time and effort to churn them out.
The recommended length would be between 3-4 pages.
Infographics
Infographics are a fun and easy way of presenting mundane and often difficult to comprehend data such as figures and statistics. Their ideal dimensions would be 600*1800 pixels.
Social Media Posts: Social media is where the world is hanging out currently and a strong socmed presence ensures visibility like none other. Companies that are highly active on social media platforms are most likely to attract customers who eventually end up purchasing the products.
An ideal social media post should be between 100-200 characters.
Audio Content
Podcasts and audiobooks are the most popular form of audio driven content. There are no restrictions to what can be presented and are also easier to consume. While visual content requires dedicated reading time, customers can listen to podcasts and audiobooks while traveling, in the gym, or even cooking. Professionally presented audio content can be just as effective as any other marketing channel.
The average podcast length should be around 30 minutes.
Audio-Visual Content
The most popular type of content marketing is audio-visual and consists of videos, webinars, and seminars.
Videos
Videos are by far the most popular form of marketing and with good reason. A 30 second clip is much more effective in engaging the audience than a long article providing the same information. The emergence of multiple free video platforms and the increased usage of smartphones have contributed greatly as well. Videos can also be broadcasted live, enabling consumers to interact with companies in real-time.
While the length of videos can differ based on the concept, most marketing videos should be under 2 minutes.
Webinars and Seminars
Webinars and seminars are another way to engage and educate customers and potential customers about the company. Collaborative webinars with experts and industry leaders also help build brand credibility.
The ideal length should be between 45 minutes to an hour, with a Q&A session incorporated at the end.
To Conclude
Good content has always been the foundation for great marketing and will be for a long time to come. While the method in which content is presented might evolve; from traditional advertising, to information driven, the consumers’ best interest should always be at the front and center of good marketing.
A well designed strategy, with emphasis on quality rather than quantity will go a long way in keeping both customers and companies happy.
WyteFyre can design high quality, customized marketing strategies keeping your goals in mind. Drop us a note to know more.