Content marketing is now being used all over the world, with 85% of marketers using this style as one way that they drive traffic to their business. In fact, it is taking over the way that companies market their brand and product. Content marketing takes up the most of marketing budgets from businesses with 13%, followed by digital marketing at 11%. This number is set to increase over the coming years as budgets increase and the potential of content marketing is fully unleashed.
Costs of Content Marketing
The interesting thing is, content marketing usually costs a lot less than other forms of marketing, yet it will generate up to 3 times as many leads as other types. It is used by businesses for many reasons, but is often used to attract people's attention to generate leads, expand customer base or at least the awareness of the public, to increase online sales or to engage an online community of users.
It differs from other forms of marketing that are trying to encourage you to purchase a good or a service, instead it meets an existing customer need for information. The whole idea of content marketing is to give the potential customers something of value with the hope of getting something valuable in return. For example instead of a company putting out a commercial for their brand, they should put out a show full of information while also being entertaining. Instead of putting out a banner ad, supply an engaging story. An excellent example of this is, the Lego movie and the new release Lego, Batman movie.
What Does Your Customer Need?
Once a business has identified what the customers’ needs are, then they should use this as the main focus of their content marketing. What type of content marketing chosen is down to the customer, but there are many types to choose from. These include how-to guides, blogs, photos, e-books, video, white papers, news, infographics, podcasts, case studies, newsletter, question and answer articles and many more. Many companies will use a range of these methods to reach the biggest array of people possible, while some will focus on just one route and produce high quality content.