What Exactly is Content Marketing?

3 February 2020

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Over the years, you may have heard various phrases such as “content is king” and “Google loves content”… but what is it?

Content, as a word, has many meanings. However, when it comes to online marketing, content is generally summed up as ‘additional information’ – be that written or visual.

In this article we look into what content is/means, why variety is important, content per platform, why content marketing matters and if it’s even effective.

What “Content” Means

As we’ve already touched on, in terms of online marketing, content simply means additional information. This may sound broad, but it’s important to know that ‘content’ comes in many different forms.

CoSchedule even list over 100 different types of content, just to get started. The most popular forms of content are blog posts/articles, case studies, testimonials, newsletters, videos, infographics and podcasts.

video marketing suffolk

The marketing side is then who you distribute content to, what you’re distributing, why you’re sharing it, when you share it and how you plan to create your content.

Why Variety is Important

When it comes to sharing different types of content, it’s important to use a wide variety of resources. Luckily, many forms of content can be reused/recycled in other ways.

For example, you may write an article about the use of content within a companies overall marketing strategy. This may then include various interesting statistics, which can then be made into an infographic. That infographic can then be made into bite-sized postcards for social media, or even made into an animated video. 

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Making the most out of your resources is what will ultimately help you to market yourself, without using lots of time and resources to do it. Using a variety of content types will also help to keep consumers engaged.

Content Per Platform

So now we know what content is and it’s overall flexibility, we now need to focus on platforms. Not all platforms are the same; what you share on social media may not also be suited to your company blog.

Who you are posting to, where you are posting and when you are posting is just as important as creating the content in the first place. This is alongside The Content Marketing Matrix.

Your content will be there to do one of four things: entertain, educate, convince or inspire. You can then pick content depending on which you are trying to achieve.

content matrix

If you’re trying to convince someone to make a purchase, then you may want to create data sheets, webinars or case studies. If, however, you’re trying to raise awareness and provoke positive emotions then you may want to create a quiz, competition or ‘viral’ video.

Picking the right platform for you is completely dependent on your target audience, as well as the industry you work in. Those working with clothes may lean more towards visual content. Those working in finance may lean more towards reports and whitepapers.

Why Content Marketing Matters

Although it can take some time to create, content is important for increasing online sales. Almost 50% of B2B consumers read 3-5 pieces of content before engaging with a sales rep.

This shows a need for valuable information, so that consumers can make informed decisions before making a purchase. Think about it, have you ever took one look at something online and simply bought it straight away?

content marketing suffolk

Most individuals will shop around, be it a quote for a website or seeing if Amazon sells something cheaper. We live in an age where we are far more money conscious than ever before, which is why it’s important to show authority and gain trust.

Successful B2B marketing teams typically spend up to 40% of their overall marketing budget towards content. Although you do not have to match this percentage, let it be a guide to the importance it has in lead generation.

Is Content Marketing Effective?

To put it into perspective, content marketing is three times more cost effective than paid search (according to the Content Marketing Institute). This is partly due to the ability to reuse content, but it’s also due to trust.
If someone told you “There are over 600,000 vegans in the UK”, with no stats to back it up, you may be inclined to disagree. It’s only when you’re provided factual data that you will not only believe the information, but trust the person/company who shared it.

graph increase

Keeping up to date with the latest industry news and information can also contribute to sales. In a recent study it was found that businesses who blog consistently received 67% more leads than those who did not.

The best part about this is that, if you know your industry well, your content marketing efforts will naturally do well too. Show off your knowledge, be a thought leader and become an authoritative figure.

Key Takeaways:

  • Content simply means ‘additional information’.
  • Content comes in many different forms, from infographics to whitepapers.
  • Pick the right publishing platforms for you.
  • 50% of B2B consumers read 3-5 pieces of content before engaging with a sales rep.
  • Successful B2B marketing teams typically spend up to 40% of their overall marketing budget towards content.
  • Content marketing is three times more cost effective than paid search.
  • Businesses who blog consistently receive 67% more leads than those who do not.

Do you need help with your content marketing? We offer a variety of services which can help you get the materials you need, from video creation to copywriting and email marketing. Find out more via the Unity website or get in touch by calling 01473 350485 or emailing hello@unity.online.

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