Content stands for content: texts, photos, images or video. But it can also stand for a quiz, frequently asked questions, music, a podcast, a videolog (vlog), a newspaper, newsletter, infographic, how-to-guide, manual, whitepaper ... You get the picture. That is all media consumption. According to the Time Use Survey of Spot 2012, as an average Dutch person, we spend 6.9 hours on media consumption in one day. 24% thereof to the internet. If you are between 20 and 34, that percentage is even 30%.
Content Marketing is creating content from a marketing point of view. It is not focused on sales, but on communicating with existing and new customers. The idea is to create loyalty and trade by delivering consistent added value: media to consume. By offering content that is valuable, you are automatically shared and found on the internet. This is done by making the content findable by keywords to process it, and to make the content easily shareable (so that it can go viral). And you distribute content through your own channels.
Content makes content
You don't just book a vacation to Texel, for example. You may have read something in a magazine that appealed to you. First you want to know something about Texel, get an impression of the atmosphere. You then search fairly generally on Texel: "Texel vacation" or "Texel stay". You search on Google or on YouTube, because video is ideal to taste an atmosphere. You decide: I want to go there. It seems like a great island! But how do you get there? Do you have to reserve the boat in advance? You search for "boat texel" and "accommodation texel". Once you know that the boat goes every hour and you do not have to make a reservation, then you search for "hotel texel pasen" or "bungalow texel kerst".
Your need for information is different at every step. If you have a hotel on Texel, it is interesting to see how you can provide information as early as possible, so that you can bind people to you faster so that they arrive at your hotel. Content marketing maps the search of the target group, so that you can fulfill the information needs in a structured way while you profile your own company and cultivate the interest.
Stop selling and start telling
Do you know that: you tell someone that you are thinking about a new car, and that person immediately starts promoting his Volvo 440 / Audi A8 / Peugeot 407? That is hard sale. And you know nothing about it: why would you choose that brand? But if he tells you about the good service provided by the Peugeot garage, or how little maintenance an Audi needs, then it may affect your motivation for a new car. Just like in the Texel example, the question is where you as a customer in the buying process state. And you do that as a company by putting the customer first: what is his need? What does he want to know? With which content on my site can I interest him further?
4 Content marketing tips
- Provide one good story: that's easier than you think. Why do customers do business with you? What is your added value?
- Involve parties there. Like your supplier that delivers quality products. Or a customer who is happy with your products. Or rather a famous person.
- Involve audience also. How can your customers also create content? Think of a photo competition, an open question, the completion of a sentence ... it all gives you unique content.
- Translate your story. Every channel has its own rules. For example, Facebook is focused on photos and Twitter only works with short text. Hashtags work everywhere. Break your story into small consumable pieces.
Do you also want to start with Content Marketing? Bloeise would like to help you further!
Source Content is like Water: InPixelITrust.fr.