If you’re reading this, chances are you’re familiar with the term “content marketing.” But what is it, really? And why should your business be doing it? In a nutshell, content marketing is the creation and distribution of high-quality, valuable content that is relevant to your target audience with the goal of attracting new customers and retaining existing ones.
It’s important to note that content marketing is not the same as advertising. With content marketing, instead of paying for space on someone else’s website or blog (or interrupting someone’s favorite TV show), you create valuable content that people actually want to read, watch, or listen to. By providing your target audience with content that is both informative and entertaining, you build trust and establish yourself as a credible authority in your industry—all without spending a dime on advertising.
Content marketing can take many different forms, but some of the most popular include blog posts, eBooks, infographics, white papers, Case studies, webinars, and even YouTube videos. The sky really is the limit when it comes to content marketing. The key is to create content that is interesting and relevant to your target audience.
How to do content marketing
Now that we’ve answered the question “What is content marketing?” let’s take a look at how you can do content marketing to achieve your business goals.
Define your target audience
The first step in any good content marketing strategy is defining your target audience. Who are you trying to reach with your content? Once you’ve identified your target audience, you can begin creating targeted content that appeals specifically to their needs and interests.
To help you define your target audience, start by answering the following questions :
- What are their demographics (age, gender, location)?
- What are their interests?
- What challenges do they face?
- What solutions are they searching for?
- Where do they hang out online (social media platforms, forums, blogs)?
Doing your research upfront will save you a lot of time and energy in the long run because it will help you create content that resonates with your target audience and drives results. There’s nothing worse than putting all your heart and soul into creating great content only to have it fall flat because it wasn’t properly targeted.
Create a content calendar
Organization is key when it comes to content marketing. To keep yourself on track and ensure that you’re consistently creating high-quality content, it’s important to create an editorial calendar. An editorial calendar gives you an overview of all the pieces of content you plan on creating and publishing over a certain period of time (usually monthly or quarterly). This could be anything from blog posts and infographics to eBooks and webinars. Once you have an idea of all the different types of content you want to create, mapping out when each piece will be published will help keep you organized and ensure that your content pipeline stays full.
Promote your content
Publishing great content isn’t enough—you also need to make sure people are actually seeing it. After all, what good is all that amazing content if no one ever has a chance to read, watch, or listen to it? That’s where promotion comes in.
There are countless ways to promote your content, but some of the most effective include:
- Email newsletters
- Social media
- Industry forums & discussion groups
- Google Ads
- Influencer outreach
- Guest blogging
No matter which promotional channels you choose, just make sure you’re promoting each piece of content multiple times across multiple channels. Consistency is key when promoting your content.