What is Content Marketing
Lego Movie Content Marketing Stunt. Though they are not selling any product but they are generating attention. In today’s world if you can grab the attention of people you are already half succeeded. content marketing often draws attention of people who care about your product and willing to buy it.
What is Content Marketing? Content Marketing means creating and sharing valuable free content to attract
and convert prospects into customers, and customers into repeat buyers.
But that’s not it!
content marketing is not just about blogs, Facebook, Twitter, or viral youtube videos.
Content marketing is much more than that and believe me has been around us far longer than the internet.
Content marketing is all about Storytelling and humans love to tell and listen to stories. we pay attention to those who can tell great stories.
Content Marketing for business
content drives the Internet, and consumers are looking for information that solves a problem, not an immediate sales pitch. The trust, credibility, and authority that content marketing creates knocks down sales resistance, all while providing a baseline introduction to the benefits of a particular product or service.
The individuals and businesses that are having the most successful online tend to take an approach that involves a high ratio of valuable content that seemingly has no sales agenda, mixed with periodic promotional messages. Learn how you can earn from copywriting in 2020.
What’s the Difference Between Content Marketing and Copywriting?
Content marketing is the creation of valuable content that has a marketing purpose while copywriting is designed to get the reader to take a specific action. Sometimes that’s making a purchase, but it can also be confirming an email opt-in, calling for more information, or going into a store to check out the merchandise. Content marketing is blogs, white papers, and viral videos. Copywriting is sales pages, infomercials, and direct mail.
Content without copywriting is a waste of good content.
Copywriting without content is a waste of good copy.
3 key elements to make content marketing work for you
1. Give your readers what they want
High-quality content make your readers and listeners to keep opening your website. It rewards them for doing what you want them to do. That means every piece of content you write has to either solve a problem your audience cares about or it has to entertain them. Preferably both. Everything they receive from you should make them feel good. Each piece of content is a cookie that rewards your audience for consuming it.
2. Position yourself for success.
People want someone to share experiences and led by example. They want a trustworthy person whose word means something. You want to show that you know your stuff, but that doesn’t mean your readers want a college lecture.
3. Sell Smartly
Remember, you’re not trying to land a sale in a single shot, like some desperate used-car dealer who wants to put you into a 2000 Maruti800 TODAY. Instead, you’re building a content net that supports this sale and many sales after this one. Use your content to address underlying objections that might keep someone
from buying. Use it to tell interesting stories about how others have benefited from your offering. Use proven persuasion techniques to show your reader just how much he or she needs your product or service.
What Makes Content Marketing Work?
Copyblogger Media answered this question in a beautiful way stating that “Authority Rules”.
Establishing yourself as an authority in your topic is a great way to build any business more quickly.
- It pulls prospects into your orbit, instead of forcing you to go hunt them down.
- It engages prospects, rather than hitting them with hyped-up pitch after pitch.
- And it makes you the go-to resource when prospects need your type of product or service.
so from where does Authority comes in first place?
Let’s see a few examples – Deepak Kanakraju or Digital Deepak, he gets lots of attention, he has a big audience and he gets lots of traffic.
and people love to hear from him and people really want digital Deepak’s advice on things related to digital marketing, personal branding, and startup. His authority comes from the fact that he makes people’s lives better, in part by giving advice and internship programs, and free live webinars.
Authority comes from the people you help
When you’re just starting, authority may come from free advice. As your business model evolves, you may shift to offering paid advice (coaching, paid education, or other models). Or you may continue to offer the advice for free, as marketing for your paid products or services.
Authority also comes from you
If you lack the confidence to step forward and talk about what you know,
you’re not going to build authority. If you give bad advice or have a lousy product or service, you’re not going to
If you put your ego before your audience, you’re not going to build authority.
“We believed we could build a better search.
We had a simple idea, that not all pages are created
equal. Some are more important.”
– Sergey Brin, Co-Founder, Google
“To rank well, build a site so fantastic that it makes you
an authority in your niche.”
– Matt Cutts, Head of the Google Web Spam Team
The “7 A ” Content Marketing Strategy Framework by – Copyblogger
Agile, so basically this is a mindset. this is how things work in the real world as on the internet. we are always doing something and get feedback and that’s the basis of not a static strategy, but one that can adapt and that’s very important.
Authenticity, in essence, the story that is being told, the friendliness, the stories that resonate with your audience. but as we saw the story is the one that the prospect or the audience is interested in hearing, not the one you’re interested in telling.
we can also call it as “The Hook”. But if you haven’t done the first two steps or created the right mindset for your strategy, you’re going to find that attention is much harder to achieve.
when we talk about content marketing, we talk about building an audience.
The audience of prospecting customers and clients. building the right audience is very important and we will saw how to build the right audience above in the article.
we’ve been talking about authority from the beginning and this is what we are trying to achieve with our audience. It’s not enough just to have an audience — it’s how that audience feels about you. Are you the expert, the likable expert? That again applies to your marketing, which is why it helps to be an industry expert or a local expert because that creates that authority as opposed to a generalist.
And finally, the point where we have to take action on our plan. Now, as you’ll see when we go through this, you’re asking for action throughout. You can’t take attention and turn it into an audience if you’re not asking for them to sign up for the email list. So there are calls to action throughout. You’re not going to best take advantage of your authority if you’re not asking
people to share and tell their friends and all of that kind of thing. That’s where your audience starts to grow, both for you and your clients.
The acceleration phase is the cool thing. when you build an audience, when you build this media asset, build your website and your client’s websites, all of these other opportunities come to light, For example, with the local marketing model, you start off selling marketing services, but you could also branch into real estate or local events or all these kinds of things.
The Bottom Line
Embrace an agile content marketing mindset. Adopt smart content marketing research tools. Identify online and offline content resources that reach your intended audience. Build a content marketing strategy using the 7 A framework which will help you to create a strategy that actually works. Use social media to accelerate your content marketing plan.