Content Marketing Research
In today's blog post I would like to do and show my research about Content Marketing. First let's have a look what the content marketing is. Following the Mailchimp Glossary the definition of Content Marketing is: "the development and distribution of relevant, useful content - blogs, newsletters, white papers, social media posts, emails, videos and the like - to current and potential customers. When it's done right, this content conveys expertise and makes it clear that a company values the people to whom it sells" (Mailchimp, 2021). That means the prospects and existing customers will feel connected with the company if them consistently use content marketing. The audience will choose them when it's time to buy if they see them as a partner and a source of advice and guidance who is dedicated to their success.
There is no question that content marketing works. It also provides a competitive advantage. Here is what the statistics show:
- blogging generates 67% more leads for companies than non-blogging companies
- the majority of buyers view between three and five pieces of content before making contact with a sales representative
- the growth rate for companies utilizing content marketing is approximately 30 % higher than that of businesses without it
- almost 72 percent of B2B marketers say content marketing increases engagement and leads
Now I understand that those statistics shows that how important is the content marketing and also I consider every company should have it's marketing content.
Consideration stage
Following Mailchimp:" In the consideration stage, content should offer a hybrid of helpful information and marketing. It should educate the reader about what features or functions to look for and how various features address their needs. Of course, your content should have a bent toward what your business offers." (Mailchimp, 2021). That means case studies, how-to articles, how-to videos, and checklists/worksheets should all be included in this stage's content.
Closing stage
In the last stage of the sales process, we focus on sales, as long as continue to emphasize why the the company are the best choice rather than just how great products or services are.That means here, the main message should focus on the expertise, knowledge, and the advantages of what companies want to sell. Best examples for this stage: case studies, buyer's guides, user-generated content, product videos and research reports.
The history
The history of content marketing begin in 1890s:
The John Deere Company is a well-known, household-name framing equipment company that wa originally founded in 1837. While the brand was well know to its community from the 1830's to 1990's, a turning point occurred in the late 1890's that shaped the trajectory of the company.
The look evolved throughout the years, reaching a peak in 1912 where 4 million consumers read its pages. It continues today to be produced and reaches over 2 million readers worldwide, a testament to the power of amazing content. In 1912, at the peak of The Furrow’s subscriber quantity, John Deere actually purchased its first electric printing press to publish the successful magazine. It could print in two colors and publish 50,000 copies in eight hours:
The content was engaging, valuable, shared farming information, build brand loyalty, positioned John Deere as a passionate, engaged brand and developed relationships between farmers and John Deere. Now I would like to implement that information to my project. Also we can see how the brand developed through the years.
The area in which I would like to move is Content Writing.
Content writing
According to the Backlinko.com: "Content writing is the process of planning, writing and editing web content, typically for digital marketing purposes. It can include writing blog posts and articles, scripts for videos and podcasts, as well as content for specific platforms, such as tweetstorms on Twitter or text posts on Reddit." (Backlinko, 2021). During my course I will focus on learning and improving my work in area of writing engaging articles and blogs. My first project it is an article about Polish food and culture. That will be my first challenge in this area.
Content writing it's not only writing articles, it is also writing email newsletters, video scripts, keynote speeches, social media posts, podcast tiles, white papers, web page copy, landing pages and YouTube video descriptions.
We can highlight kind of specializations of content writers:
blog writers - articles, blog posts, interviews, research
brand journalist - brand stories, interviews, customer stories, press releases, company bios
copywriter - website copy, infographics, traditional print media, sales collateral
ghostwriter - e-books, off-page content
technical writer - how-to' s, guides, FAQs, instructions, UX
social media writer - social media posts, quizzes, interactive content, PR outreach
email writer - newsletters, drip campaigns, transactional emails, customer nurture
script writer - chatbots, video scripts, podcast scripts, radio & audio advertising
long-form content writer - e-books, data studies, case studies,
ad and promo writer - advertising copy, direct mail copy, product descriptions
That informs me what I can do in the future. Also I noticed that writing articles is not only one direction when I think about content writing. I discover a lot more. For example long-form content writing allows to see that content writers can write an e-book or a case-study.
Content writer first of all should have excellent language skills also empathy with the reader, an engaging, inspirational writing style, SEO and other associated skills, the ability to deliver various types of content. I can say I have a lot of empathy for other people, I'm working and I will be working of improving my language skills during my course, also learn grammar and read another content to gain writing skills.
What is SEO?
An SEO marketing strategy is a comprehensive plan to get more visitors to the website through search engines. The key successful search engine optimization lies both on-page, which uses keywords based on intent, and off-page which generates inbound links from other websites.
That means for example the title of my article should be well constructed that engines like Google or Yahoo can position my article at the top of the searching page. My article should be searchable. Now to my mind came an idea that instead of a title: Polish Food Culture and Traditions I should more think of something catchy and not very long for example 'Food of the miners'.
Sources:
Mailchimp (2021), Available at: https://mailchimp.com/marketing-glossary/content-marketing/ (Accessed date: 16 November 2021)
Express Writers (2021) Available at: https://expresswriters.com/the-story-of-john-deere-and-content-marketing/ (Accessed date 16 November 2021)
Delignieres, M. (2021) Available at: https://www.salesodyssey.com/blog/how-to-write-an-article/ (Accessed date: 16 November 2021)
Backlinko (2021) Available at: https://backlinko.com/hub/content/writing (Accessed date: 16 November 2021)
Skrabanek, B. (2019) Available at: https://www.clearvoice.com/blog/10-types-content-writers-use/ (Accessed date: 16 November 2021)
https://blog.hubspot.com/marketing/what-is-seo
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