What Is Content Marketing - "Complete Guide Step-by-Step".

What Is Content Marketing - "Complete Guide Step-by-Step".


Content Marketing Made Simple: A Step-by-Step Guide.

 Introduction.

We can't talk about digital advertising these days without talking very quickly and often in the conversation about content marketing. It is clear, given the importance of the subject, that this is an essential piece of the puzzle, but that it is not always clear what it means.

What is the content?

To understand content marketing, you need to understand that content is not just a written word.

Content Marketing is a long-term strategy that consists of the creation and regular distribution of high added value content for your prospects and customers.

These contents allow you to educate, entertain, respond to the issues of your audience and thus prove your expertise. Content marketing is a real lever for growth with the key to visibility, new customers, and better loyalty.

 The content must have at least some of the following characteristics:

  • Have an informative value.
  • Be of good advice.
  • Adopt a distracting character.
  • Have emotional traits.

How does content marketing work?
1. Analysis.
2. Design.
3. Production.
4. Diffusion.
5. Evaluation.

Benefits Of Content Marketing.
1. Become an authority in your market.
2. Increase your visibility.
3. Align your sales and marketing teams.
4. Improve your natural referencing.
5. Increase traffic to your website.
6. Convert your leads into customers.
7. Boost your income.

Best content marketing Methods.
1. Blogs.
2. Newsletters.
3. Videos.
4. Applications.
5. Social Media.
 6. Live Video.
 7. Paid Advertising.
 8. Infographic.
 9. Podcast.
10. Guide and E-book.

How does content marketing work?


Even though content marketing campaigns and their objectives differ (more or less) from each other, a basic procedural model for their operational implementation is good to know. Five successive phases are of paramount importance, namely the phases of analysis, design, production, dissemination, and evaluation.

1. Analysis.

Content marketing always starts with a comprehensive analysis. On the one hand, a look is brought to the initial situation, on the other hand, a look is made to the objectives to be pursued with the project. We can therefore note the following steps:

  • Definition of the objective (s).
  • Definition of a target group (s).
  • Search for topics.
  • Assessment of the importance of these topics.
  • Keyword research.
  • Inventory and assessment of current content (content audit).
2. Design.

Once the analysis is complete, the basic concept of the contest project can be worked out. The following tasks must be mastered:

  • Idea development.
  • Content attribution (use, format, type of media, etc.).
  • Preparation of content for the target (content mapping).
  • Prioritization.
  • Creation of drafts taking into account content and user experience.
  • Creation of an editorial plan.
  • Preparation of briefings for content.
3. Production.

Next is the production process in which the content to be promoted is created and prepared for publication:

  • Content creation.
  • Content verification and distribution.
  • Creating the right landing pages.
  • Establishment of monitoring means.
4. Diffusion.

The fourth phase of the content marketing process covers all of the subdomains associated with publishing and delivering content:

  • Publication
  • Marketing automation
  • Content promotion
  • Outreach (cooperation with the media, relations with the press, influencers, bloggers, etc.)
5. Evaluation.

As with other marketing strategies, the campaign should ultimately be evaluated through appropriate metrics:

  • Monitoring and optimization
  • Control
  • Conversion management
  • Final evaluation

Benefits Of Content Marketing.


1. Become an authority in your market.
What Is Content Marketing - "Complete Guide Step-by-Step".



With a good Content Marketing strategy, your content is exceptional and above all, it interests your prospects. You help them to better understand their problems, by offering them answers to their questions. In the eyes of your audience, your credibility will increase over time. You thus become an expert in your field. This is your point of differentiation.

Content Marketing is no longer a cost. It's a long-term investment!

2. Increase your visibility.
What Is Content Marketing - "Complete Guide Step-by-Step".



If your content is of quality and meets a strong need, then it will be visible. The best content you read has been recommended or shared by people you trust. We are wrong?

You then have every interest in producing remarkable content, if your goal is to stand out from the crowd and sow your competitors. Your content will thus survive the test of time. Backlinko is a great example of this. The content is dense, optimized for Google while providing real added value to readers. This is called evergreen content.

Content optimized for search engines and the right keywords (SEO) continues to generate traffic (and new customers) long after it is published. This is one of the great strengths of Content Marketing (versus Paid). Once published, the content still exists. You don't need to budget for it daily to make it visible.

3. Align your sales and marketing teams.
What Is Content Marketing - "Complete Guide Step-by-Step".



Marketing and sales teams must work together to significantly increase business results. To write useful, actionable, high value-added content, marketing teams cannot do without salespeople. They are on the front line, in front of your prospects and your customers. By questioning them directly, you learn a lot more about your customers' needs, their questions, and the issues they face in the case of your industry.

Salespeople are then in charge of transforming these prospects into customers. And for that, the speech and the arguments must be consistent with the prospect's history.

4. Improve your natural referencing.
What Is Content Marketing - "Complete Guide Step-by-Step".



Like your audience and your prospects, Google loves quality content. You know, the ones that stand out from the hundreds of already existing content. Google has gone from a search engine to a response engine. You are therefore responsible for providing the best possible answers to the questions that Internet users ask themselves (on your topics of course).

The time spent on the page, the click-through rate, the number of shares are all performance indicators proving the relevance of your content. The better they are, the better you will be referenced, for a given query. Imagine the power of content over the long haul, too. You've put effort (and money) into creating content that will interest your audience. If the article works well, it can continue to generate leads for months (or even years).

5. Increase traffic to your website.
What Is Content Marketing - "Complete Guide Step-by-Step".



This is surely the most obvious benefit. It is also the most strategic. By creating a lot of quality content on themes close to your business, you attract potential customers. They will be able to discover your collaborations with other customers, understand your product, and even start discussing your services with you.

6. Convert your leads into customers.
What Is Content Marketing - "Complete Guide Step-by-Step".



There is no magic formula on this point. Content, alone, won't do all the work. Your product (or service) must also meet an essential customer need.

But your content will attract potential customers. By dint of reading your content, receiving your newsletter, and going to your monthly events, there is a good chance that he will decide to exchange with your sales teams.

7. Boost your income.
What Is Content Marketing - "Complete Guide Step-by-Step".



Content Marketing is also a formidable strategy to improve customer satisfaction. By offering them content adapted to their questions, you listen to their requests and take care of them. You also create content that will be useful for your future customers.

Let's not forget that it's often easier to create a recurring income (or an up-sell / cross-sell) than to go after prospects who have never heard from you. Content Marketing is not just an acquisition strategy, you can use it as leverage at all stages of your customer's lifecycle.


Best content marketing Methods.


The best content marketing is genuinely selfless. He does not sell something or openly promotes a product. It simply provides useful information in an easy-to-understand format for a knowledge-seeking audience. It comes in many shapes and sizes, including:


1. Blogs.

Blogs are, overall, one of the most popular forms of content marketing. Not only do they allow you to truly bond with your customer and demonstrate your knowledge on a given topic, but they stay in the SERPs for a long time (if you play your cards right). Blogging gives you several ways to ensure visibility for your business, including collecting inbound links and feeding social media platforms.

2. Newsletters.
What Is Content Marketing - "Complete Guide Step-by-Step".



Print and digital newsletters serve as a regular reminder that your business still exists and that you are not just one well of knowledge among many. After all, why would anyone bother to do a lot of research on a topic when they know they can count on you to provide them with everything they need in a tightly packed package? Whether you are offering a service or a product, if well designed and executed, newsletters are a very effective way to stay ahead (and not disappear out of the inbox).

3. Videos.

Videos can get a lot of attention in a short period of time, but their usefulness will mostly depend on your audience and the topic being covered. Some people hate video content, either because they tend to surf the Internet from work or because they just hate the noise coming from their phones. Other people like video content and ask for it. In other words, you can think of it as a middle ground between two extremes. If your brand is well served by video, use it liberally, but be sure to provide captions and a summary so that people can fully appreciate the glory of your video content wherever they are. Transcripts can also help some users.

4. Applications.

We don't talk enough about apps as content marketing, but we should. While they can be confusing for search, they have the potential to create meaningful brand recognition. Imagine your widget factory decided to release an app that has lots of blueprints to build amazing projects with Widget branded widgets. Gadget enthusiasts all over the world would love it. They would look to your app to find new ways to use their favorite product, and you would see your sales increase as people would challenge themselves to be better and more inventive with that product.

Almost anything can be content, as long as you don't force the sale. Content marketing is a nice sale that gradually approaches a visitor. This is a ninja marketing technique that involves politely asking if the person wants to know more about your product or service.

5. Social Media.

Up to this point, we have explained the elements that make content marketing strong. We examined the process from the moment you attract the attention of the customer to the sale. Let's now consider some of the different types of content marketing.

We can easily say that social media is the most effective method when it comes to content marketing. With social media, you can reach your target market and an incredible number of people for free. If you want to advertise, you can determine where you want the ad to appear.

If you want to jump on the social media advertising train, you will see that there are many passengers like you with you. Marketers have been using social media very effectively since they realized the power of social media.

For example, the brand named “Innocent Drinks” is one of the companies that make good use of social media. Innocent Drinks marketers make great use of social media to present their brand image as a "funny and entertaining company."

In other words, they want to entertain and make people laugh before selling anything. So does this really work?

Yes.

People shop more from brands they find something for themselves. They form emotional bonds with companies that produce content that makes them laugh, cry and need to share.

Of course, Innocent Drinks deliberately pulls its image towards the childish and adolescent side. This juice company has nothing to do but make people laugh. Of course, you may not have such a luxury.

Maybe you sell very serious products, for example, you are a company that produces engine covers for diesel cars. Despite this, you can still produce content that entertains people and strengthens your brand image on social media.

The Facebook posts of Staples, which sells office supplies, can be an example for you in this regard. What do you think is the purpose of these posts?

Social media is a great platform for promoting brands because it actually builds relationships between people. In this way, you can gain an organic audience, traffic, and sales.

Once you have your own audience, marketing to these people becomes both easier and more economical. But remember this: These people should love you for your content, not just your products.

If you entertain and emotional these people a little, they will feel indebted to you and are more inclined to shop with you.

 6. Live Video.
What Is Content Marketing - "Complete Guide Step-by-Step".



Why not talk to your followers live via Instagram Live Stream, Skype, or Google Hangouts? Smartphones, Facebook, Periscope, and Instagram now allow you to broadcast live.

Not to mention how effective video-based content marketing is. People love watching videos and interact more with video content.

It also adds extra transparency as it is visual content. According to researches, 80% of people remember at least one of the commercials they have seen in the last month very well.

So people love watching ads, marketers love producing videos even more. 52% of marketers say video content is the best type of content for ROI. But if there is anything more powerful than video, it is live video, that is, live broadcasting.

The time to watch a live video is 3 times longer than the time to watch a video on Youtube. The feature of live video is that it does not include editing. So you appear before the audience as you are. People also like this nature very much.

If you want to build a solid relationship with your followers, try to make weekly live broadcasts. Do it at the same time every week so that people will wait for this time and have expectations.

 7. Paid Advertising.
What Is Content Marketing - "Complete Guide Step-by-Step".



Let's look at how Grand Cardona markets its certificate and course program. Here we see the combination of traditional marketing and new marketing.

It's a great way to attract people to your website. You may be wondering why you should do such a thing. Especially if you produce free content…

Why would you advertise paid to attract people to your website? Moreover, there is no guarantee that these people will buy your products and services.

The answer is pretty simple.

If you have a small audience and are a new company, you should place a paid ad for one of your solid content to grow and get more followers. If you can't expect your audience to grow organically, you can use paid advertising.

Shopify for example…

Or you can direct people to your homepage, as in the example below. This Instagram ad does something similar. Whatever approach you take, they all have content production at their core.

Advertising is also a kind of content, after all. Paid ads are also a good way to increase traffic and sales to your site, especially in your first days. The first days are tough, but with paid ads, you can get the support and momentum you need.

 8. Infographic.
What Is Content Marketing - "Complete Guide Step-by-Step".



Infographics are one of the best ways to present information in a tidy, readable, and enjoyable way. Since content marketing does not depend only on written content, visual and auditory content can also be used.

Infographics are a great choice for visually explaining a difficult subject to explain. In other words, as you will see below, it allows you to tell even statistical data about Facebook and Twitter with a beer bottle.

Infographics are shared frequently and easily. The people and phenomena you reference in the infographic are also happy to share such colorful content on your behalf.

In addition, if you focus on infographic production when people need a different infographic, you will come to their minds directly. This is exactly what you want.

 9. Podcast.
What Is Content Marketing - "Complete Guide Step-by-Step".



The podcast is the radio of the 21st century and is a great content marketing tool. There is little advertising and a lot of value. Many podcasts have sponsors, and this sponsor is advertised once at the beginning and at the end of the show.

People listen to the words of important people on a subject they care about. This shows that intentionality is important in podcasts. In other words, when you take a microphone and a knowledgeable person and make 2 podcasts a week, you will have a huge archive in less time. 

10. Guide and E-book.
What Is Content Marketing - "Complete Guide Step-by-Step".



Let's consider this scenario. Let's say you produce a physical product (for example, a printed t-shirt) to sell for your online business.

You opened a sales page, but no one is buying. You realize that something is missing. Yes, there is a shortcoming here; it's text. If you Google the phrase "learn copywriting", which means "learn to copywriting," you'll get something like this.

You can learn copywriting in a week by reading these ebooks. After reading these books, what would be your first address when you want to take a course? Of course, Copyblogger gives you 16 free resources.

BONUS.

Differences between content marketing and inbound marketing.

What Is Content Marketing - "Complete Guide Step-by-Step".



The terms content marketing and inbound marketing are very often used interchangeably without highlighting the difference between these two marketing practices. However, content and inbound marketing are very different. 

Content marketing relies on the production of quality content for a targeted audience. Inbound marketing is associated with a set of marketing strategies whose final objective is to generate traffic to qualify leads and close customers.

 Thus, content marketing is often perceived as a component of inbound marketing, these two concepts are therefore complementary and if content marketing is a means, inbound marketing is an end to be achieved. 

Differences between content marketing and brand content.

What Is Content Marketing - "Complete Guide Step-by-Step".



Brand content or brand content refers to a marketing strategy that consists of producing editorial content (articles, videos, reports, etc.) that serve to promote the brand and assert its expertise. An example of brand content is Felix Baumgartner's free-fall jump for Red Bull. 

Brand content is therefore very often associated with advertising since it praises the merits, history, advantages, and values ​​of the brand. 

However, content marketing and brand content are very different: while content marketing focuses on the production of content to promote the company's expertise on a specific theme, the creation of content in brand content makes it possible to develop the visibility of the brand itself. 

Thus in content marketing, the target and the objectives of the content are not the brand, but rather to meet the needs of an audience. 

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