By now you are all quite familiar with the words “content marketing” or “content strategy,” but what do these terms really mean? And how can it help you and your business? In this blog Lionbridge onDemand will break down the basics and ‘How to’s’ of content marketing.
Just to reiterate, content marketing can be defined as a marketing technique of creating and distributing valuable, relevant and consistent content to attract a specific audience – with the objective of driving profitable customer action.
Specifically the word ‘valuable’ in the definition provided is the factor that sets content marketing apart from any other form of marketing or advertising. To test the value of a piece of content, one must observe whether people seek it out or if people want to consume it. Success depends on whether the recipient received value from the content or not.
Some basic examples of content marketing to help you ‘dip your feet in the water’ are: Infographics, Webpages, Podcasts, Videos and Books. Each topic is highlighted to direct you towards additional examples to further your understanding.
· Infographics: Graphics that usually include charts, statistics, graphs or other information
· Webpages: click the link to discern the difference between a normal webpage and a content marketing web page.
· Videos: Youtube is a great facilitator for content marketing videos.
· Books: books are sold as marketing tools.
Lionbridge onDemand specifically uses additional mediums of content marketing such as: white papers, ebooks, apps, public speaking, presentations, and blogs of course!
Why Content Marketing?
So after absorbing all of this heavy information, one might ask “Why?” Well, remember learning about the buying cycle back in freshman year of Intro to Business 101? If those days have far passed, then you must understand the four main steps: Awareness, Research, Consideration and Buy. Content marketing focuses in on the first two steps by raising awareness of solutions and educating consumers about a product they were not previously aware of.
The Bottom Line:
Overall, content marketing promotes significant growth within a business. The goal is to attract and retain customers while communicating effectively to everyone involved.
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