Content marketing consists of creating and distributing relevant and valuable content that draws attention and attracts a perfectly defined target audience so that they might become customers. It’s based on the concept of communication with no initial intent to sell. Content marketing is by definition the perfect technique for startups.
Why is content marketing so successful?
Content marketing has really come about after a notable change in consumer behaviour. Today’s consumer is very active, increasingly operates in the digital world and is much less tolerant of any interruptions from advertising and publicity in any form of media. These days it’s the consumer who looks for brands. They begin to interact with them of their own accord for the purpose of satisfying their need for information or entertainment.
Businesses now understand that they don’t need to be present in traditional media, which are very costly in terms of outlay, but instead have their own media, which can be very effective. This is an essential point for startups.
“Content marketing is the perfect approach for startups and companies.”
Content marketing in numbers
Here are some of the data from a study published by the Content Marketing Institute on the subject of content marketing in 2016:
- In 2016, brands produced 60% more content-based marketing than in 2015
- With regard to return on investment, the most successful companies in content marketing allocated 42% of their budget and the less effective only 15%
- 51% of companies will increase their investment in content marketing in 2017.
The buyer’s journey, or content adapted to the consumption stages
It’s important to understand the different stages through which a consumer passes before getting to the point of a potential purchase. You must also understand the needs each of them might have. Therfore, we can adapt the content that we show them each step of the way. In Chapter 4, we’ll analyse each one of these in depth.
The consumer has no intention of buying. They are simply looking for information and content that offers some kind of value and knowledge. These messages should not be commercial.
The consumer shows interest in our business, so it’s now time to provide data in order to get them more involved.
Having obtained the full attention of the consumer, it will now be all about showing what our product or service can do for them.
Content marketing objectives
Attracting and retaining customers
The ultimate goal of content marketing is not only to attract, but also to retain potential customers. Offering them content that will contribute value on a continuous basis.
Improving brand reputation through outstanding, useful and personalised content.
Interact with the consumer
To bring about a closer connection and knowledge of the brand in a direct but natural manner.
Increasing visibility in search results and the chances of the consumer finding us.