by: Nada Al-Muzaini
People believe that content is the most important factor in social media. But what is content marketing and why is it important in the digital marketing world?
According to Content Marketing Institute, content marketing is defined as ‘a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action’. Therefore, content marketing is an essential tool to create any form of advertising to impact your audience. It needs to be ‘valuable’ i.e. effective advertisements for your target audience where it meets their standards regarding the brand you are presenting.
In addition, the best thing to implement content marketing or to build on your strategy is to follow steps on how to understand it. First, you need to build awareness on the customer’s problem when there is no solution. The second thing is to research on the problem-solving. Third, is considering the value added from your product and service. Lastly, is the buy factor, when the customer makes the transaction of buying your product/service.
This cycle helps the seller on how the customer will think, therefore they should build their digital platform on visual effects on how they are solving the customer’s problem and what benefit it can bring to the customers. Videos, infographics, blogging and many other tools are used for that purpose. Content marketing helps you to know the best time to post in your digital platform; this will help you to boost your sales forecast – an important factor for today’s business.
Lastly, content marketing is a method that a company can use to speak to its audience. Your feedback will be the number of ‘sells’ the company achieves. When it comes to social media, it’s always important to know how you are presenting your conversation to the public. It can be measured by the level of engagement, patron, loyalty and brand awareness based on website traffic, website and video views, email openings and many others.< Back