Content marketing is the creation of content that is potentially interesting for your audience, that is, the one that they are looking for in search engines, read on various resources, and want to receive in exchange for their personal information.
It is the contact data that sales managers seek to get, to find out what customers are interested in and need, what their phone number and email address are.
Let’s imagine that the audience itself is ready to give you a phone and e-mail without any pressure and spam. She wants to get more information about a product or service, about a company, and for this she fills out a special form on the site in which you provide, for example, a link to download an e-book, price list, video presentation of the promoted product.
To put it simply, instead of intrusive advertising and intrusive product promotion, we provide a potential buyer with such information about the product that increases the level of his knowledge and turns, one might say, into an expert on your products.
It’s about organizing pull instead of push. We do not push the product to the market, but organize a request to the consumer to obtain information about him and your organization.
At the heart of such a plan is the belief that if we give the client the opportunity to get more information about the product, tell him how to use it, help him figure out what causes difficulties, he will become more loyal.
He will begin to trust you and in return at least he will be grateful and become more attentive. And, of course, he will make a purchase if he really needs this product.
How SEO differs from content marketing
SEO and content marketing differ from each other in that the focus of the former is already in terms of driving traffic to the site. The goal of the second is to get a wider coverage.
SEO aims to optimize the structure of the site, existing landing pages and create new entry points for users from search engines.
In this case, specialists refine the technical aspects, adapt the text to key queries, and increase backlinks.
In short, they strive to ensure that the pages of the Internet resource are present in the search results as fully as possible.
With the help of content marketing, the seller comes into contact with users, but already outside the resource. That is, it is an additional tool for communication with the target audience.
As part of content marketing, content that is useful and valuable to potential users is formed, after which this content is delivered to the target audience through various channels, including through SMM and SEO.
SEO identifies user requests and search engine requirements, and content marketing seeks to satisfy them. You can write a great article, but if the page intended to host it is not properly optimized, you will not achieve the desired result.
For an SEO strategy to be successful, you need to actively generate content. At the same time, any content of the resource must be properly optimized for search engines. And work in two directions, not one.
SEO and content marketing are very similar in many ways, and tools that work for one area often produce great results for the other. Since both strategies are valuable to the business, you should create a plan that will ensure that the two directions are worked out effectively.
Sometimes they intersect, have a direct or indirect influence on each other, but you need to look at them in a complex, and not separately. You’ll waste your energy generating content if users can’t find it. For them to succeed, it is necessary to fully use the full potential of search engine optimization.
Differences between content marketing and other types of marketing
You can have long arguments and discussions about what content marketing is. But in fact, it’s easier to tell what it definitely does NOT represent.
Here is how content marketing differs, for example, from:
Email Marketing, email spam. By the fact that the user himself reported his e-mail, asked to send useful reading, for example, and aims to enter into a relationship with you.
Social Media Marketing, social media spam. The fact that users themselves share your content with friends because they like it seems to be useful for those of their acquaintances who, as they believe, need your product right now.
PR, distribution of press releases. The fact that, first of all, a portrait of the consumer emerges, his requests, web analytics, statistics of visits, views, promotion strategy.
Here, in a nutshell, are the differences between content and other types of marketing that have turned into spam. The main difference lies in the view and approach to the consumer of goods: in the first, the market is studied, the types of buyers to whom the information is intended, whether it be text, photo or video, and their needs.