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Summy | How to Explain Content Marketing to Anyone [Fresh Examples]
Our Summy for:
How to Explain Content Marketing to Anyone [Fresh Examples]

Summy Transcript

Telling stories has been around for thousands of years, but if you look at Content Marketing in Google Trends, you can see that this term has gained impressive popularity over the last decade. Although the term has been in the industry for a decade, it is still challenging to explain exactly what Content Marketing is.

Michelle Lin can help us answer this question.

 

Content Marketing is marketing based on creating quality. This can include educational content.

The important principle that needs to be emphasized is that Content Marketing is not about creating content that revolves around products, services, or even your brand.

 

Rather, it means creating interesting and useful content on topics that interest the brand's target audience, thereby strengthening the relationship between the business and its customers over time.

 

As marketers, it's important to know the benefits of this marketing strategy. Investing in content brings us the right people and makes them potential customers. In addition, creating good content will help us build an interested and involved audience and even engage new customers.

 

How do you do this in practice? If our target audience is young mothers for example - we need to think what they want to read, what is important to them? From there, we should start producing content accordingly.

Content-based marketing can include professional articles, digital books, video content, webinars or any other content that provides new and up-to-date information, tools, or meets the needs of the target audience.

In this way, the brand becomes a real source of information.

 

REI, an outdoor retailer, is a great example. REI has a YouTube channel that contains interesting information for travelers, with explanations like how to tune a compass or how to fix a bicycle chain. In this way, it has positioned itself as a source of information for travelers on the Internet. The responses to their content by people online has helped the company identify the areas of interest from where they can create additional relevant content.

 

 

When a brand builds such a reliable platform and establishes itself as an authority on issues that are important to potential customers, it succeeds in gaining their trust and time. As a loyal, active and involved subscriber base is established, this will have a direct effect on profits.

 

Content Marketing also affects existing customers. Consider the cooking magazine Sainsbury, one of the UK's leading companies. In a survey conducted by the company, they found about an amazing fact - eight out of ten readers bought a product from Sainsbury after they read about it in a magazine. As you can see, if you do it right there is a lot of potential to create a magazine around a brand.

Additionally, Content Marketing has the potential to increase profits from existing customers. After all, when we have a loyal customer base, we have the option to Upsell and Cross Sell. In addition, when our content is particularly good, you can even generate revenue from the content itself.

 

Lynn also mentions the even though Content Marketing sounds great and wonderful, it does not mean it fits everyone. It's a strategy that requires investment, consistency and patience because its real results are seen only over time. This is a process rather than a specific campaign.

 

Lynn also gives many more examples of using a content-based marketing strategy and how different brands are implementing their content strategy. We encourage you to check out the full article and perhaps get some inspiration for your own marketing strategy.

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