It’s hard to miss the term “Content Marketing”. It is everywhere, in the mouth (and the blog) of digital professionals. But what is behind this term? We tell you everything! Content marketing, or content marketing, has emerged as Cape Verde Email List new customers. 62% less expensive than traditional marketing and 41% less expensive than paid searches, it has it all. Especially since its results speak for themselves: content marketing generates 5 times more leads and 6 times more conversions than any other strategy. What a dream! So, what exactly is content marketing? What is his story? What objectives does it meet? Here’s everything you need to know! What if we started with the very beginning of content marketing… In 1895! Yes, you read that right. Admittedly, it was not about content marketing as we know it today, but you will see, the concept is similar.
1895 and the birth of The Furrow. In 1895, the tractor production company, John Deere, published “The Furrow”. A magazine designed to provide advice to farmers to help them improve their business. Does that remind you of something? This strategy enabled The Furrow to reach millions of readers at the turn of the century. Even today, the magazine is read by more than 1.5 million readers in 40 countries around the world. 1900 and the creation of the Michelin guide for cars. It was in 1900 that Michelin distinguished itself from the competition by launching the very first guide intended for motorists and travelers (long before the famous guide intended for gourmets). Even though there were very few automobiles at the time, the Michelin brothers believed that these publications might encourage consumers to buy cars for travel (and wear down their tires). A bet that has paid off.
The definition of content marketing
From 1920 to the present day. In the 1920s, the emergence of radio as a popular communication channel took content marketing to an entirely new format. One of the earliest examples is that of Sears-Roebuck and Company, which purchased airtime to disseminate useful information to the farming community. The campaign was so successful that Sears started its own radio station 4 years later. Over the past 20 years, content marketing has distinguished itself through a marriage with social media and SEO. Today, 70% of customers learn about a business through articles rather than advertising. Organic search, Facebook, Twitter, LinkedIn, Instagram, YouTube… have become the main channels through which companies reach their customers. This has led to highly strategic approaches to content creation and distribution.
Although the practice has been around for many years, the term “content marketing” was coined by John F. Oppedahl at a journalism conference in 1996. Content marketing is a strategy focused on creating and delivering valuable, relevant, and consistent content. This, with the aim of attracting and retaining a clearly defined audience in order to generate an action that is a source of profitability. Content Marketing Institute. Content marketing is meant to be useful above all. Instead of directly promoting your products or services, this strategy is to provide practical and relevant content for your leads and customers. The goal? Support them in solving their problems. From this definition, it can be understood that content marketing is a long-term strategy. It aims to establish a solid relationship with your target by regularly providing them with concrete information.
The little story of content marketing
Unlike ad-hoc advertising, content marketing shows that you really care about the needs of your prospects and customers. This is where the strength of this strategy lies. Through content marketing, your business fulfills different brand awareness, financial, business, and marketing goals (of course!). Focus on the 6 objectives that this strategy helps you achieve: Educate clients to establish a relationship of trust. As you know, buyers now look for answers online first, before contacting an advisor or going to a point of sale. Moreover, 74% of Internet users trust the educational content of a company to help them solve a problem. The digital marketing purchasing journey. Content marketing is totally part of the buying journey. Content marketing makes it possible to capture your prospects at the start of the phase. The key to success? Produce content that responds to questions frequently asked by your target.
Take the example of Podium, a provider of business messaging tools. She organized a series of webinars around digital marketing and web news, to build customer loyalty and attract prospects. The goal is to help them refine their digital strategy while showing their expertise. An example of integrating a webinar into a content marketing strategy. Increase your notoriety on the market
Another goal of content marketing is to position your business as a benchmark in your market. The idea is to show that you understand customer needs and know how to meet them. Through your blog posts, webinars, podcasts, etc., you educate potential customers, while promoting your expertise. Take the example of Oracle which fulfills this objective by publishing, every week, a 2-minute video where one of its experts shares a quick tip.