What is content marketing and why is it needed? Which way can you choose when you start a content project?

How Content Marketing Works

August 5, 2022

Strategy

Aleх Koltashova
A strategist for Chemimedia

The most effective way to run a blog is to run it yourself. At least to take an active part in this process. You’ll find out how content marketing works and which tasks it solves. Get the latest tips and tricks!

What is content marketing?

The point of all those marketologists comes down to the following:
Content marketing is a way to attract and retain customers by giving them something valuable. That is, the content independently sets the additional value of the product in a highly competitive environment
To eliminate all possible misunderstandings, let's focus on what is NOT content marketing:
When content is created for the sake of content
The content should be based on the values, the main idea, the message of the company and addressed to the client.
When the customer is only being sold
There should be no pressure, content marketing ensures sales growth by building relationships.
Content marketing is not native advertising
In fact, they work together most effectively, but it's not the same thing. Content marketing is based on a long-term strategy, native advertising is just a one-time action.
Content marketing is not a substitute for other types of marketing
Content marketing is by no means a substitute for SEO (but it can't do without it either). Content marketing is a broader and more general concept, SEO is more narrow and technical.

Does a content project always mean a text?

Content marketing is various, in simple terms, it’s making stuff, it's not just text blogs, it's infographics, cases, videos and much more:
All this is content marketing as well.

Which tasks does content marketing solve?

Strategic
Helps to build a brand, authority. Increases the number of followers, subscription base (email and social networks).
Technical
Generally, corporate websites are not updated so often. The appearance of a blog, for example, means a constant updating of that section of your site, and live sites are better ranked. In addition, work with re-links from articles to commercial requests (for example, service pages) so that even a casual user from the search can understand that you are not just writing about this topic, but it’s possible to order a related service.
In the sales funnel
Content marketing helps a potential buyer move through the sales funnel to purchase and can be the starting point, the zero point on this path. And most importantly, content marketing allows the client to stay "stewing in this funnel".
A site visitor is not forced by a blog to buy anything at all, on the contrary, this is the opposite situation. This is the tool that helps to build trust even before the purchase without a recommendation

Content marketing elements themselves can be monetized

Especially if you sell services. The most logical option is to create courses around them, where you will explain how to work in your field as cool as you. Or paid consultations, coaching. Despite the fact that now we are all very suspicious of all kinds of trainers in the Russian market, to be honest, professionals will always be in demand.

Or maybe you will write a book that will become an Amazon bestseller :)
For instance, look at how the major Healthline media is monetized (more than 200 million visitors per month!). In addition to the fact that they sell advertising, they also sell health products in different categories.
Blogs are at the top of the funnel and are responsible for increasing awareness, the retargeting base, engagement, and increasing traffic to the site.

However, this is very conditional.

The blog can be used at any stage of the sales funnel. For example, an article about a product (the top of the funnel), educational materials (the middle of the funnel) and a customer story (the bottom of the funnel) are quite suitable for a blog. A blog is a universal content marketing tool, and that’s why it’s unique.

See how the content is related to the sales funnel

Blogs. How does it work?

Let's say you are reading a newspaper that contains articles written by journalists. There are ad banners between the text and photos. Articles are created by journalists, and banners are made by advertisers. The wider the newspaper's audience, the more advertisers it will attract.

But that's how things used to be. And how is it now? On the site, you see articles and advertisements created by the site owner. The same subject both publishes content and provides advertising.

The site owner creates a platform for publication, attracts the audience, and then advertises his goods and services.

Based on this principle, the world's largest companies have made blogs. Now Coca-Cola doesn't just sell soda, Walmart doesn't just sell goods, Red Bull doesn't just sell energy drinks. Companies show more and create new formats of interaction with the audience, gain trust with the help of their media projects in different countries.

Doing content marketing, they attract attention to a certain segment of the market and attract the appropriate audience.

You don't have to be Coca-Cola to run your blog. Blogs are appearing more and more.

It is not even necessary to have your website for writing articles. This can be done on side thematic or blog sites (for example, Medium). Or even just social networks.
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