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Content Marketing

Content marketing is a strategic marketing approach that involves creating and sharing valuable content to attract and engage a target audience. It focuses on relevant, high-quality content rather than directly promoting products or services. Content marketing has several advantages, including lead generation, appealing to customers at different purchase stages, targeting niche segments, and building brand awareness, trust and loyalty over time. Some examples of content marketing include blogs, videos, eBooks, social media posts, and educational articles or guides.

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52 views6 pages

Content Marketing

Content marketing is a strategic marketing approach that involves creating and sharing valuable content to attract and engage a target audience. It focuses on relevant, high-quality content rather than directly promoting products or services. Content marketing has several advantages, including lead generation, appealing to customers at different purchase stages, targeting niche segments, and building brand awareness, trust and loyalty over time. Some examples of content marketing include blogs, videos, eBooks, social media posts, and educational articles or guides.

Uploaded by

Anis Nurazizah
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Content Marketing - Meaning, Importance, Types &

Example
What is Content Marketing?
Content Marketing is a strategic approach to marketing a business or brand by creating
and publishing and communicating valuable and relevant content to attract and retain a
defined target segment. Content marketing is an ongoing process integrated into the
long term marketing strategy which includes educational articles, e-books, videos,
newsletters, entertainment, webinars, podcasts etc. The content is not about the
products o the services the company sells but the high quality and relevant information
and experience the customers get.
In this article:
 Importance of Content Marketing
 Types of Content Marketing
 Advantages of Content Marketing
 Disadvantages of Content Marketing
 Examples of Content Marketing
Importance of Content Marketing
Content marketing has become a necessity to stay relevant in the market. As such, it
has a lot of importance to the business.
1. Lead generation- Lead generation is a principal way for businesses to improve sales
through website traffic. Content marketing leads people to discover the website through
content and convert them to potential customers. About 3 times more leads are
generated through content marketing in e-marketing than traditional marketing
techniques.
2. Appeals customers at different stages of buying- While traditional marketing
approaches are intended for later stages of buying a funnel, content marketing &
advertising influences customer at all the buying stages starting from awareness to
consideration and then conversion. This technique can satisfy the user needs and help
them convert those to want and then desire to buy the products along with eliminating
different information barriers which could prevent buying of the products.
3. Target niche segments of buyers- Content marketing usually focuses on a specific
market segment & target audience to satisfy the particular set of needs they have. This
technique helps business to know about the buyer segments who might be actually
interested to buy the products and develop better buyer personas.
By becoming a source of information that is relevant to the customers, the business
gets the attraction of the customers and earn their trust and loyalty and customer
relationship becomes stronger in the long run. While purchasing a product, they will
prefer this brand over others. Content marketing these days is an integral part of
integrated marketing communications (IMC).

Types of Content Marketing

The various methods in which marketing companies can drive content marketing are as
follows:
1. Social Media Posts
2. Video Content
3. Blogs
4. Infographics
5. Case Studies
6. eBooks
7. Education Articles
8. White paper & Newsletters
9. Webinars
10. Memes & Gifs

Advantages of Content Marketing


Some benefits of content marketing are as follows:
1. Builds brand awareness and loyalty- Traditional methods of marketing and
advertising are not as much effective as content marketing to build brand awareness
and trust. Content Marketing is much efficient and cost-effective. Relevant and
consistent content makes the business trustworthy.
2. Increase website traffic- Relevant and valuable content attracts more customers to
the website which can be persuaded to purchase the goods and services.
3. Increased sales- By providing the information, the marketers give an insight into their
offerings and the business' expertise helps build the readers' trust who can be later
converted to buyers.
4. Improved Brand Image- With great content, businesses are in control of their brand
image & reputation can earn the respect and trust of customers.
5. Enhanced Brand Visibility- Millions of businesses are on the internet. A way to stand
out in the crowd is through interacting and communicating with customers in an
innovative way. Content marketing serves this purpose in brand management.
6. Increased Audience Engagement- Customers should be treated as active
stakeholders and market campaigns can be hugely successful by engaging with the
customers. consistent content marketing is an ideal way of engagement with customers.
Disadvantages of Content Marketing
Some drawbacks of using content marketing are:
1. Time taking- Content marketing can be a long process. Multiple trial and error
processes lead to the perfect content which again needs support activities like
promotional activities, relationship building etc. Also, it takes a lot of time to build a
reputation and following for the content.
2. Hidden costs- This type of marketing requires heavy investment. Employing
freelancers or agencies to work along with online marketers, social media/ community
managers and copywriting, placement and monitoring need extra investment.
3. Increased effort- Implementing the content strategy is more difficult and complex than
traditional marketing techniques. Formulating promotion concept, creating content,
monitoring performance along with the long time taken to implement the strategy and
the extra investment requires more effort and might feel cumbersome.
4. Difficulty in evaluation- Though it's easy to measure the effect of content marketing
on web traffic and through use of metrics like a number of likes or reports, citations,
comments etc., but it is not easy to evaluate its effect on sales, awareness, loyalty and
brand reputation.
5. Rapid change- New trends and technologies are constantly evolving and to stay
competitive in this field, the business should stay updated on new trends and ready to
redesign itself at any moment.

Examples of Content Marketing


Some real-life examples of content marketing are:
1. Buffer and its blogs - Buffer is a software application which helps to manage social
media accounts and tracks users' growth via social media. It has 4 blogs where they
share business ups and downs along with educational contents for customers where
they educate how they do things and how their customers could do the same.
2. Hubspot's blogs, eBooks, and webinars- Hubspot is a developer and marketer of
software products and provides aid for social media marketing, web analytics, content
management, and search engine optimization. This company writes blogs about
different issues along with upgrades like eBooks. Inbound.org has been created by this
company which provides opportunities for certification and partnership programs. Along
with it, they also provide marketing kits, user guides, webinars, and video courses and
post videos on social media.
3. Rolex's website- This iconic brand identifies the persona of the buyer and caters to
the adventurous spirit of the modern consumer. Its website showcases this spirit of
adventure capturing the unexplored depth of oceans to the peak of mountain ranges.
4. LinkedIn and its eBooks and guides- LinkedIn has its own eBook and marketing
guide with tips and statistics for users educating the marketing solutions and how to use
LinkedIn effectively.
5. Microsoft builds customer relationship through its blog "Stories" where the employees
communicate with the world through their stories, experiences, and news. Similarly,
Coke's "Share a Coke" campaign was a huge success where customers were given the
opportunity to personalize their coke and 150 most popular names in Australia were
taken and added to the bottle.
Hence, this concludes the definition of Content Marketing along with its overview.

This article has been researched & authored by the Business Concepts Team. It has
been reviewed & published by the MBA Skool Team. The content on MBA Skool has
been created for educational & academic purpose only.

Browse the definition and meaning of more similar terms. The Management Dictionary
covers over 2000 business concepts from 5 categories.
B2b Business to business bisnis dengan sesama pelaku bisnis contoh pt alat kontruksi dengan
tekstil

B2c Business to costumer bisnis dengan costumer contoh makanan, jasa


C2c costumer to customer bisnis antar konsumen contoh di marketplace shoppe,
tokopedia, blibi, lazada

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