Content marketing is one of the most important strategies building the company’s image and popularity. But how to use it well. What is content marketing? We explain!

What is content marketing?

What is content marketing? How is it different from advertising? First of all, advertisements are designed to encourage purchases in a very direct way. By promoting ourselves in this way, we hope that the recipient will decide to take advantage of the company’s offer right after seeing the promotion or encouraging slogan.

Content marketing works more long-term, and focuses not so much on advertising as on informing. It contains a lot of educational content – because content, in the word content marketing, means: content.

Let’s explain it with a simple example. What is the advertising of make-up products? A model can, for example, present a selected lipstick in a photo with a catchy slogan encouraging the purchase. What is the content marketing of the same cosmetics? A great solution is, for example, posting a comprehensive article on a blog linked to the page on how to do a permanent evening make-up. The vast majority of the text should be a substantive guide, while direct advertising: it can be hidden somewhere in the content, so as to encourage the recipient encouraged by the advice to look at the product page – a specific lipstick. However, advertising in such a text is not necessary.

What is content marketing as a strategy? First of all, on gaining new customers. Some of them may become your regular customers! By combining traditional advertising with it, you will certainly gain a certain position on the market.

What is the purpose of content marketing?

What is content marketing in the long-term sense? What does it actually lead to? This strategy is intended to attract customers who are primarily looking for substantive content and are not focused on any purchase from the beginning. Such recipients will not feel encouraged by traditional advertising. When they gain new knowledge, only then can they feel the need to buy.

Content marketing also builds brand image. Recipients encouraged by the merits will start to look at the company not as an advertising pillar, but as a great source of knowledge and entertainment. If your content is consistent, your entire branding will improve. That is why it is very important to take care of writing for a specific target group and understanding its needs. Linguistic consistency has a similar meaning here.

How to run a good content marketing campaign?

Knowing what content marketing is all about is not everything – it is more important to use the strategy in practice. If you want to get off to a good start: this is a good time to add a blog bookmark to your website. On it you can publish substantive and engaging content. Find inspiration by trying to put yourself in the client’s shoes. Think about what information about your products they might be looking for. When you find out: expand the subject. Suppose you are selling a door. So you can write both about how to install doors and about a much broader topic: for example, describing the features of the Scandinavian style. On the occasion of such an article, it is enough to mention the door somewhere in the content.

Content marketing in social media. Build relationships with your fans…

Content marketing can also be carried out in social media by publishing informative graphics or short posts explaining a given issue. What is content marketing in communication with the recipients of posts? First of all, on answering customers’ doubts. So if there is a discussion about your product in the comments below your post, provide valuable information to your customers by including a link to the product somewhere at the end. Of course, you can also communicate with those who comment on your blog posts: this works not only on social media.

If you intend to focus on content marketing permanently, it is worth hiring a copywriter who will provide you with engaging content, while positioning your website in search engines. You can also purchase sponsored articles with links on external websites. These will publish a guide text, in which they will link your company or product. Do you already understand what content marketing is all about?