In an increasingly digitized world, an effective content marketing strategy can be a valuable resource for increasing your brand’s visibility and authority on the Web. In particular, when it comes to content processing (textual and otherwise), the mantra to refer to is only one: “Content is King“.
This is the famous phrase that Bill Gates used to describe the future of the Internet as a marketplace not only for ideas, experiences, and products, but above all for content. A concept that after more than 20 years continues to be relevant today. In fact, today the success of a business also comes from the ability to create content capable of:
- emerge in search engines
- Strengthen a company’s positioning by establishing itself as a leader in its target industry.
Continue reading the article to find out how content marketing can become a trump card for your business!
Content marketing: that’s what it’s all about
Content marketing is the set of techniques aimed at creating content that is consistent with a brand, product or service. But above all, that aim to be unique, original and of quality for those who use it. Not surprisingly, content marketing is an important part withininbound marketing, whose goal is to effectively respond to the needs of the target audience.
In fact, it is difficult to succeed in acquiring and converting anonymous visitors into potential customers without intriguing them with something that can be relevant, useful and interesting to them. But not only that: content marketing is also useful for:
- communicatingcorporate identity
- Advertise your business and increase brand awareness
- Strengthen their marketing strategies from a B2B or B2C perspective
Content marketing: a tool to express your brand identity
Content marketing also proves to be an excellent medium for incisively conveying a company’s philosophy and values. In other words: to communicate your brand identity.
Creating quality content means presenting yourself to the public as an experienced and authoritative brand that users can rely on to have their needs met. In this sense, it is good to make your business by talking about the challenges faced, projects, future goals and achievements.
This will enable you to:
- Increase reputation and credibility of your business
- Create interest around your products and services
improve brand awareness
Advertise your business with content marketing
If well designed, content marketing is useful in achieving lasting and consistent success. If classic digital advertising techniques allow you to appear immediately on search engines through paid advertisements, content marketing enters at the tip of the iceberg with the aim of attracting and engaging the user and guiding them at every stage of their purchase journey.
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In this way you will be able to:
- Nurture the positive perception of your brand among your audience
- Generate traffic and acquire new qualified leads
- Retain existing and potential customers
- Place you on the first page of Google among the organic results (i.e., without paying anything) through the SEO for search engines
Keep your goals in mind: B2B and B2C content marketing are different
In content marketing, it is not enough just to create quality content; it is also important to tailor it to the business goals of a company and its end customers. B2B and B2C are two very different worlds, even on the Internet. For example:
- In B2B, the recipient of the communication is another company. The tone of voice of your texts and images must therefore be technical and formal to give ideas of reliability and competence.
- In B2C you talk directly to individuals, so your content must aim to engage your target audience and arouse emotion, curiosity and amazement to bring them into your world and achieve conversions (i.e., valuable actions such as a purchase or contact) through appropriate call-to-actions.
Either way, the lowest common denominator remains one: the implementation of customized content marketing strategy to bring added value to both those who receive them and those who create them.
How to decline content marketing according to the target platform
If it is true that the content is king, on the other hand it is also true that, as McLuhan said, “The medium is the message.” In fact, good content marketing also depends on the ability to select the most appropriate channels to disseminate content according to their specificities.
In particular, there are several media to refer to:
- owned media, i.e., channels owned and controlled by the company such as website, blog, newsletter, social profiles or app. In this regard, read our article Why create a corporate blog on your website?
- paid media, acquired for a fee such as Google Ads;
- earned media, the visibility spaces obtained free of charge through the spontaneous dissemination of content by third parties.
Choosing the most appropriate medium is not a foregone conclusion, nor is writing for the digital world: it requires the study of copywriting techniques, as well as a strategic eye that can get the big picture.
The team of experts of Isola di Comunicazione can devise an ad hoc content marketing strategy for your business. In addition, relying on a communications agency allows you to avail yourself of cross-disciplinary expertise on all disciplines involving digital: check out all our web agency marketing services!
