Content Marketing 101: An Explainer

March 8, 2021 12:00 am

Engaging content can form a strong bond between businesses and consumers that will only grow more substantial over time. 

These days consumers are doing everything they can to stop ads following them around.

Going incognito, opting-out, deleting cookies, secure browsers, and browser extensions are becoming challenging for brands to get their desired audience’s attention.

That’s where content marketing enters!

What is Content Marketing?

Not to be confused with regular content, content marketing is a permissive marketing technique that involves businesses acting like publishers and creating consumer-focused content, providing answers to important questions.  

Let’s break it down further.

Content Marketing 101

Content marketing is strategic planning, creating, distributing, sharing, and publishing content to reach your target audience and achieve marketing objectives.

How is content marketing different to content?

Content marketing is about attracting customers to businesses rather than businesses chasing consumers. It is successful as it does not directly sell a product or service to consumers.

Content Marketing 101 with Marketoonist
“Content marketing only works when the content is valued by those who receive it.” – Tom Fishburne.

What does content marketing achieve?

  • Content marketing provides consumers with valuable content, builds trust, and improves your brand’s reputation; in turn, helping establish relationships with your target audience.
  • It can influence conversions, with ABG Essentials finding that content marketing provides conversion rates six times higher than traditional marketing efforts.
  • Content creation is an effective way to improve your SEO efforts. While more pages and content will not result in higher website traffic (it will increase the average time spent on your website), it allows your business to rank for more keywords. 
  • Content marketing allows your business to demonstrate their expertise in their selected industry, meaning consumers can make a more educated decision when buying.

What are the components of good campaign?

Consider the below points to ensure you’ll execute A+ content marketing and increase your visibility online.

  • Customer-focused
  • Authentic 
  • Compelling
  • Remarkable
  • Interesting
  • Valuable 

What to consider when approaching content marketing?

  1. What are your goals and purpose?
  2. Who is your target audience?
  3. What information do your customers need?
  4. How will you present this information?

What are some great examples of content marketing?

Inside Chanel

Chanel’s “Inside Chanel” micro-website includes short films that focus on the fashion house’s history, how it revolutionised fashion and opened up the world to a new generation of independent women. 

Adidas’ GamePlanA

GamePlanA is Adidas’ digital content hub that focuses on sports, business and lifestyle for an audience that believes that sport has the power to change lives, where they can meet, draw knowledge and motivate each other.

Spotify Wrapped

Spotify has mastered personalised content marketing with its “Wrapped” campaign, providing consumers data on their listening activity at the end of each year.

So there you have it, content marketing explained. If you’re still lost and need some help, get in touch as we’d love to help with your campaigns.