IDC definition of Content Marketing: Content marketing is any marketing technique whereby media and published information (content) are used to influence buyer behavior and stimulate action leading to commercial relationships. Optimally executed content marketing delivers useful, relevant information assets that buyers consider a beneficial service rather than an interruption or a “pitch.”
The demand for CONTENT today is higher than ever: it’s proven in a lot of study. Today’s buyers look for information about the product (or service) and about the seller to make a purchase decision before they contact a company: that’s why content marketing has become more and more important and effective.
- 59% of professional decision makers affirms that branded content helps them before making purchase decisions.
- 63% of consumers prefer to buy from sellers that offer precise and custom content.
Successful and effective content marketing is to communicate the right message at the right time to your potential customers. The strategy starts defining your target customers and try to think about the questions they ask before buy. After this step a web agency or your marketers, creatives and business stakeholders can decide which content you need and the frequency that suits best to answer these questions. A monthly blog? A weekly infographic? Or – why not - a quarterly video tutorial?
When these elements have been defined and documented, you have laid the foundation of your digital (and not only) strategy.
Decide your content mix, but think that whenever a buyer visits your website he should find something relevant, interesting and timely to greet him. Companies that educate potential customers earn awareness and credibility more than competitors. An amazing and interesting learning experience brings users back to your website, content and brand, and when they decide to buy, it will be with you.
Once you are ready to share your stories with the world, you need a strategic channel (digital & off-line) strategy . Remember: the content strategy defines your channel strategy! But this represents another episode…
That’s the reason why you need a successful content strategy.