Content Marketing: meaning and general principles

Content marketing is a form of marketing in which companies create and publish valuable and engaging content to attract their customers, promote their products and services, and build their brand. It includes any content used to convey information to consumers. Content marketing aims to generate leads, increase sales revenue, and improve customer retention. Content marketing is often confused with traditional advertising. However, unlike traditional advertising, content marketing focuses on building trust and credibility by creating and sharing quality content. Content marketing is most commonly associated with digital media, such as emails, blogs, social media, videos, websites, and mobile apps.

Some basic principles of content marketing
First, you need to understand exactly what content marketing is, which is the practice of creating and distributing valuable, relevant, consistent, and authentic content to attract, acquire and retain a clearly defined audience – typically customers, clients, patients, partners, media, analysts, influencers, employees, prospects and other thought leaders – to your brand or business. Content marketing is often used as part of broader digital marketing strategies, where marketers create and distribute content to support awareness creation, generate leads, and increase sales.

Second, you need to decide what type of content works best for your business. Some types of content work better than others, depending on the industry and target audience. For example, videos tend to work much better than written content in the tech space, and however, written content tends to perform better in other sectors like media marketing bologna

Finally, you need to figure out where to distribute your content. Your ideal distribution channel depends on your industry and target market. For example, if you sell software, your perfect distribution channel would probably be online. If you sell clothing, your ideal distribution channels might include Facebook, Twitter, Pinterest, YouTube, Tik Tok, etc.

Once you’ve decided on your ideal distribution channels, you can start building your content strategy. You can do this by answering three questions:

1. What content will I produce?
This question helps you determine the type of content you want to publish. There are two main categories of content: informational and promotional. Informative content includes blog posts, infographics, ebooks, white papers, case studies, etc. Promotional content includes videos, podcasts, presentations, etc.

2. How often will I publish content?
The frequency with which you publish content depends on several factors. First, you need to determine when your ideal customer visits your website. Will they call during peak hours? During off-peak hours? Once a month? Once a week? Every day? Second, you need to determine how long each piece of content takes to be written. This is important because you don’t want to spend all day writing a blog post only to find that no one reads it. Finally, you need to determine the frequency of your content. Do you publish weekly? Monthly? Quarterly? Annually?

3. Where will my content live?
Where you host your content also depends on your industry and audience. For example, if your audience is primarily consumers, you should probably host your content on your website. On the other hand, if your audience is mostly businesses, you should probably use platforms like LinkedIn, Medium, and Quora.

You can start producing content now that you’ve answered these three questions. But remember, content marketing isn’t about quantity, and quality matters more than quantity. So make sure that every piece of content you publish is of high quality.

Studio Makoto can support you at every stage of your content marketing campaigns.
You don’t need to take care of all this. Studio Makoto’s team of web agency specialists will take care of everything. You have to wait for our content marketing campaigns’ fruits (conversions).

Our content marketing service includes

Strategy development
Review of existing content
Creation of an editorial calendar
Creation of content plans and editorial schedules
Creation of multimedia content
Promotion of all content through social channels
Measuring results
Would you like to learn more about what Studio Makoto can do for you and how to implement an effective content marketing strategy right away?

Studio Makoto Web Agency
Via del Borgo San Pietro 22, bologna
Phone +39 051 2800761