Content marketing has been a huge trend in recent years. While it’s clearly a very popular topic of conversation, many companies still don’t understand exactly what they’re doing.
I don’t mean to say that this topic is also just a trend – in fact I consider it to be one of the fundamentals of successful marketing. However, I believe that there is still a need for clarification.
The term “marketing” implies that we are bringing something to market, or in other words that we want to adjust to the needs of our target group. But it’s here that I see the first misunderstanding: We do not market our content itself, but rather we market our products using content. This means that we attract attention, generate leads and ultimately win customers using high quality content that is adjusted to our target group and is relevant to them.
Important prerequisites to successful content marketing arethe sound handling of content within the company. as well as knowledge of working with various content marketing platforms.
The following infographic shows potential errors in selected content areas and reveals what is actually important.
They say that “the best way to learn is by making mistakes”, but it doesn’t always have to be your own mistakes. We do not re-invent the wheel for our own content marketing ourselves, but rather use proven structures for creative ideas.
Content formats and platforms
We can choose from several formats for the production of content:
- Text form (blogs, guest contributions in external blogs, whitepapers, eBooks, emails or press releases),
- Graphic (presentations, infographics) or
- Audio & video format (podcasts, screencasts, webinars).
There are also various platforms available to us for the provision of content, including
- Forums, Q&A portals, tumblr (Text)
- Slideshare, Pinterest, Instagram, flickr (Graphic)
- YouTube, Vimeo, iTunes (Audio & Video)
- Social networks such as Facebook, Twitter and Google+ (mixed formats)
Initially, with this wide range of possibilities (which can also be used in combination), deciding in favour of the “correct” option is very difficult. As with Social Media, I’d also recommend you begin slowly with content marketing and continually increase your activity as you grow in confidence and expertise.
To this end, using the infographic , I would like to highlight four of the above-mentioned content forms, with regard to the susceptibility to errors that I mentioned at the beginning. A brief explanation will first be provided as to why precisely these four areas have been selected.
Selection of suitable formats for an introduction to content marketing
- Press releases, because this classic PR medium has already been established in the majority of companies, and thus represents a form of ‘trust anchor’.
- Infographics, because this visual representation of content has received a very popular response, particularly in social media, and users like to distribute it amongst themselves. This ensures attention and backlinks, in order to tap into SEO, which has thus far been overlooked.
- Blogs, because they (can) represent the “base station” for content distribution via the Internet and are at the same time one of the few possessible, i.e. completely controllable and so-to-speak future-proof, forms of media.
- Guest contributions, because contact with opinion leaders is becoming increasingly important and this also makes it possible to demonstrate one’s own expertise in another context, which in turn results in a higher level of trust. This also simultaneously results in the generation of further valuable backlinks for SEO.
With these four formats, we can cover classic PR (if perhaps not to its full potential), service our own target group in social networks and set ourselves apart from our competition by means of good search engine optimisation and through the popularity of opinion leaders. Provided that we do it correctly (or at least not incorrectly).