Content marketing isn’t just nice to have—it’s a necessity. Ninety percent of marketers incorporate content into their strategy, and that number is growing. Research projects that the content marketing industry will be worth $600 billion in 2024, a significant uptick from previous years.
Now is the time to invest in content marketing, and we’re here to help you get started.
What is content marketing?
Content marketing is the strategy of creating valuable assets—like articles, videos, and emails—to engage your customers. The goal of content marketing is to build trust and familiarity with your brand by making it a go-to source for information. The more people engage with your content, the more likely they are to trust your brand and buy your products. Content marketing is a type of inbound marketing, meaning it attracts customers by sharing information rather than relying on ads.
For example, Spotify’s annual “Spotify Wrapped” campaign is an excellent content marketing campaign. By serving users a bite-sized interactive report of their personal listening trends, Spotify encourages customers to engage with the brand, talk about it with their friends, and share their results on social media.
Why is content marketing important?
When brands produce great content, customers—and potential buyers—keep coming back for more. This helps capture the attention of your target audience for longer, and it reinforces positive experiences with your brand. As a result your audience is more likely to think of and trust your brand when they’re looking to make a purchase.
Content marketing is also a cost-effective strategy. In fact, Forbes reports that content marketing campaigns cost 62% less to launch and maintain compared to other types of campaigns.
How content marketing works
Not everyone who reads your content is in the same place. Some people are customers, some are debating whether to invest in your product, and some have never even heard of your brand before. To get the most out of your marketing efforts, you should deliver custom content for each stage of the sales cycle: awareness, consideration, and decision-making. Depending on where customers are in the sales cycle, different types of marketing content can help move them to the next phase.
Here’s how it works:
Awareness
During this stage, customers know the problem they want to solve and are researching solutions. They may not be aware that your product exists yet. This is when you want to grab the customer’s attention so they consider your product.
For example, search engine optimization (SEO) content can direct potential customers to your website who haven’t heard of your product before.
Consideration
This is when customers weigh your product against other available options. Your goal during this phase is to convince potential buyers that your product is the best option.
For example, customer case studies and testimonials can help buyers see the benefits of your product in action, and move them closer to a decision.
Decision
During this stage, customers decide whether to purchase your product. Your goal now is to convince them to commit.
For example, content that promotes free trial options can help convince potential customers to commit and make a purchase.
Types of content marketing
The word “content” can mean many things, including articles, podcasts, and everything in between. Each type of content marketing has its own unique benefits and use cases, which we dive into below:
Social media content
We live in a social media world, and modern brands need to keep up. Social media content is tailor-made to generate engagement on different social media platforms and apps, like Instagram, Facebook, LinkedIn, Tiktok, and more. By creating social media posts, you encourage customers (both potential and current) to interact with your brand, share with their friends, and consume helpful content. Over time, social media marketing builds brand awareness and trust among your target audience.