Content marketing is the process of distributing content via a variety of channels with the intention of attracting and engaging a defined audience. The idea is to attract your target audience by providing free content that they are interested in and one study expects the small business industry will spend around $2.2 million dollars in 2016 supporting their own content marketing efforts.
In the most basic of terms, content marketing is the process of sharing information. Small businesses do this via social media, blogs, websites, videos, email marketing, etc. The reason content marketing is a separately defined category is because it refers more to the nature and strategy of the content versus the media being used.
Regardless of the marketing tactics you currently use, having a strategy around the types of content you develop and share is critical for a variety of reasons. For one, the ranking of your web properties and content will be higher in search engines the more that the content is engaged with (liked, commented on, reposted, etc.). In addition, the more engaging the content, the broader audience you reach via these social actions.
- When developing a content marketing strategy, identify the interests and needs of your target audience
- When developing content, consider potential, existing and loyal customers
- Integrate the use of images and video in your content as this kind of content is commonly more engaged with than plain text or links
- If you or a fellow employee has the time and expertise, a blog is a great venue for creating content that speaks to your target audience