What is the best way to understand content marketing?
To help you best understand content marketing, we asked marketing professionals, founders and content creators this question for their best insights. From the opportunity to have a valuable conversation to creating content to help solve a problem, there are several ways to understand content marketing to help you internalize it for the best results.
Here are 12 best ways to understand content marketing:
- The Opportunity to Have a Valuable Conversation
- Seeing the End From The Beginning
- Studying The Competition for The Niche You’re Targeting
- Marketing Your Story
- Using Media to Capture Consumer Attention
- Creating and Distributing Content to Generate Sales
- Findability and Engagement
- Writing and Distributing Content to Get Feedback
- Creating Content That Speaks to Your Target Audience
- Content That Draws Potential Buyers Closer for a Purchase
- Learn Content Marketing on Hubspot for Free
- Creating Content to Help Solve a Problem
The Opportunity to Have a Valuable Conversation
I think content marketing similar to most forms of marketing is simply a really good conversation. For example on social media, it might be a brief conversation (e.g. Twitter). Other content marketing provides an opportunity to have a really valuable conversation. Often on my podcast, I will say “it’s like two friends talking at a coffee shop” I think that’s the best way to approach content marketing. As algorithms also shift towards “rewarding” content, the more you just have a conversation the better impact and value your content will have. Instead of thinking and being frustrated by having to create a piece of content, think instead about the prospect of answering 3 – 5 questions on the value of your product or service and how you can convert that conversation into the same valuable piece of content you created in that conversation.
Gresham Harkless Jr., blue16media.com
Seeing the End From The Beginning
A great way to better understand content marketing is to look at the end results. Consider your ROI, CTRs and other factors, and then rewind to the initial strategies that produced the type of success typically experienced with a well-planned content marketing plan. If you can see how each stage produces the results that you’re after, then it makes understanding the entire strategy that much easier.
Ryan Rottman, OSDB Sports
Studying The Competition for The Niche You’re Targeting
There are tons of resources out there when it comes to digital marketing, not just content marketing. The best way to learn is to study your competition closely and practice. Start by looking for the topics you want to cover with your content and see what the top-ranking sites are doing. Is the competition answering the correct questions? Are they solving the user problems in an easy-to-read format? Can you do better? Can you be more concise, and easier to follow, can you add on top of what others are saying in their articles? Writing better, and covering a topic better, while not increasing complexity is a fine line that you’ll need to cross if you want to master content marketing.
Ionut-Alexandru Popa, JPG MEDIA SRL
Marketing Your Story
Quality of the storytelling. The most successful content marketing tells a story that engages an audience. We believe in the strength of our work, and we strive hard to nurture a creative environment on set to produce the best quality content. By drawing an audience in, they will connect with your content and your brand in a lasting way. It is through great storytelling that we have found success.
Stephen Skeel, 7 Wonders
Using Media to Capture Consumer Attention
Content marketing is the art of capturing an audience’s attention through media. Consumers will be captivated by the particular themes and subjects that interest them. The job of a content marketer is to engage consumers with media that conveys the relevant interests of the audience. Marketers can use written content, audio and video to draw a consumer’s attention to a particular product or service. This method is effective because the marketer has created an audience for a product or service by developing content that is relevant to the consumer.
Liza Kirsh, DYMAPAK
Creating and Distributing Content to Generate Sales
Simplified, content marketing is creating and distributing content to prime a specific audience for the sale. These activities are geared towards attracting and retaining clients before and after the transaction. Referral, affiliate, and loyalty programs as well as nurture campaigns are a few examples of where this content can be distributed to expand a customer base and sales. Examples of content might include information products as a lead magnet like ebooks, infographics, blogs, and even emails or providing insights in an online community.
Tommy Chang, Homelister
Findability and Engagement
Content marketing is about findability and engagement. The goal is to first create content so that people can discover you when they perform searches or otherwise engage platforms like Google and Meta. So, pick out keywords and hashtags that are relevant to your content, and create highly engaging copy, images, video, and other content that encourages clicks and shares. Once people have discovered your content, you need to hook them in so that they keep coming back. To do this, make your content highly engaging. Try to hook them in during the first few seconds of landing on your content, and then keep pulling them in deeper and deeper, to the point where they have fully consumed your work. If you can achieve this—or close to it, then you’re well on your way to building an audience that keeps coming back for more. From there, you can monetize your traffic by selling products and services, advertisements, or by selling access to even higher quality content.
Dennis Consorte, Snackable Solutions
Writing and Distributing Content to Get Feedback
The best way to understand content marketing is to write, and distribute it to get feedback from your community and potential customers. If you have an email list, make sure you integrate your email and content marketing. People look forward to receiving valuable content more than they look forward to just sales emails. Email marketing also gives you metrics on how people engage with your content. So you will quickly know what kind of content works and what does not.
Trevor Hatfield, SendX
Creating Content That Speaks to Your Target Audience
To understand content marketing you first have to understand your target audience. Once you have a grasp on the demographic you’re targeting, you can then begin to analyze the ways in which your audience interacts with content. For instance, business people may respond better to infographics and posts on LinkedIn whereas a fashion-conscious, young audience may be best targeted through Instagram Posts and Reels, and TikTok videos.
By researching and understanding your audience, you also gain an insight into the language to use when creating your content so you can ‘speak’ to and engage your audience. From here, it’s about experimenting with different types of content tailored to your audience to see which receives the most engagement and conversions.
Steph Andrusjak, SEO Steph
Content That Draws Potential Buyers Closer for a Purchase
Think of content marketing like this: whether your leads are hot, cold, or luke-warm, your business should have marketing content that pushes each person closer to making a purchase. Content marketing isn’t simply about keeping your blog active or making aimless social media posts. It’s about assessing where your customers are in the ‘buyer’s journey’ then creating content which progresses them to the next stage.
There’s 3 main phases in the buyer’s journey: awareness, consideration, and decision. To win new customers for your business, you need to create an even amount of content for each phase. If your current content marketing isn’t producing a return on investment, the most likely reason is that you’re over prioritizing awareness stage content.
John Butterworth, Viddyoze
Learn Content Marketing on Hubspot for Free
Content marketing can be best learned through HubSpot, a popular online developer and marketer of software products. HubSpot Academy can teach you content marketing for A to Z and give you a certification course for the same. By the time you’re done, you’ll have a deep understanding of content creation, content strategy, video marketing, and other aspects of content marketing.
Mike Stuzzi, Mike Stuzzi
Creating Content to Help Solve a Problem
One of the best ways to understand content marketing is by thinking about it in terms of customer value. This means understanding how your content can help your customers solve their problems, meet their needs, and achieve their goals. Additionally, it’s crucial to think about how you can create a sense of urgency for your readers, so they are compelled to act on what they’ve learned. When creating content, be sure to keep things easy enough for beginners but hard enough for experts. Use relatable examples and stories to capture your reader’s attention from beginning to end. And finally, make use of social media platforms like Twitter and Instagram to continue building connections with potential customers and advocates alike.
Johannes Larsson, Junis Group Ltd