Content Marketing strategy is the process of planning, creating, distributing, sharing and publishing content to reach your target audience. With 4.57 billion internet users, this has become more vital to expand reach, create a sense of community around your brand, and engage in conversations during this unprecedented time as consumers spend more time browsing internet.
Advantages of content marketing are to
- Increase brand strength globally
- Appear at top of mind
- Boost revenues
- Generate interest
- Increase conversations & visibility
- Engage prospective customers
- Build a brand-centered community
Type of Content Marketing
“Content is King”. It is essential to know your target audience to choose the right platforms such as Facebook, Instagram, Pinterest, LinkedIn, and Snapchat to create and share different type of social media content. The content may include meme, photos, live and pre-recorded videos, educational, and stories.
One case study is Lululemon who successfully develops a social media presence on the platforms used by its customers. It covers all the social media bases: over half a million Facebook fans, 175,000 Twitter followers, almost 18,000 Linkedin followers and hundreds of videos on YouTube. In addition, Lululemon blogs, uses Tumblr, Foursquare, Instagram, Zite and Pinterest. It uses these channels somewhat differently but all to develop links with customers.
There are generally 4 types of content marketing:
1. Video Content Marketing
According to a recent HubSpot research, over 50% of consumers say they want to see videos from the brands they interact with. A research shows that human being is more drawn to moving objects such as videos as they are more attention grabbing. Additionally, video marketing can:
- Boost conversions
- Improve ROI
- Build relationships with audience members.
A video marketing content can be posted on social media platforms, site pages, or on the partners’ websites to expand reach across different media and curating the content according to different audience’s persona.
2. Blog Content Marketing
Blogs are a powerful type of content for inbound marketing and sharing information with targeted customers and target audience whether educational, customer-related, or product-related. Blogs can be used to convert readers into customers, boost brand awareness, and build relationships with target audience.
Depending on the goal of the specific blog, it may choose to promote other blog content by linking to various posts, sharing links directly to social media pages, linking to the respective partners’ websites and products, or writing about the product line.
3. Infographic Content Marketing
Infographics display content, information, and data in an easy-to-understand, graphic format. With a mix of simple wording, short statements, and clear images, infographics are a great way to effectively communicate your content.
They work well as an educational and/ or complex topic down so all audience members can understand it. For example, Colorado State government provides vivid 5 Steps for Responsive Travel infographic to educate people of their role to minimize the spread of Covid-19.
4. Podcast Content Marketing
Over 6 million people is currently listen to podcasts in the U.S. as it has become a popular content medium because of their convenience to enjoy them while relaxing or on-the-go.
That’s why so many businesses have started creating podcasts. They help improve brand awareness, build relationships with audience members, and promote their products, services, and partners. Harvard Business Review (HBR) has a weekly podcast called HBR IdeaCast which features industry leaders in both business and management. The podcast is on-brand and complements the rest of HBRs published content. It also serves as a great way for HBR to connect with their target audience, enhance brand awareness, and gain a following of audience members through a medium that differs from their typical work (listening to a podcast vs. reading an HBR article).