Content marketing is a marketing discipline with the goal of increasing awareness and scope for products and brands in the desired target group with content published on the web and offline.
The content can be made up of text, images and videos, which are disseminated on your own or third-party websites, blogs or via social media. The goals of content marketing are an increase of website traffic and therefore conversion as well as – for SEO – better rankings in search engines such as Google.
What is content?
For content marketing, it is overwhelmingly online content that is used. Here content can be made up of text, images or videos. Typical elements of content marketing include:
E-books: This media is popular in content marketing. In e-books a topic can be explored in detail. E-book content can be shared an unlimited number of times. Unlike conventional books, it is possible to add links to further integrate other relevant, online content.
Companions: With this very popular text type target groups can be very precisely addressed. The added value is already created. The distribution usually takes place via search engine optimization.
White papers: A white paper approaches a topic in a similar way to an e-book. However, it generally deals with an aspect in greater detail and delivers the problem as well as the solution.
Blog entries: Be it on the corporate blog or as a guest entry on another blog, blog articles offer the opportunity to present topics from a subjective point of view. Blog readers can also react directly to the content via comments.
Infographics: This graphic-centric material makes it possible to clearly illustrate even complex concepts. The advantage of infographics lies in the fact that they can be very easily shared via social media with the increased likelihood of viral effects.
Studies: Be it individual case studies or comprehensive questionnaires, studies are very neutral and serious elements in content marketing. Depending on the content, companies can achieve a great deal of attention in this way and create trust in the respective target group.
Newsletters: E-mail distributed newsletters can be used very effectively for content marketing, as the subscribers are already interested. Target groups can also be very precisely segmented with newsletter marketing.
Goals in content marketing
Content marketing can fulfill various goals, even if strengthening of the brand is most often the trigger. The goals are dependent upon the respective corporate strategy. These goals can also be part of an online marketing strategy.
Branding: With the help of content marketing, companies can increase their reputation, their scope and their brand awareness.
Increase of conversions: Content marketing can cause site traffic to increase significantly, in turn increasing the likelihood of conversion to other more desirable activity (like a purchase).
Increased visibility in the SERPs:Content marketing can increase the number of incoming backlinks and therefore also improve the rankings of relevant keywords. This is how the SEO Visibility of websites can be sustainably increased in search results.
Strengthening of customer loyalty: Existing customers can be linked to a company in the long term with content marketing.
Winning of new customers: With the help of content marketing the customer base can be expanded.
Search engine optimization: As online marketing with matching online content is ideal for the target group, this will also send significantly better user signals than on product pages. And these signals are an important ranking factor for SEO