• Aaron Meaders

The Supreme Guide to Content Marketing | The Treasury of the People

Updated: Jul 25


If you’re a small business owner, you may be wondering how to get started with content marketing. After all, creating compelling content can be time-consuming and expensive. Here’s the good news: you don’t need a big budget or a team of writers to get started with content marketing. Some of the most successful content marketers are solo entrepreneurs.


So, what is content marketing? Content marketing is creating and sharing valuable content to attract and retain customers. The goal is to drive profitable customer action by building trust and developing relationships. Content marketing can take many forms, including blog posts, articles, infographics, videos, etc. And it doesn’t have to be complicated: a simple blog post can be highly effective if it’s well-written and targeted to your audience.


 

Defining Content Marketing

So, what exactly is content marketing? In its simplest form, content marketing involves creating and sharing online material (such as blog posts, videos, infographics, etc.) to attract and retain customers. Content marketing aims to build a relationship with your target audience by providing valuable, informative, and entertaining content. Hopefully, you’ll earn their trust and loyalty, eventually leading to conversions (i.e., sales). It’s important to note that content marketing is not a new concept. It’s been around for centuries.


One of the earliest content marketing examples comes from John Deere, who started producing farm equipment manuals in 1837. These manuals were helpful information about using and maintaining John Deere products. As you can see, content marketing is not a newfangled marketing strategy; it’s a tried-and-true method that can be highly effective if done correctly.


Now that we’ve answered the question, “What is content marketing?” let’s look at some of the histories of content marketing.


 

The History of Content Marketing

In the early days of marketing, businesses would rely on interruption-based advertising to reach their target audiences. Companies would buy ad space in newspapers or TV and interrupt people’s reading or viewing experience with their message. However, as consumers became sophisticated and media channels became cluttered, this approach became less effective. People started ignoring ads, or worse, actively disliked them.


Around this time, a new marketing approach emerged: content marketing. Instead of interrupting people with ads, content marketing seeks to provide them with valuable and exciting information that they will be happy to consume. This marketing technique could be in the form of blog posts, articles, infographics, videos, or even just helpful tips and advice.


Content marketing is based on the belief that if you give people what they want, they will also want what you offer. And it’s a strategy that seems to be working; studies have shown that content marketing can result in more website visitors, leads, and even sales.


 

The Benefits of Content Marketing

Content marketing aims to build a relationship with your audience by providing valuable information. When they are ready to purchase, they will think of you first. There are many benefits to content marketing. For one, it is a very cost-effective way to market your business. You don’t have to spend much money on advertising or pay for leads. All you need is to invest some time in creating quality content.


Another benefit of content marketing is that it helps you build trust with your audience. When you provide them with helpful information, they will see you as an expert in your field and be more likely to do business with you.


Finally, content marketing can help you generate more traffic to your website. By optimizing your content for search engines, you can get more people to find your site and read your content. This optimization can lead to more sales and customers for your business.


 

The Different Types of Content Marketing

There are many different types of content marketing, but they all have one goal: to promote a product or service through compelling, exciting content. Here are some of the most popular types of content marketing:

  1. Blogging: Companies use blogs to share their thoughts and ideas on various topics related to their industry. Blogging is a great way to show your expertise and build trust with potential customers.

  2. Social media: Social media platforms like Twitter and Facebook are perfect for sharing your company’s latest news, articles, and promotions. These platforms also allow you to engage with your customers and get feedback.

  3. Videos: Videos are a potent content marketing tool. They can show off your products or services in action or tell a story that will resonate with your audience.

  4. E-books and whitepapers: This long-form content offers in-depth information about a particular topic, making them great for establishing yourself as an expert in your field.

  5. Case studies: Case studies showcase how your products or services have helped real customers achieve their goals. They’re an excellent way to build trust and credibility with potential buyers.


 

Planning Your Content Marketing Strategy

As a business owner, you know that content marketing is key to driving traffic and engagement on your website and blog. But what goes into a successful content marketing strategy? Here are a few things to keep in mind as you plan your content marketing strategy:


  1. Define Your Goals :  Before you start creating any content, it’s essential to define your goals. What do you want to achieve with your content marketing? Do you want to increase brand awareness, drive traffic to your website, or generate leads? Once you know your goals, you can create content aligned with those objectives.

  2. Know Your Target Audience:  It’s also important to know your target audience. What kind of content will the target audience be interested in? What tone should you use? Answering these questions will help you create content that resonates with your audience.

  3. Create a Content Calendar:  Once you know what kind of content you want to create, it’s time to start planning it out. A content calendar will help you stay organized and ensure that you’re regularly publishing new content. When creating your content calendar, be sure to schedule different types of content, such as blog posts, infographics, images, and videos. This schedule will help keep your audience engaged and coming back for more.

  4. Promote Your Content: Once you’ve created some great content, it’s time to promote it! There are several ways to promote your content, such as social media, email marketing, and paid advertising. Make sure to take advantage of all the channels available to reach as many people as possible.


 

Creating Compelling Content

As a business owner, you know that creating compelling content is essential to driving traffic to your website and engaging your customers. But what exactly makes content compelling?

A few key ingredients go into creating content that will grab your reader’s attention and keep them coming back for more.


  1. Your content must be well-written. Well-written content means no spelling or grammatical errors and using language that is easy to understand. You want your readers to be able to read your content quickly and enjoy the experience.

  2. Your content must be attractive. Attractive content doesn’t mean that it needs to be packed with jokes or be overly serious, but it does need to offer something that will make your readers want to come back for more. If you can find a way to provide valuable information or insights that are not readily available elsewhere, you’ll have a winner.

  3. Your content must be relevant. Relevant content means writing about topics of interest to your target audience. There’s no use in writing about something that nobody cares about. Take the time to research what people search for online and create content around those topics.

  4. Your content must be shareable. If you want people to read and share your content, it needs to be easy for them to do so. Make sure you include social sharing buttons on each piece of content and make certain the imagery and title are compelling enough to encourage people to click through.

  5. Finally, don’t forget about SEO! Creating great content is only half the battle — if you want people to find it, you need to make sure it’s optimized for search engines. Use keyword-rich titles and descriptions, and include links back to your website throughout the piece.

By following these simple tips, you can create compelling content that will help drive traffic and engagement for your business.


 

Distributing Your Content

When distributing your content, you can take a few different avenues. You can share your content on social media or email newsletters if you have a blog. You can also distribute your content on third-party websites or through search engines. Whichever route you choose, make sure you’re promoting your content in a way that will reach your target audience.

If you have a blog, one of the best ways to promote your content is social media. Share your blog posts on Twitter, Facebook, and LinkedIn to get the word out. You can also share shorter snippets of your content on platforms like Instagram and Snapchat. Send out regular newsletters with links to your latest blog posts if you have an email list.

You can also promote your content on third-party websites.


  1. If you write articles, submit them to Medium and LinkedIn sites.

  2. If you create infographics or other visual content, submit them to Pinterest and Slideshare.

  3. If you have video content, upload it to YouTube and Vimeo.


Do not forget to include links back to your website in your submission.

Finally, don’t forget about search engines! Optimize your website for Google so people can find your content when they search for relevant keywords. Use keyword-rich titles and descriptions, and make sure all of your pages are well-linked so Google can easily crawl them. By following these tips, you’ll be able to get your content in front of more people and bring in more traffic to your site.


 

Measuring the Success of Your Content Marketing

Are you curious about how well your content marketing is performing? Do you ever wonder if all those hours spent creating blog posts, infographics, and e-books are paying off?

If so, you’re not alone. Many content marketers find themselves asking these same questions. Luckily, there are ways to measure the success of your content marketing so that you can see just how effective it is.

Here are four key metrics to track:

  1. Engagement :  Engagement measures how often people interact with your content. Engagement can include things like comments, social shares, and email opens. The more engaged your audience is, the more successful your content marketing.

  2. Reach : Reach is a measure of how many people see your content. Reach can be tracked using things like page views and unique visitors. Promote your content through social media and email newsletters to maximize your reach.

  3. Leads Generated :  Leads generated measure how many sales or potential customers you’ve acquired through your content marketing efforts. To track this metric, look at how many leads you’ve generated from each piece of content you’ve created.

  4. ROI : ROI stands for return on investment. Essentially, it’s how much money you’re making for every dollar you spend on content marketing. To calculate ROI, divide your total revenue by your total cost of producing the content. For example, if you spend $500 on an infographic that generates $5,000 in revenue, your ROI would be 10:1.


Tracking these four key metrics will give you a good idea of how successful your content marketing is and where you can improve. So don’t wait any longer — start measuring today!


 

Case Studies of Successful Content Marketing Campaigns

Almost every company these days has a blog. And why wouldn’t they? Blogs are an excellent way to connect with customers and promote your brand. But what makes a successful content marketing campaign?

There’s no one-size-fits-all answer, but there are some general principles that all great campaigns have in common. Let’s look at three case studies of successful content marketing campaigns.

Hewlett Packard: The Machine Campaign

In 2014, HP launched a global content marketing campaign called The Machine. The campaign’s goal was to promote HP’s new line of laptops, which were thinner and lighter than anything on the market.

To do this, HP created a series of videos, infographics, and blog posts that explained the technology behind the laptops. They also partnered with famous bloggers and influencers in the tech space to get the word out.

The results were impressive. In just six months, The Machine-generated over 100 million views and helped HP increase laptop sales by double digits.

Red Bull: Stratos Campaign


In 2012, Red Bull launched Stratos’s content marketing campaign centered around Felix Baumgartner’s record-breaking skydive from 24 miles up. Red Bull documented the entire event with photos, videos, and articles and even created a mini-documentary.

The Stratos campaign was a huge success, generating over 8 million views on YouTube and over 5 million views on the Red Bull website. It also helped Red Bull increase sales by 7%.

Dove: Real Beauty Sketches Campaign


In 2013, Dove launched a content marketing campaign called Real Beauty


Sketches that challenged society’s narrow definition of beauty. The campaign’s centerpiece was a short film that featured women describing themselves to a police sketch artist. The resulting sketches were then compared to drawings made based on descriptions given by strangers.

The film struck a chord with viewers and generated over 114 million views on YouTube. It also helped Dove increase sales by 6%.

These are just a few examples of successful content marketing campaigns. As you can see, there’s no one formula for success. But all great campaigns have a few things in common: they’re original, informative, and tell a story that resonates with viewers.


 

Resources for Further Reading on Content Marketing

If you’re interested in learning more about content marketing, we’ve put together a few resources that can help. Content marketing is a process of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. When it comes to B2B content marketing, there are a few things you need to keep in mind:

  1. You need to make sure that your content is interesting and informative enough to capture your target audience’s attention.

  2. To reach your target audience, you need to ensure that your content is distributed through the proper channels.

  3. You need to make sure that your content marketing strategy is aligned with your overall business goals.


If you’re looking for more information on content marketing, we suggest checking out the following resources:

Of course, Medium is one of the most popular blogging platforms on the internet. It has a very user-friendly interface and offers a wide range of features for new bloggers to learn about content marketing. Medium.com also has a large community of users who can offer support and advice to new bloggers.

The Content Marketing Institute is an excellent resource for all things content marketing. They offer articles, webinars, eBooks, and even certification programs on content marketing best practices.

The HubSpot Blog is another excellent resource for content marketing tips and tricks. They offer a wide variety of articles on topics such as how to create better blog posts, how to promote your content, and even how to measure your content marketing ROI.

Finally, if you want to learn more about B2B content marketing specifically, we recommend checking out this guide from B2B Marketing World. It covers everything from understanding your audience to creating a successful distribution strategy.


 

Final Thoughts

Remember that the ultimate goal of content marketing is to move customers to take any action that will benefit your company. This goal could be a purchase, a sign-up, or another lead generation form. As you review your content marketing strategy, keep this goal in mind. The best way to do this is to check your content marketing metrics regularly. Keep track of the changes in your metrics over time and use this data to adjust your strategy.

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