Content Marketing: How it can benefit your brand

Chloe Bucknell

Content Marketing is constantly evolving to fit the current commercial trends.

However, it is a method that has always produced success since the dawn of time.

Corporations have tried to attract people’s attention this way since Benjamin Franklin first published ‘Poor Richard’s Almanack’ to market his new printing business.

The Content Marketing Institute defines content marketing as: ‘A strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.’

In other words, content marketing is educational, informative and engaging.

By posting engaging content that is targeted at your consumers, they will become loyal to the brand and recommend it to others.

Here are Six Formats of Content Marketing:

1. Blogs and Webpages – Interactive and stand out websites are guaranteed to bring traction to your brand. If you have a blog on your website that is even better! Blogging boosts SEO (search engine optimisation) by positioning your website higher in searches and engaging customers to visit your site.

2. Infographics – These are statistics in the form of charts, graphs and other information. Forbes mention how effective infographics can be, ‘if one is good it can be passed around social media and posted on websites for years.’

3. Podcasts – They are free for people to download and by issuing one as supplement to your brand you are reaching a whole new audience. For example, Forbes use Michael Hyatt’s “This is Your Life” podcast and it is downloaded 250,000 times each month.

4. Videos – Videos drive more traffic to your social media platform than any other medium.

5. Social Media – With billions of users worldwide, this seems like an obvious choice. There are a number of platforms (e.g., Facebook, Instagram, Pinterest, LinkedIn, Snapchat) to work with and several ways you can create and share content on each of them (e.g., photos, live videos, pre-recorded videos, stories). You can direct your content to your targeted audience.

6. Paid Advertisements – Paid advertisements help you reach a large or targeted audience. By sharing paid ads on social media, landing pages, banners, and sponsored content you are guaranteed to drive traffic and increase sales.

Why content marketing?

If you truly want to provide a great experience for your customers whilst also making a positive impact on your business, content marketing is key to your strategy.

Here is a list of reasons why content marketing can be a good idea for your business:

  • Increased awareness – more specifically increased awareness with your target audience.

  • Your brand acts as the solution to your customers issues.

  • Brand loyalty – helps you build an interested and engaged audience. Your content is only as valuable as its ability to engage customers with your business.

  • It reallocates or reduces marketing costs if you create the content yourself.

So, how do you begin to strategize a content marketing campaign?

I realise this may seem like an awful lot of information to take in.

Don’t worry, we are going to lay out the ways in which you can get started with this marketing technique for your own business!

As listed in, there are 7 steps to get you on your way with content marketing:

  1. Setting goals.
  2. Determine your KPIs.
  3. Decide on the type of content.
  4. Choose your content channels.
  5. Set a budget.
  6. Create and distribute the content.
  7. Analyse and measure results.

Setting goals – These need to be attainable and realistic, as well as specific to your business. They will likely complement your broader marketing and company goals.

Determine your KPIs – Set your key performance indicators (KPIs). These are quantifiable data points you can use to measure your actual performance against your goal.

Decide on the type of content – With your target audience in mind, review the types of content marketing we mentioned earlier to see which best suits you and your customer base.

Choose your content channels – Pick where you will share your content. For example, for business-to-business strategies LinkedIn is a great platform.

Set a budget – Set a realistic budget for how much you think this extra work is going to cost you or an external marketing agency.

Analyse and measure results – The final step is to keep track of your results from your content, so that you can make any necessary chances. Refer back to your goals and KPIs and see how the finished product is comparing.

And there we have it, a detailed explanation at what content marketing is, some examples of how it is used and some tactics to help you get out there and start creating!

We understand that content marketing can be very time consuming.

CB Digital provides several content services to increase brand awareness and fulfil your business dreams.

From content creation to full social media management, we will establish your brand on various platforms and increase your following.

So, what are you waiting for?

Emma Guise

Emma Guise

Marketing Intern

CB Digital Nottingham Marketing Agency