What is Content Marketing?
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1. What is Content Marketing?
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.
Content marketing is 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.
Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.
2. Type of Content Marketing
Blogging is one of the most popular types of content marketing for small businesses. And for good reason! Blogs are one of the best ways to improve SEO and drive more organic traffic to your site from the search engines. This can help you make the most of your limited marketing budget by supplementing any advertising with inbound content.
In fact, according to Forbes, websites that include a blog typically have 434% more indexed pages than those that don’t. This means that sites with blogs have a greater chance of ending up on the first page of search engines like Google when consumers search for relevant keywords. Additionally, business sites with blogs have 97% more inbound links, which also helps with search engine optimization.
If you want to use blogging to improve your content marketing and grow your business, you’ll need to start with a strategy that includes which topics you plan to cover in your blog. Do some keyword research to see what consumers are typing into the search engines to find brands like yours. Then, consider what other topics or questions might be relevant and create blog content around these topics.
If you want to remain competitive in the busy digital marketplace, it’s vital that you find a way to grab your target audience’s attention and engage them quickly. Consumers today are viewing more video content than ever before. In fact, one-third of all online activity is spent watching video content. This fact makes video one of the best types of content marketing for reaching and engaging your target consumers, no matter what industry you are in.
Video is a great content marketing tactic for small businesses because it provides such an appealing return on investment. According to BrightCove, brands that use video can expect to see an average increase of 157% in organic traffic from search engines. Video also helps increase time spent on site by 105%. The more time your customers spend on your website, the greater your company’s chances of making a sale.
If you’d like to harness the power of video you will need to consider what types of content and topics will appeal to your audience most. This will ultimately depend on where your audience is in the buyer’s journey. Short and attention-grabbing informational videos can help you engage consumers in the awareness stage. While how-to videos and product demos are great for influencing purchasing decisions among consumers in the decision stages.
Infographics help businesses educate their audiences and provide useful information that can add value for leads and customers. This visual content marketing format helps viewers better visualize data such as statistics so that they can have a better idea of why something is valuable or how something works. Here’s an example of a compelling infographic from NY Brite, a home and office cleaning company:s
This infographic explains different elements of carpet cleaning that consumers need to be aware of. Notice that the infographic is branded with NY Brite’s logo.
If your business chooses to use infographics to attract and engage your audience, consider which topics are best suited for this format. Typically, any information that would benefit from a visual aid can make an excellent infographic topic. You can use infographics to explain a complicated subject, present statistics that help others understand the value of what your business provides, or even offer a diagram of your product.
4. Case Studies
Another one of the most valuable types of content marketing is the case study. Case studies are basically customer stories that illustrate how your business has helped a specific client or customer become successful. Businesses can use case studies to highlight special applications or uses for their services and products.
Consumers like case studies because this type of content helps them better understand how your brand can add value in their lives or businesses. Though you can provide general applications or uses for your products or services, a real-life example is often more valuable as it helps your business build trust with new leads.
Case studies are effective because they help leads better understand how your business can help them.
eBooks are an effective type of long-form content that businesses can use to provide value for their leads and customers. The keyword here is value. Your eBook should not be a 5 to 10 page ad. Instead, it should provide some type of useful information and insight for your target audience about their needs and challenges. Like many other types of content marketing, it’s not about selling to your audience, it’s about building a relationship with target consumers so that they trust your brand and come to you when they’re ready to make a purchase.
eBooks are one of the best types of content marketing for collecting lead information. That’s because they are typically gated, which means that visitors must provide some type of information about themselves in exchange for the eBook download.
It’s important to note that eBooks require a bit more of an investment than some other types of content marketing like blogs or social posts. They are longer and more involved to create. However, don’t let this scare you off from creating an effective eBook. The leads that you will generate through this piece of gated content will provide an attractive return on investment that will make any time or money you invest into the project worthwhile in the end.
3. Content is the present and future of marketing
Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:
Social media marketing: Content marketing strategy comes before your social media strategy.
SEO: Search engines reward businesses that publish quality, consistent content.
PR: Successful PR strategies address issues readers care about, not their business.
PPC: For PPC to work, you need great content behind it.
Inbound marketing: Content is key to driving inbound traffic and leads.Content strategy: Content strategy is part of most content marketing strategies.
4. Benefits of Content Marketing on SEO
Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.
Digital Marketing Agency in Mumbai providing quality Content Marketing services to businesses. We ensure that accurate and relevant keywords for your brand are used, to hit the correct target audience. Being a prominent Digital Marketing Company in Mumbai, we aspire to bridge the gap between, your Marketing Strategy and your Customers, on the online community, by optimizing your website, to increase the visibility of your brand.
5. Marketing is impossible without great content
There are many tasks you can do to improve SEO, but as John explains, nothing comes close to the impact of content marketing on your website's SEO power.
And it makes perfect sense. Content, simply put, is just information.
Google aims to match the highest quality, most relevant information with the search queries of their users -- but if you're not creating content sharing this information, you have no chance of ranking and getting found for it.
When you rank in search engines, you rank for specific keywords in your written content. More content equals more keywords, meaning you have more opportunities to rank in Google.
On the other hand, if you stop producing content, Google will assume your website is out-of-date and stale, so it'll drop your drank to avoid sending people to mediocre content.
6. Content Marketing Improves Customer Service
If you think creating content is solely for attracting prospects, you're gravely mistaken. A good content marketing strategy also includes resources for your existing customers such as:
Tutorials - These help them get the most of your product/service by showing them how.
FAQs - Frequently asked questions are great content topics because you can spend the time to answer the question thoroughly, then when a customer asks you have a great resource to send them. Plus, FAQs can also generate a lot of organic traffic.
Community Updates - Sharing testimonials or simply giving a shout out to your customers/clients helps build a sense of community, while also promoting your brand in an authentic way at the same time.
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By now, I believe, that you have a fair idea why Digital Marketing is important for pharma sector. Some pharma companies have not yet fully embraced the digital revolution and changing times, while others have. Well, you should understand that it doesn’t matter to the patients out there, the patients are increasingly expecting, and rightly so, and demanding the pharma and healthcare industry to engage themselves and provide end-to-end services.
The pharma companies that are aligned to changing times, and are using digital mediums, are also the ones reaping the benefits. Big prizes are waiting for those who can cut through all the digital noise and come-up with sustained competitive advantage using digital mediums. The others will also align soon or go out of business.
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So, go ahead, learn Digital Marketing and shine on!
-Pharma must be in the conversation so to know how to develop better drugs.
-Digital marketing offers many ways to communicate with customers (HCPs and patients).
-Pharma must offer great content that interests customers and helps them do their jobs better. This type of content is easier to approve, less risky and leads to better long-term customer loyalty.
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