Content is everywhere. Emails, blogs, tweets, landing pages, and newsletters – they are all examples of content. Every digital marketing tool (SEO, links, keywords, etc.) revolves around content but does this mean your business can benefit from content marketing?
The Content Marketing Institute reported that 58% of marketers and digital marketers spent more on content marketing in 2018 than they did in 2017. This trend is set to continue throughout 2019. There is a very good reason to explain this upswing in spending on content marketing. The biggest reason is that content provides a business an increased ROI as opposed to other formats of digital marketing.
What types of businesses can benefit from content marketing?
According to experts, there are four types of businesses that can benefit the most from content marketing. These are:
Companies starting a content project from scratch
- For example, a company starting a magazine or blog to promote their business or a specific product or service.
Companies with something to prove
- For example, using content marketing because they sell a “taboo” product, have changed or experienced trouble in leadership, bringing their point across with humour, or disrupting the industry.
Companies expanding into new areas
- For example, using content to let clients know they are expanding into a new country or product or service line.
Companies solving complex issues
- For example, writing blogs or newsletters to explain complicated concepts, ideas or issues in the industry.
Now, although the above explains the different stages a business can be in when using content marketing, you still might be unsure if content marketing is the right digital marketing tool for your business.
Ian Lurie, the CEO of Portent, Inc. said, “Content isn’t ‘stuff we write to rank higher’ or ‘infographics’ or long-form articles.’ Content is anything that communicates a message to the audience. Anything.”
We are on the same page as Ian at the Digital School of Marketing. Content is using all the tools at your disposal to meet the marketing goals for your company.
Yes, content can indeed be blogs, PR articles and social media posts. However, it could also be videos: the power of video marketing cannot be discounted. In 2018, it was shown that 85% of adults in the United States watched online video content, on a monthly basis, on their mobile devices – be these smartphones or tablets.
And this is not just limited to large companies like Red Bull. Therefore, we believe that content marketing is a digital marketing tool for anyone and any business type.
You don’t have to spend much money for content marketing to work in your business. In today’s day and age, a well-thought-out tweet or video could go viral and drive millions of people to your brand.
Blog posts on your company’s website, for example, do not cost much to put together but they are a great method of content marketing that will help your business’ website climb up the search engine rankings. At the very least, it will cost you some creativity and a good digital marketing plan.
The saying “Content is King” has been around for the past number of years. However, it’s not a trend that will be changed dramatically as regularly as Google’s Search Engine Optimisation (SEO) algorithms – it is here to stay!
If you are passionate about creating content for online platforms, love brainstorming ideas and selling your ideas to the public you need to become a copywriter with DSM’s Digital Copywriting and Content Marketing Course! We’ll teach you how to sell your story through creative and enticing mediums as well as these fit into the greater context of marketing and brand communications strategy. For more information about this and our other online digital marketing courses, please visit our website.
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