What is Content Marketing ?
Content Marketing, also known as Content Marketing , is a strategy that in recent years has gained a lot of relevance within the field of digital marketing in Peru. But what does it consist of? In this guide, you will learn more about it and how you can put it into practice in your company.
What is content marketing in digital strategy?
Generating content is one of the main concerns of brands, and we are sure that yours is too. To be revulsive, you must use Content Marketing. This digital marketing strategy focuses on the creation, publication and distribution of valuable content through different online platforms, with the aim of attracting, connecting and generating interest in the audience. Not for that reason, 70% of marketers actively invest in this strategy to achieve their goals.
Benefits of Content Marketing
Creating content should be the holy grail of your brand. The reasons are justified in the following benefits:
Optimize SEO positioning
Content Marketing helps you improve your SEO positioning. In fact, according to HubSpot’s Not Another State of Marketing Report , more than 10% of marketers measure the success of their content marketing strategy based on SEO reach. What is this due to? Google values the value content and the permanent updating of web pages. Therefore, with a properly structured and directed content strategy , you will be able to position your portal among the first places in search engines.
Increase the visibility of your brand
Creating interesting content that boosts your company’s value proposition is key to gaining greater visibility and exposure on digital platforms. For this reason, more and more professionals are turning to Content Marketing: according to the Content Marketing Institute , 86% of B2B specialists use content marketing to generate brand awareness. In that sense, if your content manages to connect emotionally with your customers, you will be able to attract your target and more users interested in the information you provide through your website.
Generate more leads
According to figures shared by Review 42 , 90% of professionals use Content Marketing in their digital strategy to generate more leads. This is because it satisfies the needs of the customer during the purchase process, generating greater sales opportunities.
Currently, users are informed before purchasing a product and/or service. According to the report A Guide for Marketing Genius: Content Marketing , by Demand Metric, 60% of people are motivated to search for a product after reading about it. For this reason, it is important to create valuable content, because in this way you will be able to generate trust in your target audience, becoming their first option when making a purchase.
How to start a Content Marketing strategy?
To build a Content Marketing strategy, you must take into account the following aspects:
Define your goals and metrics
The first step in creating a content marketing strategy is to define your goals. What are you looking to achieve with your strategy? You may need to promote a service, strengthen the positioning of your brand, generate more interactions in your community, etc. Selecting the objectives will help you understand what your strategy needs to be successful and how to implement it.
The next step is to define how you are going to measure if these objectives are being met. To do this, you need to determine the metrics (KPIs) that you will use. Among the most prominent are:
Unique Page Views:
The simplest metric to measure the success of your content on the website is the traffic it receives. Therefore, it is important that you review the unique visits to see how many people visit your page on a daily, weekly or monthly basis.
Time on page:
A page view means one thing; But staying long enough to read an entire article or fill out a form means something else entirely. This means that your content is worthy of extra attention thanks to the quality it reflects.
While many consider shares to be trivial metrics, it’s important to track them so you can see which channels your content is resonating with.
Followers or subscribers:
The number of followers and subscribers you have is a great indicator of brand awareness. So if you’re aiming to improve your brand’s presence on digital channels, be sure to keep track of these numbers.
Create your buyer person
One of the keys to Content Marketing is attracting the right person to your digital platforms. For this, it is important to define the buyer person : the detailed description of your potential clients, for which it is necessary to collect and analyze qualitative and quantitative data, through interviews or focus groups with real clients. But how to create it?
- Collecting the demographic data of the target .
- Collecting and analyzing the needs of the target audience.
- Knowing the tastes and preferences of the client.
- Identifying the challenges and fears of your audience.
- The Buyer Persona is the representation of your ideal client, which is created based on information from real clients of the brand.
Evaluate what type of content you want to create
During the process of developing your content marketing strategy in Peru , you must determine what types of formats you will use to get closer to your target audience ( videos , articles , podcasts , e-books , etc.) and what topics interest them the most. . For example, according to a study by Wyzowl , 84% of people say that watching videos of a brand convinced them to purchase a product or service.
Create a posting calendar
Creating a publication calendar is key in a digital strategy, as it serves as a roadmap to manage the publications that will be shared on the brand’s platforms. Likewise, it allows managers to expand the content offer, days or weeks in advance, and include formats that are more difficult to prepare, such as e-books or webinars , in the plan .
Why implement a Content Marketing strategy in the New Normality?
The current context has increased the presence of Peruvians on the Internet. According to figures from Datum, digital users spent – on average – 4 hours and 14 minutes a day browsing the Internet during the pandemic. In this sense, Content Marketing is the best option to approach them, as it allows them to appeal to emotions, facilitating the brand-user connection. However, there are other reasons to implement a content marketing strategy in the new normal:
It is less expensive
In times of pandemic, in which company sales and revenues have decreased, savings are key for companies, and content marketing is a way to reduce costs. According to WordStream, Content Marketing costs 62% less than traditional marketing.
The return on investment (ROI) is one of the most important metrics in the digital world, since it allows knowing the economic value generated as a result of the Content Marketing actions carried out. In fact, 35% of professionals say that understanding the ROI of their campaigns is “very” or “extremely important,” according to HubSpot.
Bring brands and customers closer
Research by HubSpot found that almost twice as many companies (31% vs. 16%) opted for emotional content over rational content. The reason: content marketing helps make emotional connections beyond increasing sales. In addition, it significantly influences the perception that the consumer has about the brand. Learn more here about how to differentiate yourself from the competition in the new normal.
Main content distribution channels
Choosing the channel through which the content is going to be distributed is key to getting closer to consumers. This must be set after having carried out a study that helps determine where the brand’s target is. Among the main digital platforms are:
The corporate blog is one of the most dynamic platforms for sharing content, as it supports a wide variety of formats, giving you greater possibilities of getting closer to your target audience and increasing your sales. According to an article produced by Neil Patel , 76% of B2B marketers blog content.
Sending newsletters is one of the most effective ways to share content. Through email, you can send all kinds of information formats to users subscribed to your website in an automated way.
Remember that you should always include the title of the article, the link and a short paragraph to encourage your audience to view the content you are sending them.
More and more companies are betting on creating their own mobile apps to share relevant content. These platforms have a notification system that allows knowing the tastes, needs and preferences of users and, accordingly, sharing content that may interest them, offering them an experience.
How to measure a Content Marketing strategy?
The success of a content marketing strategy is measured based on KPIs, which have to be defined in the planning stage of the digital campaign objectives. According to HubSpot’s Not Another State of Marketing Report study , the most used by experts are:
- Total sales.
- Web traffic.
- Leads reached.
- SEO success.
- Number of users visiting the website.
Tools of a Content Marketing strategy
To make a Content Marketing strategy more effective, it is important to use tools for its optimization. Among which we can highlight are:
For SEO to work properly, specialists must perform keyword analysis, find ranking opportunities, and study the competition. Among the most common tools to optimize SEO are:
- Mangools SEO Tools
- SEO Powersuite
- SE Ranking
- Google Keyword Planner
Blog posts go far beyond simply posting articles. Additional work needs to be done on web page design, designing a navigation structure, moderating visitor comments, and more. For this reason, brands must invest in a content management system, called Content Management System (CMS). Some options are:
- CMS HUB
Social media tools
To improve the omnichannel experience , it is necessary that all the digital platforms of the company are aligned. For this, it will be essential to have a tool that allows you to make and schedule publications on various social networks and, above all, provides a report on the results achieved. Some tools that we rescue are:
- Facebook Business Suite
Performance analysis tools
Measuring the scope of your content marketing strategy will allow you to assess whether it is succeeding or if you need to adjust some details to achieve the expected objectives. Among the most common measurement tools are:
- Google Analytics
- Power BI