Content marketing is the promotion of a business through content: articles, social media posts, newsletters, videos, podcasts, special projects, courses, books, speeches. The point is to reach out to potential customers with this content, give them something useful or interesting – and then continue to build communication, leading the user to a purchase.
Content marketing is used when it is necessary
create demand whatsapp data for the product
increase company recognition
increase the level of trust in the company
get a new audience: reach, subscriptions
increase engagement
Content marketing is everywhere: SkyEng makes videos about English on YouTube, Aviasales publishes funny reels, T-Bank makes useful courses, SMMPlanner runs lively social networks, MIF sends out newsletters about new books. And the agency Sdelaeem writes an article for the blog that you are reading right now.
A textbook example of content marketing is Tinkoff Magazine,
where they write cool articles about everything related to money. Tinkoff Magazine readers are then converted into bank clients.
What does a content marketer do?
A content marketer is a specialist who manages content marketing. He comes up with how exactly the company will be promoted through content, and then implements these ideas. In other words, he is the head of the content marketing department.
1. Studies the target audience. The content marketer conducts research to understand who the content marketing will be aimed at. He studies who these people are by profession, what they want, what they are afraid of, what opportunities they have, what interests them, what does not interest them.
When I worked at Neskuchnye Finansy and did
content marketing about finance for small ulertu zer den ereduaren hedapena machine learning-en businesses, I studied the target audience almost all the time. To do this, I interviewed potential and current clients, talked a lot with our financial directors, listened to sales calls, talked with the company’s founders. All this helped us understand who we were writing for and what these people expected from us.
2. Thinks through the strategy. The content marketing manager determines what exactly the company will do. To do this, he “marries” the interests of the target audience with the product of the company he works for. As a result, a content agenda is obtained that allows you to attract the target audience and lead them to the product.
Let’s take the XYZ gamedev school as an example. The guys make interesting content about game development: they tell stories, share under-the-hood details – and all this in a pleasant popular science style. Such content is liked by those who are into video games – these people subscribe, gradually learn about XYZ courses and after a while come to study.
Content strategy of the agency “Sdelayem” – see as an example
3. Selects platforms for content creation. Having ba leads decided on a strategy, a content marketer decides how best to implement it. He understands the features of content marketing tools – blogs, social networks, newsletters, etc. – and begins to reason:
“So, I need potential clients to know our company well and understand the topic of our product – this is important, because no one buys right away. So, I don’t need to write articles for the blog on the site yet, because there won’t be the necessary queries in search engines and no one will see the articles. It’s better to make a Telegram channel – attract the target audience there and regularly make interesting content for subscribers.”
4. Launches content production. The next big task of a content marketer is to ensure that content is release regularly and of high quality according to the strategy.
If you need little content – for example. Just posts on a Telegram channel and a few articles in the media
hen a content marketer can do it themselves.
If there is a lot of content. Then the content marketer assembles an editorial team hires editors. Reel makers. Editors. Camera operators and other specialists who are needed for his ideas.
He can coordinate these specialists himself or hire a chief editor – a person who will be responsible for content production.