Glenn Website Design relies heavily on content marketing for its own SEO. We provide various forms. Content marketing includes all types of media that can be used in your marketing strategies. We can handle planning, creating, and sharing valuable content to attract and convert new prospects into customers, and your existing customers into repeat buyers.

What is content in marketing?

How to answer the question of what content marketing is? Let’s try! It is an opportunity to interest and reach recipients with the help of content. Through the text, video, graphics, and voice we arouse their interest, encourage them to have interest in the offer (product, service, activity), and then create a need for them. Glenn is a content marketing agency.

Since content marketing has become popular, more and more definitions of it have appeared. The name of this page is “What is Content in Marketing” which is a clear reason to determine how this concept is understood by us. No one understands it 100%. If you contact various agencies you will find that every content marketing agency has a different idea of what it is. So many different CM definitions emerge in the industry. The reason being is that it cannot be broken down into one service, it is part of the bigger picture which is website development.

Content Marketing – Benefits

An additional benefit of creating content marketing is establishing relationships with potential customers. Thanks to the well-conducted and constant contact of the brand, organization, or company with the client, over time we gain their trust and get used to our presence, especially on the web. This, in turn, pays off in the form of gaining loyal recipients who will gladly and many times come back to us.

What is content?

Translating the term literally from the English language, content is nothing more than content or content. In this case, it is a unique variation of the set of words, because such texts are ultimately found on websites and on the Internet in general. As you know, websites consist of many different parts, the most common of which are:

• titles,
• graphics,
• infographics, 
• video.

These are examples of website elements that are visible to us. However, content marketing is not only this area of ​​digital reality. You can also find content on social media, various types of podcasts, guest texts, expert articles, and even films. 

Be visible on the web

Content marketing also has a very important goal: online visibility. For this to happen, our content must meet a number of different requirements imposed by search engines. Google deserves special attention here, as it has been dictating the terms of our must-be on the Internet for years. 

There are a few additional concepts associated with analyzing and deciding which marketing strategy will be best for us to reach a specific goal. Below is a brief introduction, explaining what they mean and why they should be important to us.

Inbound marketing

Inbound marketing is nothing more than any messages you come across on social media, e-books, expert articles, or industry blogs. The difference between annoying and known to us for years advertisements in the form of graphics, billboards or pop-up windows is that these activities are carried out non-intrusively. The tactic of these forms is that it is the customers who should be interested in discovering which brand is behind the written content. 

Viral Marketing

One of the varieties of inbound marketing you probably remember the melodies from your favorite commercials? Or can you quote the most interesting slogans from marketing campaigns from memory? All these activities are examples of viral marketing, i.e. such a procedure when the presented content is so catchy, original, or unique that the recipients themselves provide further shares, clicks, and plays. 

Lead

All of the activities carried out are aimed at one thing – acquiring a lead. What is that? The individual (B2C) or company (B2B) that is convinced of the offer. Regardless of whether it will be an individual or a company, the consequence of preparing content marketing is to reach, interest, and persuade the lead to our brand, product, or organization. 

Link building

Links i.e. links leading to other websites, increase the visibility of the website. The rule of thumb is the more references (leading to the page’s links), the higher the position in Google search results. Thanks to the Page Rank (PR, not to be confused with Public Relations) algorithm, the page value is calculated. The golden rule of SEO says, “It depends.” Hence, some say that one strong link sometimes gives you better visibility than several smaller ones.

What do content marketing and SEO have in common?

In the context of content marketing, search engine optimization, i.e. SEO, is also about working with text. How? Modifying the content on your website is based on several aspects:

• placing keywords in the texts already existing on the website,
• creating new content (back-end texts, pretexts, and SEO articles),
• adding appropriate headings to texts,
• supplementing alternative texts for graphic objects, 
• adding internal linking.

The most important thing is that content is created for two reasons. The first need is to ensure the visibility of texts on the web, i.e. in short: a shot and satisfaction of Google robots so that content containing key phrases appears higher in the results. The second, no less important, the issue is user approval. Remember that articles, apart from artificial intelligence, are also read by real people. If your content is boring and overloaded with unnecessarily artificially inserted phrases, unfortunately, it will not attract anyone’s attention.

Once all these activities are in place, pay attention to creating new content. Maybe it is worth investing in running a company blog? This is one of the ideas of constantly filling the website and creating unique content using specific key phrases, ultimately improving online visibility and ultimately increasing sales.

Strategies for content marketing

Good distribution does not exist without getting specific. How to do it? List any target groups you want to reach. Make your selection focusing on 3-4 of them (you can design personas for them). Then check the distribution channels you are considering. These can be various social media, newsletters, e-books, mailing, and videos. Select a few from this group as well. 

The last step is to select a specific audience for the channel and compose the message. The golden rule of marketing says that the language and style of presenting information should be matched to each medium. What are the main principles you should follow when creating content? What should the text be?

• unique, i.e. not searchable in the same form on other websites;
• original, that is, written independently, without copying or plagiarizing other authors;
• comprehensive, so that the reader feels satisfied with the information he has absorbed;
• accessible, i.e. written in simple language so that people at different intellectual levels can understand the content;
• valuable, that is, bringing something interesting to the life and knowledge of the reader;
• substantive, that is, describing reality in a true way, without errors;
• interesting, that is, attracting the recipient and encouraging them to continue reading;
• neat and correct, that is, written in accordance with the rules of English spelling.

Content marketing strategy 5s

The 5S of digital marketing is a layout of how to review and define the highest goals of digital content marketing for a business, company, or organization. They come from the book by Chaffey, Dave Chaffey, and PR Smith Digital Marketing Excellence, Planning, Optimising and integrating digital marketing.

This is the meaning of the 5S:

• Sell – meaning to grow your sales online and offline through various channels.
• Serve – Improving your service to the end customer in quality, pricing, or other means.
• Speak – Make closer contact with the user. Find out how they feel about your product or service.
• Save – cut your costs where you can. Look for the most of your ROI.
• Sizzle – always improve your offering. Make a better product, and expand your offerings.

How does content marketing work?

Effective content is one that will interest the recipient. That is why it is so important to prepare the text properly, both in terms of content and language. Articles, descriptions, or reviews implemented in this way are uploaded to the network, where they start working on their visibility. Thanks to Google’s indexing, the website appears higher in search results, and through link building, publications refer to your website. All this means that potential customers find your offer faster.

What are the benefits of content marketing?

Digital reality has its own rules, but it also affects the offline world more and more. For this reason, the benefits of content marketing can be divided into two types: technical and image.

Technical benefits, i.e. economics, charts, and profit

The main and primary goal of any campaign is to bring you as much profit as possible. It is no different in the case of content marketing strategy. The return on investment for this type of activity is several times greater than for other forms of digitized marketing, although the road to it is much longer. 

Improve your image, that is, relationships, experts, and respect

The text has power! The creators knew about it since ancient times, and we are still convinced about it today. Thanks to the content, you can not only inform and interest your readers but also educate them in an engaging and valuable way. This will reduce the distance between the brand and the customers and increase the loyalty of the audience to the brand.

The idea for content marketing

It is known that the basic form of content marketing is content. What other activities with digital text can be classified as this type of marketing? Below are some examples used in content marketing strategies:

• blogs – a valuable place on your platform, educating new readers and fans of the brand;
• expert articles – reliable information from the top names or employees of your company, i.e. people who know the subject best;
• guides – expert texts with a series of advice for readers, along with encouraging them to use specific services or products from the offer;
• interviews – a form of conversation with a company representative or a guest dialogue on our blog with a person from outside the company;
• reviews – opinions of external persons about a given product or service; often organized in the form of barter with influencers;
• product descriptions – information about the features, parameters, and details of a given product.

Content marketing examples are in various forms

We write constantly and everywhere – on social media, in text messages, on a piece of paper (it is rather an older and analog part of society). And although the text is not only in written form, often when talking about content marketing, we forget that words can also be used on other levels. Below are some hints on which types of activities can be used in content marketing.

Watched form of content – webinars 

Online meetings experienced their renaissance in the pandemic when restrictions in place prevented live events. In this way, training and workshops are mainly held, involving the contact between the teacher and the participants. Thanks to this, we can show the brand from the inside, present the offer, and even provide a fragment of what we can.

Let yourself be heard – podcasts 

For fans of audiobooks and radio. The main form of communication here is sound. Of course, there are podcasts with a picture version, but most of the knowledge is transmitted through audio recording. Through podcasts, you can discuss an issue, interview someone interesting, and even prepare a series of tips. 

Experts’ guides – e-books 

Electronic books have been dominating the Internet for years. The traditional form is of course still relevant, but it is e-books that carry knowledge. In this way, you can provide a fragment of your know-how, discuss the offer, or present advice that you will develop when deciding to start or continue cooperation.

Listened to books – audiobooks

We like to listen in the car while jogging or at the gym, so that time passes faster. Besides podcasts, audiobooks are the second most popular form of spoken content. Practice shows that almost every e-book becomes automatically read and given in the radio version. In this case, you can provide similar topics in the field of content marketing in this medium as in the case of e-books.

Industry research and reports

Charts, data, statistics, and other analyzes of interest to recipients are a good idea for presenting your company’s offer, as well as presenting a piece of your business. Another option is the ability to analyze your competition or discuss trends in your industry.

Briefly about us, i.e. newsletters 

Often, newsletters are the only regular form of contact with recipients. Thanks to this, you will tell about the brand, strengthen its recognition, strengthen the company’s image, and increase its reach. You can also report on the latest events in the company, such as the premiere of a new service or product, mark your presence at an industry event, celebrate the company’s anniversary or announce the implemented solution.

Animations and movies 

Movies are more and more often the most willingly chosen form of communication by the audience. And in a variety of forms. Both as reportage and in a drawn version. The most interesting of them are explainer videos, i.e. animated films explaining complicated processes. Thanks to this, you can present the history of the company, celebrate anniversaries, present a new product, and even explain the operation of the product.

Case studies

To see that content marketing makes sense and has a real impact on attracting customers, brand image, and ultimately sales, our guests prepared several case studies from their portfolio. Familiarize yourself with them because it is a really interesting dose of knowledge and completely different perspectives.

Is a content marketing strategy needed?

Of course! Content marketing is currently one of the fastest-growing departments of marketing and digital activities. Its operation is subtle but effective. It is an element of a marketing strategy that cannot be missing from your company or organization.