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The content marketing definition by Hubspot says ‘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.’
Let me explain this in simpler terms.
Content marketing is like being a master storyteller in this digital space. You can not only pitch products through it but also charm your audience with the same strategy.
The content you create has to be useful, entertaining, or downright awe-inspiring to grasp attention. Whether it’s a blog, a video, or an infographic, it’s all about serving something that your audience craves. The secret move? Consistency.
Keep in mind, that you’re not just throwing content out there; you’re building a relationship. Try to nurture it with every piece you create. Provide value and keep your audience coming back for more.
Content marketing’s cost-effectiveness is pretty impressive. According to a survey by DemandMetric, it costs 62% less than traditional marketing while generating 3 times as many leads. Moreover, it also nurtures stronger relationships with customers by providing valuable information. A win-win situation for both brands and customers.
But how exactly does it happen?
Picture this.
You’re scrolling through social media and stumble upon a blog titled “10 Easy Ways to Transform Your Home Into a Cozy Den.” You click and are greeted with easy-to-follow tips, stunning visuals, and maybe even a step-by-step DIY video guide. It’s not a hard sell for any specific product; instead, it’s a piece crafted by a home decor brand sharing valuable insights and decor inspiration.
Or perhaps you receive a newsletter from your favorite outdoor gear company. Instead of luring you with discounts, it’s filled with stories of epic hikes, user-generated photos of breathtaking views, and helpful articles on gear maintenance. Intriguing, right?
These are perfect examples of content marketing in action. They’re not directly selling you anything but rather offering you something valuable, informative, or entertaining that aligns with your interests.
This is the true essence of content marketing— creating a connection through engaging content.
Many people confuse content marketing with being limited to long-form pieces like blogs or articles.
Majorly, the bucket is filled with 7 different types. Let’s delve into each type in detail.
This is the obvious format for creating lengthy content like articles, eBooks, and whitepapers. Contrary to the famous belief that shorter format content is more effective( considering the attention span of humans), a study by Curata found that content longer than 2,000 words gets the most social shares and inbound links.
Inbound marketing strategy ebooks
For instance, HubSpot offers many comprehensive eBooks on inbound marketing strategies that serve as valuable resources for marketers.
If you’re a marketer, you already know what value these guides hold. These resources provide in-depth knowledge on industry topics and establish the brand’s authority in the industry.
Engaging social media posts, stories, and live videos fall under this category.
Showcasing Zomato, a food delivery platform, using humorous Instagram posts to engage audiences.
Take Zomato – a food delivery platform’s example. Their witty, humorous Instagram posts engage audiences and create a distinct brand personality.
Recently, they posted something on Instagram saying ‘Everyone who comments on this post gets free food tonight’. An easy way out to get a free dinner right? Everyone rushed to the comment section to leave a comment and win this exciting offer, only to be tricked into having the comment section turned off.
These kinds of funny and controversial content pieces spark conversations and shares among users.
Infographics are visual representations of data or information, making complex data more digestible.
According to Social Media Examiner, 32% of marketers believe visual images are the most important form of content for their business, followed by blogging (27%).
Infographic highlighting the abilities required for success in contemporary marketing.
Source: HubSpot
The above infographic is a great example. Instead of going crazy with verbose content, this graphic provides clear knowledge of the skills required to become a modern marketer. Content marketing through infographics can help simplify complex topics into visually appealing and reader-friendly content.
Blogs are versatile, serving as educational, entertaining, or informative articles.
HubSpot reported that by updating and republishing old blog posts with new content and images, they saw an average of 106% increase in organic traffic.
Blogging is a great way to share personal views and insights on a particular topic answering queries of the audience. When a person shares personal experiences, it automatically creates a sense of trust and relatability with the author.
Video content is another visually attractive category for immensely engaging and versatile content.
Red Bull’s dynamic videos: high-energy extreme sports, embodying the brand’s thrilling image.
Red Bull’s action-packed videos showcasing extreme sports adventures not only entertain but also align perfectly with their brand image of high energy and adrenaline.
Audio content is ideal for on-the-go consumption.
Audio content is ideal for on-the-go consumption.
Joe Pulizzi and Robert Rose, big names in content marketing, run a successful podcast called ‘The Old Marketing’. They talk about the newest trends in marketing and share their thoughts on breaking news in the industry. They get into lively discussions, offering complaints and praises that reflect what’s happening in the digital marketing industry.
Digital Public Relations involves online PR through content creation and distribution.
Digital Public Relations involves online PR through content creation and distribution.
An excellent example is Airbnb’s “We Accept” campaign. It wasn’t just an ad; it was a public relations move with a strong message that reflected the brand’s values, generating significant media coverage and conversation.
These diverse types of content marketing offer various avenues to connect with audiences, catering to different preferences and consumption habits while serving strategic content marketing objectives.
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