{"id":1957,"date":"2020-12-18T11:27:07","date_gmt":"2020-12-18T11:27:07","guid":{"rendered":"http:\/\/fossatech.eu\/?p=1957"},"modified":"2020-12-18T11:27:09","modified_gmt":"2020-12-18T11:27:09","slug":"what-is-content-marketing-why-it-matters","status":"publish","type":"post","link":"https:\/\/fossatech.eu\/de\/what-is-content-marketing-why-it-matters\/","title":{"rendered":"What Is Content Marketing &#038; Why It Matters"},"content":{"rendered":"<p>44,000 years.<\/p>\n<p>That\u2019s how long humans have been sharing stories, according to a new study published in the journal Nature.<\/p>\n<p>From ancient\u00a0<a href=\"https:\/\/www.thinkwithgoogle.com\/advertising-channels\/video\/personalized-primetime-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">Indonesian cave art<\/a>\u00a0to cutting-edge infographics \u2013 fast forward a few millennia, and people are telling more stories than ever.<\/p>\n<p>We\u2019ve just shifted the medium.<\/p>\n<p>Our digital world is evolving at a breakneck pace.<\/p>\n<p>Content gathers dust like fossils, and today\u2019s trending hashtag is tomorrow\u2019s ironic meme.<\/p>\n<p>Attention is at an all-time premium.<\/p>\n<p>In a recent projection, data giant Seagate estimated that by 2025, over 75% of the global population will interact with data\u00a0<a href=\"https:\/\/www.seagate.com\/as\/en\/our-story\/data-age-2025\/\" target=\"_blank\" rel=\"noopener noreferrer\">every 18 seconds.<\/a><\/p>\n<p>Why are users so distractible?<\/p>\n<p>The modern web is\u00a0<strong>noisy<\/strong>: promotions, clickbait, flashing banners, subscription pop-ups, and plain old spam all clamor for notice.<\/p>\n<p>In the deluge of information, it\u2019s easy to see why savvy consumers are using services like AdBlock to streamline their browsing experience.<\/p>\n<p>Unfortunately for your brand\u2019s carefully calibrated marketing campaign, 2020 marks the start of an annual trend that will send 35 billion global advertising dollars right down the drain.<\/p>\n<p><a href=\"http:\/\/www.hubspot.com\/marketing-statistics\" target=\"_blank\" rel=\"noopener noreferrer\">The culprit? Adblockers<\/a>.<\/p>\n<p>So how\u00a0<strong>does\u00a0<\/strong>a modern brand reach discerning customers whose attention is their most valuable resource?<\/p>\n<p>How do you earn the interest of an audience who could just as easily ignore your advertising?<\/p>\n<p>By giving them what they want:<\/p>\n<p><strong>Content that matters.<\/strong><\/p>\n<h2><b>What Exactly Is Content Marketing?<\/b><\/h2>\n<p>Content marketing is relevant and useful storytelling that captures the interest of your specific audience and helps them solve their problems.<\/p>\n<p>However you define content marketing, the main takeaway is this:<\/p>\n<p><strong>It works.<\/strong><\/p>\n<p>Here\u2019s why:<\/p>\n<p>Awesome content \u2013 that is, great content marketing \u2013 is legitimately engaging.<\/p>\n<p>Your audience doesn\u2019t need to be convinced to read your content.<\/p>\n<p>They seek it out.<\/p>\n<p>They can\u2019t help but consume it.<\/p>\n<p>They may not even realize the content they love is actually marketing.<\/p>\n<p>Or, if they do, they appreciate the goodwill shown by a brand that helps them make decisions pro bono.<\/p>\n<p>Let\u2019s say you\u2019re a brand with deep pockets.<\/p>\n<p>You\u00a0<strong>could\u00a0<\/strong>shell out over $5 million for a 30-second Super Bowl spot and reach 100 million prospects at one time.<\/p>\n<p>Or,\u00a0<a href=\"https:\/\/www.joepulizzi.com\/news\/heres-the-marketing-you-can-buy-with-a-super-bowl-ad\/\" target=\"_blank\" rel=\"noopener noreferrer\">as Joe Pulizzi suggests<\/a>, that same budget could instead be put toward building a consistently engaged community of organic, voluntary brand loyalists through long-reaching initiatives.<\/p>\n<p>70 issues of a print magazine? Check.<\/p>\n<p>Large-scale customer events? Check.<\/p>\n<p>Tens of thousands of blog posts, thousands of white papers, and more? Double-check.<\/p>\n<p>Wait, what happened to content marketing?<\/p>\n<p>Believe it or not, these wallet-friendly, easy to actualize, Google-ready methods mentioned above can pump up your SEO and captivate your prospects<b><i>.<\/i><\/b><\/p>\n<p>Let\u2019s take a deeper look at what successful content marketing looks like.<\/p>\n<h2><b>Way Beyond Blogging: What Content Marketing Looks Like in the 2020s<\/b><\/h2>\n<p>Blogging may be a key aspect of content marketing, but it\u2019s not the name of the game anymore.<\/p>\n<p>Instead, it\u2019s all about being dynamic by reaching audiences on all types of platforms.<\/p>\n<p>If your business is only using one avenue, you may be missing out on a huge potential audience.<\/p>\n<p>Consider adding another form (or two!) of content outreach such as:<\/p>\n<ul>\n<li>Ebooks<\/li>\n<li>Podcasts<\/li>\n<li>Webinars<\/li>\n<li>TedTalks<\/li>\n<li>Social Media Posts<\/li>\n<li>Email Campaigns<\/li>\n<li>Influencer Updates<\/li>\n<li>Online courses<\/li>\n<li>Videos<\/li>\n<\/ul>\n<p>A\u00a0<a href=\"https:\/\/www.entrepreneur.com\/article\/343230\" target=\"_blank\" rel=\"noopener noreferrer\">2020 analysis<\/a>\u00a0from Entrepreneur predicts that this decade\u2019s content marketing will expand to encompass these essentials, too:<\/p>\n<ul>\n<li>Live-streaming.<\/li>\n<li>Content that is voice search-optimized.<\/li>\n<li>Augmented Reality (AR) experiences.<\/li>\n<li>One-to-one conversations with customers through tools like Facebook Messenger.<\/li>\n<li>Personalized content that adapts to your audience based on collected data, such as location, online behavior, or demographic.<\/li>\n<\/ul>\n<p>As you can see, the scope of content marketing is virtually limitless.<\/p>\n<p>What remains the same across all successful channels is the dedication to including audiences in the brand\u2019s story, and through that, laying the foundation for a community based on trust.<\/p>\n<p><a href=\"https:\/\/www.slideshare.net\/juntajoe\/content-marketing-the-approach-and-opportunity\" target=\"_blank\" rel=\"noopener\">90%<\/a>\u00a0of all modern businesses use content marketing in some form, from industry leaders like John Deere and Red Bull to the smallest indie brands.<\/p>\n<p>Curious about how it all works?<\/p>\n<p>Now that we\u2019ve laid out what exactly it is, and what forms it covers, let\u2019s take a deeper look at what content marketing can do for you.<\/p>\n<h2><b>The Power of Awesome Content (& Why Your Audience Will Love It)<\/b><\/h2>\n<h3><b>It\u2019s Anything But Superficial<\/b><\/h3>\n<p>Whether your brand is big or small, readers have come to expect your content to be in-depth, well-sourced, and unabashedly authentic.<\/p>\n<p>In the era of deepfakes and heavy Instagram filters, your audience is looking for something a little more genuine<b><i>.<\/i><\/b><\/p>\n<p>Something worth their valuable time.<\/p>\n<p>Longer content \u2013 content that dives in deep, provides more information, and cites more research \u2013\u00a0<a href=\"https:\/\/www.robbierichards.com\/seo\/case-study-triple-traffic-in-30-days\/\" target=\"_blank\" rel=\"noopener noreferrer\">has a higher perception of value than shorter content.<\/a><\/p>\n<h3><b>It\u2019s Uber-Personalized<\/b><\/h3>\n<p>Everyone uses the internet a little differently.<\/p>\n<p>Many users have come to expect algorithms to accurately track their interests and guide them to what they\u2019re searching for.<\/p>\n<p>With the same ethic, content marketing caters to individuals.<\/p>\n<p>Take YouTube, for example.<\/p>\n<p>Rather than offering calls to action, or using traditional television\u2019s appeal to the popularity of well-known actors to drive sales, YouTube\u2019s algorithm instead considers a tapestry of data and recommends ultra-individualized content.<\/p>\n<p>And it\u2019s working.<\/p>\n<p>From more than 2 billion logged-in users every month, the Google-owned video giant gathered that it is\u00a0<a href=\"https:\/\/www.thinkwithgoogle.com\/advertising-channels\/video\/personalized-primetime-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">3 times<\/a>\u00a0more important to viewers to engage with content connected to their passions than content that features Hollywood\u2019s who\u2019s who.<\/p>\n<h3><b>It\u2019s Responsibly Transparent<\/b><\/h3>\n<p>The modern consumer doesn\u2019t just engage with a brand \u2013 they\u2019re part of a brand\u2019s story.<\/p>\n<p>This includes the best of times\u2026 and the worst of times.<\/p>\n<p><a href=\"https:\/\/sproutsocial.com\/insights\/data\/social-media-transparency\/\" target=\"_blank\" rel=\"noopener\">53%<\/a>\u00a0of users expect companies to show corporate responsibility on social media, as well as be transparent about changes in products or services.<\/p>\n<p>It may take a little extra effort, but it\u2019s clear that transparency is well worth it.<\/p>\n<p>In today\u2019s market, high transparency is the key to high public trust.<\/p>\n<h2><b>3 Reasons Why Creating Powerful Content Marketing Is Worth the Effort<\/b><\/h2>\n<h3><b>Content Marketing Helps You Connect With Your Evolving Consumer Base<\/b><\/h3>\n<p>Technology is rapidly changing the way your prospects interact with information and make decisions.<\/p>\n<p>In a 2020 study by Statista, it\u2019s projected that by 2023 more than\u00a0<a href=\"https:\/\/www.statista.com\/statistics\/218984\/number-of-global-mobile-users-since-2010\/\" target=\"_blank\" rel=\"noopener noreferrer\">7 billion<\/a>\u00a0people worldwide will own a smartphone.<\/p>\n<p>Let that sink in for a moment.<\/p>\n<p>That\u2019s nearly the entire current population of the world.<\/p>\n<p>Now more than ever before, your content has the potential to reach a truly global audience.<\/p>\n<p>The challenge?<\/p>\n<p>For this, let\u2019s zero in on a population a bit easier to wrap your head around: adults in the U.S.<\/p>\n<p>On average, American adults are engaged with multiple content channels for\u00a0<a href=\"https:\/\/www.nielsen.com\/us\/en\/insights\/news\/2018\/time-flies-us-adults-now-spend-nearly-half-a-day-interacting-with-media.html\" target=\"_blank\" rel=\"noopener noreferrer\">more than 11 hours<\/a>\u00a0every single day.<\/p>\n<p>Yes, you read that right.<\/p>\n<p>More than ever before, the chance to sustain a consistent dialogue with your consumer base is at your brand\u2019s fingertips.<\/p>\n<h3><b>Content Marketing Drives Conversions (Without Being Pushy!)<\/b><\/h3>\n<p>Nerd out with me for a moment.<\/p>\n<p>Did you know that, on average, content marketing is responsible for\u00a0<a href=\"http:\/\/resources.kapost.com\/mainstay-content-marketing-roi-study-download.html?rs=Resources\" target=\"_blank\" rel=\"noopener noreferrer\">6 times<\/a>\u00a0as many conversions for content marketers than for marketers that stick to other strategies? (That\u2019s 2.9% for content marketing, versus 0.5% for traditional marketing.)<\/p>\n<p>Turn your gaze to the B2B slice of the pie, and content marketing accounts for\u00a0<a href=\"https:\/\/firstpagesage.com\/seo-blog\/b2b-content-marketing-conversion-rates-6-ways-to-increase-yours-past-the-average-fc\/\" target=\"_blank\" rel=\"noopener noreferrer\">0.8% to 1.1%<\/a>\u00a0of all B2B conversions.<\/p>\n<p>How is this possible?<\/p>\n<p>Take a look at your consumer base.<\/p>\n<p>Whether B2B or B2C, your prospects are craving worthwhile content that stands out from the noise.<\/p>\n<p>Want to catch their attention?<\/p>\n<p>You\u2019ll need to find your\u00a0<a href=\"https:\/\/expresswriters.com\/finding-your-unique-content-differentiation-factor\/\" target=\"_blank\" rel=\"noopener noreferrer\">content differentiation factor<\/a>\u00a0(CDF).<\/p>\n<p>This is your brand\u2019s refreshing new take on content your audience has seen before.<\/p>\n<p>Find your CDF, and you\u2019re well on your way to a huge boost in conversions.<\/p>\n<h3><b>Content Marketing Saves Money (& Drives Sales, Too!)<\/b><\/h3>\n<p>Every business, no matter the size, is looking for ways to cut costs.<\/p>\n<p>Content marketing is a money-saving powerhouse: it costs\u00a0<a href=\"https:\/\/www.demandmetric.com\/content\/content-marketing-infographic\" target=\"_blank\" rel=\"noopener noreferrer\">62% less<\/a>\u00a0and drums up a whopping 3 times as many leads as traditional marketing.<\/p>\n<p>The past decade has seen astounding growth in the realm of content marketing.<\/p>\n<p>According to Google Trends, worldwide interest in content marketing has skyrocketed to\u00a0<a href=\"https:\/\/trends.google.com\/trends\/explore?date=all&q=content%20marketing\" target=\"_blank\" rel=\"noopener noreferrer\">nearly 100<i>%<\/i><\/a>, or peak popularity, over the past 16 years.<\/p>\n<p>Content marketing will not only slash your marketing budget but also drive more sales over time from higher-quality leads.<\/p>\n<p>How?<\/p>\n<p>Through opt-in advertising (a.k.a. subscription-based advertising) you\u2019ll save on lead generation and develop a network of pre-purchase followers who, over time, will think of your brand first when the time comes to make a decision.<\/p>\n<h2><b>Ready for Your Business to Thrive?<\/b><\/h2>\n<p>With the development of new technology and a steadily growing potential audience, content marketing will only continue becoming more important.<\/p>\n<p>Ready to demonstrate your brand\u2019s value, build a community, and ultimately, convert your audience into devoted action-takers?<\/p>\n<p>It\u2019s time to make marketing human again. It\u2019s time to develop a content marketing strategy for your business.<\/p>\n<p>\u00a0<\/p>\n\n\n<pre class=\"wp-block-preformatted\">This article was curated from <a rel=\"noreferrer noopener\" href=\"https:\/\/www.searchenginejournal.com\/content-marketing\/what-is-content-marketing\/#close\" target=\"_blank\">Search Engine Journal<\/a>\nImage Credit by <a href=\"https:\/\/www.rawpixel.com\/image\/384251\/free-photo-image-video-filming-influencer\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>rawpixel.com<\/strong><\/a><\/pre>","protected":false},"excerpt":{"rendered":"<p>44,000 years. That\u2019s how long humans have been sharing stories, according to a new study published in the journal Nature. From ancient\u00a0Indonesian cave art\u00a0to cutting-edge infographics \u2013 fast forward a few millennia, and people are telling more stories than ever. We\u2019ve just shifted the medium. Our digital world is evolving at a breakneck pace. Content [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1914,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[74],"tags":[],"class_list":["post-1957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"_links":{"self":[{"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/posts\/1957","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/comments?post=1957"}],"version-history":[{"count":0,"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/posts\/1957\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/media\/1914"}],"wp:attachment":[{"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/media?parent=1957"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/categories?post=1957"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fossatech.eu\/de\/wp-json\/wp\/v2\/tags?post=1957"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}