Simply put, content marketing is creating and sharing online materials meant to increase interest in a brand or its products and services. When done strategically and regularly, these kinds of marketing campaigns can be highly successful in increasing sales and brand loyalty.
Content marketing has quickly become a preferred and mainstream method of marketing due to its relatively low investment and high effectiveness. Content marketing gets three times more leads per dollar spent than paid search, and—rather than advertising—continues to build momentum over time at no extra cost. This type of marketing also generates over three times as many leads as outbound marketing efforts and costs 62% less.
How does content marketing work?
Content marketing can come in the form of infographics, videos, websites, podcasts, whitepapers, blogs and more. Content marketing provides value for readers and viewers and subtle references (such as links) rather than overtly advertising a product or service. Customers can “like,” view and share your content, and over time this results in increased views and better search rankings. For example, websites with blog content see 434% more search engine-indexed pages than those that don’t publish content.
What makes good content?
When content marketing is done well, your customers will enjoy the content and won’t be able to tell they’re being marketed to at all. Most successful content marketing doesn’t explicitly promote a brand or its services. Instead, good content marketing:
- Provides relevant and useful content
- Helps customers solve their issues or adds value
- Is well-written and interesting
For more guidance in crafting original content that will engage your customer base, read our blog on 5 ways to improve your content marketing efforts.
Unfortunately, 70% of companies still lack an integrated content marketing strategy. Many marketing firms, offer content marketing services paired with SEO or public relations services. The team at Skyfall Blue would be excited to work with you to craft quality and relevant content for your target audience. Reach out to us today!