WHAT IS CONTENT MARKETING & WHY IS IT IMPORTANT?

In this article, we discuss what Content Marketing actually is and why is it important.



Sometime in the past, some wise digital marketers decreed that Content is King! This gave birth to the concept of content marketing which is now an integral part of digital marketing operations for agencies and in-house teams. We at TCB absolutely agree with this fact, and that is why we share this article with our readers to provide a better idea of what content marketing is all about and why is it so important.

Let us start off by first defining what content marketing actually is.

It is actually a form of digital marketing which is emphasizes on the creation, publishing, and distribution of consumable data or content collateral directed towards an online target audience. It is done to achieve the following pointers,

Generate leads & draw attention
Grow your customer base
Create & increase sales
Increase brand awareness & establish credibility
Interact with the targeted online community of users

Basically it is the process of creating and distributing credible, relevant, and consistent content with the hopes of enticing and retaining the pre-defined target audience. But Content Marketing doesn’t just stop there. The entire process is carried out with the objective of bringing more leads and guiding the audience/customers towards a profitable action.

Fundamentally, the purpose of Content Marketing is to help businesses create and sustain brand loyalty by delivering relevant and credible information. It is also meant to influence the target audience to purchase services or products by first establishing a relationship trustworthiness and reliability.

With that being said, we at TCB believe that it is far more important to understand why Content Marketing is important for businesses. It takes advantage of the customer’s journey or buying cycle which includes,

AWARENESS: Before a customer is aware of the brand and its business, they first realize that they have a need (demand). But on the other hand, they might not be aware of a solution (supply).
RESEARCH: After the customer becomes aware that a solution is available in the market, he or she will then perform a bit of research on their part to discern the best possible solution.
CONSIDERATION: During the research stage, the customer then takes into considerations multiple factors including the business’s credibility, reliability, and cost to determine which solution provider (business) would best fit their needs and requirements.
BUY: Based on the customer’s research and considerations, they now make their purchase decision and go forward with the financial transaction.

Content marketing, unlike other forms of marketing, predicts the customer’s or target audience’s need for information and redirecting that need towards a purchase decision. According to James O’Brien of Contently, “The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.”

According to us at TCB, businesses which opt for content marketing operations should first stress on the needs and requirements of their prospective customers. Once the prospective customers and their needs are properly identified, the most effective digital engagement channels which will allow the business to better interact and disseminate information to the prospective customers can also be identified.

Furthermore, many different kinds of digital content collateral can be used to engage the prospective customers which include news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.

Visit our website at www.thecreativebureau.in to avail the most comprehensive and extensive digital marketing services in India, including Content Marketing and many more. Explore our blogs and follow us on Social Media to stay on top of the latest industry news and trends.

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