What is Content Marketing?
With the push for corporate digital transformation, a variety of digital solutions are offered in the field of marketing. One of them is content marketing. Content marketing is literally the practice of putting out content that is useful to users, directing them to your website and ultimately turning them into fans. This started in the US in the 2000s and has since taken root as an effective marketing technique around the world.
The process for creating useful web content
As Bill Gates once said, “Content is King,” so you can’t ignore “content” in your Internet-based business. How to deliver this content to your target consumers and make them feel valued is the essence of marketing with content.
So, in light of the above, how should online content be created? Here are the four steps: gathering, planning, creating, and transmitting.
(1) Gathering data
Before creating content, the first step is to gather information that will help you build plans. There are many ways that you can do this, but your choice depends on the objective of your content. Here are some examples.
When it comes to creating SEOified content, keyword and query data are essential and you can gather it with Google Analytics and Search Console. On the other hand, what about content for social media platforms? Social listening could be the solution. Through research on social platforms, it is easier to find trends and popular hashtags. If you are aiming at getting direct traffic, you will need to communicate with your customers, so user interviews would be the best way to get to know them.
(2) Planning content
Once you’ve got your data, you should categorise and organise it. Workshops and editorial meetings can be held to explore insights gleaned from the data, such as demographic and interest information, or characteristically seasonal keywords.
Based on the data itself and your editorial sense, you can plan your content by making the most of the above.
(3) Creating content
Once the plan has been decided, we finally get to work on the content. It’s no exaggeration to say that the success or failure of this step will determine the fate of your content. Think hard about which format will resonate with your users the most. For example, if you’re creating blog content this could be an interview, an infographic, a vlog, etc. Content production will also change depending on the format, whether it is for an advertisement, website, or social media, etc.
(4) Delivering content
As mentioned above, the content will change depending on which channel you are delivering it on. Success metrics should increase as well, such as engagement rate, reach, queries, etc. Outcome data obtained from this process can be used in planning new content. In other words, it leads to the step 1 again. Content creation never ends. It’s a permanent repetition of steps 1 to 4.
This a summary of the four steps that go into creating web content. Please keep in mind “Content is King,” which I mentioned at the beginning of this article, and go out there and create high-quality content.