Home / Internet Marketing News / We Answer the Top 5 Questions People Have About Content Marketing

We Answer the Top 5 Questions People Have About Content Marketing

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As marketers, it’s our job to know our audience. To understand their pain points. To empathize. To provide them with the answers or solutions they’re looking for.

So how do we do all these things? One way is through content marketing.

Over the past few years, content marketing has been increasingly embraced by marketers. In fact, this year 88% of B2B marketers and 76% of B2C marketers said they used content marketing, according to the 2016 Benchmark, Budgets & Trends—North America reports from Content Marketing Institute and MarketingProfs.

But there are still a lot people out there who are searching for some of the content marketing basics.

Our team recently dug into content marketing related keywords and keyword categories, as well as related SERPs and our own data, to identify what people really want to know about content marketing. As a result, we identified five common questions users have about content marketing—and we’ve answered them all below.

Let’s dive in.

#1 – What is Content Marketing?

Simply put, content marketing is a strategic marketing technique that aligns business and consumer information needs with relevant content.

At TopRank Marketing, we believe in an integrated approach to content marketing, using multiple content marketing tactics to help our clients be the best answer for their customers, wherever and whenever they’re searching.


Wherever your customers are looking, be present, useful and “info-taining.” @leeodden
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From blogging and social media to infographics and eBooks, content marketing is most effective when you employ a variety of tactics to consistently inform, persuade and build rapport with your customers—without trying to sell them something outright.

For a deeper dive into this topic, check out our post What is Content Marketing? Definition, Examples & Resources for Learning More.

Of course, we’d be remiss if we didn’t mention the Content Marketing Institute’s (CMI) own resource on what content marketing is. Find that resource here.

#2 – What is a Content Marketing Strategy? (And Why Do I Need One?)

A content marketing strategy provides the answers to the why, who and how a content marketing program will help you achieve your business objectives. It’s your infrastructure. Your game plan. Your roadmap.

Without a strategy in place, you’re throwing content out there and hoping it sticks. With a strategy in place, you’re able to plan, produce, promote and measure the effectiveness of your content, and use that information to propel your efforts forward.

Get more on this topic by checking out our post What is a Content Marketing Strategy (And Why Do I Need One?).


“Build an audience first and define products and services second.” @joepulizzi
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#3 – How Do I Create a Content Marketing Strategy?

Your content marketing strategy is your foundation and it should be uniquely tailored to your brand and audience. Here are some best practices to get you started on creating your content marketing strategy:

  • Identify who your target audience is and their paint points. This will allow you to come up with valuable and relevant content concepts, and address the needs of your audience.
  • Define your objectives. (e.g. more brand awareness, increasing site traffic, increasing conversions, newsletter signups, etc.)
  • Identify the content marketing tactics you plan to use in your strategy. (e.g. blogging, PPC, webinars, social media, etc.)
  • Identify the social channels your plan to use to engage with your audience. Ask yourself: What channels does your audience use the most? What content do they respond to the best?
  • Define how you will measure results. (What metrics and tools will you use to see if what you’re doing is working?)

Content builds relationships. Relationships are built on trust. Trust drives revenue. @DrewDavisHere
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Resources

#4 – Why Content Marketing?

In today’s digital world, buyers are self-directed. Research indicates that 71% of B2B buyers get their information online. Content marketing is a way to satisfy your customers’ quest for answers and arm them with the information they need to make decisions. Content marketing also creates signals across the web that build credibility, authority and rapport with your audience, along with many SEO benefits.

In addition, research shows that content marketing is typically more cost-effective than other forms of advertising or marketing, can drive higher conversion rates and increases audience engagement.


If your content marketing is encouraging engagement, that’s a sign of relevance. @JasonMillerCA
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Resources

#5 – How Do I Do Content Marketing?

Content marketing is not just one tactical technique—it involves using a myriad of techniques within your strategy to drive toward your goals. We call this an integrated content marketing approach. Below are just some of the content marketing tactics that you can use:

  • Blogging
  • Co-creating content with industry influencers and thought leaders
  • eBooks
  • Social media
  • Podcasts
  • Newsletters
  • Email marketing
  • Content curation

Writing is thinking. And for us as marketers, good writing is good marketing. @marketingprofs
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For more information on all of these tactics, as well as more than 20 others, check out our post: Content Marketing – Tactics and Best Practices. Here we offer pros, cons, best practices, industry expert insights, examples and resources for 30 content marketing tactics.

Resources

What other questions do you have about content marketing? Ask them in the comments section below!


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© Online Marketing Blog – TopRank®, 2016. |
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The post We Answer the Top 5 Questions People Have About Content Marketing appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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