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Content marketing: discover
the main strategies

You already know what content marketing or content marketing is, right? So, we will present you the main strategies to apply in your business

With the continuous development of modernity, we can see the emergence of various tools and strategies capable of further optimizing our day-to-day activities and, above all, winning over our end customers.


The accessibility of the internet is making processes more digital, and as a result, consumers are adopting online measures to buy products, services and interact with companies. In this regard, we realize the importance of content marketing, that offers relevant information to a segmented audience, in order to take it through a sales funnel strategy and a purchasing journey.


Content marketing, for this reason, has been a term used very frequently these days. But what does it really mean? And why is it so important? In this article, we will explore its definition and discuss its relevance in today's business world.

What is content marketing?

In general, content marketing is nothing more than a strategy that is entirely related to target audience engagement of a business. The idea behind this type of marketing is to make the brand increase its customer network by creating educational and relevant content.


In practical terms, the principles of content marketing are: attracting, converting and, consequently, generating value for people. With this, we were able to stimulate a positive image of the company, and subsequently, obtain possibilities to generate more business.

People
You look for
Contents
Results

In the context of content marketing, therefore, content is seen as an asset, unlike a more traditional view in which marketing expenditures were seen as expenses. In this case, content creates value for the brand or business, both through its availability and long-term reach, attracting new interested parties and capturing new customers, as well as through the possibility of always being active in the content updates, providing versatility and dynamism to the business.


In this area, precision in communication is essential; It is important to get the right message to the right people at the right time.


In summary, therefore, according to the book "Epic Content Marketing", by Joe Pulizzi, the differences between content marketing and traditional marketing are:

  • Content marketing is about the customer, not the brand;

  • Focuses on relevant content, rather than standardized attacks;

  • It's a two-way conversation rather than a monologue;

  • It is more dynamic and easier to adapt;

  • It is easier to measure and evaluate;

  • It has a much longer useful life;

  • Involves less risk;

  • Maximizes one of the most important assets: word of mouth;

  • It is practiced both before and after the sale.

See how you can create one optimization strategy in SEO that is perfect for your website.

Key Advantages of Content Marketing

Understanding the concept and importance of content marketing, it is not difficult to deduce its main advantages and benefits. Check it out below:

Authority and Visibility

The web is today one of the main sources of information for many people. However, how to be found in an ocean of content? By producing valuable content that is relevant and meets the needs and interests of your target audience, you increase your visibility and also its authority on a given subject, thus becoming a reference source, with greater capacity to attract and engage new people and customers.


The impact of content marketing on SEO of your website is significant. Google looks at a variety of data, such as SERP CTR, page dwell time, and text quality, in order to adjust rankings. Therefore, with quality content that attracts more people and engages them for longer, there are greater chances of improving your ranking.


Creating high-quality material establishes your business as an authority in the field and, as a result, gains people's trust.


Furthermore, by talking about what interests your target audience and not about your company itself, you increase the likelihood that this audience will public share your content with their contact networks, as they will be pleased to have resolved their problems and will be able to share your material with other interested people.

Interaction and Relationship

With the help of content marketing it is possible to establish a closer relationship with potential customers, either through the trust placed in the material produced or through the more significant interaction created from it. Furthermore, through the usefulness and quality of the content, you favor customer decision-making, through the security conveyed.


Content marketing also makes it possible to acquire a type of spontaneous advertising, with high potential for engagement, by making the website's audience share and interact with the content created on social networks. Furthermore, it provides an expansion of the relationship with customers, through questions, suggestions and contacts that may arise from this material. A good strategy on this occasion is email marketing.


Through this strategy it is possible to build a broader base of leads, who may not be able to become customers at the moment, but who are potential future customers. As they are reached by the relevant content produced, they will be prepared until the moment they identify that there is an alignment between their needs and what the company can do.

Competitive advantage

In an increasingly competitive market, generating quality content, which can resolve the doubts and pains of potential customers, is a resource essential to building reliability and acquire a significant competitive advantage over others competitors. Based on the positive image built in relation to your company, the chances of it being sought out first when a customer needs a new product or service are much greater.


As a result, the customer acquisition cost (CAC) will also be reduced, as new potential customers will naturally access your website organically and recurrently, without you needing to make any effort or spend more to do so.

Lead Capture

Producing blog posts is very important to attract visitors to your website and make your business a reference in the market. But for a complete content marketing strategy, it is necessary to have an intermediate conversion to hook those who are not yet at the right time to purchase.


This is the function of rich content: educational material that adds value for your visitors. By offering this type of content, your business can continue to educate your potential customers and prepare each of them over time so that, at the right time, it is possible to approach sales.


However, it is not enough to create these materials so that they help educate prospects and make your company a reference in the market. You need to advertise them correctly and efficiently to get leads and, from there, start a relationship with these leads.


The most effective way to offer them is through landing pages, which are pages focused on conversion. Through them, you can offer content and, in return, ask for some contact information from potential customers, such as name, email, telephone number and other data you deem necessary.

Main content marketing strategies

1. Content review

Content review (or content review) is the quality assurance process that each piece of content must go through before publication — and periodically thereafter. It can involve everything from checking audience alignment to ensuring a consistent brand voice to proofreading and more.


Have a well-defined content creation process. It is important to have a clear understanding of who is responsible for completing the review and approval process. A tip for this step is to create a checklist, describing all existing content and its review status.


All your strategy, planning and hard work can quickly fall apart if you ignore content after it is published. Therefore, incorporating these assessments into your workflow is a good step towards future-proofing your content. To do this, you need to designate content reviewers, audit your content periodically, define and follow a content review process and the review schedule you set.

2. Content pruning

Removal of content or Content pruning, involves the updating or removing content that is putting a strain on a website, preventing it from performing as well as it could. By removing this dead weight, you increase your overall health.


It's very similar to pruning a tree: by removing dead branches and leaves, you increase the tree's overall health and ensure that all of its energy goes to the parts you want to grow.


Conceptually, this makes sense, but what kind of content is considered dead weight? The answer: content that has lost its usefulness and value. For example, see how much traffic your pages are getting, how long users are staying on the page, and whether or not there have been conversions in the last few months.

3. Content analytics

Content analytics (or content analysis) is the act of applying analytical marketing to the content. Some businesses use software content analysis to provide visibility about the amount of content being created, the nature of that content and how it is used.


The goal of content analytics is to obtain new insights to improve decision making. For example, a pattern in unstructured content can explain a trend in structured data or vice versa. Content analytics can also help manage relevant metrics. With defining KPIs in place, companies can identify which content is most valuable and adjust their investments according to their strategy.


These reports can bring necessary insights for your business to the SEO, predicting actions, improving performance and bringing a vision data driven.

This article may interest you"Content Pruning: What is content pruning in SEO".

Why content marketing strategy is important

It’s important to emphasize that a content marketing strategy isn’t a “nice to have” – it’s a requirement fundamental to success.


In fact, the Content Marketing Institute confirms this fact with its annual Benchmarks, Budgets and Trends Report. In 2021, 57% of content marketers still say they don't have a documented content strategy, but those who do consistently rate their efforts as much more successful than those who don't.

Content Marketing | Bytebio

Additionally, the pandemic has made updating content marketing strategies even more critical. Around 70% of content marketers using this strategy report that the pandemic impacted their content marketing strategy. moderate to important way.


Generating content makes companies get closer to the customer in a very interesting way. There is more connection, proximity and, with that, more credibility. Furthermore, this type of marketing facilitates after-sales and even helps to measure the level of satisfaction and repurchase.


Content marketing is directly linked to increased sales, whether services or products. People who find a website through Google and not through an ad tend to buy much more and continually. Therefore, it is worth knowing that content marketing is as effective as traditional marketing – if not more so.

Content marketing and analytical marketing

Since content marketing is a digital marketing strategy, it needs to be efficiently monitored, so that the results with the content are in line with what the business expects. At this point, we realize the importance of analytical marketing.


Analytical marketing has a range of tools that can optimize and monitor all content marketing results in an efficient and practical way.


When we use BI to our advantage, marketing needs to be able to better perform its analyses, which is crucial for decision-making and strategic planning. Furthermore, this technology meets numerous digital marketing requirements.


Some points of attention, therefore, that need to be monitored and measured are:

  • Traffic: monitor the traffic on your website or blog, especially those links linked on social networks, to determine the impact of content marketing;

  • Social interactions: monitor audience engagement on social media, in the form of likes, comments and shares, as another significant indicator of results;

  • Leads: generating new leads is one of the main objectives of content marketing. Therefore, analyzing the number of leads generated in a period, whether via mailing or in other ways, based on the content published, is a good indication of the success or otherwise of the work carried out;

  • Keywords: Compare any site's keyword competition to yours to discover new opportunities to launch marketing campaigns. SEO efficient;

  • Among others.

Signing Off

There is no point in having a good strategy SEO and a well-optimized website with uninteresting content that has no value for the user. The motto “content is king” is already well known in the world of digital marketing. However, this phrase is often left alone in speech or worse, it is interpreted in the wrong way. Producing any content is useless.


A Bytebio is a digital transformation company and MarTech. Therefore, our main objective is to help your business acquire even more intelligence through marketing processes and technological tools.


In a practical way, we will boost your brand, regardless of your area of ​​activity, through strategic consultancy services, performance and performance, development, process automation, analytical marketing and, mainly, technology.


We know that consumer behavior is changing, and we are committed to following this trend to incorporate it into our business, providing high-performance generation of leads (or potential customers). Talk to us right now to answer all your questions, or find out more about how we apply our Consulting in SEO.

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