1. General Introduction
Content refers to information published for the purpose of educating, informing and selling potential customers on a product, service, or way of thinking. It is a central element of a content marketing strategy.
It can come in a variety of formats including video, news, ebooks, whitepapers, blog posts, newsletters, case studies, podcasts, infographics and more.
Traditional marketers have used it in various for years to spread information about their business’s products and services. Examples of this include:
In 1732 Benjamin Franklin created the Poor Richard’s Almanack to promote his printing business.
In 1900, the Michelin Guide was created to offer information to drivers about accommodation, maintenance, and travel tips.
In 1933, Procter & Gamble broadcasted a radio drama that was sponsored by their soap powder.
In more recent times, the term “content marketing” was used in 1996 by John F. Oppedahl in a roundtable consisting of journalists.
Today, this form of marketing has become ubiquitous particularly because of the rise of the internet, and the gradual decline of traditional media such as newspapers, radio, and magazines.
Content created for marketing purposes must focus on the needs of your prospective customer. To create such needs, businesses use the following three steps:
Define their target audience and their needs – this means segmenting users and deeply understanding their needs and desires. This helps create content that will attract their attention and create followers of you and your company.
Decide on the format – the most common format for it are blog posts, though there are other formats as well. They include videos, infographics, webinars, ebooks, podcasts, and interviews.
The appropriate type of content to use will depend on your business and audience preferences.
Get a content management system – There are many content management systems available, though the main functions that you need are help with the creation of content, publishing content and tracking data so that you can analyze the success of your content.