Content marketing is a strategic marketing approach that focuses on creating and distributing valuable content to attract and retain an audience to ultimately drive customer action. It involves creating unique content about a brand or company and sharing it with the intent to attract and build an audience. Content marketing includes creating valuable content, optimizing it for a specific audience using keywords, publishing and promoting the content, measuring results using analytics tools, and building links to generate traffic. Online video is becoming an increasingly important part of content marketing as video traffic continues to grow substantially and video helps boost key metrics like click-through rates, conversions, and purchasing decisions.
2. What is Content Marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing
valuable, relevant, and consistent content to attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer action.”
Keyword: Valuable
It’s what changes this definition from one that could describe almost any
form of advertising or marketing.
3. Recent Trend in Internet Marketing
• Content marketing is a relatively new concept used by Internet marketers in
which unique content about a particular brand or company is created and
shared with the intent to attract and build an audience.
• It can spur call to action like motivating the customer in subscribing to a
company’s email newsletter or actually becoming a customer.
4.
5. Content Marketing circle
• Create: Valuable content
• Optimize: Be specific to audience and use proper keywords to spur call to act.
• Publish and promote the content.
• Measure the results periodically using tools like socialmention, Google analytics,
Native analytics etc.
• Links: Building links is more important to generate traffic, social sharing of your
content is not enough.
• SEO: It’s SEO & Content marketing not SEO Vs. Content marketing.
6. SEO & Content Marketing
• “If a customer-focused content marketing
program is the sandwich, then SEO is the
mayonnaise. It touches nearly everything
and enhances the overall flavor of the
sandwich, but on its own, it’s not very
appetizing.”
• It’s SEO and Content Marketing
not SEO vs. Content Marketing
7. Future of content marketing
(Online Video)
• It is the untapped market for content marketing.
• By 2017, video will account for 69% of all consumer internet traffic,
according to Cisco.
• YouTube receives more than one billion unique visitors every month.
• If a picture paints 1,000 words then one minute of video is worth 1.8
million, so say Forrester’s researchers.
8. Online Video - Forecast
• Video is projected to claim more than 80% of all web traffic by 2019.
• Adding a video to marketing emails can boost click-through rates by 200-
300%.
• Embedding videos in landing pages can increase conversion rates by 80%.
• 90% of customers report that product videos help them make purchasing
decisions.
9. Online Video - Forecast
• According to YouTube, mobile video consumption grows by 100% every
year.
• 64% of customers are more likely to buy a product online after watching a
video about it.
• 87% of online marketers are currently using video content in their digital
marketing strategies.
10. Online Video - Forecast
• A third of all the time people spend online is dedicated to watching videos.
• Video ads now account for more than 35% of all ad spending online.
• 59% of company decision makers would rather watch a video than read an
article or blog post.
