You’ve probably heard of the term content marketing on more than one occasion. But what is really behind this well-known term in the field of marketing? Everyone, companies and marketers, have their opinion on the subject, so from InboundCycle we want to give our vision on what content marketing is, basing the definition in all our years working on this topic.
The content can be found in almost every piece of communication of our day to day: from a flyer to a landing page they require content to be able to communicate the objective that is pursued with that action. In the face of this, it should be mentioned that content and content marketing are not exactly the same, however much it may seem to the naked eye. The content, as we have mentioned is generic, since we can find it in all kinds of communicative parts, however, the content marketing is more specific since the objective that it pursues is to position a product and/or a service in the market through the contents.
Content marketing lies in creating content of interest to your target audience, personalized content adapted to the purchasing phases in which each of your potential customers is.
In addition to the creation, the publication and distribution of the same is contemplated within the marketing of the same, so that it reaches the users who need it. Social Ads, SEO, and SEM campaigns can be helpful in spreading it and expanding the audience reached in publishing content on the blog or on the website.
The operation of content marketing is simple, although doing it correctly involves a great work of approach and subsequent dissemination.
As you can see, content can help you connect with and accompany your target audience throughout your purchase cycle.
As the content strategist, talking from my perspective, it is very difficult to talk about content marketing and not link it directly to inbound marketing. Inbound marketing without content marketing would not exist.
The reason for this close relationship between the two terms is as follows:
Inbound marketing is the strategy that a company launches to accompany the user throughout the entire purchase process, from the time he is aware that he has a need or concern until he ends up buying from the company, as well as helping a customer’s loyalty to keep the call alive for the company. How do we work on these purchasing and loyalty processes? The answer is found through the content and also through additional techniques such as payment platforms and technology. Thanks to the content that will be raised in the different phases to carry out the lead nurturing (lead nutrition), the user will change between the stages of the sales funnel and will be able to scale positions until they become a customer of the company.
This proves that CONTENT IS KING as it is the only technique that allows you to work in its entirety the marketing funnel.
As you can see, it’s clear that inbound marketing and content marketing are related but, there are still beliefs in the market that talk about inbound marketing vs. inbound
marketing. content marketing. For us there is no VS. as they are both part of the same strategy. The two terms had long since been confused, creating confusion even among market specialists. Now, little by little you see the differences between the two and the relationship between them.
As mentioned above, the content is the king as it can be used in virtually all processes related to customer engagement and loyalty. Let’s see it!
We’ll start by talking about how we can use content when it comes to customer loyalty.
Once the customer has taken the step and has already purchased the product or the company service, it is important not to leave it forgotten because, if you do, it is likely that the flame will go out and your company will disappear from the customer’s mind. In the face of this, we have two options, both of you can work with content marketing:
Once it is clear what can be done in the case of loyalty, we will develop what we are really interested in: the acquisition of users and new customers and, for this, we will use two variables very related to each other: the sales funnel and the user purchase cycle (AIDA).
The sales funnel is like a funnel that a user goes through from when a company identifies them as a potential customer until it ends up making a purchase. It consists of 3 phases:
These three phases are the ones that the user passes from the time he shows interest until he makes the purchase, and in all of them can be influenced thanks to the content. How? As follows:
The sales funnel can be directly related to AIDA, which is the acronym that receives the purchase process from users. These are its phases:
Once clear, we see that in each of the phases of AIDA, certain content marketing strategies can be applied. The list in each of them can be as broad as your imagination comes to encompass, but we want to give you some basic guidelines for each phase:
When implementing content marketing and adapting it to each phase of the user’s purchase process, the content map can be of great help.
The content map is a scheme that represents the phases of the purchase process that the user goes through and what content will be delivered to the user in each of them. It specifies what messages will be provided to the user and with what formats (articles, ebooks, testimonials, success stories, reports, videos…).
As you can see, content marketing should be one of the key parts in your marketing strategy. And there are several reasons to have it:
Content is still king, so our advice is to develop a good content marketing strategy to help you carry out a good inbound marketing strategy for your business.