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Content marketing is a tried-and-true marketing strategy successfully utilized for years. Some of the world’s most successful brands have used content marketing to grow their businesses. With the wide reach of social media and search engines, you can do the same if your brand has something valuable to offer. But does content marketing work in 2023? Yes! More opportunities are available now than ever because companies of all sizes can benefit from content marketing.
What Is Content Marketing?
Content marketing involves creating, publishing, and distributing content to attract and retain a clearly defined audience to drive profitable customer action. The process of content marketing involves creating high-quality content that attracts and engages your audience.
Content marketers must then distribute this through various channels such as social media platforms, email newsletters, blogs, or paid advertising campaigns (Google Adwords).
Different Types of Content
Content marketing is not a one-size-fits-all solution. Many types of content can be used to create a successful campaign. These include:
- Blog posts
- Videos
- Podcasts
- Infographics
You should also consider using social media channels such as Facebook and Twitter and email marketing campaigns to reach your audience effectively and drive more traffic back to your website or landing page.
The Pros of Content Marketing
The pros of content marketing are numerous. First and foremost, it’s a great way to build your brand and improve customer loyalty. If you have good content that people want to read, they’ll be more likely to return for more. In addition, when you create useful information that consumers find helpful, they’re more likely to trust you as an expert in your field–and thus recommend or buy from you (or both).
Content marketing also makes it easier for people who discover your business through Google search results or social media posts than if there were no such thing as “content” at all! You can use this opportunity wisely by creating high-quality articles with keywords related specifically to what customers would search while looking for information about their needs/wants/desires, etcetera…
The Cons of Content Marketing
Content marketing is a long-term strategy. Creating good content and building an audience takes time, so if you’re looking for an immediate solution, this won’t be it. You need to be prepared to invest in content marketing over the long term if you want it to work for your business.
You also need to be aware that content marketing can be expensive in terms of money and time spent creating the content. You may have heard about how “you should publish three times per day” or something similar from some well-meaning person who wants nothing more than for you (and their agency) to succeed at whatever they do… but those numbers don’t always add up when we look at what our clients need from us!
When Does Content Marketing Work Best?
When it comes to content marketing, there are two main goals:
- Increase brand awareness
- Promote a product or service
If your goal is the first (increasing brand awareness), then content marketing can work well for you. Create content that will attract people and make them interested in your company’s offerings. For example, if you’re selling shoes online, one thing that could increase your brand awareness would be an article titled “10 Reasons Why Everyone Should Own A Pair Of Shoes From This Website.”
This kind of article will attract potential customers because they want to know more about the website’s products and services–and this will lead them straight back into its sales funnel, where they can buy something from the said website!
Examples of Successful Content Marketing Campaigns
In answer to “does content marketing work” query, while predicting the future is impossible, we can look at past examples of successful content marketing campaigns.
- Google’s “Parisian Love” commercial is a prime example of how content marketing can be used to promote a product or service in a fun and memorable way. The ad features real people who have found love through Google’s services and a voiceover from actress Ellie Kemper (Unbreakable Kimmy Schmidt), who narrates the story while playing a Parisian flutist on stage in front of hundreds at an outdoor concert hall. The commercial was released online in January 2019 with no mention of any upcoming product release–it simply showed off how much love there is around us every day. It went viral immediately after being posted online and has been viewed more than 72 million times! This ad shows that even if you don’t have any new products coming out soon (or ever), you can still create engaging content that people will want to watch repeatedly.
- UPS “What Can Brown Do For You?” campaign was launched in 2014 but continues today with commercials starring famous actors like Samuel L Jackson and Morgan Freeman, who portray delivery drivers working hard at their jobs while helping customers solve problems they face every day.
- Budweiser’s “Wake Up” Super Bowl Commercial featured Amy Schumer waking up from her drunken stupor after drinking too much beer at her friend’s party – she then starts singing about waking up because she wants another beer! This video has been viewed more than 120 million times since its release last year!
- Avis’ “We Try Harder” commercials were created by advertising agency Doyle Dane Bernbach in 1963 when they introduced America’s first discount car rental service called Avis Rent-a-Car System Incorporated (now known as Avis Budget Group).
How to Use Content Marketing Effectively
To use content marketing effectively, you need to create a strategy. This means deciding what type of content you will create, who it’s for, and how it will be distributed.
As your company grows and changes, so should your content marketing strategy. If the business model switches from B2B to B2C or vice versa–or if the product line changes significantly–how you distribute information should also change accordingly.
The best way for any business owner or manager to develop their approach is by following these steps:
- Define what kind of value they want their customers/clients/patients/students etc., (whomever) to receive from using their product or service;
- Choose the right type(s) of media that best fits this goal;
- Build an audience around each piece of media by giving them something valuable every time they visit;
- Use one or more distribution channels like social media sites where people can see all types, including text articles written by staff writers specializing in certain areas like finance writing jobs, etc.
Factors That Affect Content Marketing Success
To understand how content marketing works, you must look at it from all angles. The audience, content, timing, and platform all play an important role in determining your campaign’s success. This is what a content marketing consultant should specialize at.
The audience you choose for your campaign will determine if it will be successful or not. If you target a specific group of people who don’t care about what they’re reading, then there’s no point in continuing with that strategy because those people won’t engage with it!
You need to find out exactly who would benefit from reading this type of information before launching any campaign so that when they do come across it (either through social media platforms like Facebook or Instagram), they know why they should spend time-consuming everything that has been created by someone else rather than just scrolling past without even noticing them being posted there at all times throughout each day as well!
In Conclusion
Content marketing is a great way to build your brand, but there are better fits for some businesses. It can be expensive and time-consuming, especially if you need an editorial staff or access to professional writers. And while there are many examples of successful content marketing campaigns, those successes only guarantee success for some. The most important thing is that you do your research before jumping into any new strategy!
PurpleZ’s content marketing consultants are here for you to develop a unique content strategy for your brand to get the exposure it truly needs.
Visit our website today for a free 30-minute content marketing audit!
