What Everyone Must Know About CONTENT MARKETING?

HubSpot Marketing

10 Oct 202108:14

EducationalLearning

32 Likes 10 Comments

TLDRContent marketing is the strategic creation and sharing of content to attract and engage a target audience, ultimately increasing brand awareness and loyalty. It is a key component of inbound marketing, contrasting with traditional outbound marketing by providing value without interruption. Effective content marketing requires consistent creation and updating of high-quality content across chosen channels, such as blogs, social media, and apps, and involves setting clear goals and measuring success over time.

Takeaways

📚 Content marketing is the strategic process of creating, distributing, and sharing content to attract and retain a clearly defined audience, with the ultimate goal of increasing brand awareness, sales, engagement, and loyalty.
💡 It is a part of inbound marketing, which involves creating content that the audience seeks out rather than interrupting them with advertisements.
🎯 The purpose of content marketing is to inform and provide value to customers by addressing topics they are interested in, thus drawing them towards your brand.
📈 Content marketing takes various forms such as blogs, social media, podcasts, videos, apps, and memes, all aimed at educating and engaging the target audience.
🔗 It is essential to maintain a consistent posting schedule and regularly update old content to keep the audience engaged and to ensure the effectiveness of the content marketing strategy.
🛠️ Brands should choose the right channels and formats that align with their goals and the preferences of their target audience.
📊 Measuring and analyzing the performance of content marketing efforts is crucial for optimizing strategies and maximizing returns on investment.
🚀 HubSpot offers a free content marketing training workbook and a certification course for those looking to learn more about creating and executing content marketing strategies.
📱 Dedicated brand apps can serve as effective content marketing tools when they provide utility and encourage regular user engagement.
📝 Setting clear goals and KPIs is the first step in starting a content marketing project, followed by content creation and publishing at a regular frequency.
🚫 Abandoned blogs and inconsistent content updates can lead to a negative impact on the brand's image and削弱 the effectiveness of content marketing efforts.

Q & A

What is content marketing?
-Content marketing is the process of creating, distributing, sharing, and publishing content to reach a target audience, with the goal of increasing brand awareness, sales, engagement, and loyalty.
How does content marketing differ from traditional advertising?
-Content marketing is part of inbound marketing, where content is created that the audience seeks out, as opposed to traditional advertising or outbound marketing, which interrupts the audience with messages they may not be interested in.
What are some examples of content marketing platforms?
-Examples of content marketing platforms include blogs, social media, podcasts, video, apps, and memes.
How can a brand benefit from creating a dedicated app for content marketing?
-A dedicated brand app can provide a truly useful service to the audience, leading them to open the app regularly, thus increasing inbound brand exposure and creating a seamless part of the customer's experience.
Why is consistency important in content marketing?
-Consistency is crucial in content marketing because it ensures that the audience continues to receive valuable content over time, which helps in maintaining their interest and engagement with the brand.
What should a brand consider before starting a content marketing project?
-Before starting a content marketing project, a brand should ensure they have the resources to commit to it over the long term, as abandoned blogs and content can negatively impact the brand's image and reach.
How can a brand measure the success of its content marketing efforts?
-A brand can measure the success of its content marketing efforts by setting clear goals and KPIs, and regularly reviewing the results to maximize the return on their content marketing investment.
What is the role of a content marketing workbook in strategy development?
-A content marketing workbook can guide a brand step-by-step through the process of creating and executing their content marketing strategy, providing valuable insights and structured guidance.
How can a brand educate its audience without interrupting their experience?
-A brand can educate its audience by creating content that aligns with the user's interests and expectations, such as GE's instawalk campaign, which allowed photographers to explore their facilities without disrupting the user experience on Instagram.
What impact should the best content marketing have on the audience?
-The best content marketing should have a powerful impact on the audience, resonating emotionally and inspiring action, such as the Umpqua Bank podcast, which shares inspiring stories of entrepreneurs.

Outlines

00:00

📚 Introduction to Content Marketing

This paragraph introduces the concept of content marketing, explaining it as a strategy that involves creating and sharing content to attract a target audience and increase brand awareness, sales, engagement, and loyalty. It emphasizes the difference between inbound marketing, which involves providing content that the audience seeks out, and outbound marketing, which interrupts the audience. The speaker, Jamal from HubSpot, uses the video itself as an example of content marketing, illustrating how it can subtly promote products and services without being overtly salesy. The paragraph also touches on the evolution of marketing methods, from traditional advertising to the more personalized and customer-centric approach of content marketing.

05:00

🚀 Effective Content Marketing Channels and Strategies

In this paragraph, the focus is on the various channels and strategies that can be employed in content marketing. It discusses the importance of consistency in content creation and the need for regular updates to keep the audience engaged. The paragraph highlights different platforms such as blogs, social media, and dedicated brand apps, providing examples like Barkpost by Bark and the GE instawalk campaign. It also mentions the Nike Training Club app as a prime example of an effective branded app. The speaker encourages the audience to set clear goals and KPIs for their content marketing efforts and to choose the right channels to achieve those goals. The paragraph concludes with a call to action, inviting the audience to download a free content marketing workbook and take a content marketing certification course offered by HubSpot Academy.

Mindmap

Keywords

💡Content Marketing

Content marketing is the strategic process of creating, distributing, and sharing content to attract and retain a clearly defined audience, with the ultimate goal of driving profitable customer action. In the video, it is explained as making stuff like blogs, social media, podcasts, and videos to draw customers to a brand by informing them about topics they are interested in. It is a part of inbound marketing, where the content is sought out by the audience rather than being forced upon them.

💡Inbound Marketing

Inbound marketing is a marketing strategy that focuses on attracting customers through relevant and helpful content, as opposed to traditional 'outbound' marketing methods like cold calls, print ads, or TV commercials. It involves creating a product or service so valuable that people want to learn more about it. In the context of the video, inbound marketing is when the content is there when the customer wants it and invisible when they don't, making it feel like a seamless part of the customer's experience.

💡Brand Awareness

Brand awareness refers to the extent to which consumers are familiar with the brand and its presence in the market. It is an important aspect of marketing as it helps in building a loyal customer base and increasing sales. In the video, brand awareness is mentioned as one of the key objectives of content marketing, aiming to increase the visibility and recognition of a brand among its target audience.

💡Engagement

Engagement, in the context of marketing, refers to the level of interaction and involvement that customers have with a brand's content. It can be measured through likes, shares, comments, or any other form of customer response. The video emphasizes the importance of content marketing in increasing engagement, as it encourages customers to interact with the brand's content, thereby building a stronger relationship with the audience.

💡Loyalty

Loyalty in marketing refers to the faithfulness and commitment of customers to a brand. It is the tendency of customers to repeatedly purchase from a particular brand and recommend it to others. The video discusses how content marketing can help in increasing brand loyalty by consistently providing valuable and relevant content that meets the needs and interests of the customers.

💡Outbound Marketing

Outbound marketing is an interrupt-based marketing approach that aims to push messages out to a broad audience through various channels such as TV commercials, print ads, or cold calls. It is considered disruptive as it interrupts the audience's activities with the intent of capturing their attention. In the video, outbound marketing is contrasted with inbound marketing, highlighting the shift from traditional disruptive methods to more customer-centric approaches.

💡Social Media

Social media refers to the use of web-based platforms and applications to create and share content or to participate in social networking. In the context of the video, social media is highlighted as a powerful content marketing tool that allows brands to connect with their audience in a non-disruptive manner. However, it is important for brands to use social media correctly, by providing content that adds value to the user's experience rather than interrupting it.

💡Podcasts

Podcasts are a series of digital audio files that one can download or stream on the internet. They often cover specific topics or themes and can be used as a content marketing tool to reach and engage a target audience. In the video, podcasts are mentioned as an effective yet often abandoned form of content marketing, emphasizing the importance of consistency and long-term commitment in content creation.

💡Brand Apps

Brand apps are mobile applications created by a company to provide a specific service or experience related to its brand. They serve as a content marketing tool by offering utility or value to the user, thereby increasing brand exposure and customer interaction. The Nike Training Club app mentioned in the video is an example of a successful brand app that provides fitness routines and content, encouraging repeated use and engagement with the brand.

💡Consistency

Consistency in content marketing refers to the regular and continuous creation and distribution of content. It is crucial for maintaining audience interest and engagement, as well as for achieving long-term marketing objectives. The video emphasizes the importance of a consistent posting schedule to ensure that content marketing efforts remain effective and to avoid the common pitfall of abandoned content projects.

💡Goals and KPIs

Goals and Key Performance Indicators (KPIs) are the targets and measurable metrics used to track the success of a content marketing strategy. Setting clear goals defines what the marketing efforts aim to achieve, while KPIs provide a way to measure progress towards these objectives. In the video, it is advised to set clear goals and KPIs related to brand awareness or customer loyalty to ensure that the content marketing strategy is focused and can be effectively evaluated.

Highlights

Content marketing is the process of creating, distributing, sharing, and publishing content to reach your target audience and increase brand awareness, sales, engagement, and loyalty.

Content marketing operates as part of inbound marketing, attracting customers by providing information they seek rather than forcing marketing messages upon them.

This video itself is an example of content marketing, subtly introducing the concept of content marketing to the viewer.

The purpose of content marketing is to draw customers to your brand by informing them about topics they are interested in.

Content marketing includes various formats like blogs, social media, podcasts, videos, apps, and memes.

The alternative to content marketing is outbound marketing, which interrupts the audience and is generally disliked due to its disruptive nature.

Content marketing became more effective with the advent of personalized marketing messages that appear when the audience is actively looking for them.

Blogs are an effective content marketing platform due to their ease of setup, discoverability, and long-term viability.

Social media, when used correctly, can be a powerful content marketing tool without interrupting the user experience.

Brand apps can serve as innovative content marketing methods when they provide utility and encourage repeated use.

Consistent updates and new content are crucial for maintaining audience engagement and achieving long-term success in content marketing.

Podcasting, though often abandoned, is a highly effective and impactful form of content marketing when executed well.

To start with content marketing, define clear goals and KPIs, choose the right channels, create content regularly, and measure results.

The Nike Training Club app exemplifies how a brand app can integrate with content marketing by offering daily routines and updates.

The Umpqua Bank podcast uses emotional storytelling to connect with its audience and inspire loyalty to the brand.

The key to successful content marketing is to create a seamless experience that doesn't feel like marketing, but rather a natural part of the customer's brand discovery.

The HubSpot content marketing workbook and certification course are resources available for those looking to learn more about developing and executing a content marketing strategy.

Transcripts

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What Everyone Must Know About CONTENT MARKETING?

Takeaways

Q & A

What is content marketing?

How does content marketing differ from traditional advertising?

What are some examples of content marketing platforms?

How can a brand benefit from creating a dedicated app for content marketing?

Why is consistency important in content marketing?

What should a brand consider before starting a content marketing project?

How can a brand measure the success of its content marketing efforts?

What is the role of a content marketing workbook in strategy development?

How can a brand educate its audience without interrupting their experience?

What impact should the best content marketing have on the audience?