What is content marketing?

This is content marketing. No, really, this blog itself is an example of content marketing. Because content marketing is a strategic marketing approach which focuses on the creation and distribution of content which is useful, valuable, and relevant to your specific target audience.

At Monchü we regularly work with clients at charities, startups and small businesses. Because these kinds of businesses tend to have a low number of staff and a small budget, the people that we work with often have job roles which encompass lots of different elements – one of which is often marketing and communications work. They’re often not experts in marketing, but it’s something that they’ve picked up as part of the role. That’s why we create content for our website just like this blog, which aims to offer valuable information for this audience.

What is content?

We’ve said that this blogpost is content, and blogs are a great place to start if you want to incorporate content into your marketing, but content doesn’t have to be longform written posts like this. It could be videos (talking head, how to, event summary etc), infographics, a podcast, eBooks, case studies of your work or impact, resources (workbooks, tools, worksheets etc). Whatever format it takes, you’re just aiming to offer something of value and use to your audience.

Why content should be at the heart of your marketing strategy

There are a few great reasons to include content marketing as part of the overall marketing strategy for your business or organisation.

1. Building trust with potential customers

By providing valuable, useful content to your audience you start to create a relationship with them. They begin to think of you as an authority within the field, a brand or person that they can look to if they have questions or need inspiration. This is the start of developing customer loyalty, and they’re much more likely to think of you if they need products or services.

2. It’s free

So you could go out and buy lots of expensive camera equipment to start your new YouTube channel, but it’s definitely not necessary. If video is your thing you can get started with your smartphone – most of them have pretty decent cameras nowadays. Written content is free to produce, with the cost coming from the time you spend on it.

3. It can increase your search ranking

Uploading content to your website will also improve your SEO and increase your search ranking. This is because Google’s algorithms reward useful content because they know that tends to be what users search for. Plus, having more content on your website means that there are more opportunities for you to mention keywords, which helps Google to understand what your website is about. That’s another reason for really focusing your content on your niche target audience, because then you’ll likely be creating content which includes keywords for your business or organisation. 

4. It can be reused

If you create strong, valuable content then it can last forever. It can also be used across your other marketing channels. For instance, if you started a blog on your website you could then share this content on your social media channels to reach a different audience. 

How to get started with content marketing

The first thing you need to do to get started with social media is to be sure you know exactly who your target audience are. Once you know that, think about what their problems or pain points are. What types of questions will they be googling regularly? What are you an expert in that you can help them with? Then, use this information to start making a list of content to create – titles for videos, headlines for blog posts, the focus for your new podcast. 

If you’re lacking inspiration, try entering some key search terms for your business or organisation into Answer The Public. It’s a really useful tool which generates commonly searched for questions around these search terms – which you can borrow as inspiration. 

Once you have your list of topics or titles, it’s time to create a content calendar. The key to a good content marketing strategy is consistency, and making content part of your weekly workload. Be realistic about how much time you can put into this. A good place to start is committing to writing one short blogpost every week. If you find this is too much, change to once a fortnight. Then stick to that commitment, and before you know it you’ll be building up a bank of incredibly useful content targeted to your specific audience!

Answer The Public example: pet therapy

Have a question or need support with your content marketing? We’d love to help: contact us and one of the Monchü team will be in touch soon.