What is content marketing and how does it work? Knowpia

Content marketing is a digital marketing strategy that has the objective of creating content that is useful for a specific audience.

Has it happened to you to read something and say: “it was made for me”? Very likely yes, right? Or also when you do a search for a specific topic and you find an article that completely answers your questions, by chance? Probably not.

We can explain all these situations from content marketing. In this article, you will find its meaning, characteristics, and even tools that can help you in your content marketing plan.

What is content marketing?

Content marketing has the objective of attracting users to a product, a brand or company, through content that is of quality.

This strategy starts from the perspective were to become a reference on the subject, helps to position yourself in the minds of people, and you will ask yourself, how does a reference become, it does so through relevant content, which has value for users and becomes experts on the subject, a source of consultation.

With the content that we generate, we are able to bring more people closer to our company, since our final purpose is that, eventually, they become our clients. In summary: content marketing is a booming strategy that uses content to attract the attention of a specific audience, which seeks to become a customer and in the future, retain them.

It is essential to remember that a content strategy is closely linked with an inbound plan, so it is a methodology that we must consult and understand to achieve the goals that we propose in terms of content.

What are the most important characteristics of content marketing?

One of the main characteristics of content marketing is to visualize it as a cycle, not a linear process since it is necessary to go back and forth between the elements or steps that make it up. Let's analyze how content marketing works and its different stages:

Market knowledge

The first step is to invest time and resources in market research, in this way we will have valuable information about the characteristics of the users, their habits, needs or preferences, in such a way that it contributes to the creation of the content plan that we will do.

In the same way, it is important to know what is in the market in terms of the type of content that we are going to create, as well as what our competition does.

Elaboration of the content

Since we are clear about what we should do, it is time to put our hands into action with the creation of content, which should have the following characteristics:

Be of quality
Relevant
Add value
Attractive
Be of use
Be optimized

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Dissemination of content

As important as content creation is its dissemination. This must be created specifically for the site where it is going to be advertised, be it a social network, a website, the company's blog or any online space that is defined.

We can carry out SEO (Search Engine Optimization), SEM (Search Engine Marketing), Email Marketing or Inbound Marketing strategies to increase the visibility of our content in the eyes of our buyer persona.

Content analysis

We talk about visualizing content marketing as a cycle, analysis is a fundamental piece in that logic. If we dedicate ourselves to the creation and dissemination of content, without assessing its scope, performance, traffic it generates, search engine positioning, the leads it produces, social media engagement, among others, we will not be able to determine the effectiveness of our campaigns, therefore that it is always necessary to evaluate what we are doing.

Content adjustments

Based on the analysis we carry out, it is important to adjust our content strategy according to the results or data we obtain, it is at this point where the cycle always continues.

Finally, remember that there are many perspectives of content marketing, however, its main goal is to create a relationship with the user. Which you can do through various contents such as: