Table of contents

    Content marketing - what it|definition

    Content marketing, or content marketing, is a marketing strategy that involves the creation and distribution of valuable, relevant and consistent content to attract and engage a clearly defined audience, with the ultimate goal of converting them into customers. Unlike traditional forms of advertising, which are often one-sided and sales-oriented, content marketing aims to provide content that is useful, educational or entertaining, thereby building long-term relationships with the audience.

    Content marketing and SEO – what do they have in common?

    Content marketing and SEO (Search Engine Optimization) are closely related and often go hand in hand as part of a comprehensive online marketing strategy. Here are some points that connect them:

    1. Valuable content – Both approaches require creating valuable and relevant content for your audience.
    2. Keyword phrases – In content marketing, keyword phrases help tailor content to the audience’s interests, while in SEO, they are essential for page rank in search results.
    3. Linking – In SEO, good quality links leading to a page are crucial for SEO, as in content marketing, where sharing content through other sites or social media platforms is significant.
    4. Long-term strategy – Both SEO and content marketing are long-term strategies that require time and commitment.
    5. Success metrics – Both SEO and content marketing use similar performance metrics, such as number of visits, time spent on page and conversion rate.

    What texts belong in content marketing?

    Content marketing can include a variety of content types:

    • Expert articles (industry blogs) – They are the most popular form of content marketing and are used to provide valuable information.
    • Product descriptions – Create content that encourages people to buy a specific product.
    • Guides and E-books – Longer content that offers in-depth analysis or guidance.
    • Infographics – Visual representations of data or information.
    • Video content – This can be a tutorial, video blog or webinars.
    • Podcasts – Audio content on various topics.
    • Social Media – Posts, tweets, stories, etc. that engage your audience.
    • Newsletters – Regular emails with valuable information or offers.
    • Research and Reports – Collect and present data in an easily digestible form, often with unique conclusions.
    • Study tapes – Presentations of successful activities or projects, often with results and descriptions of the process.
    • Presentations – Slide decks available on platforms like SlideShare, often in support of webinars or conferences.
    • Product Reviews and Tests – Independent reviews of products or services, often in video or article form.
    • Questions and Answers (Q&A) – Sessions in which experts answer questions from the audience, this can be in the form of live streaming, video or article.
    • User-Generated Content (User-Generated Content) – User-generated content, such as reviews, product photos, etc.
    • Webinars – Online presentations, often with opportunities for audience interaction.
    • Memes and graphics – Light and easily digestible content, often with humor.
    • White Papers – In-depth, expert reports on specialized topics.
    • Calculators and Interactive Tools – Can help with cost estimation, product selection, etc.
    • FAQs – Frequently Asked Questions that answer basic customer concerns.
    • Interviews – Interviews with experts, customers or company employees.
    • Quizzes – Short quizzes that engage audiences and provide them with value in a fun format.

    What is the scope of content marketing activities?

    What is the scope of content marketing? Here are  content marketing activities:

    1. Market analysis and research – Understanding your target audience, their needs and preferences.
    2. Strategy planning – Determine objectives, KPIs (key performance indicators), timeline and budget.
    3. User Engagement – Create useful content that engages a specified audience in the distribution of the brand’s content and creates potential customers from them.
    4. Building brand awareness on social networks and search engine.
    5. Defining personas – Creating a profile of the ideal customer to better match content (our target audience and generate leads).
    6. Selection of distribution channels – Selection of appropriate platforms and social media to promote consistent content.
    7. Creating content – Producing a variety of content in line with the strategic plan.
    8. SEO (site positioning) – Optimization of content for search engines, including keywords, meta descriptions and image optimization. Appearance in organic search results.
    9. Social media marketing – Promoting content on various social media platforms.
    10. E-mail marketing – Creating and sending newsletters, email campaigns, etc.
    11. Monitoring and analysis – Establish metrics and tools to measure campaign effectiveness.
    12. A/B tests – Experiments on different versions of content or landing pages to find the most effective solutions.
    13. Interacting with audiences – Responding to comments, leading discussions, managing the community.
    14. Customer Relationship Management (CRM) – Determine ways to communicate and segment customers.
    15. Monetization of content – Introduce revenue models such as ads, sponsored posts or premium content.
    16. Reporting and analysis of results – Presentation of results, conclusions and recommendations for future actions.
    17. Conversion Optimization – Adjustment of a page or content to increase the conversion rate.
    18. Managing the team and resources – Coordinating the activities of various people involved in the project, such as content creators, SEO specialists, social media managers, etc.
    19. Legal aspects – Making sure all content is legal, such as copyright, RODO, etc.
    20. Evaluating the quality and updating of content – Regularly checking that content is still relevant and does not need to be refreshed.
    21. Partnerships and Collaborations – Collaborating with other brands, influencers or experts to increase reach.
    22. Tools and technology – Selecting and managing the tools needed to implement the strategy, such as content management platforms (CMS), analytics tools, marketing automation tools, etc.
    23. Training and education – Internal team training and audience education through content.
    24. Crisis Management – Quick and effective communication in crisis situations that may affect brand reputation.

    Who does content marketing?

    Companies in a variety of industries implement content marketing to build strong and lasting relationships with customers and increase their online visibility. This task can be carried out both internally and externally by specialized agencies. One agency that specializes in providing unique and engaging content is UpMore. This agency offers comprehensive content marketing services, helping companies to build brand awareness, attract new customers and increase engagement, thus being able to contribute to companies achieving their business goals.

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    Kamila Dębska
    Kamila Dębska