Content Marketing: Definition and Strategic Principles
Content Marketing – Content Marketing in Spanish – is a Digital Marketing technique that consists of creating relevant content in a way that draws the attention of your target audience and thus you can attract them to your business and then convert them into customers and retain them.
It is a technique that is part of Inbound Marketing, a methodology whose objective is to capture a potential customer in a non-intrusive way, making it the one who finds the brand and approaches it thanks to the valuable content that it produces. .
Many people confuse Inbound Marketing with Content Marketing. But are they the same? The answer is NO since Content Marketing is only one part, one of the legs of the Inbound methodology.
A Content Marketing strategy can cost up to 62% less than conventional advertising budgets, while multiplying the number of leads by three, among other benefits.
Although Content Marketing is the backbone of Inbound Marketing, the reality is that content by itself is not capable of transforming visits into sales opportunities. In order to transform the leads (those potential customers who leave their contact data) into clients, it is essential to do Content Marketing but also SEO, social networking, lead nurturing, analytics, landing pages and Marketing Automation. And all this, as a whole, gives rise to what today is properly known as Inbound Marketing.
Defining your target or target audience is the basis of any digital Content Marketing strategy. The first thing is that you know well how it is, where it moves and what are the specific needs of your buyer or ideal customer. Only then can you create useful content – that effectively resolves any of your problems – know how to address you and the channels you have to exploit to spread your content.