Content Marketing Explained
What Are The Different Types Of Content Marketing?
There are so many different types of content marketing, including:
Social Media Posts
And so much more...
Even in-person demos can be considered a type of content marketing.
The key is that the content provides information or entertainment, usually for free, in support of a business goal.
For example, here are four things that many businesses want to get out of their content marketing efforts:
Drive more traffic to a specific location
Building brand awareness
Building more relationships
Bringing in revenue/more streams of income
Generating social shares for greater exposure
In fact, what you’re reading right now is content marketing.
Content marketing strategy
At its core, your content marketing strategy is your “why”. Why you are creating content, who you are helping, and how you will help them in a way no one else can. Organizations typically use content marketing to build an audience and to achieve at least one of these profitable results: increased revenue, lower costs, or better customers..
On the other hand, content strategy delves deeper into the “creation, publication, and governance of useful, usable content.” Note that content strategy often goes beyond the scope of a content marketing strategy, as it helps businesses manage all of there content.
In contrast to the other two, a content plan is very tactical. It documents the specifics of how you will execute your strategy, and who on your team will be handling each task. It's important to understand that you need a content marketing strategy BEFORE you build your content plan. Think of it as a marketing plan that specifically relates to content; thus, it should include details such as the key topic areas you will cover, what content you will create, when and how to share your content, and specific calls to action you will include.
WANT MORE? If you are interested in planning, check out these 23 templates, checklists and guides.
"Do I really need to create a content marketing strategy?"
Yes! As we’ve learned through our annual research, not only do you need a strategy, you also need to document it and refer back to it for future strategies.
"What should my content marketing strategy include? "
Think of a content marketing strategy as an outline of your key business and customer needs, plus a detailed plan for how you will use content to address them.
While there are no definitive “templates” for building a content marketing strategy — each one will be unique to the business that creates it — you can find dozens of templates online through platforms like Canva.
"Do I need to share our content marketing strategy with other teams/departments in my company?"
We've found that it's beneficial to give everyone in your organization access to your content marketing strategy — even those who may not be directly involved in the content marketing process. This is particularly critical in large organizations, as it can help keep siloed teams on the same page, minimize duplicated efforts, and ensure that everyone is working toward the same content goals. But sharing your documented strategy is also good practice for businesses that are just starting out with content marketing, for content teams that rely on internal or external subject matter experts, or for companies that outsource any part of the content creation and distribution process. Of course, how you communicate your strategy depends on the structure and culture of your organization. In some cases, it may be appropriate to share your full documentation. In other cases, it may make more sense to create targeted summaries for certain stakeholders , based on how your content marketing strategy will impact their particular roles, processes, and objectives. In short, consider this: How can you use the principles of content marketing to “sell” content marketing throughout your organization? What do people care about most? This should help you determine which components of your content marketing strategy are most appropriate to share with each team.
"How often should I update my content marketing strategy?"
Some parts of your strategy should stay consistent even as your content marketing program grows and evolves — namely, your mission and business goals. In fact, these two things are so key that you may want to put them on a Post-it note so you can keep them in view whenever you are working on your content.
However, other aspects of your content marketing strategy will likely benefit from being reviewed and updated periodically. To ensure that your content marketing program remains on target, consider revisiting your channel strategy, core topics, and team processes on an annual basis — or more often if you are just getting started.