When it comes to marketing today, there are more than a few options for businesses to choose. Sure, they can promote their business on social media, whether through organic or paid initiatives, or send out emails to their distribution lists. They can work with influencers, promote their messaging on audio platforms, or even distribute through local channels in the community. While there are certainly several outlets to pursue, one that stands out from the crowd is content marketing.
What is content marketing?
Content marketing is just what it sounds like, in that it’s all about marketing through content. For businesses trying to get the word out about their products or services, content marketing can not only describe the offerings but also take the next step by describing to readers how or why they should use them.
What does content marketing look like?
In today’s evolving media landscape, content marketing can take a few forms, including:
- Sponsored content article in a magazine or newspaper
- Sponsored content article on a website
- Custom sponsored landing page on a website
And that’s just the start! Content marketing is as creative as you make it. Regardless of which platform you’re on, however, the goal always remains the same. Those articles, links or landing pages should align with both the brand and the host platform in a way that feels natural and helps to promote the business in question.
What makes a good piece of content marketing?
Let’s run with the idea of sponsored content on a website, which is the route many businesses opt for in this increasingly digital age. Step one is to find a digital publishing platform with which your business aligns. Is a local magazine or a newspaper a good fit? Perhaps it’s a publication on a national or international level instead. The main goal is to find a publication with an audience that seems like a good match for your business.
From there, the next step is to craft the content. Where many businesses go wrong here is opting to compose a piece that’s overly promotional and not in line with the publication’s content. The goal of sponsored content is to create a piece of content that feels like something readers to the site would naturally want to click on and learn more about. Look at the types of articles the site has published recently. Could your business provide recommendations on any similar topics?
Once the topic is established, the next step is to craft the piece. Whether you compose it yourself or a dedicated writer works on the content, you’ll want to make sure it starts with a strong headline that’s not too short, not too long, and optimized for search. You’ll also want to make sure your business is mentioned strategically throughout the piece and the article is broken into clear, easy-to-read sections that provide valuable information to readers.
Why should I try content marketing?
At the end of the day, content marketing is all about telling a story. It gives readers a look into your business and paints you as an expert. It doesn’t push an advertised message in the same way that a standard ad does but instead aims to draw readers in so they can learn more before taking next steps.
Content marketing is a powerful tool. It can help you tell your business’s story and reach an audience you might not have been able to tap into otherwise.
Ready to give content marketing a try? Reach out to TMCC’s experts at newbusiness@todaymediacustom.com.
