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CONTENT MARKETING - DEFINITION, TYPES, CHANNELS


WHAT IS CONTENT MARKETING

Content marketing is a marketing approach aimed at attracting and retaining a target audience through the creation and distribution of valuable, interesting, and useful content, and sometimes provocative and viral content. The main idea is that instead of direct and potentially intrusive advertising, companies create and disseminate content that attracts and generates interest in their brands, products, or services.

Content marketing can be applied in virtually any industry and field of activity because its principles can be adapted to various business needs and characteristics. However, the level of content marketing usage may depend on factors such as the type of product or service, target audience, budget, competition, etc. Here are some examples of industries where content marketing is used more or less:

Content marketing is more used in industries whose products are understandable to consumers, for example:

• Travel and tourism. Travel agencies, hotels, airlines, and related businesses use content marketing to draw attention to vacation destinations, publish interesting reviews, and offer travel tips.

• Fashion and beauty. Content marketing in these industries helps maintain consumer interest by showcasing new trends, styles, and beauty tips.

• Education and training. Companies offering educational services, textbooks, and learning materials actively use content marketing to attract students and learners.

• Food industry. Restaurants and culinary websites use content marketing to attract food enthusiasts and promote their dishes and menus.

• Consumer electronics and home appliances. Content marketing is used to create various product reviews, highlight and compare technical specifications, and create the desired impression in consumers' minds.

• Real estate. Real estate agencies can use content marketing to promote properties, provide advice to buyers, and attract buyers and tenants.

• Legal services. Law firms create content explaining legal aspects of different situations that require legal assistance to promote their services.

In some industries, the use of content marketing is significantly limited by the specifics of products that do not require such a method of marketing promotion. For example:

• Raw material industries. Industries involved in extracting or processing raw materials may use less content marketing, as more traditional marketing and client relations methods may be more effective.

• Engineering and technical services. Industries related to engineering and technical services may have less active marketing due to the specificity and complexity of their products or services.

• Machinery and equipment manufacturing. Similarly, companies producing complex industrial goods may rely on traditional sales channels and business-to-business interactions without much emphasis on content marketing.

• Scientific research and technical development. Organizations engaged in high-tech research and development may focus more on scientific publications and other specialized methods to attract clients.

It is worth noting that even in industries where content marketing is used less, it does not mean it is ineffective. In every business, the marketing strategy must be adapted to the specific needs and preferences of customers.


TYPES OF CONTENT

Content marketing can be divided into four main types of content based on its format and means of transmission:

• Textual content. Textual content includes articles, blogs, email newsletters, social media posts, etc. This type of content allows for detailed information delivery and is effective for storytelling, addressing audience problems, and showcasing expertise.

• Graphic content. Graphic content includes infographics, photos, illustrations, memes, and other visual formats for information dissemination. Visual content attracts attention quickly and can create an emotional connection with the audience. Infographics can be a useful tool for presenting complex information in an easily digestible form.

• Video content. Video content includes vlogs, video reviews, interviews, commercials, educational videos, live streams, etc. Video provides high audience engagement, allowing for effective delivery of information in a format that is most impactful for conveying emotions and messages.

• Audio content. Audio content includes podcasts, audiobooks, music tracks, audio instructions, etc. This type of content allows consumers to listen to information on the go or while in a car, making it convenient for those who actively use mobile devices.

Combining different types of content can help expand the audience and establish a deeper connection with consumers. Additionally, content diversity allows catering to various preferences and consumer habits within your audience.


CONTENT MARKETING CHANNELS

In content marketing, various promotion channels are used to distribute content and attract the audience. Here are some of the most common promotion channels:

• Social media. Social media platforms like Facebook, Twitter, Instagram, LinkedIn, TikTok, and others allow companies to publish and promote their content to a wide audience. Advertising campaigns, influencer marketing, and organic posts are popular social media promotion strategies.

• Websites and blogs. Regularly publishing interesting articles on a blog or in the news section of a website helps retain the audience, attract new visitors, and boost the site's position through SEO.

• Messenger channels. Sending regular news and information through messenger channels helps maintain communication with the audience and provide timely updates.

• Email marketing. Sending emails containing interesting and useful content can help capture the audience's attention, support customer interactions, and conduct effective marketing.

• Paid advertising campaigns. Using ads through services like Google Ads, social media ads, and other advertising channels allows content promotion and attracts new customers.

• Video hosting platforms. Hosting video content on platforms like YouTube helps attract an audience, distribute video content, and develop the brand.

• Webinars and online courses. Organizing webinars and online courses showcases the company's expertise and attracts the target audience.

• Forums and communities. Participation in forums, communities, and social media groups discussing topics related to your industry helps build expertise, interact with the audience, and promote your products or services.

• Guest publications. Publishing content on other companies' websites or blogs can help attract a new audience and increase brand authority.

• Expert articles and appearances. Presenting as an industry expert in news, magazines, radio, or television can significantly increase brand recognition and trust.

These are just a few examples of promotion channels in content marketing. The choice of channels depends on the target audience, content type, and the company's marketing strategy. Combining different channels can ensure broader coverage and success for content marketing campaigns.

Achieving the commercial objectives of a company through effective marketing requires a deep understanding of the market situation, consumer needs, the ability to analyze and explore alternatives, and a creative approach to problem-solving. Our company has extensive experience in defining optimal marketing strategies for our clients' businesses, creating a strong brand and market positioning, as well as developing a marketing mix and implementing the chosen strategy. You can familiarize yourself with the services and solutions our company offers on the "Services" and "Solutions" pages, respectively.