The answer to the question “What is content marketing?” probably seems self-explanatory. But it is not quite as simple as writing content for marketing purposes.
There are a number of common challenges when it comes to content marketing, including the fact that creating quality content is time-consuming. Creating a steady stream of content that remains fresh and relevant requires a lot of effort and talent. Adding multiple marketing channels to the mix only makes it more challenging.
Southeastern Oklahoma State University offers an online Master of Business Administration (MBA) with a Concentration in Marketing program that provides students with a framework for analyzing consumer behavior — a practice that goes hand in hand with content marketing. Additional coursework in social media marketing gives students pursuing marketing careers an additional advantage.
How Does Content Marketing Work?
At its core, marketing is about connecting with customers. Companies have lots of ways to do that. Advertising is, of course, one of them. What differentiates content marketing from traditional advertising is value and authentic connection.
Content marketing is the opposite of those online ads people like to block. Content marketing generates value by creating and presenting content people want to consume. Consumers even seek out content from the brands they feel most connected with.
Instead of selling to customers, content marketing is about engaging with them on a more personal, non-commercial level. This requires an understanding of who the customer is and what matters to that customer.
What are some ways a company can implement content marketing? Content marketing typically happens online, with the content taking many forms:
- Social media posts
- Blogs
- Podcasts
- eBooks
- Videos (e.g., YouTube)
- Webinars
- Whitepapers
- Infographics
- Templates
- Checklists
- Guides
- Case studies
What Is the Value of Content Marketing?
Sure, traditional marketing methods are still out there. Companies promote their products and services through print advertisements, television commercials and radio spots. Taken online, those methods get updated to include ads that drive users to the company website.
Content marketing takes a different approach to help companies attract and convert customers. Unlike marketing devices such as full-page glossy ads, content marketing builds relationships by providing content that is relevant to the target audience. In the process, this type of content can increase traffic, leads and profits. In fact, HubSpot reports that 80% of social media marketers believe consumers will soon prefer to buy products directly through social apps as opposed to a third-party website or a brand’s website — meaning content can directly and immediately result in a substantial portion of sales.
How Are Companies Using Content Marketing?
There are many ways companies can use content to foster consumer engagement, from interesting blogposts on relevant topics to creative videos and DIY guides. There are certainly patterns for what kinds of content is trending and what works best for different audiences, much of which is driven by marketing analytics, tools and practices like search engine optimization. Yet originality, creativity and a focus on building connections and relationships comes first by definition, and, when successful, can lead to content marketing trends.
For instance, Starbucks offers many examples of effective content creation. With 32,000+ retail stores in 80 countries, Starbucks is already selling a lot of coffee. Why hire a Washington Post senior editor to produce content? Consumers connect to the company’s mission to make a difference. Starbucks built on that relationship with its Upstanders series, a component of “Starbucks Stories.” These stories celebrate “ordinary people doing extraordinary things to create positive change ” and inspire others to make a difference, too.
This type of content marketing is more and more common as numerous companies produce their own series. These days, podcasts are king, offering a form of media that is less expensive to produce than video, yet is still extremely popular with consumers. Plus, people can listen to podcasts while they do any number of other activities like exercising, driving or doing the dishes. Companies like Trader Joe’s, McDonald’s, General Electric, Johnson & Johnson and Blue Apron have all used branded podcasts with success.
The value of content marketing applies to small businesses and giant corporations alike. Through the study of topics like content marketing, specialized marketing MBA programs can help business professionals develop tools to build strong brands.
Learn more about Southeastern’s online MBA with a Concentration in Marketing program.