According to Joe Pulizzi’s definition, content marketing is a technique based on the creation and distribution of relevant and valuable content to attract, acquire and draw the attention of a well-defined target audience , with the aim of encouraging them to become future customers.
This strategy is therefore based
On providing value to the user for free. It does not focus on getting immediate purchases, but rather seeks to attract the user and develop a long-term relationship. It is like an investment that seeks to achieve better results for the brand in the future, instead of instant gratification.
For most brands with
An online presence, content marketing is a fundamental part of their marketing strategies and day-to-day work. Content marketing provides value to the user and can help brands achieve all kinds of business objectives, so its role is very important.
As marketers
We need to fully understand what content marketing is and what it isn’t, what it can bring to our brand, and what are the best practices and mistakes to avoid. Let’s get to it!
Content marketing and inbound marketing
A common confusion that needs to be clarified is the distinction between content marketing and inbound marketing . Both concepts are closely related and may even overlap, but they are ultimately different things.
While content marketing is a technique based on How to Build Phone Number List customers valuable content that may be of interest to them, inbound marketing is a whole methodology based on attracting customers to the brand and nurturing a relationship with them to get them to become customers and gain long-term loyalty.
The term inbound marketing
A contrast to ” outbound ” or traditional marketing , which is Country Wise Email Marketing List Library on interrupting the user to get our message across (think, for example, of typical television ads). We must not make the mistake of thinking that outbound is equivalent to analog and inbound to digital, since in digital marketing there are also many outbound techniques, such as advertising banners or pre-roll ads (which are shown before a video that the user wants to play).
Within the inbound methodology
Content marketing plays a key role , since content often serves as the “bait” that attracts users to the brand. But there are some essential differences :
Inbound marketing deals with the entire process, from the initial acquisition of a user until the user becomes a customer and gains loyalty . Content marketing is a specific technique that serves to attract customers in the initial stages, or can even play a certain role in loyalty, but ultimately it is an auxiliary to the process and not a methodology in itself.
It is possible to do content marketing
Without doing inbound marketing, for example, by sending out a mass newsletter. It is also possible to do inbound marketing without using content marketing, although this is not common. Inbound marketing uses a variety of techniques to attract traffic in addition to content, for example, pay-per-click advertising or email marketing .
Content formats
What exactly do we mean when we say “ content ”? In its early days, content marketing relied primarily on written pieces, for example, through corporate magazines. But today we no longer have the limitations of traditional marketing and content can be presented in a multitude of formats:
