Hva er content marketing?

av Jørgen Aschjem

Content marketing eller Innholdsmarkedsføring som det heter på norsk, er en strategi for markedsføring som går ut på å produsere innhold som er av interesse for personer som bedriften definerer som potensielle kunder. Innholdsmarkedsføring etterligner ofte journalistikk og bruker ofte journalistisk utrykkform for å skape interesse.

Istedetfor å presse på eller mase om dine produkter, så kan du gi nyttig og relevant innhold til dine kunder for å hjelpe dem med å løse et problem. Content marketing er brukt av de største merkene (brands)

 

Vår Årlige undersøkelse viser at flertallet av markedsførere bruker content marketing, som P&G, Microsoft, Cisco Systems, and John Deere. Stadig flere små bedrifter har også fått opp øynene for content marketing. Hvorfor? Fordi det fungerer!

 

Content marketinger bra for bunnlinja — og dine kunder

 

Spesielt så er det tre nøkkelgrunner - og fordeler som er verdt å nevne:

 

  • Økt salg
  • Sparte penger
  • høyere lojalitet blant dine kunder

 

De fleste gangene vi mottar eposter / nyhetsbrev fra bedrifter så vil dette oppfattes som unyttig, slitsomt, uønsket – som spam. Det er her Content marketing skiller seg ut,

 

Go back and read the content marketing definition one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day.

Marketing is impossible without great content

Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:

  • Social media marketing: Content marketing strategy comes before your social media strategy.
  • SEO: Search engines reward businesses that publish quality, consistent content.
  • PR: Successful PR strategies address issues readers care about, not their business.
  • PPC: For PPC to work, you need great content behind it.
  • Inbound marketing: Content is key to driving inbound traffic and leads.
  • Content strategy: Content strategy is part of most content marketing strategies.
To be effective at content marketing, it is essential to have a documented content marketing strategy. Download our 16-page guide to learn what questions to ask and how to develop your strategy.

What if your customers looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it? What if they anticipated it and shared it with their peers?

If you are intrigued and ready to learn more, we can help. Here are a few popular ways to dig in:

  • New to content marketing? Check out our getting started guide, where you’ll learn the definition of content marketing, as well as basic steps for putting a content marketing plan in place.
  • Need a content strategy? Read the CMI Content Marketing Framework, which outlines the essential building blocks for a successful content marketing program.
  • Looking for some content marketing examples? Download our Ultimate e-book: 75 Content Marketing Examples.
  • Are you in marketing leadership? Subscribe to our free magazine, Chief Content Officer, to stay on top of the latest industry trends.
  • Need advice specific to your organization? Contact our consulting group, led by strategist Robert Rose, to find out how they can help you meet your content marketing challenges.

If at any time you have questions about content marketing, don’t hesitate to reach out and ask us.

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