With social media and digital channels, information is easily accessible. Instead of producing one-way advertising campaigns in different media, Digital Marketing Agency, through content marketing, aims to make a company present and discoverable when customers are looking for information.
The content strategy defines the goals that support the business. I use SMART goal definition to support my marketing planning. This model helps to record the marketing goal in a clear and understandable way: the goal can be defined as increasing sales or awareness, but these are not concrete goals enough. It would be easier to do and monitor performance if the goal was further defined. “We want to increase our monthly sales by € 10,000 over the next 12 months” is already a much more specific goal with a euro-denominated growth target. Based on this, a realistic budget can be defined for the implementation of marketing.
In marketing, the challenge is too general target groups: for example, “all Finns who like tourism” is too broad and vague. As a result, communication to the general public does not touch anyone and does not evoke identifiable feelings.
The content strategy defines the target groups to be targeted. The customer personality is a description of the desired “dream customer”. Based on this, the company has an understanding of customer challenges, information needs, and things that inspire customers. Also, important information are perspectives that frustrate and reflect on customers and are therefore a barrier to buying.
The content strategy therefore takes a stand on what the content is aimed at and who the content is intended to achieve, and how the content marketing is carried out.
How is content marketing different from content marketing?
As I mentioned earlier, social media channels play an important role in content marketing as a whole, but these don’t mean the same thing. If the company’s target groups are best reached through traditional channels, content marketing does not exclude the use of these channels, but communication is consistent despite the channel.
The goal of content marketing is not to increase the number of followers of some channels and the number of website visitors, but a bigger goal can be to build your own brand awareness, company attractiveness and employer image, or to build a better customer experience on online channels. And above all, sales support and promotion. Looking at these through a few perspectives, the content implemented is very different.
Content marketing is not based on the choice of different channels but on customer understanding and content. Social media channels and paid marketing play a role in this as a whole. Paid visibility can make your own content part of the target group’s news flow, and at the same time social media advertising enables a good way to test the functionality of your own communication.
According to Top SEO Service, The aim of the content is to inform, entertain, serve and help customer target groups, so that at the time of purchase, the company is the most attractive option in terms of imagination and offering.