When I tell people what I do, I’m often met with a quizzical look. The furrow of many a brow has deepened as I continued to explain what it is I do on a daily basis.
I’m not offended by this. I’m a Digital Marketer and I have a plethora of confusing words to contend with. Within every niche are buzzwords that are guaranteed to confuse those who aren’t directly involved. But if there’s one thing a Marketer cares about, it’s clarity. Thus, I’m here to explain one of the most prevalent Digital Marketing Buzzwords around: Content Marketing.
Note: If you already know what a Conversion is, can delve into conversations about Analytics, Metrics, and Visual Content Marketing, and regularly find yourself on Google Trends. This may not be the best post for you. Instead learn a bit more about our Services or check out the riveting interview with our new Art Director, Daphne Butler!
When I told my best friend about my work in Digital Marketing, specifically content marketing, she cleverly joked, “Congratulations, you are now Big Brother.” Her comment alluded to the infamous phrase in George Orwell’s 1984, “Big Brother is watching you.” (i.e. the Government is watching you). As amusing as her comment was, she’s only partially right. It’s true that most Digital Marketers can tell you how women aged 25-35 are using Social Media, and we can definitely give you insights into the trends affecting your area of interest. We analyze, measure and create plans based on what other people do online so, yes, we are watching. But, unlike “Big Brother,” our data is anonymous.
Content Marketing, in short, is about understanding what your audience cares about. It isn’t about the brand, your products, or your services. More importantly, Content Marketing is a tool through which you can transform your brand into something that people will readily embrace. It’s why the average marketer makes time for things like webinars, reading educational articles/e-books, and watching relevant videos that answer specific questions people have and provide them with something they can’t get anywhere else. This is one of the best ways to turn your product or service, regardless of how common it is, into something unique and significant.
By becoming a credible, authoritative resource on topics that matter to potential consumers, your business is far more likely to get discovered by the right audience and earn their loyalty and trust – which, in turn, enables your brand to strengthen its customer relationships, grow an active and engaged subscriber base, and even increase its profits.
So what exactly does a Content Marketer do?
- We gather insights from Data & Analytics to discover how best to target the right consumers.
- Align our plan for content publication with the Strategy & Goals of our Clients.
- Seek to Build an Interested & Engaged Audience by understand how people use our client’s services/products.
- Generate revenue for clients by Creating Brilliant Content which drives traffic to the right places.
- Increase revenue by creating more loyal customers, which has the potential to increase sales through cross-selling or up-selling.
- Reduce Marketing Costs by generating better — more relevant — results.
Example: Cash Saver, a popular chain of Affordable Grocery Stores, wanted to reach more clients who are seeking to improve their diets. A widely held belief is that if you want to eat more healthy, you have shop at places like Whole P̶a̶y̶c̶h̶e̶c̶k̶ Foods. We created a Wellness Blog, complete with recipes using only Cash Saver products, to draw in the target audience and inspire Cash Saver customers to live their best life at a better price.