In the current digital context, content marketing has become one of the most effective and necessary strategies for any brand. The opportunities to connect with audiences with valuable content are enormous. But what exactly is content marketing and why is it so important?
What is Content Marketing?
It refers to the creation and distribution of valuable, relevant and consistent information to attract and retain a clearly defined audience. The ultimate goal is focused on trying to provoke a profitable customer action. This content can be presented in a variety of forms. For example, in blog format (as in our case), videos, infographics, podcasts, social media posts, email marketing and others.
Among the benefits of content marketing for a brand we can highlight the following:
- Increased web traffic: As long as it is useful and relevant content, the probability of generating quality visits to the website increases. Not only that, but they will stay longer, which can improve search engine rankings.
- Lead generation: Under the premise of well-designed content, you can capture the attention of users and convert them into potential customers, especially if integrated with effective calls to action.
- Brand strength: Consistently publishing quality content helps to position a given brand as an opinion leader in its market segment. This, by extension, strengthens the brand’s image by bringing it strategically closer to its identity.
- Improved SEO: Relevant and well-optimized content significantly improves search engine visibility. This way you can attract organic traffic on a sustained basis.
The role of email marketing in content marketing
Email marketing is a fundamental tool that perfectly complements content marketing. It is a perfect vehicle to obtain the desired reach and get the information to the audience we want.
When implemented correctly, email marketing can amplify the results of your efforts in several ways:
- Information distribution: Sending newsletters with the latest blog posts, videos or infographics, for example, ensures that the audience receives the created content directly. This increases visibility, as well as improving participation rates.
- Personalization and segmentation: Through email marketing, we can segment the target audience and personalize messages so that each group receives the appropriate, relevant and specific information. This increases the effectiveness of campaigns, since users receive what they are really interested in.
- Fostering user loyalty: Keeping subscribers informed and engaged with valuable and educational content creates a relationship of trust and loyalty. This action is critical to long-term customer retention.
At this point, I want to emphasize the enormous importance of having an email marketing platform that provides solidity and confidence. In my case, I recommend MailRelay, which is perfect for different approaches to content marketing. Mailrelay is a very reliable email marketing tool, especially because it has a support staffed by experts in email marketing. In case of any doubt, they have always helped me to resolve the situation and that is worth gold. On the other hand, it is essential that the platform is intuitive and, above all, that it guarantees the deliverability of the emails. After all the effort in content, this is a determining factor.
How to get started with content marketing
Of course, the first step is to know your audience. To do this, I recommend researching and understanding their needs, interests and potential problems. This is key to create content that really impacts them.
The next step is to create a content calendar. To do this, we have to plan what type of content we are going to publish and when we will publish it. A calendar is essential to maintain consistency and align content with market trends and audience needs.
Once we have the previous step ready, it is time to consider the use of different formats. The advice is not to limit yourself to one type of content. We can experiment with blogs, videos, infographics, podcasts and social media posts to keep the audience interested and engaged. A certain amount of trial and error is simply necessary.
Finally, it’s time to execute the publishing plan and, of course, to measure and optimize. To do this, use analytics tools to measure content performance. This will allow you to identify what type of content works best and optimize your strategies accordingly. In this sense, if we choose to have email marketing actions, a platform such as MailRelay offers excellent information. For example, number of people who receive the email, number of people who read it, number of times they open it, geographic locations, etc.
In short, content marketing is a key element in the field of digital marketing. If, in addition, we manage to integrate it effectively with email marketing strategies, we can generate a memorable impact. That is the desire of any brand today.
Photo credit: BJ
