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Marketing of Contents: concept and characteristics
The Marketing of Contents is one of the more important strategies of communication at present. By that reason, it is used frequently to fortify the value of the brands in complex, dynamic and more and more competitive an atmosphere of businesses.
Unlike traditional marketing that, requires great investments, this tool of digital marketing is a more accessible experience in economic terms and of greater utility for the public as we see next:
What is the Marketing of Contents?
The marketing of contents is a mechanism of bidirectional communication that, allows the positioning of personal brands as as much organizational.
In that context, one becomes a practice fundamental to secure the preference, fidelity and loyalty of the public.
By that reason, they have an informative intention and, of that way, it facilitates the quality of life of his adressees.
Characteristics of the Marketing of Contents
As any other practice of the marketing research, the Marketing of Contents presents a series of characteristics or own attributes:
The investment for the creation of the contents varies between a brand to another one. By that reason, it can be a gratuitous experience sometimes whereas, other times, it requires important sums of money for the companies.
The creation of the contents is realised with weeks or months of anticipation according to the needs of each brand. Nevertheless, its publication or diffusion of the same must be realised periodically to secure the interaction with the public.
Generally, the content is offered free of charge or in exchange for the subscription with a landing page (landing page in English). Of that way, the users or consumers can more quickly incorporate them at the time to day. When he offers himself in exchange for money, he stops being marketing of contents and one becomes the sale of infoproductos.
The content is a message and, therefore, it requires of a channel. At the moment, the most effective channels are the websites, Redes Sociales (RRSS) and the e-mail.
The Content Marketing represents one first stage within the sale process since, it allows to a discreet interaction between the potential clients and the brands.
Also, it generates a valuable opportunity to increase the range of marketing in geographic, economic and demographic terms and, in especially, to measure his results.
Formats in the Marketing of Contents
The contents can appear in different formats: textual, graphical and/or audio-visual.
In the first case, a textual content could be an article, an electronic book, a note of press or the description of a product.
The graphical contents could appear through computer graphics, photographies, flyers or any other similar resource.
And finally, the audio-visual content is integrated by videos, podcasts, similar songs or other resources that, allow the transmission of the informative message.
5 recommendations for a successful strategy of Marketing of Contents
If you want to implement this strategy in your business or company, then you must consider the recommendations that we will offer to you next:
1. It analyzes to your hearing online
If you know truly who are your clients or your future clients, you can determine what needs have and what contents you can create to satisfy them.
2. It studies your competitors
Through benchmarking, we can know what the competitors are doing, to learn of them or avoid to repeat his errors.
3. It selects the suitable channels
After to analyze to your potential clients and competitors, surely you will be able to understand which are the most appropriate channels for your brand.
4. It establishes realistic objectives in your business
The realistic objectives are measurable, attainable and motivating. Of that way, the content marketing is going to complement your other actions and decisions.
5. It produces a useful, original and lasting content
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