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What is Content Marketing

Before diving into content marketing it is important to understand exactly what it actually is. There is often confusion with the term as it pertains to digital and social media marketing because content is the core of most social and digital marketing strategies.

Content Marketing Defined 

The Content Marketing Institute, an online resource for information on all things content marketing, defines it like this:

“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

The main takeaway is the distribution of valuable content consistently. The overall value and consistent frequency is the differentiator between content marketing and an advertising or marketing campaign.

You can read more here: What is Content Marketing?

Digital content marketing is all of this but executed though digital

Digital Content Marketing Vs. Digital Advertising

Valuable and relevant content is a key difference between content marketing and content created for a marketing strategy or advertising campaign.

The idea is that over time, sharing valuable content consistently and frequently develops authority and grows your audience online. This creates a reputation and builds a community online that is ready to take action. That could be in the form of purchasing products or services or attending an event.

A content strategy for marketing or advertising is short-term content shared with your community that includes specific measures of success, such as sales. These can be storytelling or informative, but the timeline is much shorter and the KPI is more qualitative in the form of sales or lead generation. 

Digital content marketing activates the first two stages of the buyer’s journey by raising awareness of solutions to consumers’ problems and educating consumers about a product or service they may have never considered before.

Digital Content Marketing Vehicles 

Podcasting is digital content marketing

Goals and Objectives that Content Marketing Can Support

Why is Content Marketing Valuable for Social Media Marketing?

Digital content marketing provides consistent quality content for social media marketing. Your content marketing strategy can provide pillar content for your website and brand. This content can be used on all your social and digital media channels in different shorter formats.

Content marketing improves SEO significantly—simply by generating authentic and informative content targeted to your audience and keywords.

It also provides natural inbound links, and building up good content on your website is great for improving organic reach with search engines. LHM Strategic focuses the majority of our SEO efforts in our content marketing strategy. It is that impactful.

How to be Successful

It is really simple. Make sure your content is adding value to your target audience. However, it is important to understand all content marketing is a long-game strategy. It can take months and in some cases more than a year to establish the right amount of authority, depending on your industry and commitment for creating consistent, valuable content. 

Have a Promotion Strategy

It is not as simple as creating valuable content, though. There needs to be a promotional strategy supporting the content. How will your audience find your content? Make sure you have a plan in place for promoting content. Social media and email marketing are a great way to get the word out, but remember—it all takes research and planning to be successful. 

Interested in creating a content marketing strategy? Let us help! Contact LHM Strategic today.

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