Foundations of Content Marketing – What you need to know

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We know that content marketing is not just here to stay, but here to stay for a long time. With competition between businesses increasing, content marketing is set to grow at a rapid pace.

In fact, online content marketing is believed to be one of the major deciding factors between the success and the failure of a business because it is a digital marketing solution, which is something that an enterprise can simply not skip if it is to succeed.

In my line of work at Big Ambitions, I was intrigued to enhance my learning of this concept, but as with everything else in life, one must understand the fundamentals first before going any further.

This led me to the Content Marketing Foundations course on LinkedIn Learning, and for this particular post I will elaborate more on truly defining and understanding the importance of content marketing.

Firstly, what is content marketing and where does it stem from?

Content marketing is defined as “the process of creating valuable, relevant content to attract, acquire, and engage your audience.”

Long gone are the days where a customer’s first point of contact with a company was with a salesperson.

In the contemporary business world we live in consisting of multiple channels and devices, potential customers are doing their own research online through means such as social media, search, websites and review sites.

Thus, it is extremely difficult for marketers to be heard through all of that noise, and to be present and relevant on all the various channels.

Therefore, content marketing ensures that you are being heard through providing thought leadership and creating a lasting relationship with your client.

What are the benefits of content marketing?

Several marketing activities a company partakes in, such as attending a trade show, paying for a pay-per-click ad or doing a banner ad are all basically ‘renting’ attention i.e paying a fee to ‘rent’ the audience of another vendor.

In contrast, content marketing is essentially owning your own attention by creating in-house thought leadership and content. This is how brands today become their own publishers – through content marketing.

Additional benefits of content marketing:

  1. Brand awareness: nearly 93% of the buying journey begins with a search online and content marketing builds organic awareness by popping up through the social and search channels.
  2. Create brand preference: trust in brand preference is built through thought leadership and customers are more likely to purchase from companies they trust. Thus, by creating content and becoming that educational resource for potential customers, trusting relationships can be fostered.
  3. Reach more buyers at a lower cost: unlike ‘renting’ attention as previously mentioned, the return on content occurs over a longer period. Although there is an initial spend, content is evergreen and created to last. In the process, one’s own audience is being built which in turn means more customers being reached at a lower cost over time.

Content marketing is crucial in today’s noisy world. By creating educational, valuable and engaging thought leadership, relationships are created with potential buyers to move them through a company’s sales funnel and ultimately become loyal customers.

At Big Ambitions, we strive to provide expert travel marketing and content strategies to connect travel brands with their travel customers.