Content Marketing is the technology of creating and distributing content that is relevant to your target audience in order to attract and stimulate them to action. In other words, content marketing is information that your customers get at the right time and in the right place. But there’s a nuance here. This marketing tool works better than any direct advertising if the content marketing strategy is designed and implemented competently.

Content Marketing Goals

Before you develop a full-fledged content strategy, you need to determine what your marketing campaign goals are. Usually these are five categories:

• Increasing brand awareness.
• Attracting traffic to the site (both in the current phase and in the future).
• Lead generation (launching a chain of actions to the final sale).
• Growth of conversion rates.

Customer retention and motivation to make repeat purchases.
Of course, your content marketing goals may vary in part and be supplemented by other objectives: upsells, cross-sells, increasing loyalty, expanding your target audience, etc. But still, most companies work along these five lines.

How does content marketing work?

So, we have already found out that this area of Internet marketing is much more effective than direct advertising. With its help, you can achieve a variety of goals. The principle of content marketing is that with the help of various kinds of messages (text, video, audio, infographics, etc.) information about the brand is spread and, as a result, the reputation of the company improves. In creatives, experts:

• share useful data;
• introduce the features of the business;
• offer solutions to issues that are problematic for users.

The achievement of strategic goals depends on the plan of publications, on the data provided at the stage of acquaintance with the product, just before the purchase or order and after that.

Objectives of content marketing

Content marketing, as a modern tool for promoting online businesses, allows you to solve a number of tactical tasks:

• Increase traffic to the site and increase conversions. Before making a purchase, people tend to study the features of a product or service, decide what parameters are more important to them. Detailed understanding of these issues helps to informational materials. In addition, the more complex, expensive and technologically sophisticated the product, the greater the need to study all its features. So if you place a blog on the site, it will help to increase the attendance of the web resource in general and in the long term will increase the conversion rate of the site.
• Demonstration of the company’s expertise. For many consumers it is important that they bought the product or made an order from the best experts. Materials from the professionals will help to underline this.
• Increase brand awareness. Returning again and again to the site, where you can find all the time new and relevant information, the user gradually remembers the name of the company, which offers new items.