What is Content Marketing?

Content Marketing is a Marketing Strategy that consists of Creating useful Information to Attract potential Customers.

  • In order to Sell them a Product or generate a Profit.

 

The Process that Content Marketing uses is usually the following:

  • Offer an Answer to what Potential Customers are concerned about, and then offer them a Product or Service that may be useful to them.

 

We have summarized the 4 Stages that any successful Content Marketing Strategy goes through:

The Four Stages of Content Marketing

The Four Stages of Content Marketing are:

  1. Inform.
  2. Help.
  3. Hook.
  4. Monetize.

 

Let’s see them in more detail:

Inform Customers

 

In this First Stage, the Company offers different Information (Content) to its potential Customers.

  • This information doesn’t necessarily have to be Product oriented.

 

Examples

 

  • Tips for something.
  • Short and inspiring Stories about people that succeeded.
  • Technical Information easily explained.
  • A Blog where the Company “engages” with users informally.

Help Customers

 

In this Second Stage, the Company proves to be Helpful for its Potential Customers.

  • Potential Customers perceive the Company as a Trustworthy Entity.

 

Examples

 

  • An Article of a Blog helped a user to lose weight.
  • The Tips shared by a Company helped a person find motivation.
  • A Recipe published by a cookware company proved to be delicious and easy to prepare.
  • Instructions given by a Car Company were helpful in checking your tire pressure.

Hook Customers

 

In the Third Stage, the Company earns the Loyalty of its Potential Customers.

  • The Potential Customers become “loyal” to what the Company publishes.

 

Examples

 

  • Potential Customers check what the Company publishes regularly.
  • Users start following the Company on Social media.
  • Users get involved on Social Media; commenting and sharing the publications of the Company.
  • Potential Customers start getting interested in the Company.

Monetize Customers

 

In the Fourth Stage, the Company Monetizes the Activity of its Users.

  • Potential Customers become Clients or generate Indirect Income for the Company.

 

Examples

 

  • By selling a Product that helps Customers.
  • By Placing Ads on its Content.
  • By offering a Service.
  • With Sponsored Content.

As you may be thinking the best scenario is when Clients are Immediately monetized.

 

This happens when the Company has developed a very good Content and offers a helpful Product.

  • A Product that solves what Customers are concerned about.

 

Therefore, the next question we have to answer is:

  • How can I develop good Content?

How to Create Content

Talk about something you know about or Hire someone who does.

  • People can easily guess Who’s talking just for saying something and Who knows the topic.

 

Explain things in a Simple way.

  • Your content must be easy to understand. Else, nobody will read it.

 

Use a Personal Approach even in you are explaining some instructions.

  • People trust other People. No one feels affection for an answering machine.

 

Never stop Researching what your potential Customers are concerned about.

  • Their concerns will vary over time and you must show them that you know them.

As we often say, the best way to understand how Content Marketing can be used is by sharing some examples with you:

Content Marketing examples

We have chosen 3 real examples that perfectly show how Companies use Content Marketing successfully.

 

Let’s begin:

Costco - Content Marketing example

 

If you ever search for things like:

  • How to organize a party.
  • Tips for having a great picnic.
  • Recipes for a football night.
  • etc.

 

You might be surprised to find helpful Postspublished by Costco.

 

 

Costco has lots of Posts where they give different Tips.

  • Advice on everyday situations that may interest everyone.

 

In these Posts, they also offer their products so that you can buy them if you want:

 

They share Useful Information and also, they offer their Products.

  • It is a good example of Content Marketing Strategy.

Leroy Merlin - Content Marketing example

 

Leroy Merlin is a French Home-improvement and Gardening retailer.

  • If you need anything for your Home or Garden, you’ll find it there.

 

And most important:

  • They use a Content Marketing approach.

 

But, unlike Costco, their content is more “How to…” oriented.

 

Once inside, you’ll find the detailed and easy-to-understand instructions

 

… And all the Materials and Tools that you will need.

Ahrefs - Content Marketing example

 

Ahrefs is an Internet company that offers a Tool to investigate (mainly):

  • Search Volumes per Topics.
  • Website analysis.
  • Trends on the Internet.

 

Website professionals use this tool to improve their Pageviews by analyzing what they should post about.

  • “Grosso modo”.

 

And, they use Content Marketing as well:

 

They have a YouTube channel where they share interesting information about Website building.

  • And, in practically all their videos, they use their Tool.

 

It is a subtle but effective way of promoting their product.

  • Which is, by the way, relatively expensive (around $1.000 a year).

Summarizing

Content Marketing is a Marketing Strategy that consists of Creating useful Information to Attract potential Customers.

 

The 4 Stages that any successful Content Marketing strategy goes through:

  1. The Inform Stage: the Company offers different Information (Content) to its potential Customers.
  2. The Help Stage: the Company proves to be Helpful for its potential Customers.
  3. The Hook Stage: the Company earns the Loyalty of its Potential Customers.
  4. The Monetize Stage: the Company Monetizes the Activity of its Users.

 

Tips on How to create good Content:

  • Talk about something you know about or Hire someone who does.
  • Explain things in a Simple way.
  • Use a Personal Approach even in you are explaining some instructions.
  • Never stop Researching what your potential Customers are concerned about.

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