Cos’è il content marketing: come sfruttare i contenuti digitali

What is Content Marketing: how to leverage digital content

Content marketing is the strategic management of content on the web. What does content marketing mean? Why it is important in digital marketing and why it works for your brand.
Content marketing is an area of digital marketing in which the creation and distribution of content aims to increase brand awareness, improve website search engine rankings and generate audience interest. Companies use content marketing to cultivate the interest of potential customers (leads) and promote sales.

Traditional web marketing is becoming less and less effective; attracting attention through display ads on websites, e-mails or in person at stands and trade fairs is becoming a somewhat outdated activity. Content marketing fits into this context, because it goes beyond the simple “Look at me! Choose me!”.

Content marketing allows you to become a publisher and build your audience in a less intrusive, but higher quality way. By creating and distributing content that customers find useful, marketers increase their brand awareness and build trust with consumers.

Content marketing is an inexpensive strategy, but it is an important business opportunity because, although it has a somewhat slow start, as you add valuable content you reach an ever-wider audience.

Content marketing is the consistent publication of content that is useful to the audience and buyer personas identified by your business. Producing quality content means creating an ever-widening pool of users who will recognise your brand as a leader in a given sector, and who will rely on it to answer their questions or needs.

This is what content marketing is all about: focusing on people’s needs and reaching out to an audience that needs answers, advice or information on certain topics. Using keyword research tools, you can intercept the needs of web users and provide them with the right solutions. Content marketing allows any business to increase its presence in organic search because, by using SEO and information sharing, it aligns with the needs of consumers and web users.

To be effective, content marketing cannot be done haphazardly, but instead must be well executed. This includes developing a content strategy that also involves other aspects of digital marketing, such as copywriting and inbound marketing.

In this sense, the importance of an editorial calendar is crucial; creating a plan and a content strategy means that you can concretely pursue your business goals and more accurately assess the results of your work.

What is content marketing is summarised in the definition given by the Content Marketing Institute:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Taking the first steps in digital marketing and making order and clarity of ideas seems very complex – “Simple it certainly isn’t” – especially since it is a world made up of many different but similar activities, with different but similar names. To avoid confusion with other types of activity, let’s see what content marketing is not.

It is not a random activity

Let’s start by saying that content marketing is not content published randomly on blogs, social media posts, videos, landing pages, through e-mail marketing, etc., hoping that something will happen.

Many people publish content here and there without a strategy. Without an action plan, it is difficult to understand what is wrong and what is working well and to take action to change things.

It is not advertising

A common mistake made by many companies is the idea that continuing to create all kinds of content, without any real consistency, and publishing it on blogs, social networks, industry platforms, forums, etc., is a good way to get your presence noticed and reach a wide audience.

Content marketing is not advertising. The focus should not be self-referential, but should be focused on the consumer/user. In these cases, you should stop for a moment and ask yourself: “Am I meeting the needs of my target audience?”, “Am I solving their problem?”, “Am I sharing my know-how with my audience?”.

It is important for content marketing to engage users, not to convince them to buy.

It is not limited to one sharing channel

Publishing the content you create only on your blog is not content marketing. Nor is it just publishing posts on social media. Each platform is part of a larger project.

Content marketing is about providing information. This can be done using many different channels and in many different formats. The important thing is to produce something useful for the target audience.

Therefore, choose 3-5 key themes for your blog, but also take advantage of the endless possibilities that the web world gives you to share other types of information in other formats, such as videos, infographics, images, emails, e-books, etc.

It is not meaningless

Sharing information is not a meaningless activity, or a waste of time for the company. It is true that sharing information does not make money, but it is an important activity that operates at a deeper level of consumers’ psychology.

The seller-buyer relationship ends once the transaction is made. The relationship that content marketing aims for, on the other hand, is something more like a parent-child relationship (taking it to extremes): “You have a problem? Trust me, I’ll help you solve this problem and all the others you’ll have in the future”. And who should be more worthy of our trust than a parent?

Content marketing is important because the world has changed dramatically since we started transmitting all our information on the web. The world has changed more dramatically in the last 20 years than in the previous 100. Add to this the ability to connect and stay connected with anyone at any time via our mobile phones.

Today, traditional advertising is mostly ignored because it is often considered intrusive. People prefer to access the content they want, at the time they want it and in the way they want without feeling the pressure of someone telling them “Buy it! Buy it!”.

Content marketing fits into this context because it tries to connect with the public in a lighter and more innocent way, giving people the information they want without (apparently) asking for anything in return.

Unlike traditional marketing, content marketing is a modern and fully sustainable method. When done well, with a content marketing strategy behind it and relevant quality content, it offers the advantage of exponential growth, builds trust and expectation in the brand, attracts the attention of potential customers and secures compelling leads.

In addition to these general factors, let’s take a closer look at what advantages content marketing can bring to your business.

  1. More content. “Well… thanks for the obvious”. Indeed, it is the most banal observation that could be made about content marketing. The implications, however, can be more significant. More content means giving your customers more reasons to stay on your website, learn more about your business, become more familiar with you and your company values. Creating content will allow your users to stay longer on your site… an attitude that even Google likes!
  2. Increased visibility on search engines. Every new post you add is another page that Google indexes. Having many pages on your site does not mean that it will increase search traffic, but it can give you more opportunities to rank for more search queries.
  3. Improved reputation. When people read your content, they create a mental image of who you are and what you do. If they find what they read useful, informative or enlightening, they will think more positively about your brand.
  4. Improve domain authority. Writing more and higher-quality content will increase the perceived experience, authority, relevance, and trust of your site. If that content gains more inbound links from external sources, your website’s domain authority will increase further. Higher domain authority is strongly correlated with higher search rankings, so the more quality content you produce, the higher organic search visibility you will gain in all areas of your site.
  5. More referral traffic. Referral traffic depends on your efforts to produce guest content on other sites or platforms. When you contribute to someone else’s content, you will often have the opportunity to link back to your own site. Valuable relationships with relevant and authoritative websites with high traffic can increase your visitors and authority.
  6. More traffic on social networks. Distribute your content on your social media platforms for greater visibility. Users will have the opportunity to share your content with their friends and followers, greatly increasing your audience. Gradually, you will gain more followers and, consequently, more social media traffic.

Once you put your content marketing strategy in place, it’s that positive snowball effect in action. Your brand presence becomes bigger and more impactful.

It becomes easier to achieve your marketing goals with future content because you already have a foundation in place: a vast library of written, visual and experiential content, all designed to comply with your target buyers.

Ready to reposition your brand with Content Marketing?


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