What is content marketing in business:
What is it and how to implement it?

Content marketing in business is an integrated strategy involving the creation and distribution of a variety of content – from text to video – to engage a specific target audience, improve SEO positioning, generate leads and build brand awareness and loyalty, implemented by various stakeholders and requiring a strategic approach to planning, production, promotion and analysis of results.

content marketing

What is content marketing?

Content marketing is a internet marketing strategy involving the creation and distribution of a variety of content, such as text, video, graphics, designed to attract and engage a specific target audience. The key element is to combine different types of content – informational, transactional and commercial – into a coherent and effective strategy that addresses the needs and interests of the audience, while supporting the company’s business goals.

What is important in a content strategy is the ability to deliver valuable content that is not only appealing to the audience, but also consistent with the brand and its message. Informational content aims to educate audiences, transactional content aims to encourage specific actions, such as purchasing a product, and commercial content aims to promote an offering. Effective content combines these elements in a way that grabs the audience’s attention, builds trust and loyalty, and ultimately leads to business goals.

Why create content marketing?

The overarching goals of content marketing are to generate leads, increase sales and solve customer problems. Commercial content focuses on generating leads, or potential customers, by getting them interested in the company’s offerings. Transactional content has a direct impact on increasing sales, encouraging audiences to make a purchase by demonstrating the value of a product or service. Educational content, on the other hand, serves to solve customers’ problems by providing useful information and knowledge, which builds trust and the perception of the company as an expert in a particular field.

Informational, commercial and transactional content three elements that are key to creating an effective strategy that not only informs and educates audiences, but also translates into tangible business results, such as generating leads and increasing sales. By combining these elements in a balanced way, companies are able to communicate effectively with their audiences while achieving their business goals.

The benefits of content marketing for business are multidimensional and have a long-term impact on their success:

  • Building brand awareness: High-quality content increases company recognition and attracts the attention of potential customers.
  • Trust and credibility: Regular provision of valuable information builds a company’s image as an expert in the industry.
  • SEO improvement: Valuable content increases the visibility of the company’s website in search engines, which translates into more traffic.
  • Generating leads: Engaging content can encourage audiences to interact with the brand, which is the first step to converting them into customers.
  • Increasing sales: Content can effectively convince audiences to purchase products or services.
  • Customer loyalty: Consistent delivery of valuable content keeps existing customers interested and encourages repeat purchases.
  • Cost-effectiveness: Content often offers a better return on investment compared to traditional advertising methods, being relatively inexpensive to produce but effective in long-term reach.

Content for companies is created by different parties, depending on the needs and resources of the company. In small companies, it may be the person in charge of marketing or the business owner who creates independently. In larger companies, there are often dedicated marketing teams or a content department to create, plan and distribute content. Companies can also use external marketing agencies or freelancers who specialize in building content, allowing access to a wider range of skills and creativity.

It is essential that creators have writing skills, knowledge of SEO, an understanding of the company’s business goals and the needs and preferences of its audience. Depending on the subject matter, specialized skills such as video production, graphic design or photography may also be required. It is important that the content be consistent with the brand image and tailored to different distribution channels, such as social media, company blogs and newsletters.

How to implement a content marketing strategy?

Implementing a content marketing strategy in an enterprise requires thoughtful and systematic work. The first step is to identify the business objectives that the strategy is intended to support, such as increasing brand awareness, generating leads, increasing sales or building customer loyalty. Next, it is necessary to understand the audience, its needs, preferences and behavior, which will allow the creation of content tailored to its expectations and interests.

The second step is to create a content plan, which will determine topics, content formats (e.g. blogs, videos, infographics), publication schedule and distribution channels (social media, website, newsletters). It is also important to ensure consistency of the company’s message and image across all types of content.

The next step is content production. Depending on the company’s resources, this can be done internally or with the help of external providers, such as marketing agencies or freelancers. Content should be optimized for SEO to increase its visibility in search results.

After publication, promotion and distribution is important, which can include paid advertising, social media activities, email marketing or affiliate content. The final step is to monitor and analyze the results, for example by tracking audience engagement, website traffic, lead generation and conversions. Based on the collected data, the strategy should be regularly adjusted and optimized to best meet the needs of the target audience and achieve business goals.

How to use SEO for content?

Content marketing and SEO are fundamental to success. Leveraging SEO starts with creating a content map that takes into account different topics and formats, as well as planning SEO silos, which helps organize and optimize the site’s structure for Google’s algorithms. Analysis is essential here to identify relevant keywords and topics that will address user needs and queries.

Optimization is the next step, where content is tailored to the selected keyword phrases, but also provides value and answers to the audience’s questions. It’s not just about using keywords, but about creating valuable, engaging articles that naturally attract attention and interest.

Link building, both internal and external, is also an important part of a search engine positioning strategy. Internal links help to navigate the site and strengthen positions for specific key phrases, while external links, especially those from authoritative sites, can significantly increase a site’s credibility and ranking.

Last, but equally important, is the technical aspect of website optimization. This includes improving the loading speed of the site, ensuring proper responsiveness to different devices, making sure the site architecture is search engine friendly, and monitoring and fixing any technical issues that could affect SEO results.

How does content work in e-commerce?

Content marketing in e-commerce is a dynamic process that involves attracting customers’ attention, building trust and relationships, educating them about products and services, and ultimately motivating them to buy. The goal is to attract online store visitors, and provide them with useful information to help them in their purchasing decision process.

In the first stage, content such as blogs, tutorials, product reviews, instructional videos, and social media posts are used to build brand and product awareness. Good content helps position the store’s website on search engines, increasing its visibility to potential customers. Then, the content engages the audience, providing them with valuable information that helps solve their problems or satisfy their needs. In this phase, content marketing can also serve to educate customers about products, showing their use, advantages and differences from competitors.

In e-commerce, content marketing is also used to directly drive sales. Examples include transactional content such as promotions, special offers, newsletters with discount codes that directly encourage purchases. A key aspect here is personalization of content, which means tailoring it to the needs and preferences of individual customers, which is possible by analyzing data about their behavior and buying preferences.

What is content distribution on social media?

Social media content distribution involves publishing and promoting the content you create in a way that reaches, engages and encourages interaction with your brand to a select group of customers.

The practical aspects of social media content distribution are key to the effectiveness of such a strategy. Leveraging the authority of platforms such as LinkedIn by publishing entire articles can be very beneficial. Through so-called parasite SEO, a company’s content can gain visibility through such platform’s high ranking in search results. LinkedIn, offering the ability to publish longer forms of content, is particularly useful for B2B and professional content.

Other platforms, such as Facebook, Twitter and YouTube, often employ the strategy of publishing content clips with links to full articles on the company’s website. This method of distribution not only drives web traffic, but also allows for more detailed tracking of engagement and conversions.

It is also crucial to pay attention to content virality and audience intent. Viral content that is naturally shared by users can significantly increase reach and brand awareness. To achieve virality, content should be engaging, resonate with the audience’s emotions, be timely and often include elements of humor, inspiration or valuable information. Understanding your audience’s intentions, or what they are looking for on a given platform, allows you to build content that is more appealing and valuable to them.

What is viral content?

Viral content is material that, due to its uniqueness, emotional impact or educational value, quickly gains popularity, spreading among social network users. They are characterized by their ability to generate significant engagement, resulting in widespread distribution and sharing by the audience.

The success of viral content depends on several factors. First, it is important that the content evokes strong emotions, such as joy, surprise and even outrage, as these emotions motivate users to share the content with others. Second, viral content is often innovative, entertaining, or offers an interesting perspective on a well-known topic, making it stand out in a flurry of information. Third, the content is usually easy to consume and share, which promotes its rapid spread online. The effectiveness of viral marketing lies in their ability to build brand awareness and achieve wide reach in a short period of time, often with limited funding.

What kind of content for B2B?

Business-to-Business (B2B) content marketing focuses on content that addresses the specific needs and concerns of other businesses. The content is designed to educate, inform and build trust among industry professionals, often focusing on long-term relationships and value creation. Typical B2B content formats include in-depth industry reports, case studies, white papers, blog articles on industry topics, webinars, and instructional and demonstration videos. These types of content are designed to showcase a company’s knowledge and expertise, which is key to building credibility and authority in the industry.

In a B2B context, it is important that content is well thought out, based on solid data and research, and tailored to the specific needs and challenges faced by other companies. Content marketing in B2B often targets specific market segments, so personalizing content for specific industries, job roles or stages in the buying cycle is important. The content should also support sales goals by helping potential customers understand how products or services can solve their specific business problems. Effective B2B content marketing not only informs, but also engages audiences, encouraging them to interact further with the brand, which can lead to generating leads and building lasting business relationships.

Why is video content important?

Video content is important because in today’s digital world, where users are bombarded with vast amounts of information, video content stands out for its ability to quickly capture the attention and hold the interest of its audience. Video is a format that can convey a lot of content in a short amount of time and is often seen as more engaging and accessible than text. It allows both emotional and complex messages to be conveyed effectively, making it a powerful communication tool.

Second, video has a significant impact on Google positioning and online visibility. Search engines such as Google often favor video content in search results. In addition, video content is more likely to get higher engagement on social media, which translates into greater reach and the ability to reach a wider audience. Video is also more likely to be shared by users, which can increase organic promotional reach.

Incorporating video into a strategy allows companies to build a stronger connection with their audiences, as the video format is more personal and allows the human aspect of the brand to be showcased. Video can be used in a variety of forms, from product demonstrations, to tutorials, webinars, to company and customer stories. Incorporating visual and audio elements into video content helps create a more engaging and memorable experience, which is key to building awareness and loyalty.

What content creation tools for content marketing in a company?

A variety of tools are used to create content, making the entire process, from planning to distribution, easier and more efficient. Here are some key categories of tools:

  • Content management and publishing tools: Platforms such as WordPress allow you to create, edit and publish content to websites and blogs.
  • Automation tools such as HubSpot or Marketo allow you to integrate and manage different forms of content from one place.
  • SEO tools: Tools such as SEMrush and Ahrefs help position content for search engines by offering keyword analysis, position monitoring and competitive analysis.
  • Graphic editors and visualization tools: Adobe Creative Suite (Photoshop, Illustrator), or Canva allow you to create graphics, infographics and other visuals that are key to presenting content attractively.
  • Video creation and editing platforms: Tools such as Adobe Premiere Pro, or InVideo, allow you to create and edit professional videos.
  • Social media channel management tools: Platforms such as LinkedIn and Facebook help promote content in the form of posts on their social media platforms.
  • Email automation tools: Programs like Hubspot, Salesforce and Mailchimp make it easy to create, send and analyze email campaigns.
  • Analytics and monitoring tools: Google Analytics, Google Search Console and other similar tools allow you to track the effectiveness of your content, analyze your company website visitors and user behavior.

How much does a content marketing strategy cost?

The cost of a content marketing strategy can vary widely depending on a number of factors, such as the scope and quality of the content, the language chosen, the purpose and specialization of the content, and whether the content is created by AI, freelancers or specialists from marketing agencies. For example, an optimized title in English, for which a specialist will spend about 5 hours, can cost about $200-500. This is an example of a more specialized task that requires deeper knowledge and skills.

The cost of AI-created content tends to be lower, but it may require additional editing and optimization by a specialist to meet high quality standards and align with marketing goals. In contrast, content created by experienced professionals or agencies often carries a higher cost, but usually offers more value, uniqueness and expertise.

Other elements that affect cost include:

  • Type and quantity of content: Video production, long articles, infographics or case studies can be more costly than short blog posts or social media updates
  • Frequency of publication: Creating and publishing content on a regular basis may require ongoing involvement of a team or outside vendors.
  • Content promotion: Additional costs may be associated with content promotion, including paid advertising on social media or Google Ads.
    Monitoring results and adjusting strategies: also requires time and resources.

The final cost of content marketing will depend on a company’s individual needs and business goals, as well as the quality and specialization of content chosen.

How to use email to increase effectiveness?

Using email to increase the effectiveness of content marketing involves promoting content by sending personalized messages to relevant audience segments. Content sent via email should be responsive to the audience’s needs and offer more than just promoting products or services. This could include exclusive information, industry tips, case studies, invitations to webinars or access to special offers. It is also important that emails are designed in a user-friendly way, with clear headlines, an attractive layout and a clear call to action (CTA).

Personalization means tailoring the content of emails to the individual needs and interests of recipients, while segmentation allows you to target communications to specific audiences based on their behavior, preferences or stage in the buying cycle. This makes content promotion via email more relevant, and valuable content increases the chances of engagement and response.

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How to use influencers to promote content?

Using influencers as part of content marketing is an effective strategy that involves working with people with a large number of followers or fans in a particular industry. The first step is to select influencers who have a reach among the company’s target audience and whose image and values align with the brand. You should look for influencers with authentic, engaged communities, not just those with the highest number of followers.

Once you have selected the right influencers, the key is to build a relationship with them and develop a strategy for collaboration. This can range from simply having influencers share the company’s content, to creating collaborative content (e.g., co-authoring articles, joint webinars), to more integrated campaigns where influencers create their own unique brand-related content.

It is important to remember that cooperation with influencers in content marketing should be transparent and in compliance with current advertising regulations. It is also important to set clear goals and success indicators for such cooperation, such as reach, engagement, website traffic generation or sales growth. Monitoring and analyzing the results of cooperation with influencers are essential to evaluate its effectiveness and adjust future strategies.

Key Takeaways

  1. Content Marketing is a strategy that involves creating and distributing a variety of content (text, video, graphics) to engage and build relationships with a specific target audience.
  2. The goal of content marketing in business is to generate leads, increase sales, educate audiences and build brand awareness and loyalty.
  3. A feature of content marketing is diversity i.e. a mix of informational, transactional and commercial content is key to a successful content marketing strategy.
  4. Audience Engagement: Effective content marketing engages audiences, builds trust and loyalty, which leads to business goals.
  5. A good content marketing plan translates into increased brand awareness, trust, improved search engine positioning, lead generation, increased sales, customer loyalty and cost effectiveness.
  6. Content Creators: this ranges from small businesses to dedicated teams in larger companies, as well as by outside agencies and freelancers.
  7. Strategy Implementation: Requires defining goals, understanding audiences, creating a content plan, producing, promoting and analyzing content.
  8. Leveraging SEO: Key to increasing content visibility, involving keyword research, link building and technical optimization of the site.
  9. Role of Content in E-Commerce: Engaging customers, educating about products and services, and motivating purchases.
  10. Social media content marketing efforts: require leveraging SEO, creating viral articles, and understanding audience intent to effectively reach a wider audience.