Content Marketing Strategies to Educate and Entertain:
Kristin C. et al (2013) stated that Content marketing is the art and science of regularly sharing valuable information with your target audience that aligns with and reinforces your brand. When you share content, you want to provide one or more of Education, Editorial and Entertainment. In Education,
Financial planning provides endless content, ranging from more technical and practical issues to lifestyle and emotional topics. In Editorial, it presents your perspective. With myriad philosophies and different values around finances, sharing your opinion helps you stand out to people with whom your message will resonate. Make sure they know where you stand. In Entertainment, from blog posts, tweets, and seminars to radio shows, interviews, and videos, content comes in many forms. Your content is valuable if you take a stance, be creative, elevate the conversation, bring it back down and make it personal.
How to Create Content that Connects with Your Ideal Client:
Zoë et al (2018) says many financial planners struggles when it comes to content marketing. When you start to build content, you need to know for whom you are creating content for. If you can group your clients and prospects into a few separate niches, you’ll be able to better understand what they are looking for in your content and what other ideal clients will be looking when they find you. Once you have understood who your target audience is, you can start brainstorm session. Store all ideas in one location, notebook or folder anything it can be. There are two things you need to keep in your mind during brainstorming sessions, what your audience wants to know and what you are passionate about. Know yourself, your audience wants to work with you. Infuse your content with your personality. Content marketing is incredible because there are infinite number of ways to do it successfully.
Content marketing – the fundamental tool of digital marketing:
Loredana et al (2015) stated that in the era of digitalization, the importance of digital marketing has increased from one year to another as part of the marketing strategy practiced by organizations of any type and any size. Given that digital marketing requires the existence of a content marketing, the success or the failure of the company’s online communication depends to a significant extent on the quality of its content marketing. In this context, besides promoting a high quality of the content marketing, the digital marketers must undertake an analysis of the target in order to adapt their content and to choose the right way of promoting it. This article defines the concept of content marketing and the importance that it has within the marketing policies, as well as the proper means of developing a correct content marketing strategy.
Common Content Marketing Mistakes (and their Simple Solutions):
Kali et al (2018) says that if you daily post your content through social media and have consistency, but still, you are not getting the views and responses you want, something’s not working with your content marketing. You fail to promote. You create a lot of content, but you don’t do anything to promote it. Focus on quality over quantity, and put your energy into promoting a few things rather than creating a ton of stuff that doesn’t make it to your audience. Your content isn’t user-friendly. Make use of white space. Use bullet-point or numbered lists. Keep paragraphs to three or four lines—or less. Write like you talk and don’t use five words when one will do it. Keep it simple, straightforward, and conversational. These little things will make your content friendlier to your audience and encourage people to actually read what you wrote. You Cannot Only Talk About Yourself. If you post on social media, promote other people, share cool stuff that’s helpful for others even if it’s not your content, and shout out people doing cool things. With email, don’t constantly hit people up with requests that only serve you. Pour Your True Self into It.
The Insight of Content Marketing at Social Media Platforms:
Mathur Smriti et al (2019) stated the marketing scenario is drastically changing, with the focus shifting from traditional marketing towards digital or electronic marketing. A recent tool of creating a loyal trustworthy customer relationship is by using content marketing. For the creation of successful content marketing, it is very crucial for an enterprise to know how consumers perceive contents, what does attract them about the contents, what do they expect from contents, etc. Social media platforms are now providing common platforms for exchanging ideas and knowledge and for building social networks. Enterprises can make use of different social media platforms like blogs, videos, infographics, photo sharing on posts, etc. to reach targeted customers. Content marketing and social media both are complementary for each other because good content has no value until and unless it is not promoted on social media and in the same way social media marketing will fail without a good content strategy. This research paper is concerned with a deep understanding of content marketing and how social media platforms help in carrying out the value contents from producers to potential buyers.
ROLE OF CONTENT MARKETING IN THE MINDS OF DIFFERENT CUSTOMER AUDIENCE:
SHARMILA P. (2021) says that this study shows the state of minds in customer audience on Content marketing. This marketing is focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate lead, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content. It helps companies to create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. Content marketing starts with identifying the customer’s needs. After that the information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.
Content Sharing and Communication on Social Media Platforms: A Review:
Kashika et al (2022) stated that Social media is the powerhouse of marketing where content is seeded by individuals and firms for self-promotion and building long-lasting relationships. With an increase in the number of social platforms and consequently, intense competition among social media sites, channel selection has become a significant area of study for the marketers to transmit their communication material to the target audience. With billions of interactions on social platforms like Facebook, YouTube, Twitter, Instagram, LinkedIn, etc. on a daily basis around the globe, brands have embraced social media to connect and engage with their audience. Content type, creation and delivery have become quintessential to success with the audience. This study endeavours an in-depth investigation of social media content with respect to the platforms on which it is shared/ communicated.
THE EFFECTIVENESS OF USING ONLINE VIDEO AND BLOG CONTENT IN MARKETING CASE STUDIES FOR COLLEGE STUDENTS’ LEARNING – A THREE-YEAR COMPARISON:
Laurence et al (2022) stated that fast-growing and evolving online content has enabled responsive curriculum updates to support students’ learning of how to apply concepts to understand and solve real world problems. This paper shows comparison results of using case study assignments presented either as traditional written descriptions or as a combination of online resources including video clips, blogs, and vlogs. Research results indicate that learning outcomes for case study assignments presented through online resources improved significantly for the learners. Pedagogically, the value of including material that helps stimulate learning in lessons is grounded in theories of experiential learning and constructivism – that is, we learn through what we encounter and construct our understanding through personal experience. The use of online video and blog content can enhance students’ performances in conducting important tasks in case study analysis. Higher achievers gained more than average achievers, and struggling students obtained necessary gains sufficient to pass the case study assignments. Marketing educators should consider incorporating modern online content in curriculum design components such as case study assignments to improve student learning.
THE IMPORTANCE OF CONTENT MARKETING FOR ACHIEVING CUSTOMER BRAND ENGAGEMENT:
Almir et al (2022) says that in the last decade, with the development of information and communication technologies, content marketing has become one of the leading marketing techniques in marketing communication, which seeks to create a relationship with customers by creating and sharing interesting content. Customer brand engagement is characterized by different cognitive, emotional and behavioral brand-related responses caused by specific brand interactions. In the modern economy, where it is very difficult to attract and retain the attention of customers, building creative, consistent and accurate content is becoming one of the basic challenges for gaining customer engagement. The research subject focuses on the growing popularity of content marketing and customer brand engagement, and systematizes the existing findings on the importance of the effects that content marketing has on customer brand engagement. Therefore, the main goal is to review the literature on existing knowledge about customer brand engagement and content marketing, which is most often shared through social media, and critically analyze the findings of researchers and practitioners on the relationship between content marketing and customer brand engagement.
Content marketing strategy of branded YouTube channels:
Sylvia et al (2020) stated as content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis. Using a consumer engagement conceptual framework, the study examined brands’ strategies addressing the interactivity, attention, emotion, and cognition aspects of engagement and explored the role of YouTube capabilities, financial resources, and product category in strategy differentiation. Results indicated that engagement through social media content marketing is highly contextual and platform dependent. YouTube capabilities, financial resources, and product category play an important role in strategy differentiation.
CONCLUSION:
These articles are trying to show the importance of Content Marketing and how to apply in the most efficient and effective way. Content marketing has become one of the leading marketing techniques in marketing communication. Content marketing can become easy by using brainstorming session in which two things should be kept in mind is what your audience wants to know and what you are passionate about. The success or the failure of the company’s online communication depends to a significant extent on the quality, analysis of target and way of promoting it. Mistakes that should be avoided while promoting content marketing are Focus on quality over quantity, and put your energy into promoting it, Keep it simple, straightforward, and conversational. The marketing scenario is drastically changing from traditional marketing towards digital or electronic marketing. Content marketing and social media both are complementary for each other because good content has no value until and unless it is not promoted on social media. To study the minds of customer audiences we must focus how to attract attention and generate lead, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Social media is the powerhouse of marketing where content is seeded by individuals and firms for self-promotion and building long-lasting relationships. The use of online video and blog content can enhance students’ performances in conducting important tasks. Gaining customer engagement has become a basic challenge in the modern economy as it is very difficult to attract and retain the attention of customers, building creative, consistent and accurate content. Using a consumer engagement conceptual framework, the study examined brands’ strategies addressing the interactivity, attention, emotion, and cognition aspects of engagement and explored the role of YouTube capabilities, financial resources, and product category in strategy differentiation.
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