Content Marketing: What is it and why should marketers care?

Content marketing creates a better customer experience. Here’s why it’s important, plus tips and tools to help you get results.

It is said, ad nauseam, that content is king. But these days, a more accurate statement is probably: customer experience is king. And, in our interconnected world where everyone is fighting for attention, good content is what drives a good experience.

Businesses use content marketing techniques to increase brand awareness, educate prospects and customers, and establish trust. Increasingly, providing a good customer experience means delivering relevant, personalized content to customers in a way that works for them. Delivering the content customers want when they’re ready for it ultimately leads to better results for marketers. That means producing content that’s always fresh, relevant, and tailored to the many places customers use when interacting with businesses.

How important is personalization in content marketing? About 71% of consumers expect companies to provide personalized interactions, according to recent McKinsey data. Almost three-quarters of people will look elsewhere for things or services they want when the expectations are not met.

What is content marketing?

Content marketing is a marketing method or discipline based on the development of various types of content and resources to motivate people to take action (eg, to subscribe to a newsletter, to place an order, to request more information, etc.) .)

Unlike paid advertising, content marketing uses organic methods to attract and engage customers. Content, in this case, includes textual or visual assets (such as guides, articles, blog posts, graphics, videos, social media, etc.). This content is paid access.

Content marketing is closely related to inbound marketing and other methods based on customer experience. It is often used as an advanced method to attract leads and convert them into leads or customers. However, it can also be used to develop existing relationships and convert prospects into customers.

Why marketers should care about content marketing

The customer buying cycle is a self-service process that expands into many areas. In order to adapt to customer expectations and stay competitive, marketers need to create a large volume of high-quality content that can be shared effectively across multiple channels.

Showing up in a crowded content field requires producing personalized content at scale. Content automation tools and platforms help businesses create, manage, distribute and promote content while enabling scalability. In short, you need content to compete in today’s customer experience focused on technology to create content at the volume needed to make an impact.

How does content marketing work?

About 91% of businesses reported achieving some level of success with content marketing in 2021, according to Semrush’s 2022 State of Content Marketing Report. Many respondents said they plan to increase content budgets and hire more content talent in 2022. Currently, content marketers measure success by looking at traffic, search rankings, and leads. But that is changing.

Content marketers focus on other metrics such as engagement, conversion rates, and ROI. Of course, there are technological tools that help with this. For example, customer journey analysis tools, such as Qualtrics, analyze every customer interaction with a business and analyze how each part of the journey contributes to that behavior, such as a sale, conversion, or request. information.

Journey analysis examines every part of the customer interaction during the buying process and evaluates its impact on measurable outcomes (eg, sales, new customers, conversions, etc.)


Who uses or works in content marketing?

The main teams working on content marketing tools are those responsible for driving website traffic, referrals, leads, and sales. This includes:

Marketing: Content is used to attract leads and turn them into top leads.

Sales: Content is used to accelerate the sales process by providing prospects with the information they need to buy.

Customer Experience: Content helps reduce customer churn and drive sales/upsells by keeping customers engaged after they make a purchase.

Support Team and Services: Content helps reduce the number of incoming support requests by effectively responding to customer questions and problems.

Some of the jobs that work in content marketing include:

CMO: Leads content strategy and works with other C-level executives to establish content goals.

Content Planner: Plans content and organizes the content calendar.

Content Writer: Creates content. Editor: Review and approve content.

Producer: Creates images to accompany content.

Marketing Analyst: Track and report content marketing performance metrics.

Content Manager: Responsible for creating and distributing content.

Sales Manager or Representative: Uses content to support the sales process.

Customer Success Manager or Representative: Uses content to engage customers.

What types of tools or software enable content marketing?

There are many tools and platforms to help businesses create, share, target and measure the content they create. They understand:

Content management systems (CMS) like HubSpot and Joomla help businesses create, store and manage website content (eg, web pages, blog posts, e-commerce product pages, etc.).

Digital Experience Platforms (DXPs) like Sitecore and Adobe Experience Manager offer powerful content management capabilities including digital asset management, customer data management, personalization, and testing and marketing automation.

SEO software like Moz Pro and Semrush provide tools for keyword research, content optimization, link building, and SEO ranking monitoring.

Social media companies such as Sprout Social and Brandwatch (formerly include strategies such as social media, social media promotion, and social media to improve the reach and impact of posts.

Content intelligence systems like Ceralytics and help businesses track content performance across multiple channels and targets.

Content planning and collaboration tools like Asana and Trello help content teams manage projects and workflows, share files, create editorial calendars, and assign tasks/to-do lists.


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