Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.[1] It is often used by businesses in order to achieve the following goals: attract attention and generate leads, 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 as well as by helping companies create sustainable brand loyalty, providing valuable information to consumers, and creating a willingness to purchase products from the company in the future.[2]
Content marketing starts with identifying the customer's needs. After that, the information can be presented in a variety of long form and short form formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.[3] Examples of short form content include short blog posts and social media posts.[4]
Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.[5]
Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers.
During the golden age of TV, between the 1940s and 1950s, advertising took over the media. Companies focused on sales rather than connecting with the public. There were few ventures into content marketing and not many prominent campaigns.
During the baby boom era, Kellogg's began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. This represented a new approach to make a brand memorable with the audience.[10]
In the 1990s, everything changed for marketers. The arrival of computers and the Internet made websites and blogs flourish, and corporations found content marketing opportunities through email.
E-commerce adaptations and digital distribution became the foundation of marketing strategy.
Internet also helped content marketing become a mainstream form of marketing. Traditional media such as newspapers, magazines, radio and TV started to lose their power in the marketplace. Companies started to promote and sell their products digitally.[11]
The phrase "content marketing" was used as early as 1996,[12] when John F. Oppedahl led a roundtable for journalists at the American Society for Newspaper Editors.
By the late 2000s, when social networks such as Facebook, Twitter, YouTube were born, online content marketing was accessible, shareable and on-demand anytime worldwide.
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[15] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[16] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
Today, content marketing has become a powerful model for marketers. Storytelling is part of it, and they must convey the companies' messages or goal to their desired audience without pushing them to just buy the product or service.
The rise of content marketing has turned many traditional businesses into media publishing companies.[17]
For example:
The rise of content marketing has also accelerated the growth of online platforms, such as YouTube, Yelp, LinkedIn, Tumblr, Pinterest, and more.
Businesses actively curate their content on these platforms with hopes to expand their reach to new audiences.
Part of transitioning to a media publishing mindset requires a change in structure and process to create content at "the speed of culture." Marketing content production is transforming from an advertising agency model to a newsroom model, according to one consultant.[24]
Metrics to determine the success of content marketing are often tied to the original goals of the campaign.
For example, for each of these goals, a content marketer may measure the different engagement and conversion metrics:
Businesses focused on expanding their reach to more customers will want to pay attention to the increase in the volume of visitors, as well as the quality of those interactions. Traditional measures of volume include the number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.[citation needed]
Businesses want to measure the impact that their messages have on consumers. Brand health refers to the positive or negative feedback that a company gets. It also measures how important a brand is for consumers. With this companies want to find out if brand reputation influences their customers to make a purchase.[25]
Measures in this part comprise
For businesses hoping to reach not only more - but also new - types of customers online, they should pay attention to the demographics of new visitors, as evidenced by cookies that can be installed, different sources of traffic, different online behaviors, and/or different buying habits of online visitors.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Refers to companies that want to analyze whether their social media campaigns are generating commentary among consumers. This helps them to come up with ways to improve their product and service. This involves "high level of brand engagement and builds brand loyalty".[27]
Examples:
Digital content marketing, which is a management process, uses digital products through different electronic channels to identify, forecast and satisfy the necessity of the customers.[28]
The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[37] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.[28]
Electronic services refer to interactive network services.[38] In the electronic service, the interaction between the customer and the organizations mainly through the network technology, such as using E-mail, telephone, online chat windows for communication. Electronic services are different from traditional services and they are not affected by distance restrictions and opening hours. Digital content marketing through electronic service is usually served together with other channels to achieve marketing purposes including face-to-face, postal, and other remote services. Information companies provide different messages and documents to customers who use multiple search engines on different sites and set up access rights for business groups. These are some channels of digital content marketing.[28]
A Freebord brand freeboard (2013 design). For other uses, see freeboard. A freeboard is a specialist skateboard designed to closely simulate the behavior of a snowboard. Freeboards were developed to allow snowboarders to transition to skateboarding (as non-winter transport) without the need to adapt to a smaller deck and narrower wheel-base. History Steen Strand conceived the idea for a freeboard as part of his master's thesis in product design at Stanford University, which he expanded into the …
Village and civil parish in the West Lindsey district of Lincolnshire, England Human settlement in EnglandBullingtonBullington HallBullingtonLocation within LincolnshireOS grid referenceTF089779• London125 mi (201 km) SDistrictWest LindseyShire countyLincolnshireRegionEast MidlandsCountryEnglandSovereign stateUnited KingdomPost townMarket RasenPostcode districtLN8PoliceLincolnshireFireLincolnshireAmbulanceEast Midlands UK ParliamentGainsborough…
De Kamperpoort op een kaart uit 1630 van Guicciardini. De Kamperpoort (ook: Voorsterpoort) is een voormalige stadspoort in de stadsmuur van Zwolle, bestaande uit een binnen- en een buitenpoort. De poort werd voor het eerst vermeld in 1364. In 1482 werd de poort versterkt met twee grote ronde hoektorens. De woonwijk aan de overzijde van de stadsgracht is vernoemd naar de poort: Kamperpoort. Hier begon ook de weg naar Kampen en Kasteel Voorst. In 1772 werd de binnenpoort afgebroken en in 1814 volg…
Protein-coding gene in the species Homo sapiens NMBRIdentifiersAliasesNMBR, BB1, NMB-R, neuromedin B receptor, BB1R, BRS1External IDsOMIM: 162341 MGI: 1100525 HomoloGene: 20560 GeneCards: NMBR Gene location (Human)Chr.Chromosome 6 (human)[1]Band6q24.1Start142,058,330 bp[1]End142,147,122 bp[1]RNA expression patternBgeeHumanMouse (ortholog)Top expressed inprefrontal cortexganglionic eminenceright uterine tubecaudate nucleusputamennucleus accumbenshypothalamusdorsolateral pr…
Puff Kuo Puff Kuo en 2014.Información personalNombre de nacimiento Guō Xuěfú (Mandarín)Nombre nativo 郭雪芙Nacimiento 30 de junio de 1988 (35 años) Distrito de Gongliao, Nuevo Taipéi, TaiwánNacionalidad TaiwanesaCaracterísticas físicasAltura 1,66 m (5′ 5″)Peso 46 kg (101 lb)EducaciónEducada en Universidad Nacional de Taipei Información profesionalOcupación Actriz, cantanteAños activa desde 2008Género MandopopInstrumento Voz[editar datos en Wikidata]…
Proechimys trinitatus Охоронний статус Даних недостатньо (МСОП 3.1) Біологічна класифікація Царство: Тварини (Animalia) Тип: Хордові (Chordata) Клада: Синапсиди (Synapsida) Клас: Ссавці (Mammalia) Ряд: Мишоподібні (Rodentia) Родина: Щетинцеві (Echimyidae) Підродина: Echimyinae Триба: Myocastorini Рід: Proechimys Вид: P. trinitatis Б
هذه المقالة يتيمة إذ تصل إليها مقالات أخرى قليلة جدًا. فضلًا، ساعد بإضافة وصلة إليها في مقالات متعلقة بها. (أبريل 2018) بريتو جونسون معلومات شخصية الميلاد 15 أغسطس 1985 (العمر 38 سنة)هامرسميث الطول 1.83 م (6 قدم 0 بوصة) مركز اللعب مدافع الجنسية المملكة المتحدة المسيرة …
Penggambaran Artis tabrakan antara dua benda planet. Seperti dampak antara Bumi dan objek seukuran Mars yang kemungkinan telah membentuk Bulan. Hipotesis tubrukan besar menyatakan bahwa Bulan terbentuk dari puing-puing yang tersisa dari tubrukan antara Bumi dan benda seukuran planet Mars, sekitar 4,5 miliar tahun yang lalu. Objek yang menabrak Bumi tersebut sering disebut Theia yang diambil dari mitos Titan Yunani, yang merupakan ibu dari Selene, sang dewi Bulan.[1][2] Hipotesis …
Partai Kongres Nasionalis Ketua di Lok SabhaSupriya SuleKetua di Rajya SabhaSharad PawarPendiriSharad PawarP. A. SangmaTariq AnwarDibentuk10 Juni 1999; 24 tahun lalu (1999-06-10)Dipisah dariKongres Nasional IndiaKantor pusat10, Bishmabhar Marg, New Delhi, India-110001Sayap pelajarKongres Pelajar NasionalisSayap pemudaKongres Pemuda NasionalisKongres Nasionalis YuvatiKongres Rasthravadi YuvatiSayap wanitaKongres Nasionalis MahilaIdeologi Liberalisme[1] Sekularisme[…
Натан Щаранськийівр. נתן שרנסקי Народився 20 січня 1948(1948-01-20)[1][2][…] (75 років)Сталіно, Українська РСР, СРСРКраїна СРСР ІзраїльДіяльність політик, письменник, математик, правозахисник, шахістГалузь дисидентAlma mater MIPT Department of Control and Applied MathematicsdЗнання м
2002 single by Missy Elliott featuring Ludacris Gossip FolksSingle by Missy Elliott featuring Ludacrisfrom the album Under Construction ReleasedDecember 9, 2002 (2002-12-09)Studio Hit Factory Criteria (Miami, Florida) PatchWerk (Atlanta, Georgia) Length3:54Label The Goldmind Inc. Elektra Songwriter(s) Missy Elliott Tim Mosley Christopher Bridges Producer(s)TimbalandMissy Elliott singles chronology Honk Your Horn (2002) Gossip Folks (2002) Fighting Temptation (2003) Ludacris…
يوسف الشهابي معلومات شخصية تاريخ الميلاد سنة 1748 الوفاة سنة 1790 (41–42 سنة) عكا مواطنة الدولة العثمانية الأب ملحم الشهابي تعديل مصدري - تعديل يوسف الشهابي (1748-1790) هو خامس أمراء جبل لبنان من آل شهاب، الذين حكموا المنطقة من سنة 1697 حتى 1842.[1] حكم يوسف الشهابي …
この記事は検証可能な参考文献や出典が全く示されていないか、不十分です。出典を追加して記事の信頼性向上にご協力ください。(このテンプレートの使い方)出典検索?: 加藤義男 – ニュース · 書籍 · スカラー · CiNii · J-STAGE · NDL · dlib.jp · ジャパンサーチ · TWL(2016年9月) この記事の主題はウィキペディアにおける人物の
الهيئة الألمانية للتبادل العلمي (داد) الهيئة الألمانية للتبادل الثقافي Deutscher Akademischer Austauschdienst (DAAD) شعار الهيئة الألمانية للتبادل العلمي و هو اختصار لاسم الهيئة باللغة الألمانية ويُنطق داد الاختصار (بالألمانية: DAAD)[1] البلد ألمانيا المقر الرئيسي بون تاريخ الت
Artikel ini tidak memiliki referensi atau sumber tepercaya sehingga isinya tidak bisa dipastikan. Tolong bantu perbaiki artikel ini dengan menambahkan referensi yang layak. Tulisan tanpa sumber dapat dipertanyakan dan dihapus sewaktu-waktu.Cari sumber: Rekord – berita · surat kabar · buku · cendekiawan · JSTOR Rekord (disebut juga struktur, kumpulan data) merupakan kumpulan dari elemen-elemen data yang terkait dalam sebuah basis data. Secara ringkas, basi…
Maria LaskarinaPermaisuri HungariaBerkuasa1235–1270Informasi pribadiKelahiranskt. 1206Kematian16 Juli atau 24 Juni 1270WangsaWangsa LaskarisAyahTheodoros I LaskarisIbuAnna Komnene AngelinaPasanganBéla IV dari HungariaAnakKinga, Margit, Katalin, Anna, Jolán, Erzsébet, Konstancia, István, Margit, Béla Maria Laskarina (skt. 1206 – 16 Juli atau 24 Juni 1270) merupakan putri Theodoros I Laskaris dan istri pertamanya Anna Komnene Angelina. Kehidupan Ia adalah saudari Eirene Laskarina, permais…
English naturalist and explorer For other people named John Gilbert, see John Gilbert (disambiguation). A memorial to Gilbert on the wall of St James' Church, Sydney John Gilbert (14 March 1812[citation needed] – 28 June 1845) was an English naturalist and explorer. Gilbert is often cited in the earliest descriptions of many Australian animals, many of which were unrecorded in European literature, and some of these are named for him by those authors. Gilbert was sent to the newly found…
Podgorica ПодгорицаKota BenderaLambang kebesaranNegara MontenegroMunisipalitasPodgoricaDitemukanSebelum abad ke-11Pemerintahan • MayorOlivera Injac (PES!)Luas • Luas metropolitan1.441 km2 (556 sq mi)Ketinggian44 m (144 ft)Populasi (2011)[1] • Kota150.977 • Metropolitan185.937DemonimPodgoričaniZona waktuUTC+1 (CET)Postal code81000Kode area telepon+382 20License platePGSitus webhttp://podgorica.me/…
French botanist, naturalist and illustrator Claude GayBorn18 March 1800Draguignan, FranceDied29 November 1873 (1873-11-30) (aged 73)Flayosc, FranceNationalityFrench-ChileanScientific careerFieldsBotany Geology History Zoology Claude Gay, often named Claudio Gay in Spanish texts, (18 March 1800 – 29 November 1873), was a French botanist, naturalist and illustrator.[1] This explorer carried out some of the first investigations about Chilean flora, fauna, geology and geography. …
Australian TV series or program Scales of JusticeWritten byRobert CaswellDirected byMichael JenkinsCountry of originAustraliaOriginal languageEnglishNo. of episodes3ProductionProducerMichael CarsonRunning time227 minsOriginal releaseNetworkABCRelease20 September (1983-09-20) –4 October 1983 (1983-10-04) Scales of Justice is an Australian crime drama miniseries directed by Michael Jenkins.[1] It first screened on the Australian Broadcasting Corporation in 1983. It wa…
Lokasi Pengunjung: 3.144.7.73