You don't have to explicitly promote your brand to talk about it. Content marketing is exactly about that.
Creating relevant content about your brand's area of expertise goes directly to the customer's needs by solving their pain points. But it's not enough to just produce thousands of texts and e-books without knowing how the content will be aligned with customer expectations.
So we brought some content marketing examples with best practices for you to adventure! Check it out!
Content Marketing: What is it?
Have you ever thought about what it would be like to talk about your brand without necessarily mentioning it? Well, content marketing consists of creating quality content aimed at your brand’s interests. person (ideal client)!
This can be done through blog posts, e-books, videos, infographics, social media posts, and even videos. All of this will depend on a study to understand the channels that your target audience consumes the most. What you need to know is that there is an ideal type of content for each channel.
If your company has not yet adopted content marketing, now is the time. No customer likes to be bombarded with advertisements for your product or service all the time. They also want experience, humanization and a two-way street of trust to solve their problems.
So, having a content marketing strategy is of utmost importance if your company does not want to be left behind.
If you have an e-commerce business selling sportswear, for example, your target audience would probably love to receive tips from around the world. fitness. Does this potential customer who visits the e-commerce site want to lose weight? Eat healthier? Learn tips on how to exercise at home? This is what we call, in marketing, “the customer’s pain”.
Review your ideal persona and discover their main “pains”, that is, needs and problems to be solved. Here, it is worth understanding what consumers are looking for on the internet through keyword research. This is what will attract potential customers – leads – and it will make you stand out from the competition because, by doing a good job, the chance of Google ranking your content on the first page of search results is high!
But to engage visitors to your content, it really needs to be of high quality, right? It's time to forget about copying and pasting and be authentic! The more people it delights, the more your network of potential customers will grow. And this is essential for generating leads and, subsequently, sales!
No one wants to do business with a brand that they don't identify with, right? So the more you invest in good content marketing, the more these potential customers will remember you, in a positive way, when they need a product or service related to your business.
Content Marketing: How to do it?
To do content marketing, you must take into account some points, such as: objective, planning, strategies and frequency.
First of all: have a pre-defined goal! Why are you producing this content? The possibilities are endless – brand awareness, lead generation; increasing brand engagement, selling…
Once this is done, you need to plan your content. Define the topics of interest to your persona, do keyword research and think about who will be responsible for producing this content.
Also take into account what strategies you will use to produce this content, which channels it will be distributed on and to whom it will be disseminated.
And of course, keep up the frequency. It's not enough to write a blog post every two months. It's like the old saying: if you're absent a lot, you'll end up not being missed.
Content Marketing and the Sales Funnel
It is important to remember that each piece of content must be produced with a specific stage of the sales funnel in mind, which will help the potential customer to actually become a customer.
- TOP OF FUNNEL
In this first stage, your audience doesn't know that they actually need your product or service. This is the stage where you should educate this potential customer, attracting their attention. Important: this is not the time to advertise explicitly. Produce content that will make them want to come back to you.
- FUNNEL MEDIUM
Here, the person is already looking for a solution to a specific problem.
The recommended content at this stage is more in-depth content that addresses the persona's pain. Rich materials such as e-books, for example, will give you the possibility of obtaining more information about this lead potential, helping in the final sales process.
- BOTTOM OF THE FUNNEL
If your lead has reached this point, know that they are already showing interest in your product or service.
Produce content that will help in this decision-making process. Customer testimonials and landing pages with discount offers are good options.
Content Marketing: Examples
Now that you know what content marketing is and what it is content production is a fundamental pillar for lead generation, it's time to see some examples to get your hands dirty (or better yet, on the keyboard)!
For this, we brought 2 examples of digital marketing success stories, from some of our clients:
Engineering and architecture segment
The AJ Group aimed to increase the generation of leads and opportunities, improve the quality of opportunities generated and consequently reduce the cost of acquiring leads.
The production of content for the blog, rich materials and social networks would be responsible for the Group's relationship and generation of authority.
Through the rich materials produced, new leads are generated, initially for the top of the funnel and then for the other stages. In just 4 months, the growth in the number of new opportunities reached 320%.
Healthcare segment
Dr. Marco Túlio Cavalcanti is a urologist and andrologist, focusing on men's sexual health and male performance.
His goal with digital marketing was to expand this reference to digital media, reaching an even greater number of men interested in the topics covered.
The strategy designed by GS2 Marketing included the production of relevant content for the people. The content produced would be distributed through various channels such as blogs, social networks, with an emphasis on YouTube and email marketing, taking into account the persona's purchasing journey on each of these channels.
The content for the blog would also be developed based on an SEO strategy with the aim of ranking in Google's SERP.
The results? In just three months, the YouTube channel went from 61,8 thousand followers to 132 thousand; The organic traffic potential increased by more than 600%; Result 0 (zero) in Google's Serp for a term with more than 2500 searches per month and generation of more than 1800 leads with the rich materials published, on erectile dysfunction and penile prosthesis.
Are you interested in being our next success story? Contact us and see for yourself the benefits of content marketing for your company!