What is content? What is content marketing? Certainly, in the field of Marketing, Content is always the most important factor. Any content such as text, video, images, infographics, etc. can all be called Content. In other words, content marketing is Content marketing.

Viewing: What is content marketing

Before we want to dig deeper, there are a few important points to clear up first:

Table of contents:

4 What are the types of content marketing?6 What are the benefits of content marketing? To convince your boss/client that content marketing is worth the investment?

What is content?

You can understand content is all the content on the website including: text, images, videos, infographics, audio… that users can see and hear them. “Content is King” is a very famous quote by Bill Gates and it shows how accurate that point of view is in content marketing today. One of the difficult problems for content marketers is how to create good content that can attract and retain users.

So what is Content Marketing

?The term “Content is King” has become a buzzword in the online marketer community. Although there is a lot of debate about the accuracy of the term, the point here content is thought to be somewhat different from marketing areas like social media or SEO – those parts can only exist thanks to content.

70% of YouTube viewers watch videos to relieve problems, stress in life or simply, YouTube videos hit their hobby, research or work.

With such a large number of people accessing Youtube, manufacturers can fully utilize it to market and sell products. Short promotional videos of 5.10s are very convenient to cleverly integrate into million-view videos. According to Hubspot, instructional videos always attract the most attention of any content category, even more than music or gaming clips.

2. Email marketing is always a silent hero devoted to businesses in converting potential customers. In 2020, businesses need to pay more attention to email marketing and grasp the latest trends to achieve surprisingly effective successes.

3. The tendency of listeners when approaching a new information, usually only able to remember 10% of that information in 3 days. However, if a related image is paired with that same information, people will retain 65% of the information three days later.

4. With B2C marketing, there is 11% more than B2B marketing because visual content is the most important type of content today.

5. 51% of B2B marketers prioritize creating visual assets as part of their content marketing strategy.

6. Mobile video usage has increased by nearly 10 million minutes of daily viewing over the past two years.

7. Cisco projects that global internet traffic from video will account for 82% of all consumer internet traffic by 2021.

8. 70% of YouTube viewers watch videos to solve a personal problem like: their hobby, research or work.

9. 43% of B2C marketers say that pre-produced video is the most successful type of content for marketing purposes.

10. Currently, YouTube is the top source of consumer video content, accounting for 83% (Facebook is second, at 67%).

11. Video streaming has increased dramatically over the past few years. The live-streaming platform, Twitch, saw an increase of more than 13 million hours of average daily streaming between 2012 and 2017.

12. 62% of B2B marketers have rated video as an effective content marketing tactic.

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13. Using the keyword “video” in the email subject increases open rates by 19% and clickthrough rates by 65%.

15. Facebook live videos have an engagement rate of 4.3% compared to 2.2% for non-live videos.

16. 90% of all video plays on Twitter happen on mobile devices.

17. Videos that are at least 20 minutes long account for 55% of total smartphone video consumption.

20. Magnifyre found that 29% more people watched a 360-degree video than the same video in a traditional format.

21. 85% of adults consume content on multiple devices at the same time.

22. According to Lowes, instructional videos shown in virtual reality (VR) have a 36% higher viewer recall rate than those who just watch YouTube videos.

23. The 2018 survey showed that 82% of respondents expect people to focus on developing augmented reality (AR) experiences for smartphones.

24. Gaming, education and healthcare are the top three industries that are expected to invest the most in VR technology for business growth.

25. Readers pay close attention to informational images. In fact, when the images are relevant, readers spend more time looking at the images than reading the text on them. Page.

26. Infographics can increase web traffic by up to 12%.

27. Infographics have had the biggest increase in adoption by B2B marketers over the past four years – now at 65%.

28.Tweets with images get 150% more attention than tweets without images.

29. BuzzSumo has found that articles with images every 75-100 words get twice as many social shares as articles with fewer images.

30. Facebook posts with images get 2.3 times more engagement than posts without images.

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31. There are more than 500 million daily active Instagram users.

32.67% of marketers consider Facebook to be their most important social media platform.

33. 85% of videos on Facebook are watched without sound.

34. More than 500 million Facebook users are watching videos on Facebook every day.

35. Snapchat users watch 10 billion videos every day.

36. Snapchat users share 9,000 photos every second.

37.52% of marketers have seen their reach decline for Facebook in the last year.

38. 92% of videos on Facebook are published as original Facebook videos.

39. Shopify users referred by Pinterest spend an average of $80 compared to Facebook’s referral average of $40.

We’ll go over the most popular and effective ways to achieve those goals in the rest of the article.

How to make content marketing profitable for businesses?

Invisible benefits of Content Marketing?

Creating content will give customers something to say about you. When they talk to you, they’re educating each other about your company, passing on tips and links in the process. These corporate perceptions are the golden nugget of marketing.

2. Respect and admiration in the industry

“I was really skeptical about what I heard about the latest writing performance but the Harvard Business Review just published an article confirming that it really works so I thought I would give it a try.”

Respect and admiration from viewers will take time to build because they need trust. Once you’ve proven your knowledge, even more importantly, your authenticity, you can be the source of light that people will turn to when others are merely delivering vague content. Sites that don’t care at all about quality – sometimes called content factories – often give bad advice and cause confusion, leaving readers scratching their heads and thinking who they should trust. You should be someone the reader trusts. The trust you earn will translate into your products and services, making it easier for customers to choose you over the competition.

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3. Indirect customer conversion

“This post is fascinating; I haven’t even heard of this company before. Huh; do they do computer software stuff? I wonder what it is?

If you are creating content that focuses on potential customers, you are shortening their distance from your product, increasing the likelihood that they will make a purchasing decision in the future. This is true even if your content mentions the products you sell or not.

4. Team coordination

“Hey, can you help me create some social media ads for the content I just wrote?”

“I think this is the first time we’ve worked on a project together.”

Content marketing is the basis from which the entire marketing campaign is built. Creating content gives you – content marketers – a great opportunity to collaborate with a team that you don’t have a lot of opportunities to communicate with on a regular basis. You can work with design/UX to create eye-catching illustrations. You can work with an engineer to make sure your content appears online the way you want it to. You can work with your community and social media teams to ensure your excellent content is effectively promoted, and that’s just the beginning.

There are also a few benefits that have tangible and easily measurable results:

What are the tangible benefits of content marketing?

Site traffic (site traffic)

One thing you need to understand is that no benefits will appear immediately. Content marketing is a great example of so-called flywheel marketing: it requires effort from the start to get the wheel spinning. Over time, the driving force of the wheel itself reduces the effort required to produce the same results. Don’t expect results tomorrow, think about who you need to control now and what motivates you to work. But don’t let anything make you think these are futile and ineffective.

Here’s an interesting chart that demonstrates this:

If you don’t have the resources to create quality content on a regular basis, focus on so-called “evergreen” content – ​​content that takes little time but serves as a reference for a large industry. One of the good examples is the article Google Algorithm Change History on Moz. Content created by Dr. Peter Meyers aims to track various changes on Google, much of it for his own purposes. But as he continued to update, little by little, it gradually became a reliable source for anyone interested in learning about changes in search results. Without needing frequent updates, the site has amassed 1.7 million views since it officially launched in 2011.

Lack of resources can be overcome. If you don’t have the time and money to dig into every piece of content, then focus more on certain content. Quality will beat quantity.

Get help: How to convince your boss/client that content marketing is worth the investment?

Content may be king, but many content creators and content providers often have a hard time proving the value of content marketing. That’s because the type of content (blod posts, tutorials, webinars, etc.) is often overlooked in conversations.

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Content is what helps viewers find you. Content is also what makes customers love you even more, but discovery-level content is often not the last touch point before big sales. There were many layers of content before that.

Because it is not the final touch point and has intangible values, it is difficult to reach customers and managers when asking for resources for content marketing. Here are some tips for you to fix this problem.


If your decision-makers don’t know what content marketing is and don’t understand its value, convincing them will be really hard. Educate them on the benefits of content marketing including:

Build a loyal audience Create persistent experiences Create a flywheel marketing that reduces future marketing efforts

Make sure to talk frankly about the results they want from content marketing. Branding? – Check. Support social media efforts – Check. Increase viewership – Check. Since most content marketing is in the awareness-generating part of the marketing funnel, it’s unrealistic to expect customers to rush to buy a product just after reading a post.

One of the biggest challenges you face when convincing a client or boss is that they fear their niche isn’t attractive enough for content marketing. This is not true at all – anything is attractive if it is well prepared and delivered to the right people. Your challenge here is to figure out how to demonstrate how to do content marketing for boring industries.

Being at the top of the marketing funnel doesn’t mean it’s impossible to prove the value of content. It means you need to build a more complex model to understand and show how content actually contributes to revenue. These models can provide a good estimate of the value of your content.

To make sure your content gets the investment it deserves, use multichannel tracking aka attribution modeling. It’s a way of setting up an analytics platform to distribute each part of each conversion to each channel exposed by the customer. For example, at Moz, we found that the average relationship was between 7-8 customer touch points before conversion.

So if customers first visit your page on a social media channel, that channel will receive an investment commensurate with the amount shared when closing the sale. If they also read the blog posts, the blog site also gets paid. And similarly.

You can also use one of GA’s built-in attribution models to understand exactly where the money should be distributed.

We’ll go into more detail in the analytics section of this tutorial series; You can now understand how to come up with metrics that demonstrate the value existing content generates.

Bragging about your opponent’s achievements

“The other company is already doing it” might sound like a lousy explanation, but being able to show that your competitor’s content is actually successful and profitable can prove your point. who don’t know the value of content marketing. But just be prepared for what comes next – “Then do the same thing” – this is definitely not the way to succeed in content marketing.

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So back to the original question… Is content marketing right for my business?

Yes of course. Sure. And you’re doing it in a way. Read on to increase your efficiency and achieve your business goals.