Unlocking the Power of Content Marketing: Strategies, Objectives, and Tactics for Success

Mar 25, 2024

2 min read

4

16

Content marketing transcends traditional sales tactics by focusing on delivering value to consumers through relevant information and ideas via various content formats such as text, images, and videos. This approach revolutionises how companies engage and communicate with their target audience.

Content Marketing Goals Outlined by Bloomstein (2012), a content strategy encompasses planning for the creation, delivery, and governance of useful content. Rose and Pullizzi (2011) identified several objectives integral to a content marketing strategy:

Increasing brand awareness or reinforcing existing awareness.
Converting leads and nurturing them.
Converting leads into customers.
Enhancing customer service.
Encouraging customer upsells.
Cultivating passionate subscribers.

Trust is fundamental to successful content marketing, as highlighted by Pulizzi (2012), Scott (2011), and Holliman and Rowley (2014). Peppers and Rogers (2011) identified four elements crucial for developing and maintaining trust in a content marketing strategy:

Shared values with customers.
Mutual value in the relationship.
Quality communication.
Non-opportunistic behavior.

Factors Influencing Viral Content Understanding what motivates consumers to share content is crucial for designing successful viral marketing campaigns. Berger and Milkman (2012) suggest that people share content because it contains useful information or evokes emotions. Positive emotions, such as awe, are more likely to make content viral, while negative emotions, such as sadness, decrease the likelihood of virality. Emotional content with high arousal tends to be more contagious.

Tactics Associated with Content Marketing

Blog posts: Regularly published on websites and shared on social media to attract and engage audiences.
Ebooks: Comprehensive resources offered as lead generation tools, requiring contact information from potential customers.
Templates: Aid potential customers with specific issues, simplifying tasks and fostering engagement.
Infographics: Visualize data for clearer understanding and engagement.
Videos: Highly engaging content format used for demonstrations, explanations, and presentations.
Podcasts: Pre-recorded interviews and shows used for lead generation and establishing expertise.
Guides: Offer step-by-step instructions to assist consumers in achieving goals.
Kits: Aggregate content on a common subject, repurposing existing materials.
Tip sheets and Checklists: Provide concise guidance for completing tasks.
Webinars: Series of presentations on various topics to enhance credibility.
Whitepapers: Detailed reports presenting unbiased research findings.
Case Studies: Share success stories to demonstrate product or service efficacy.
Surveys/Research Reports: Utilise survey results to inform or persuade potential customers.
User-generated content: Content created by customers to increase brand visibility and credibility through social media and other channels.