More than 82% of marketers are actively investing in content marketing. Over 79% of companies use content marketing to generate quality and better leads. By 2021, marketers predicted that content marketing would be worth $412 billion.
At the time of writing, content marketing is worth more than $407 billion. By 2028, experts estimate that content marketing would be worth $877 billion with a CAGR of 13.7%.
One of the reasons why content marketing will remain relevant is because valuable content attracts leads. In fact, it attracts quality and better leads if the content is always tailored to the right audience. This is because tailored content feels natural and organic.
But what is content marketing?
Keep reading to learn more!
What is Content Marketing?
Content marketing is a marketing process that involves the publishing of content to generate quality leads. Marketers use videos, podcasts, articles, and other content types to establish trust with leads. Content marketing also helps to keep a brand at the top of a customer’s mind, which comes in handy when the customer takes action.
The consistent use of content marketing nurtures the relationship between you and your leads. Did you know that it costs 5 times more to attract a new customer than to keep an existing one? So, while content marketing attracts new leads, it plays an important role for your business - that of building a loyal relationship with them.
History of Content Marketing
Humans have been creating content since their existence. In fact, cave paintings are a form of visual content. However, we can trace the creation of modem content to the invention of the printing press by Johannes Guttenberg in 1440.
This led to the creation and publishing of brochures and pamphlets that marketed different products. Fast forward to 1732 when Benjamin Franklin published the “Poor Richard’s Almanack.” This was a book designed to promote his printing business.
In 1895, John Deere published “The Furrow,” a magazine designed to offer farmers advice on how to improve their businesses. Thanks to its wealth of information, the magazine became a success. This helped “The Furrow” reach millions of readers and today, the magazine has a readership of more than 550,000.
Several brands soon followed John Deere’s example and published their own magazine. One such company is Michelin. In 1900, the company started publishing “The Michelin Guide." The magazine offered advice on auto maintenance and travel. This is despite there being a few vehicles. But forward-thinking Michelin believed magazines would compel people to buy more cars and tires. This gamble paid off.
By the 1980s, comic books became a powerful form of content marketing. DC and Marvel created fictional heroes such as G.I Joe and Spiderman who helped bring toys to life for children. This created a powerful bond between the brands, comic books, toys, and children, a powerful bond that exists even today.
Another brand that entered the content game and built a reputable brand is Lego. In 1987, the company launched the Brick Kicks magazine. The magazine boasted of comics, contests, product pricing, modeling tips, games, and much more. All these brought more customers to the brand.
In the 1990s, content marketing changed. This is thanks to the introduction of the home computer and the internet. We started witnessing the rise of websites, and emails which presented new ways for marketers to reach their target audience. This moved marketing dollars from TV and radio to email newsletters and websites.
In 1996, John F. Oppedahl coined
the term “content marketing” at a journalism conference. This put a name to the
practice that existed since the 1800s. Today, social media sites like YouTube,
Instagram, TikTok, and others are the primary channels of content marketing.
How To Get Started with Content Marketing
Identify Your Audience
The first step is to identify your target audience. To do these, have a clear idea of your target audience's tastes, preferences, and challenges. Once you have the above, you can craft their profiles, and you’ll have your target audience.
Find the Right Marketers
There are tens if not, hundreds of thousands of digital marketing agencies worldwide. As such, it can be challenging to find the right one. However, it's not impossible. To find the right marketers, start by asking around. You can ask your family, friends, and colleagues from other organizations.
Talk to them and get their thoughts. You can even use social media platforms like LinkedIn to find the best marketers.
Choose Formats That Make Sense
How would you like to distribute your content? Will you post your content on social media platforms?. Or will you post them on article directories, and via email newsletters. If sending articles, we recommend using email newsletters, and if posting a checklist, use social media and blogs for a buyer’s guide.
Final Words
Content marketing is a great way of increasing brand awareness, and engaging with customers. Without creating awareness, your brand will not build relationships with prospects. So if you want to reach your target audience and inspire loyalty in your brand, invest in content marketing.
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