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News July 26th, 2021

What is Content Marketing?

Content Marketing Institute as quoted by Josh Steimle in his article in Forbes defines content marketing as a marketing technique by creating and distributing valuable and relevant content consistently, with the aim of attracting a specific target audience for profit.

Content Marketing According to Experts

Meanwhile, there are plenty of content marketing definitions according to experts, as summarized by Elizabeth Meilyana, SE in her article on Binus. She mentions Pulizzi, who defines content marketing as a marketing technique for creating and distributing relevant and valuable content to attract, acquire, and engage a clear and understandable target audience with the aim of driving profitable customer action.

Gunelius defines content marketing as the process of direct and indirect promoting a business or brand through value-added text, video, or audio content both online and offline.

According to Handley et al, content marketing is something that is created or shared by individuals or organizations to tell their stories like a conversation.

Content marketing is important for the ability to increase sales multiple times. Before understanding further why content marketing is important, let us understand the four stages in a buying cycle.

(1) Awareness

Customers may know he needs something, but they may not be aware that there is a solution to these needs.

(2) Research

When customers have grown aware of a possible solution, they will immediately conduct research for the purpose of self-education. For example, people who are looking for tablets will do research on the types of tablets and their specifications.

(3) Considerations

At this stage, the customer has found several product candidates and began to compare one with another, to find the product with the best specifications and prices that suit the budget.

(4) Purchase

Finally, the customer has made a decision and then proceeds to purchase.

Content marketing plays a strong role in the first and second points. It is used to raise awareness within customers of a solution they may have never encountered and research, where content will provide information that educates and facilitates the customer’s research activities before making a purchase.

Potential customers today will turn to Google to find solutions to the problems they encountered. For example, if a customer has a problem with mice and vermin, it is certain that he/she will go to Google and type in the keyword ‘pest and rat exterminator’.

Google will take the customer to the page that their algorithm thinks is most relevant and the customer can find out all the information about the exterminator on that page.

If the information is deemed lacking, there are always other pages that contain more complete information. From here, we can understand that content marketing is very useful to help businesses deliver their products to potential customers. 

And for customers, content marketing is useful to help them find solutions for their problems. A businessman may encounter difficulties in finding solutions for digitizing business, but with the right content marketing, they can quickly find the solutions.

Finding the right digital IT consultant that is in line with the business concept being built is now easy. Information about digital IT consultants who are able to work on various projects such as web development, web system development, and mobile application development is widely available. Customers only need to do some research before finding the right one.

Reference: 

  1. www.forbes.com
  2. bbs.binus.ac.id

Marketing photo created by azerbaijan_stockers – www.freepik.com

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