Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you sell

content marketing

Why is content marketing important?

Content marketing is a go-to tactic that’s proven to work. Also, it provides a competitive advantage. Take a look at what the data says about content marketing:

  • Businesses with blogs get 67% more leads than other companies.
  • 67% of business to business (B2B) marketers say B2B content marketing increases engagement and the number of leads they generate.
  • 88% of people credit branded videos for convincing them to purchase a product or service.
  • Social media and content marketing
  • Once you have content, it’s time to get the word out about it. Social mediaFacebookLinkedInYouTubeTwitter, Medium, Instagramand others—is a proven and easy way to promote your content. You write a post and link to your content, and then voila! People are engaged.
  • You can do this through 3 steps:
  • Focus on high-potential channels. The best social media outlets for you are the ones frequented by your audience. Consider the big, popular channels, as well as smaller, industry-focused ones that are likely to connect you with good prospects. Ask your audience what channels they favor and build a manageable list based on their preferences.
  • Craft your copy to fit the channel. Each social media channel has a level of professionalism versus fun, an accepted voice, and other details all its own. Before you write posts for a channel, spend some time reviewing posts to familiarize yourself with these details. Then, give your posts some of your own company spirit.
  • Test and modify your approach. A winning social media promotion effort involves trial and error. Track responses from the various channels for quantity and quality. Fewer high-potential engagements may mean a channel is a good fit, as opposed to a slew of clicks that never turn into an audience.
  • To learn more about how Mailchimp can help with your social media strategy and how to create an effective social media calendar, check out the comparison of our free social media management tools versus others.