What is content marketing?

Content marketing is a marketing strategy aimed at acquiring and retaining customers. It involves the creation of editorial and multimedia content in various forms: articles, videos, guides, seminars, webinars.

The main purpose of content marketing, is to provide customers with content that can capture their attention and guide them towards purchasing products or services. It is a true web marketing activity, capable of increasing company visibility thanks to the quality of its contents.

It's about creating useful and relevant resources for one's business, in order to gain the trust of online users and succeed in converting them into customers.

What are the goals of content marketing?

Thanks to content marketing, it is possible to achieve various objectives:

• The increase in sales of products or services;
• Generating a list of potential interested customers (lead generation);
• Growing the customer base and maintaining it;
• Increasing the popularity of the company or brand (brand awareness);
• Improving the brand image (brand image);
• Building and growing the brand identity (Brand identity).

The intent that the company aims to achieve through content marketing is to communicate the values and qualities of the brand and company to consumers.

It is important to communicate news about the product or service on the web and on social media, for users who search online to find solutions to their problems. In this way, you will help them find what they are looking for, and at the same time guide them towards loyalty to your company.

What are content marketing strategies?

To make a good content marketing strategy, it's necessary to focus on content and ask oneself: what characteristics must the created contents have?

When creating resources for our brand, we must remember to:

• Get interactions from the audience: comments and shares;
• Communicate an engaging message about the product sold;
• Convince users of the product's usefulness;
• Tell a story through storytelling for a unique experience, associable with your brand to leverage the user's memory and emotion, which will then be much more inclined towards converting from user to customer.

Once the content that reflects these features is created, you will be able to develop a good content marketing strategy, enhancing your brand and optimizing customer loyalty. 

Examples of content marketing

Red Bull: The Stratosphere Jump

This content marketing campaign promotes high-risk activities like the freefall jump with Felix Baumgartner, a famous skydiver and BASE jumper, which garnered over 44 million views on YouTube. 

RedBull shared this content to enhance the positioning of its brand, conducting an in-depth analysis of its target audience and capturing its customers without having to specifically talk about its product: an energy drink that "gives you wings". It was successful due to the use of storytelling, creating and sharing powerful and impactful stories for viewers.