Most Commonly Asked Content Marketing Questions: Linguakey Answers
Read our simple guide to the most frequent content marketing questions.
Content marketing is one of the most effective strategies for engaging your audience, harnessing the power of your brand, and building a customer base. To help you understand why it’s so important to create and manage your digital presence effectively, we’ve put together a list of some of the most frequently asked questions, and our answers, so you can start building your strategy today.
What is content marketing?
Content marketing involves planning, creating, and sharing content that is relevant to your brand and audience. Whether blog articles, white papers, infographics, or social media posts—it’s your content, so your rules apply!
To make your strategy work, it’s essential to understand your target audience and their needs. Content that educates customers and helps to solve problems is a surefire way to build trust and establish your business as an industry leader. Customers who trust brands are also more likely to make repeat purchases, driving your sales, and opening the door to other opportunities through word of mouth or online reviews.
Does content marketing actually work?
Content marketing is one of the most cost-effective and successful means of increasing brand recognition, driving leads, building authority, and engaging your target audience. Not to mention sales.
To make your content marketing strategy work, it’s important to set out an initial goal. For example, you might be looking to increase product awareness or break into an international market. With an ultimate target in mind, you can start developing a content strategy, also known as a campaign, over time.
Does content marketing work? Absolutely. In fact, companies with a defined strategy are 30 percent more likely to have a higher growth rate than those that don’t.
How does content marketing drive sales?
Every business wants to see a return on its investment, and content is no different. The relationship between content and customers is simple. A brand creates content that matches audience expectations, engages their interests, and either provides some form of education or solves a problem—the best content will simultaneously do both.
Content marketing can range from written articles on various subjects, to videos or podcasts that entertain. What matters is that it provides value. Producing content tailored specifically to the needs and desires of your target market is key for driving traffic, engagement, and leads.
More leads means more potential customers. More potential customers means a higher rate of conversion. More conversions means more sales. Got it?.
What about the cost?
Here’s the best part. Content marketing doesn’t have to cost the earth. In fact, it can be done internally and at no further expense.
Although costs can vary based on whether or not you hire external experts, as well as the size of the content involved (such as ebooks or whitepapers, for example), small businesses in particular can really benefit from making the most of many of the free-to-use tools that are available online.
Promotion can be expensive—especially if you’re using a pay per click (PPC) model. The thing is, none of this is definitive. You can deploy your marketing strategy across any platform, just keep it relevant and accessible to your audience! Whether you’ve a marketing budget just waiting to be spent, or you’re a sole trader posting regularly on Instagram, you can absolutely make it work. A bit of strategy, a commitment to the long game, and it’s likely you’ll start seeing those reaping those rewards.
Can I go viral?
Here’s a secret—it doesn’t happen very often and it’s not a realistic goal.
We all know what happens when something goes viral. It’s everywhere, it sets off new trends, and everyone is trying to copy the success. The problem here is that the initial boom has already come and gone, making any subsequent content marketing immediately out of date and reactive. This is the opposite of content marketing, which is designed to be proactive.
If you’re lucky enough to hit the viral jackpot, it’ll happen by creating content that aligns with your brand and resonates with customers. Of course, it can totally happen and we really hope that you’re the next content superstar, but a viral hit involves so much external impact that it’s very much out of your control. Keep it simple and keep on keeping on.
How often should I post fresh content?
This is a great question. Answering this question depends on a range of factors. Most important among these are your goals and resources.
If your goal is to generate trending pieces of content for social media sharing, posting more frequently may make sense. That being said, if long-term readership is your goal, you might find that prioritising high-quality, consistent content is better suited and more spread out.
Your industry movement is also an essential content marketing consideration. For example, if your niche changes rapidly, publishing fresh content regularly will be necessary to stay current.
For most businesses, two to four blog posts each month is enough. Think one a week. This will help your business rank better on individual topics while building backlinks and providing increased relevance across your website.
Should I use short-form or long-form content marketing?
Short-form content refers to short, easily consumable pieces of media that users can consume in seconds or less—such as social media posts, videos, and listicles (list-style articles) that are under 1000 words long.
Long-form content refers to any piece of information intended to provide an in-depth and thorough examination of a certain subject matter, often used for blog articles, whitepapers, or ebooks.
Depending on your audience’s needs, both types of content marketing can be advantageous. If customers require further education about your products and services, long-form articles could provide invaluable insight.
Short-form content can also help your audience quickly connect with your brand quickly and effectively, but be sure that whatever you’ve produced is engaging. Whichever you choose, try to walk the balance between your customer’s needs and staying ‘on-brand’. Consistency is key.
What’s more effective, timely or evergreen content?
Content marketing can sometimes leave us wondering about what’s most appropriate for our audiences. The answer depends on your desired usage and overall long-term goals for content production and promotion.
Evergreen content refers to long-form pieces that will remain valuable to your target audience over time, such as lists, tips, tutorials, videos, or informational articles. It’s definitely the longer game, designed to be found by future customers, and remain relevant for the duration of your business.
On the other hand, timely content often provides quick answers or updates to things that are current or newsworthy. While this kind content can drive considerable traffic and engagement, it doesn’t always remain useful over time. Things change!
Specialist content marketing that’s made for you
At Linguakey, we’re expert content marketers with more than just a passion for words. Building brands, breaking into new markets, and engaging with audiences are all in a day’s work. Why not transform your content with us and start to grow?