Getting Social: Content Marketing
July 11, 2017
Welcome to Part 5 of Getting Social, an iClassPro original blog series. In this blog, we want to show you how adding value to your customer’s lives can be of value to your business.
Getting Social: Content Marketing
What is Content Marketing
Content marketing is all about providing your customer with something of value. Sometimes content marketing doesn't have anything to do with the product, instead, it focuses on the needs and wants of the customer. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
Two great examples of content marketing are found by the Dove and John Deere. Dove started the Dove Real Beauty campaign which was not directly aimed at selling products but rather, making women feel beautiful no matter what society says. The campaign was full of print ads, billboards, YouTube videos, and commercials, all focused on telling women that they are beautiful.
John Deere’s farming Magazine, The Furrow, is often considered the oldest form of content marketing with the first issue dating back to 1895. This magazine bears the John Deere name and enriches farmer’s lives by educating them on a variety of farming issues.
What can content marketing do for you?
Content marketing grabs your customers' attention in a way that traditional marketing cannot. Consumers will pay attention to marketing if it adds value to their life. This added value can take many forms—for example, as a customer, I find value in entertaining, encouraging, and educational materials.
The primary benefit of content marketing is that it builds brand loyalty. Adding value to your customer’s lives not only grabs their attention but shows that you value them as your customer. Customers that feel valued become more brand loyal. You can read more about brand loyalty here.
Content Marketing for Social Media
Content marketing is well suited for social media. To keep you customers engaged with your social media accounts, you have to be adding value to them somehow. Posts should be uplifting, engaging, entertaining, educational, or something of interest to your customers.
Some content ideas for social media are:
- Daily Themes - Hashtags are used in almost all forms of social media—Twitter, Instagram, and Facebook. Posting weekday and weekend themed photos and status updates and adding hashtags can increase your social media reach. Make up your own or use some of these classics:
Monday: Motivational Monday
Tuesday: Tuesday Trivia
Wednesday: Wacky Wednesday
Thursday: Throwback Thursday
Friday: Fun Friday
Saturday: Social Saturday
Sunday: Selfie Sunday
- Funny or Unusual Holidays - Bet you didn’t know that you know that the third Thursday in June is Recess at Work Day or that November 5th is National Doughnut Appreciation Day (count me in!). Celebrate these quirky holidays or others on your social media pages. Find a calendar at checkiday.com
- Post a Tip or Ask for Advice - People love giving their opinions and sharing personal experiences on social media and this gives other people the chance to gain from that. For example, ask “What is your number one tip for keeping your kids encouraged when they are struggling to learn a new skill?” Or “Tip #37. Have your children stretch every day in-between practices for a few minutes to increase flexibility.”
- Blog - Blogs can contain nearly any type of information as long as it is something that pertains to or interests your customers. Blogs can be hosted on your business' website and shared on your social media pages.
- Share Content - Content marketing doesn't mean you have to write or come up with all of the content on your own. Link to third-party articles that your target audience might enjoy.
Content marketing is key to your social media strategy. Sharing valuable content with your customers converts them from casual customers to brand enthusiasts—a priceless conversion. In a world full of ephemeral content, rich, relevant content can be a huge differentiator for your business.