What is Content Marketing and Content Strategy?

• Content Marketing

Content marketing is a way of implementing marketing that aims to produce content that is interesting and targeted to the customer. Content can mean text, images, videos, blogs, expert articles, trend reports, guides, instructional videos, etc. Content is produced on the company’s own channels, to support sales, and to be distributed to various social media channels. Content marketing is not the same thing as advertising, but the goal of content is to promote the company’s visibility and sales in the long run. Content marketing is guided by a content strategy that defines content themes, different forms of content, goals, target groups and their information needs.

• Content strategy

A content strategy is a strategy that guides content marketing and planning, defining the goals, target groups and content themes for content marketing around which content production and marketing are focused. The strategy also aims to model and identify the different stages of a customer’s purchase and information needs. Based on this, the content to be produced for the different areas and stages of the purchase can be defined to help the customer make a purchase decision.

There are some other terms that we often come across during our time working with a local SEO agency. We are going to explain a few of them.

• Commitment

A measure of social media channels that tells you about the reactions your content is causing. Commitment can be measured e.g. based on likes, comments, and shares that also affect the visibility of the updates. Information related to engagement can be found in the social media channels’ own statistics, and the Underhood service, for example, reports on the engagement of Facebook and Instagram.

• Page title / SEO title, meta title

In the context of search engine optimization, a title is to be defined for a website (= each page of a website) that seeks to meet the needs of the applicant and thus be ranked well in the search engine results.

• Email Marketing

Email marketing communications. Popular email marketing software includes MailChimp and Campaign Monitor and ActiveCampaign. Successful e-mail marketing does not mean spamming the purchase registers, but the best results from e-mail marketing are obtained when the customer register consists of people who have themselves subscribed to the newsletter and e-mail communications. In addition to sending a newsletter, many software programs also include functionality related to marketing automation, whereby emailing is based on user visits, website activity, customer information, and timely communication.

• Stories

Stories (also used in Stories) is a form of content that is used e.g. On Facebook and Instagram. LinkedIn is also testing stories (situation 1.3.2020). The stories are 15-second content that disappears 24 hours after publication. Content published in stories can be images, videos, and the user can add labels, text, and AR filters (AR = Augmented Reality).

• Product catalogue

A list of products to add to your Facebook advertising tool or Google Ads advertising that includes eCommerce product information. Product information can be downloaded using the product catalog or combined with e-commerce information in Facebook Business Manager. With the help of the product catalog, it is possible to implement e.g., dynamic remarketing and Google Shopping advertising.