‘Content marketing’ is the latest catchphrase making the rounds of the digital marketing arena. But what exactly is it? And how is it different from other forms of marketing?

We will answer these questions in our series of blogs on content marketing. In this first post of the series, let’s try to understand what it is and what it is not.

What is content marketing?

Content marketing is a marketing technique using which businesses create and share relevant, consistent, and valuable content with an aim to attract a predefined audience and, eventually, drive profits.

It involves planning, creating, and distributing content that is relevant and useful for the reader. Instead of selling your product offering, the focus is on giving useful information that helps the reader.The rewards reaped are increased revenue and loyalty.

Strategizing and creating relevant content that engages and benefits the user is the primary focus of content marketing. This is followed by distributing this content across various relevant platforms. Measuring its impact completes the cycle.

The special focus on quality of content makes content marketing different from other forms of marketing.

What content marketing is not

It is very likely to confuse content marketing with digital marketing, social media marketing, or even advertising. While there may be an overlap of functions at times, they are completely different,with distinct goals and processes.

Digital marketing involves the promotion of a brand or product using electronic media including the Internet, mobile phones, social media, and digital TVs, among others. Social media marketing is restricted to social media platforms while advertising is a form of paid promotion.Social media focuses on brand awareness, advertising focuses on brand promotion, and content marketing focuses on demand generation by building a relationship with the audience.

What makes content marketing stand out from the rest is that it is not a form of direct promotion. Instead, it endeavors to give informative content to the audiences and keep them engaged. The effort is to help readers resolve doubts, overcome challenges, and consume content that moves them. By giving them these, your brand shows customers that you care without pushing your product offering in their face.

While advertising and traditional marketing tells the audience that you are a great brand to trust, content marketing shows it to them!

Our content marketing process

By now, you likely have a fair idea of what content marketing is and how it is distinct from other forms of marketing. Next, let’s get a broad-level overview of what comprises a content marketing campaign run by Superscribe.

1. Planning and strategy

This is the first step, and probably requires the greatest amount of time and attention. It involves understanding the brand and its goals, the industry landscape, and the competition. This is when the plan of what, where, when, and how is chalked out. Buy-in of all stakeholders is key at this stage.

2. Content creation

This step consists of creating content that aligns with the strategy. This could include website content, blog posts, SEO-friendly articles, infographics, videos, and more.

3. Content distribution

Content distribution comprises publishing the content and promoting it on different media.

4. Measurement and evaluation

This final step involves measuring the impact that the content has made. Following this, the strategy may be continued or modified.

Why content marketing?

Content marketing is the future. It offers a superior way to build brand loyalty and boost profits. It attracts the most genuine customers, thus resulting in a higher conversion rate. Content marketing lets you fulfill your specific goals with respect to customer engagement, and gives your brand an edge over others.

The Superscribe Advantage

Superscribe is a full-service content agency, offering end-to-end content marketing solutions. We study the industry landscape and your business to create a plan in alignment with your marketing objectives and brand personality. Next, our team of expert content creators work on creating fresh, consumable content that is best suited to achieve the end goal. Finally, we make strategic recommendations for distribution and measurement of your content.