THE ADNEWS NGEN BLOG: Content marketing for brands

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The AdNews NGen blog

The AdNews NGen blog

AdNews has teamed with NGen to help its members (those with less than five years experience in the industry) to have their voices heard. Each week a new member of the NGen committee will give their perspective on the latest industry news.


Content marketing is hard work and that’s a fact. However, before I get into three ideas for you to execute content marketing; let’s define what it is. Content marketing involves the creation and sharing of content in order to align the business with their customer information needs. Instead of interrupting customers with ads, it’s about providing free quality content to capture their attention.
 
So, here is a list of 3 content marketing ideas for brands to connect with their customers. They can also be used to help expand their customer base.
 
Idea 1 – Blog Posts
One of the easiest ways to present frequently refreshed content is by setting up a blog for your brand. A blog is a great way to build readership and improve brand loyalty. The key to a successful blog is to write content that provides value to your customers. Brands should write about topics that are fit for their target market. As an example, KISSmetrics is web analytics software and they do an excellent job with their blog. They write posts about internet marketing which is the target market that they want to attract to their website. This creates awareness and interest for their product, which helps them grow their brand and their customer base.

Another advantage of setting up a blog is to set it up with social media buttons, commenting and an RSS feed so that users can share the brands content through different mediums. This will also help with the SEO authority of the blog and therefore build links naturally to the blog.
 
Idea 2 – E-Books
E-books or electronic books are written in digital format and consist of text and images. E-books are usually between 15 to 40 pages long and they are a great way to present information in a visually attractive format. They are given away for free and can be exchanged for customers contact details. They are a great way to attract prospects into sales and are another way to build a brand and attract new leads.

Brands can write e-books that educate their target market and as an example, Hubspot do an excellent job using this strategy. Hubspot is an all-in-one marketing software and they write e-books for free to provide value to their target market, by educating them about different aspects of marketing. In exchange, they get the customers contact details.

They can then follow up with customers that are interested in the content, and see if they can help them with their services which helps Hubspot’s brand grow.
 
It’s important to note that you need to provide valuable content to potential customers that they not only want to read, but will also be interested in hearing from you.
 
Idea 3 – Video Tutorials
Finally, video tutorials are a great strategy for brands to connect with their target market. As we know Youtube is the second biggest search engine on the planet and brands need to get on to it. Video sites provide social media options for sharing videos and that can help your content go viral as well.

Zappos is an example of a brand that is using video to gain customer attention by educating them about how to use the different products that Zappos sell online. With over 300 Youtube videos on their channel and over 3 million video views, they are definitely doing a great job with getting their customers attention. Creating video does take time and resources more than other content marketing ideas, but they are a very effective content strategy and can help you grow your brand and customer base.
 
In conclusion, it doesn't matter which content marketing idea you decide to pursue. The key for brands is to start creating content to provide value to their prospects, and then share the content through different mediums to promote the content.

I would love to hear your thoughts on other content marketing ideas that have helped you grow your brand, so please feel free to comment below.

Aman Talwar
SEO Executive
DGM

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