Week 11: Content Marketing

When I first heard of content marketing, I was like, what kind of marketing is in charge of that? Social media marketing, digital marketing, brand management, etc.? But in bigger companies, content marketing is usually its own department that feeds all of the other types of departments. A lot of times, they are called the creative team or content team.

Content creation’s purpose is to strategically create content in order to direct and gain desired traffic. Content marketing is also not the salesy side of advertising—it is more about creating content to build rapport or trust with customers and even create a community to increase customer retention.

Content creation is a crucial part of digital marketing. It’s really important to strategically make content for the right target audience, like I said before, but I want to delve into the strategy.

There is a Content Marketing Funnel. There are three stages or goals that content can be made to accomplish. Content usually falls under one stage.

• Awareness Stage: The goal of this type of content is to attract attention.
  • Example Content: Infographics, social media posts, blog posts, and videos.
• Rapport and Engagement Stage: This stage’s goal is to educate your target market on how your solutions can solve their problems.
  • Example Content: Detailed guides, webinars, eBooks.
• Decision Stage: This is the stage where you create content to convert customers.
  • Example Content: Comparison guides, free trials, case studies, testimonials.

Works Cited

Shewan, Dan. “What Is Content Marketing and Why Is It Important?” SEMrush Blog, 18 Oct. 2023, www.semrush.com/blog/what-is-content-marketing/. Accessed 5 Dec. 2024.