What is content marketing? It's all around you. That great article you read about your industry the other day? That's right, it was most likely content marketing. The Content Marketing Institute defines it as, "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." Content marketing relates to blogging, social media marketing, SEO, and so much more. When businesses are sharing content, they are creating leads, building their authority, and contributing to their SEO rankings.
What Is Content Marketing?
If you are looking to reach a larger audience, written content can help you accomplish that. We have all zoned out while watching a video and absorbed only some of the information, but reading required focus and results in a higher retention rate. Customer Think said, "Most goal-oriented buyers prefer text-based content because it is more suitable than video content for addressing complex topics and communicating detailed or technical information." So, whether you are B2B or B2C, if you want to reach customers or clients that are ready to take action, written content is the way to go!
Written Content Still Matters in B2B Marketing
If you want to learn more about content optimization, this article from Content Standard is a great resource. They said, "Fresh content is always important. However, there is a way to also integrate updating past content, especially when you’ve developed a robust content library through ongoing content marketing." They are right - while it is absolutely important to stay fresh and current with the latest news and topics, there is no reason why content you have already created can't keep working for you! Creating a strategy and a timeline is a the best way to go.