Content Marketing Investment: Where Do I Start?

Content marketing can be an overwhelming concept, especially if you are new to it. At Breezy, we get it. Understanding the process and the different content marketing strategies is a crucial first step to making the right content marketing decisions for your company.

So let’s start at the beginning.

The very first thing you need to think about when contemplating a content marketing strategy is the kinds of content you want to invest in. If you’re thinking “what are you talking about? I thought content was content,” you’re not alone. But, not all content is created equal and there are distinct kinds of content that will serve different purposes in support of your content marketing strategy.

Social Media Content

This is the easiest place to start thinking about a content marketing investment, especially if you are not already invested in creating meaningful social media content.

Social media is no longer a nice-to-have for businesses. It is a must-have. Investing in social media is a brand awareness, brand equity investment, thought-leadership, and credibility investment.

Your customers are looking for you on social media before making their purchasing decisions and factoring what they find into their final decision. One of the biggest mistakes you can make is not being on social media or only posting infrequently.

A social media page that is regularly updated and full of helpful articles, positive customer reviews, engaging or funny posts, and useful business information is a much more powerful marketing tool than a page that is updated infrequently and has only mildly useful posts for your customer.

Blog Content

Any content creator will tell you that having a blog is an industry-standard. It not only helps improve your SEO but it also helps establish your credibility and thought leadership in your field and industry. This is especially true if you are in an obscure, complicated, or niche field.

A blog allows you the space to provide in-depth explanations of your field and product to your audience, helping them get a better understanding of everything that you do. It also helps them feel more informed and empowered to make knowledgeable decisions.

A blog doesn’t have to stick to the traditional written form. If it’s more natural for you and your brand, video blogging is also an incredibly popular way to get content out there. Pairing it with a transcription can also get you the written content that will be a boost to your SEO efforts.

SEO Content

If you are already serious about SEO and working with a dedicated SEO company, you are probably already familiar with this type of content and don’t need any help on this front. If you’re not working with an SEO company, investing in specific SEO content can be a great way to dip your toes into improving your company’s SEO in an affordable way.

Blog writing is a great place to start, but creating SEO content can be a much more in-depth process. Adding new pages to your site can also help improve your website’s SEO. A specialized SEO content creator can also go through your existing site’s content to update it to make it more SEO-friendly.

Premium Content

Premium content is everything from tip sheets and checklists to ebooks and eguides. This content is typically more in-depth than the other three kinds of content and, as such, involves a larger investment. This is considered top-tier content that is best for companies that have an ongoing investment in content marketing.

These kinds of content pieces are generally used as lead magnets. Therefore, a bit of research and thought is required on your part before creating your premium content.

What is the goal of the content? Do you want to grow your email list? Are you trying to draw more people to your business? Are you trying to survey people to find out what other kinds of content they want?

Who is your target audience? And is the kind of content you are creating something that appeals to them?

Being able to thoroughly answer these questions will ensure that your premium content is something worth investing in.

Start with Content Marketing that Most Align with Your Business Goals

A truly comprehensive content marketing strategy will encompass all four of these kinds of content. But when you’re looking for a place to start investing in content marketing, start with the style of content that aligns most closely with your business goals. That’s the best way to find what works for you and your brand, as well as discovering all the benefits of content marketing along the way.