When people hear "content marketing" these days, they increasingly imagine something like a web magazine. Certainly, seeing sites that regularly post articles makes you think, "Ah, they're doing content marketing."
But the true essence of content marketing is "using content to prompt customers and potential customers to take actions that lead to business opportunities." Content isn't limited to web articles, and simply uploading what you want to say to the web doesn't easily equate to "marketing." You also need to consider whether these "actions leading to business" actually exist, and they aren't necessarily limited to conversions to quote pages or product purchase pages (though that's certainly the most obvious example). While web magazines are one basic form, behind them there are often various other pieces of content, content circulating effectively beyond the web, and as a result, connections forming with consumers in various places. It's only with this kind of expansion that you can create a link to your marketing activities.
Content marketing isn't limited to specific media, doesn't follow a clear content pattern, and it's often unclear when, where, or how to start. So, when is the best time to begin content marketing? Here are a few examples.
① When you want to consider digital communication alongside mass media
The moment you shift your primary communication battlefield to digital, you enter an Always On state of daily connection with consumers. Here, if your output stalls, people quickly drift away. If you only talk about yourself or push product sales rudely, you'll isolate yourself in no time. How do you approach consumers? Content is crucial. And a PDCA plan to keep that content flowing continuously is vital. Incorporating consumer feedback? Finding the courage to respond to comments? That moment. That's precisely where content marketing begins.
② You're planning to share brand or company news through owned media
There's often a wealth of untapped information within brands and companies. The first step is usually uncovering that information. The fundamental premise is that this information must be beneficial to consumers. If you have a large volume of content, update frequently, and properly announce updates, traffic will steadily increase. However, if updates stall, traffic will decline. How can you consistently maintain a steady level of traffic? When you start thinking this way. Or when you realize you need to design things properly from the start to prevent traffic from stagnating. That is precisely the gateway to content marketing.
③ Want to increase membership? Want to keep members engaged?
You want to successfully operate a membership site. You want to increase members or engage and activate existing members. What's crucial then isn't just points or gifts, but "content." When you start thinking about who you want to entertain among your diverse members, or who you want to encourage to participate more... without realizing it, you've already begun content marketing.
Beyond this, even in seemingly unrelated marketing challenges—like seeking out potential customers, wanting to accumulate customer data, or properly implementing CRM—what ultimately creates touchpoints with consumers and moves them is still content. That is, "information that is beneficial and persuasive to the recipient."
Now, how about the work unfolding before your eyes right now?
From the Front Lines of Content Marketing [13]
