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The Art of Content Marketing

The art of content marketing is more than just a sales pitch. It’s about telling stories.

Last Feb. 12, 2020, I shared my knowledge about the art of content marketing. I was fortunate to be part of the 6th Digital Marketing Seminar for Beginners, organized by Neotrade Events and held at SM Megatrade Hall.

Here are some of the insights I shared from my talk:

Content marketing is about telling stories rather than just bombarding your target audience with sales messages. Your content should be centered on your customer. Any material you publish should educate your customer or address the questions he has in mind.

Some of the brands that I believe excel in content marketing include Young Living, Red Bull and Jollibee. These three brands zeroed in on their customers when dishing out content that resonates.

How and where do you start in content marketing?

  1. Know your goal. Everything starts with what you want to achieve
  2. Know your customer. Consider your customer your best friend. You must know everything about your best friend, including his deepest fears, dreams, and goals.
  3. Know the customer journey. Call it customer funnel or not, you need to understand all your customer’s concerns at any point in time.
  4. Map out your content plan. What kind of information does he need? What format does he consume (videos, photos, articles)? What digital platforms does he use?
  5. Measure. Establish a baseline for all your digital assets and measure everything. By measuring, you get to know whether your activities work or not.

Do you do content marketing in-house or do you outsource? There are advantages and disadvantages to both options. The happy balance, however, is to have at least one employee who understands the basics of digital marketing for check and balance.

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