Content Marketing
What to Know About Content Marketing
Every brands mission is pretty straightforward – for prospective customers to become interested in their product and use it. However, with so many brands and companies out there, there is constant competition for customer mindshare. To battle the oversaturation of marketing campaign attempts to gain attention and contact information, brands are challenged with creating campaigns that effectively raise both brand awareness and lead generation.
Brand awareness is crucial in delivering a brand's products to prospective consumers to expand the audience size. In contrast, lead generation targets consumers who show interest in order for the brand to gain their contact information. The best brands realize that these strategies can work together to create thoughtful campaigns that kill two birds with one stone.
In addition, content consistency can show a potential audience that the brand is credible and trustworthy. We see this best in big brands that can brand consistently at all customer touchpoints. This comes from having a brand voice and style that stands out and fits the overall brand aesthetic.
Why implement content marketing?
Although the product will remain at the center of a brand's identity, clever marketing makes it possible to connect it with the right audience. Successful content marketing campaigns tend to reap the company benefits such as having an invested audience, trusted reputation, higher amount of leads, increased brand awareness, traction on social media, and even higher visibility marked by Search Engine Optimization (SEO).
As a brand consistently and effectively markets to an audience, it is only natural that a positive brand impression is made. This increases the audience's likelihood of using the product or service. In addition, more quality leads will come about with this as they invest and click on calls-to-actions (CTA) that benefit the sales team.
Social media can be a powerful tool in content marketing as it can quickly connect brands and products with potential customers. This original content will garner traction on platforms like Facebook, Instagram, Tiktok, Twitter, etc., evident through insights, and can improve conversions.
These qualities are how companies can position themselves in their respective industries and become more visible with SEO. This allows the product to 1) feel more natural and established to potential users and 2) be more available to a broader audience.
Marketing Podcasts and Videos
The average user today is spending 33.3% of their internet time watching videos, so it's no doubt that video content and podcasts are widespread everywhere. There are countless users on platforms such as Youtube, Spotify, Tiktok, and much more, so one must remember that the goal is to deliver the right content to the right audience.
Many newer brands tend to launch audio or video content without creating marketable content to supplement it. It is necessary to break up giant audio or video clips into smaller and more digestible clips so that the podcast or video can launch on multiple platforms simultaneously; after all, 85% of marketers say short-form videos boast the highest audience engagement for content types. This allows the brand to tap into channels they usually would not have access to and maximizes the chances of finding more listeners.
For example, a podcast tends to be a half-hour to an hour long, and sometimes more. It's hard to make a potential user invest that much time without knowing what it's about past the thumbnail or summary. In addition, our society is getting used to fast-paced social media like TikTok, allowing them to take in hundreds of short video clips daily.
To give the best odds of the podcast tapping into this audience, breaking it down into clips and quotes that highlight what the podcast is about and what is relevant is crucial. These clips can be spread across Tiktok, Instagram, Twitter, etc., increasing the odds of podcast clicks and increasing the audience. As a rule of thumb, content creators and marketers should think about ways to drive traffic online to their podcasts and videos by making them as SEO-optimized as possible. This is an established strategy in Busines to Business models as well with 53.4% of B2B marketers utilizing video content to encourage brand awareness, generate leads, and boost sales.
Clips AI realizes this strategy and hopes to make this process easier. Although many people have a lot to say on their podcasts and videos, not everyone can edit and clip their large files as effectively.
