Vad är Content Marketing?

Vanligtvis beskrivs content marketing (även kallat för innehållsmarknadsföring) som en strategi för att skapa och publicera värdefullt och relevant material i syfte att attrahera, engagera och skapa lojalitet hos en definierad målgrupp.

Man kan säga att strålkastarljuset flyttas från företaget till kunderna, som i sin tur ska leda till att företaget får ännu mer förtroende och uppmärksamhet.

Content marketing är verkligen inget nytt påfund, men det har talats särskilt mycket om det under de senaste åren. Ett exempel på innehållsmarknadsföring från förr är baksidan på Arlas mjölkpaket, där man har publicerat tips i mer än fyrtio år och gör det än idag.

Google trender content marketing

 

Varför Content Marketing?

1. Få lojala kunder
Det är enklare att lita på en person som du känner, än en person som du inte känner. Samma sak gäller för ett företag.

När du delar material som är relevant och värdefullt för en särskild målgrupp, lär sig målgruppen att känna dig och ditt företag. På samma gång ökar trovärdigheten för de produkter och tjänster som ni erbjuder.

2. Attrahera nya kunder
Content marketing är en fantastisk metod för att locka nya kunder. Helst ska materialet lösa någon form av problem och vara delbart, som t.ex. en film på Youtube om hur man lagar en cykelpunktering.

Varför är detta så bra?
Jo, eftersom att de miljontals personer som vill veta hur man gör något, t.ex. tillagar en äppelpaj eller startar en blogg, kommer att söka efter en lösning och inte efter en produkt.

Om ditt företag delar med sig av lösningar får ni chansen att presentera era produkter, till skillnad från de företag som enbart marknadsför sina produkter.

3. Engagera kunder
Bra innehållsmarknadsföring skapar ett stort kundengagemang. Gör materialet delbart och uppmuntra till kommentarer och diskussioner, så kan dina kunder hjälpa till att sprida innehållet.

4. Sökmotoroptimera din hemsida
Att fylla en hemsida med massor av bra tillgångar är en av de mest effektiva metoderna för att sökmotoroptimera din hemsida. Sidan fylls med olika sökord och hemsidans anseende hos Google växer allteftersom fler personer väljer att dela den.

 

Innehållsmarknadsföringens fem frågor

Nedanstående fem frågor bör man ställa sig när man tar fram en strategi för sin content marketing.

– Vilken är målgruppen/vem är mottagaren?

– Vad för innehåll är mottagaren intresserad av?

– Hur ska vi förmedla innehållet så att mottagaren tar det till sig?

– Med vilken kanal kan vi effektivast nå mottagaren?

– Vilken tidpunkt är bäst för att innehållet ska nå mottagaren?

 

Innehållsmarknadsföringens tre U

Bra content marketing brukar vara minst ett av följande tre: Utbildande, Underhållande eller Upplysande (informativt).

Exempel: På hemsidan för rengöringsmedlet Vanish finns något som kallas ”Fläcklösaren”, där man får tips om hur man tar bort fläckar från olika ytor.

Tjänsten är:
Utbildade (man lär sig att ta bort fläckar, bland annat med olika ”husmorsknep”),
Underhållande (innehåller texter med inslag av humor),
Upplysande (man får veta på vilka ytor som Vanish är effektiv på)
och den löser problem. Alltså ett typexempel på bra och effektiv content marketing.


Vad har du för erfarenheter av content marketing? Dela med dig av dina bästa tips!

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