What is content marketing?
Content marketing — the creation, distribution and promotion of digital images, videos or blog posts — is the single most important part of a digital marketing strategy.
More and more companies are ditching traditional advertisements and opting to create a digital footprint. And we don’t blame them. Content marketing is a way to establish an online presence, stay relevant and sell your product.
Why is content marketing important?
In 2020 Growcode found that referrals from external sites provided the greatest source of e-commerce conversions. That means blogs, social media pages and social media posts that link to your website all have the potential to make a sale.
Instagram, perhaps one of the most visual platforms aside from Pinterest and Snapchat, now let’s companies turn their social media posts into a digital storefront; consumers don’t just view your content, they purchase from it.
Content marketing is a fast growing sector, that requires creativity and purpose to stand out against the saturation. Here’s 5 types of content marketing, and our favourite brands that are using it.
1. Photography
Photography is one of the most common forms of content marketing. You see it used across Instagram, Pinterest, Twitter, and Facebook; brands sharing high-quality images of their products to generate interest. Kylie Cosmetics does a great job of using photography to its fullest. Their Instagram feed enables consumers to purchase immediately after viewing an image. Kylie has been vocal about social media being her only form of marketing — creating a billion-dollar business from content marketing alone.
2. Videography
Being the closest form of content marketing to conventional advertisements, videography is easily absorbable by viewers. Videos can range from product videos, to behind the scenes, to full-blown digital commercials. Our favourite brand that has used video marketing from the start is GoPro. Their video content is shot on GoPros (genius, right?). Every video takes the viewer on an adventure, effectively showing what your life could look like if you owned a GoPro.
Whether it’s featuring daredevils or everyday people, GoPro successfully shows their audience the incredible capabilities of their camera, while advertising the lifestyle that comes along with it.
GoPro takes this marketing tactic one step further by asking for user submissions filmed with the GoPro camera. What’s in it for their followers? A chance to have their creative work reposted to 16.7 million. This kind of incentive leads to high engagement on social media, and a ‘need it now’ kind of mentality for anyone who loves to document their travels, adventures, or everyday life.
3. Blog Posts
Blog posts are a great form of communication from the brand to the consumer. This content medium helps brands share their expertise by sharing informative content. A brand that really leverages content marketing through blog posts is Whole Foods. Their blog perfectly addresses their demographic of men and women living healthy lifestyles. The blog shares healthy recipes, tips and tricks, shopping guides, and more. These blog posts show customers they are the experts in the healthy food sector and that they should be trusted with any and all healthy food needs. Blog posts are also needed to establish an online presence on search engines and generate a healthy SEO.
4. Influencer Marketing
Everybody loves a celebrity, so why not use their likeness to promote your product? Influencer marketing isn’t new, but it keeps getting bigger. Brands are using celebrity endorsements to gain a trustworthy brand presence and generate sales. This kind of marketing is effective whether consumers like to admit it or not.
Perhaps the most successful at influencer marketing is Revolve, the e-commerce retailer that began using influencers like Tuula Vintage, Negin Mirsalehi, and Song of Style before the rest of the world even knew what ‘influencer marketing’ meant.
Influencer marketing is so important, that Financial Times has recently noted that influencers have the ability to make or break a brand — viral mentions and endorsements are now taken into consideration when buying or trading stocks.
5. Social Media
Although social media can include each of the already named forms of content marketing, it takes a lot of planning to execute a successful social media presence. This is done with high-quality photography and videography, influencer marketing, blog posts, and management of customer inquiries. A successful social presence ties in each of these elements and also incorporates a brand voice.
Successful social media accounts generate leads and sales, working in tandem with overall awareness and offline marketing.
A brand we think is killing it on social media is Starbucks. Through a mix of high-quality photos, stop motions, and graphics, Starbucks effectively establishes a brand voice that is inclusive and friendly. Their feeds tell customers when new products are launched, keeping the brand top of mind.
Content marketing is key for anyone looking to further grow their brand. It will establish your brand’s voice, online presence, and will let you directly advertise to your target demographic. Content marketing is not something to overlook — it’s proven to make your brand stand out and stay relevant.
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Soar Media Group is a full-service social media marketing agency located in Toronto. We help lifestyle brands create unique social media experiences through digital storytelling and content marketing. Contact us for a quote.
