Understanding How Content Marketing Works | Burg & Co. Marketing

Understanding the basics of how content marketing works

Content marketing is a concept that can take some time to get your head around. A content marketing campaign can take many different forms, but the goal is always promotion of your brand, products and/or services through the delivery of high-quality content that is useful, helpful and informative to your target audience.

Done correctly, content marketing can help establish your brand as a source of expertise in your field and guide potential and existing customers smoothly through your marketing funnel. By having a basic understanding of how content marketing works and what it can do for your organizational goals, you can start to make it an effective pillar of your digital marketing portfolio.

How can content marketing work for you?

A piece of content marketing can be a blog or social media post, an ebook or a white paper, and it can be branded or unbranded. But it must be of high quality and it must be authentic to who you are as a brand. Low-quality, irrelevant content can damage your brand by tarnishing your authority and attracting an audience that you are unable to properly serve with your business.

To help you better understand the basics of how content marketing works, here are the steps that an effective strategy should take:

  • Identify your company’s strengths and areas of expertise — What does your brand have to say? What knowledge do your leaders and subject matter experts have to share with the world?
  • Create audience profiles — You need to know who the content should be created for before you create it. Look at the demographics of your target customers and segment them into useful audience profiles that you can serve. Try to find out what content they need or consume that your organization can deliver.
  • Choose your platforms — Next, you need to determine how to get your high-quality content to your audience. Many strategies use multiple mediums of delivery or will even combine them into a cross-functional plan. For example, using social media to promote a new post on your company’s blog.

A content marketing plan can take patience and some amount of trial and error, but successful content marketers are able to build large and loyal audiences. These audiences then have a much higher likelihood of converting to enthusiastic customers.

Burg & Co. Marketing knows how content marketing works

We are a high-performing team of digital storytellers who have spent years starting movements in the marketing world. Our collaborative approach can help shine a light on what you have to say as a business and how to get that message out through an integrative approach that weaves together content marketing, social media marketing, search engine optimization and pay-per-click advertising.

Contact us today to get started.

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