What is content?
Posted: Mon Jan 27, 2025 10:15 am
If we agree that content and format are not the same, what does the former mean? As I said, content is the message or, if you prefer, the explanation of information. If we think of Simon Sinek's concept of the Golden Circle , it is even simpler:
Content is the communication of what, and it can take the form of a post, a video, a data table, an infographic, a streaming video, a live chat… This means that everything on a website is content . Therefore, basing our content marketing strategy on infographics, posts or videos that we have to produce is not a strategy. It should answer the following questions, taking into account a well-defined audience:
What type of content should we communicate to that audience throughout their customer journey and at their corresponding level in the conversion funnel?
Depending on the level in the conversion funnel, what is hungary phone number data the format (or combination of formats) that best serves to transmit the content?
What best meets the needs of our audience?
How can we measure the effectiveness of our content?
Content strategy is an opportunity
Using content as a marketing tool is an excellent strategy, and has been for centuries. In fact, according to the Interactive Advertising Bureau (IAB) , 93% of B2B marketers use content marketing , which has gained ground over more traditional advertising. In this sense, digital content is combined with offline content, and many brands, for example, publish their own printed magazines. They then enrich their website with valuable marketing content created for these magazines.
Furthermore, even if a company does not publish a magazine, we often discover, when speaking to its executives, that they are producing content in the form of books, academic studies, research and presentations. In other words, many brands are already publishers; they are just not aware of it. In conclusion, there are also very current reasons why content has become a mandatory marketing option for brands.
Content is the communication of what, and it can take the form of a post, a video, a data table, an infographic, a streaming video, a live chat… This means that everything on a website is content . Therefore, basing our content marketing strategy on infographics, posts or videos that we have to produce is not a strategy. It should answer the following questions, taking into account a well-defined audience:
What type of content should we communicate to that audience throughout their customer journey and at their corresponding level in the conversion funnel?
Depending on the level in the conversion funnel, what is hungary phone number data the format (or combination of formats) that best serves to transmit the content?
What best meets the needs of our audience?
How can we measure the effectiveness of our content?
Content strategy is an opportunity
Using content as a marketing tool is an excellent strategy, and has been for centuries. In fact, according to the Interactive Advertising Bureau (IAB) , 93% of B2B marketers use content marketing , which has gained ground over more traditional advertising. In this sense, digital content is combined with offline content, and many brands, for example, publish their own printed magazines. They then enrich their website with valuable marketing content created for these magazines.
Furthermore, even if a company does not publish a magazine, we often discover, when speaking to its executives, that they are producing content in the form of books, academic studies, research and presentations. In other words, many brands are already publishers; they are just not aware of it. In conclusion, there are also very current reasons why content has become a mandatory marketing option for brands.