Говорить и показывать. Как контент-маркетинг помогает в продвижении брендов

Speak and show. How content marketing helps promote brands

A PR agency in Russia will use different tools to promote your brand. One of them is content marketing. We will tell you what it is and why companies need it today!

Content marketing is filling the information field with useful content, one way or another related to your business. Through content, companies help potential or existing customers get to know their field of activity better, thereby increasing loyalty and trust in their own brand. The main criterion for correct content is that it should be useful to the audience.

Pros and cons

The advantages of this method of promotion are that it is usually much cheaper than direct advertising (contextual or display). At the same time, the payback is usually higher. The fact is that in the modern world, consumers are tired of the intrusiveness of ads and often just skip them and do not perceive them. Useful content is another matter. It is now on a wave of popularity (bloggers who give useful tips on a particular topic, gaining millions of subscribers). Brands have paid attention to this and are now also trying to generate useful content so that the audience begins to appreciate and listen to them even before they make a purchase.

Another advantage of working on your own content is that it can have a viral effect. If you manage to highlight a really important topic, users will distribute your content themselves, thereby attracting even more attention to the brand.

The downside is that content marketing has a "cumulative" effect. Customers won't arrive immediately. You gradually build a pool of loyal readers, viewers, or listeners around you (depending on how your content is distributed), and then they decide to purchase your product or service. All other things being equal, the choice will be made in your favor, since you have been helping the audience with information for some time now absolutely free of charge.

Customer loyalty here is formed gradually, but you have every chance to make them permanent!

Where to start?

Identify the interests of your audience. What do they write in search engines about your product? These are often questions from the series: "where...?", "how...?", "why...?", etc. Analyze The Wordstat.You need to select search queries that directly and indirectly relate to your product, and build a content strategy based on them. Life hack: pay attention to medium-and low-frequency requests (10-50 per month). This way your content will get to the TOP faster and you will definitely get targeted traffic.

Type of content

You can write blog articles, post to social networks, shoot video or audio stories, and publish infographics, presentations, instructions, and webinars. The main thing is to be useful and answer potential questions from your future clients.

Channels for distributing your content can be:

  • Your website: blog, news, online magazine, etc.
  • Your pages in social networks
  • E-mailing lists 
  • Media (author's articles and columns, expert comments, etc.)
  • Topic groups in social networks
  • Blogosphere

How often

You need to be prepared that you will need to create and publish content regularly over a long period of time. It should appear on your site at least once a week so that the audience gets used to it and starts waiting for your updates.

Creating high-quality content on a regular basis is quite energy-consuming. Therefore, it makes sense to apply for this service to professionals-content managers and copywriters, or to a specialized PR agency.

Natalya Anisimova,
Project Manager, PR Formula
Promotion for foreign brands in Russia