Content Marketing is a strategy focused on engaging your audience and growing your network of customers and potential customers through the creation of relevant content . You attract, engage and generate value for people in order to create a positive perception of your brand and, therefore, generate more business.
Therefore, content marketing strategies include the creation of blog posts, e-books, whitepapers, webinar scripts and podcasts and, basically, everything that involves content development.
It is worth mentioning that this strategy can be boosted by using SEO ( Search Engine Optimization ) practices, a set of techniques that aim to optimize websites for search engines. The goal is to adapt the pages to the algorithms' evaluation criteria, improving their ranking among organic search results.
In the example below, we have the first organic result for diabetes mailing list the search “what is CRM”. To give you an idea, this is performed on average 15 thousand times per month, according to SEMRush. This means thousands of potential new customers getting to know our brand and learning from us.
Image via Google.
Outbound Marketing
Outbound is considered a more aggressive, active prospecting strategy. In other words, with Outbound Marketing, the company is the one chasing the customer. Therefore, this strategy can even be considered classic marketing – promoted on television, radio and billboards.
In the digital world, this can be translated into the famous images, texts and videos on social networks and display. Known as “advertising that follows the consumer” , Outbound draws attention for its high ROI.
READ MORE: Customer Acquisition: What is it and how to do it?
SEM, Search Engine Marketing
SEM aims to optimize website pages, with the aim of always keeping them at the top of a search made by potential buyers. This way, the chance of being seen and having the link clicked is much greater. In addition, these strategies can include not only paid results , but also organic results.
Display
Display advertising, on the other hand, aims to build brand recognition, reach a targeted audience and boost conversions. These ads are made in banner, image and video formats and are targeted based on the target audience, interests and user behavior.