Content marketing is a marketing technique of creating and distributing relevant and valuable content for your target audience, to attract and engage them in order to drive profit for your company.
ClickAcademy Asia's lead trainer, Eu Gene Ang, demystifies content marketing and shares some examples to get you started on your content marketing journey.
Content marketing is a soft-sell approach. The idea is to create genuinely relevant and useful content to engage your audience rather than pushing products or promotions.
Content marketing is a great permission marketing technique because it relies on your customers' decision as to whether they’ll allow your message to reach them by watching your video, reading your article or participating in your quiz.
Examples of Content Marketing
1. Retirement Plan Calculators by Insurance Companies
Credit: NTUC Income Retirement Plan Calculator
2. Using emotional videos to push initiatives and agendas.
Here is an example of the Singapore government using an emotional video to thank the frontline workers who are helping to combat the COVID-19 virus.
3. Infographics & Blogs
Skincare brand Mario Badescu has a dedicated blog that informs and educates their audience on how to look after their skin. There are also useful infographics that provide digestible information and are easily sharable.
Get hands-on guided training on Content Marketing at ClickAcademy Asia's Content Marketing for Web, Mobile & Social Media. The 2-day course covers world-class frameworks, templates and case studies on content marketing strategies. The course is accredited by Skillsfuture Singapore and is Skillsfuture credit-claimable. Find out more here.
If you are experienced in content marketing and would like to align your current content with your brand positioning using a content marketing audit, as well as build a business case for content marketing, check out our Advanced Content Marketing Masterclass.