Content Marketing
Posted: Tue Apr 22, 2025 3:40 am
Content marketing has been used for many years and consists of creating content that leads to having your own audience and attracting more and more customers. An effective content marketing strategy requires the creation of original content, and then distributing it on the most suitable channels.
Joe Pulizzi , founder of the CMI (Content Marketing Institute) , talks about it the most and explains that content means any type of information that can educate, involve or entertain and it comes in different forms.
Let's try to go into more technical detail to understand what the objectives of these contents are:
Acquire rather than push : content must acquire the customer, it must not be disturbing for those who view it.
Interact, educate, then sell : traditional marketing rarely makes it clear right away what benefits the customer will get from purchasing a service.
Think and act like a publisher, not like an advertiser.
Real time Marketing : think of a marketing strategy that is reactive and responds quickly to external stimuli.
Additional resources to the traditional ones : both people, tools and software.
We can define 8 fundamental stages to create a content marketing strategy that will allow us to have measurable and fundamental results to best carry out the next strategies:
GOAL SETTING : What do you want to achieve with this content marketing strategy?
Before starting a content marketing campaign, it is a good idea to precisely formulate the objectives, which can be divided into two main categories.
The first category of objectives is related to sales , buy phone number list where we find lead generation (list of potential customers) , closing sales, cross-selling (selling an additional product to an existing customer) , up-selling (the salesperson invites the customer to purchase more expensive items) and sales referral.
The second category is the brand-related one, which includes the following aspects: brand awareness , brand association (mental associations made by consumers when talking about a brand) and brand loyalty / advocacy .
According to CMI , most companies operating in B2C give much more importance to brand awareness and therefore to loyalty and engagement; B2B companies instead give importance to lead generation and therefore to sales.
It is very important to ensure that all content marketing operations are well aligned with the distribution channels, and that it is very easy for the user to get to the purchasing stage of the product.
Joe Pulizzi , founder of the CMI (Content Marketing Institute) , talks about it the most and explains that content means any type of information that can educate, involve or entertain and it comes in different forms.
Let's try to go into more technical detail to understand what the objectives of these contents are:
Acquire rather than push : content must acquire the customer, it must not be disturbing for those who view it.
Interact, educate, then sell : traditional marketing rarely makes it clear right away what benefits the customer will get from purchasing a service.
Think and act like a publisher, not like an advertiser.
Real time Marketing : think of a marketing strategy that is reactive and responds quickly to external stimuli.
Additional resources to the traditional ones : both people, tools and software.
We can define 8 fundamental stages to create a content marketing strategy that will allow us to have measurable and fundamental results to best carry out the next strategies:
GOAL SETTING : What do you want to achieve with this content marketing strategy?
Before starting a content marketing campaign, it is a good idea to precisely formulate the objectives, which can be divided into two main categories.
The first category of objectives is related to sales , buy phone number list where we find lead generation (list of potential customers) , closing sales, cross-selling (selling an additional product to an existing customer) , up-selling (the salesperson invites the customer to purchase more expensive items) and sales referral.
The second category is the brand-related one, which includes the following aspects: brand awareness , brand association (mental associations made by consumers when talking about a brand) and brand loyalty / advocacy .
According to CMI , most companies operating in B2C give much more importance to brand awareness and therefore to loyalty and engagement; B2B companies instead give importance to lead generation and therefore to sales.
It is very important to ensure that all content marketing operations are well aligned with the distribution channels, and that it is very easy for the user to get to the purchasing stage of the product.