Breaking down 4 Common Content Marketing Terms

Just as how every industry has its own terminology, similarly content marketing has its own set of jargon. Here at Script Consultants, we’ll be explaining in detail 4 common terms frequently used within the field of content marketing.

1. Conversion marketing

Photo credit: novage

What is it?

This is a tactic that subtly encourages casual consumers who are simply browsing through your content to convert into paying customers. Ultimately, “conversion” is what you intend consumers to do – be it purchasing a product or to simply like and share your content.

Why is it important?

Content marketing is more than just providing free content. It should incorporate an aspect of conversion marketing where you let your audience know what you would like them to do. This helps to evaluate the success of your content marketing efforts by tracking your conversion rates – percentage of visitors to your site who took a specific action as mentioned in your content.

How do you do it?

Conversion marketing isn’t about blatantly pushing out a sales pitch to your readers. It’s more about a step-by-step process to spur conversions. For instance, you could prompt your readers to first subscribe to your website for more insightful materials. This then builds up your email list which you could use to inform prospective customers of any upcoming events or sales.

Tip of the day: you could include an exclusive sales coupon as an added incentive for consumers to eventually convert to paying customers.

2. Influencer marketing

Photo credit: LinkedIn

What is it?

Influencers are individuals with a large number of followers on social media. They are individuals who have already established a strong rapport and trust with their network of followers.

Hence, influencer marketing is like a digital version of word-of-mouth marketing. You could partner up with an influencer to spread your brand message within his or her extensive social media following.

Why is it important?

The main challenge of content marketing is having difficulty connecting with your target audience. After all, it’s obvious that your underlying intention as a company is to promote your brand and meet sales objective.

On the other hand, influencer marketing is much more effective as you’re partnering up with people who do not work for your brand. Moreover, an influencer’s followers have been primed over the years to trust and like them and are more likely to be receptive to their recommendations.

How do you do it?

It’s important to do your own research before reaching out to the relevant influencer to promote your brand. Once you’ve found the right fit, reach out to the influencer through an official email briefly stating why your brand is interested in working together and this could be the start of a mutually beneficial relationship.

3. Agile marketing

Photo credit: marketingland

What is it?

Agile marketing is about seamlessly incorporating your brand message into real-time news stories.

Why is it important?

This generates media coverage for your brand especially if you’ve got a witty commentary which is likely to go viral. Successful agile marketing allows your brand to remain competitive while generating memorable content.

Photo credit: @Oreo

With over 15,000 retweets, Oreo has successfully seized the opportunity to promote their brand during the 2013 Super Bowl blackout.

How do you do it?

The main challenge of agile marketing is that it’s time sensitive. So it’s important to be flexible in your content marketing efforts while being mindful that you shouldn’t forcefully spin your brand message into any current news stories.  The Oreo brand team was only successful as they were quick to make a decision to post a clever and relevant response that ties in well with the Super Bowl blackout.

4. Content Curation

What is it?

Content curation doesn’t involve the creation of new content. It is instead the act of researching, sorting and organizing the plethora of content that’s available online in an easily understandable and insightful manner.

Why is it important?

Consumers want to save time while remaining informed about the world around them. Content curation than addresses this pain point by providing readers with bite-size insightful information while saving them the trouble of doing their own research. By providing valuable information, this is an opportunity for you to build a relationship with your target audience. Moreover, you could easily maintain a strong online presence without having to undertake the time-consuming method of creating original pieces on a daily basis.

How do you do it?

Photo credit: buffersocial

Here are some content curation tools that’ll help you kick start and easily manage this process:

Rather than having countless bookmarks on your web browser, Pocket allows you to save articles and refer to them later even if you do not have internet connection. With Pocket, you could easily save and create an organized library of content through the use of tags for future ease of referencing.

Storify allows you to sort through user-generated content that’ll fit with your brand message. You could easily organize relevant content in customizable folders. Moreover, there’s a convenient function for you to request the rights to use your favourite user-generated content.

Beyond the content marketing jargon, the key takeaway is to know what your target audience needs and come up with content that’s engaging and purpose-driven.

Written by: ( Edited & Illustrated by: Script Consultants Pte Ltd




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