Content marketing has become one of the most important activities in the digital field. More than 85% of professionals already include content marketing in their strategy, and more than half think it’s doing really well. So what is content marketing and why are brands so keen to do so?

Source: https://blogs.oracle.com/marketingcloud/state-of-content-marketing-2014-infographic

How is content marketing the easiest way to answer the question? It is the production and distribution of valuable content that will perfectly fit the needs of customers (and potential customers) or clarify any doubts. Content marketing is primarily the art of understanding, entering into dialogue and satisfying the expectations of the target group. Communication shall be established when the consumer seeks a solution to his problem or information about the product or service, without the consumer making a decision on the purchase.

Source: http://www.digitalinformationworld.com/2014/07/human-factor-in-content-marketing-infographic.html

Content marketing tools

Content marketing has many definitions, and brands try to tame it in different ways. One thing is for sure – well-conducted content marketing activities are the key to success in the modern market. The best way to effectively choose content marketing tools is to get to know your target audience’s needs as comprehensively as possible and then test different solutions.

The most popular content marketing tools can include: company blogs, social media, thematic wortale, publications such as reports, infographics, videographics, newsletters, e-books, videos, guides. As many as 79% of companies include social media publication in their content marketing strategy, 78% of articles and 61% of newsletters. Least brands (only 9%) uses e-books in the promotion, the writing of which requires the most time and work.
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Source: http://www.visualistan.com/2014/04/content-marketing-is-king-infographic.html

Content marketing as part of your brand strategy

A good content marketing strategy is an indicator of the success of our promotional activities. Many internet marketing professionals try to act blindly, chaotically introducing individual elements of the promotion. That is why it is so important to set specific targets that are measurable. Creating a good strategy starts with asking yourself “what’s the brand story?”, “does it have a higher goal?”. It is then necessary to know the needs and behaviour of consumers fairly. The best solution is to segment your customers and determine the person, so that we can determine your behaviors and needs at every step of your engagement. To strategically synchronize all activities, you must create a channel architecture and their role. It is also important to involve consumers, and social media will provide us with this, of course.

Source: http://www.marketingprofs.com/charts/2015/28630/2016-b2c-content-marketing-benchmarks-budgets-and-trends

The Internet allows you to sell virtually any product and service, regardless of its price and the diversity of your target audience. Currently, an Internet marketing specialist can target ads by reaching only customers potentially interested in purchasing. Digital marketing gives you great opportunities to sell your product and also effectively reminds you of your purchase through remarketing. In short, a customer who accesses a website and does not make a purchase will receive a reminder e.g. in the form of an advertising banner.

Typically, customers visit many websites before making a purchase decision. Very often they compare the offer and prices with different sellers. Therefore, if we do not show the possibility of additional purchase e.g. at an attractive price, we can expect that this customer will not return to us anymore.

Source: http://www.business2community.com/brandviews/omi/social-starter-beginners-guide-google-marketing-01031706#Km2gIv5sLBtEPP0t.97

Remarketing – case study

Let us use an example. An online store customer with smartphones and phone accessories noticed that after a month of purchase, customers purchase phone accessories. The digital marketing specialist decided to launch a remarketing campaign through the GDN (Google Display Network) and Facebook Remarketing and show the customer two months after purchasing advertising banners showing headphones, enclosures, speakers, etc. The customer of the store notes that after two months, additional products are added.
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Source: http://digitalmarketingphilippines.com/14-most-important-metrics-to-focus-in-your-digital-marketing-campaign/

Measure campaign effects

Digital marketing sells, and especially you can see it thanks to the growing interest in communication channels, thanks to which we can measure the effects of campaigns and optimize them accordingly (Google Adwords, Facebook Ads). The effectiveness of online advertising is accounted for using the available models: CPC, CPA, FF, CPM, CPL, CPO, CPV. Another example where an internet marketing specialist can measure traffic is social media channels such as Google Media. Instagram, Facebook, Snapchat, Twitter, Google+, Pinterest. Also thanks to the right SEO structure, keyword matching, as well as content marketing (company blog), we have the opportunity to position your website and encourage a potential customer to buy.

In the advertising world, there are two basic concepts that characterize how to reach a potential customer, namely traditional outbound marketing and increasingly popular inbound marketing. It can be said about them that they are two different philosophies of branding. The first is to attract customers by sending advertising messages to a wide audience, the second is aimed at attracting the customer in a more direct way.

What’s the difference between inbound marketing and outbound marketing?

Still, many companies opt for the traditional form of advertising, going out to a wide range of customers with a clear message. Outbound campaigns are more spectacular, eye-catching and, above all, costly, which is in line with the view that they are also a more effective form of customer acquisition. The consumer can slowly feel tired of such aggressive communication in the form of a daily dose of advertising on the streets or on television. He skips it, pays no attention, and treats advertising at stops or buildings as a colorful, unnecessary element of the city. Information noise is created that prevents the recipient from extracting relevant information. Therefore, an internet marketing specialist uses inbound marketing, which, compared to the traditional form of advertising, does not directly attack the consumer with advertising, and always appears where the customer is looking for information about a particular topic. One sentence of inbound marketing is a response to the specific needs of the recipient.

Source: http://blog.hubspot.com/blog/tabid/6307/bid/28330/23-Reasons-Inbound-Marketing-Trumps-Outbound-Marketing-Infographic.aspx

Examples of outbound marketing

The outbound marketing strategy wrongly assumes that the most important goal is to reach as many consumers as possible, even those completely uninterested in the services in question. Examples include ubiquitous billboards on the streets, poles or banner ads on the internet. Outbound marketing also includes advertising on TV, radio, promotional campaigns in shopping malls, offers sent by post and e-mail, and often intrusive forms of telemarketing.
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Source: http://www.modernmarketingpartners.com/inbound-marketing-with-a-modern-twist/

Examples of inbound marketing

Unlike traditional forms of advertising, inbound marketing is targeted at specific audiences. The advertising message is tailored to the profile of potential customers and is therefore considered an effective form of advertising products. The basic principle becomes the answer to the question – what can the customer look for and how can this be used in brand promotion? One of the best examples is seo, thanks to which the customer, looking for a specific service or product, will go exactly what he wants to buy, see, check. Inbound marketing activities engage users on social media – often the result is to attract not so many fans of the brand as its promoters (e.g. on Facebook). The world of inbound marketing, of course, includes a blogosphere providing us with interesting content, as well as video, infographics, webinars and e-books.

The website is the primary source of information about the company, an effective tool for creating image and brand perception. Its main function is also the sale and generation of leads. Constantly evolving internet technologies require the website manager to keep following trends. Supervision of the correct process of creating a website is usually carried out by a specialist in internet marketing. Its presence in the company is necessary if the purpose of the website is refined technical, image and promotional issues.

An effective website

Creating a website should be a process of implementing an idea and a specific plan. Your Page should look different depending on the specifics of the industry and the audience you want to reach, but it will always be our business card, ad, and contact. Our website must appeal to customers because it is prepared for them, not for the business owner. The role of an internet marketing specialist in this case is to understand the preferences and needs of the audience, as well as to track website traffic, thanks to appropriate analytical tools (eg. Google Analytics).

Although the aesthetics and attractiveness of a website remain a key aspect at all times, increasingly the word “trend” is displaced by the word “effectiveness”, which amounts to bounce rate, conversion level and page position in the search engine. When building a website, it is useful to use tools to track the user’s movement and check the so-called “heat map”, which is the place where the user most often leaves the movement of the mouse. In this way, we will be able to apply the most important content or even the purchase button to the right place. Thanks to this action, we will increase sales.

Source: http://designyoutrust.com/2013/04/26-things-to-note-before-develop-a-website-infographic/

Technical aspects of the website

A properly designed site can bring invaluable image benefits, but also sales. It is also important to remember about Growth Hacking, which is to speed up the operation of the website. In addition, you need to adjust the readability of the content on the site by structured data – Schema. Only in this way can Google bots read, for example, whether they are on the company’s website or author’s blog. The prevailing trends in web design are primarily aimed at improving the effectiveness of the website. Without a specialist in the company, we will not be able to meet all marketing tasks, and the site will not bring the intended results. Therefore, it is worth investing in an experienced marketer who will achieve the desired goals and contribute to the development of the company.

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Adapting the site to the current requirements is the task of a marketing specialist, who must regularly track the position in the search engine through SEO positioning and content activities, increase the level of conversion by eg. Google Adwords or marketing automation, and monitor bounce rates by taking actions that will stop a user on the page.

Source: http://visual.ly/web-design-trends-expect-2016-infographic

Trends in web development

If we are talking about trends or the effectiveness of a website, one should not forget about the basic issue of administering the site. Currently, practically no longer builds services without CMS, that is, the built-in administration panel. After implementing the new page, the contractor conducts training on the operation of the panel. It’s a good idea to have someone in your company who’s deployed to respond quickly to any issues, and to update your Page.

The marketing specialist acts as a supervisor and contractor in the company. It needs to keep up to date with trends and styles related to page design. One of them is material design (or colloquially called “flat design”), which assumes simplicity, concentration of content in the center, limitation of the color palette, as well as the use of modest typography. The trend that has become very fashionable lately is to use the full width and height of the screen. In this way, it is intended to encourage you to continue exploring the site without much distraction. Also, the growing mobile trend is forcing designers and Digital Marketing Specialist to adapt the site to smartphones and tablets, using responsive layout (RWD) and the company’s mobile website. The result will be a simple and functional page for the user.