Content Marketing: Like digital marketing, but better
Original article in Greek by Eurydice Markopoulou
Translated by Dafni Manti
An increasing number of businesses are embracing the digital age, particularly in the promotion of their products and services. Though digital marketing offers many benefits, in order for it to be complete it must be accompanied by content marketing.
What is content marketing?
It is the process of producing content, such as articles, videos and posts, so that a business can gain a larger consumer audience. Consequently, the product or service acquires a distinct character, making the advertisement more personalized and meaningful. Therefore, this process saves lots of time and money.
Steps
How can one implement this kind of marketing?
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Planning
In order to create a comprehensive content marketing plan, the main goals of a business need to be set. Depending on those specific goals, different actions will be carried out in order to achieve them.
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Audience
First of and foremost, a business should know who its main audience is. This can be done by answering the following questions:
- What purpose does the product or service serve?
- Who is the ideal customer?
- What types of people is the product or service aimed at?
Knowing the aforementioned, profiles for all potential customers need to be compiled. The content shall be created according to these people, thus increasing marketing effectiveness.
3.Content creation
How should a marketing manager proceed? These are the three stages:
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Awareness stage
Once the company has identified its objectives and its target audience, it must find out what its regular users are specifically searching for. This can be achieved by using online tools, such as those that detect the keywords most frequently searched for by users.
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Creation stage
Upon finally reaching this stage, marketing content should again be created based on the characteristics and desires of customers. A content calendar would also be a useful tool in this case. This is where all actions related to content marketing are recorded in order to make communication between colleagues easier.
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Sharing stage
As crucial as content creation may be, organizing posts is just as important. Social media, 
newsletters or press releases must be used to their maximum potential to make the content visible. The right keywords can boost content marketing as it improves SEO (search engine optimization), which is the appearance of a business when searching online. Finally, it is essential to leverage content in various forms, as producing content is a complex and time-consuming process, e.g., articles, podcasts and infographics.
Feedback
A business should evaluate its strategy in order to make the necessary changes. Google Analytics is a simple and practical tool that can evaluate the progress of content marketing, based on metrics defined during planning.
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