Content marketing - content that informs and engages

Most companies today have a social media strategy and many have started building their own channels to communicate with their customers. But to succeed, it is important to publish content that is valuable to the target audience. It is important to work consistently, systematically and over the long term with your ideas and content. This is the essence of how we see content marketing.

The purpose of content marketing

The purpose of content marketing is to attract and retain customers by consistently creating relevant and valuable content with the intention of changing or reinforcing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on media that you own, not rent.

Value creation

The value lies in the content itself, which must be perceived as interesting, educational or entertaining by the target audience. As there is a general suspicion of marketing communication, this places high demands on the content, which must be perceived as educational, informative or entertaining, be perceived as honest or factual and must not be perceived as an attempt to sell.

Creating loyal customers

Content marketing aims to change or reinforce consumer behavior. Content marketing is not an end in itself. It is a means to attract potential customers, turn them into paying customers and keep them as loyal customers.

Building your own channels

Content marketing focuses on media that you own, not rent. Here, 'owning' means that you control what is published in the medium and when, and that it is clear to the audience that you are the sender. Examples of media can be:

• Blog
• Facebook
• Youtube
• LinkedIn
• Instagram
• Twitter

Ongoing process

Content marketing is an ongoing process. It is long-term because it takes time before content marketing starts to have an effect. Publishing must be done regularly because one purpose is to maintain customer relations. And the production of content must be systematic because it is needed to maintain a long-term and regular production.

Benefits of content marketing

Here are some of the benefits of working systematically and regularly on quality content in digital and social platforms. You:

• Strengthens the brand with existing customers and creates additional sales
• Broadening awareness beyond the normal catchment area
• Creates pride and commitment among employees and partners
• Generates leads that can be converted into new customers

Long-term content marketing

At Navigator, we work with content marketing for a wide range of our clients in B2B, B2C and Healthcare. We help them generate great ideas that can strengthen existing relationships while creating new ones. We also help with publishing, sharing and disseminating content while providing analysis and reports on what is being said about our clients in social media. If you want to see examples of what we have done for different clients, browse through our cases. You can find more inspiration and knowledge on our blog. Feel free to use the filter function to search your way around.