What is the goal of content marketing, really? A YouTube case study

Content marketing is a beautiful thing, really. But it’s got a bit of an esoteric quality, doesn’t it? It’s one of those terms that looks great on paper and it seems straightforward, but when you sit down to put fingers to keyboard, it becomes difficult to quantify.  Without a very clear path forward, you might know you need content marketing, but not really know the how, the why or the what of content marketing is or does. 

Today’s story time is going to involve YouTube. Because, it’s become glaringly obvious that many top YouTubers are also actually pretty good at content marketing. I’ve spent the last few years watching my son watch other people play video games. For the life of me, I don’t get it, but he can’t seem to get enough. These guys are true to their craft when it comes to content marketing. They ‘ve got all the right keywords, loads of followers, they cross promote on other channels and they’re bringing in the money. 

So really, the goal of content marketing? Do what YouTubers do. 

What is content marketing?

Content marketing is a term that encompasses all of the content that you (or your brand) develops and distributes. This includes educational, promotional, and social content. Generally, when and how you distribute this content will be tied to your strategic goals and marketing campaigns. Any brand worth their salt will have content distributed through a professional website and other channels as a way to gain awareness. YouTubers, for example, often cross-promote their content with others in their niche and release blogs alongside their video content. 

For example, one of my kids’ favorites is Ryan Trahan, a spunky young Texan who took on the world with his “Penny Series” and who now travels the world and has an active Instagram account while also selling candy. He partners with other big YouTube names such as Mr. Beast and Dr. Mike for crosspromotion. 

Content marketing goals

A lot of people ask about the ROI of content marketing because they want to know their efforts are paying off. But, I often find that many people know the lingo without really understanding what their goals are. Here are some best practices to consider:. 

• You release timely and relevant content with a strong linking structure.
• Your content provides value and is well-researched. 
• You regularly release content on a schedule that aligns with larger goals such as building a bigger audience or expanding to a new channel
• Your content isn’t just repurposed or regurgitated from other sources. 

Many YouTubers use the number of subscribers as their primary content marketing goal, but they might use swag sales if a particular video pushes new merchandise. Read on to discover some of the benefits of good content marketing practices.  

Brand awareness and more site visitors

Gaining more readers is a common goal for brands and writers. Who doesn’t want more people to know about your writing or your brand? Strong content marketing practices helps more readers find your content and gain awareness. How do you know if this is working? You should notice upticks in page visits and length on page. If this is steadily rising, you’re seeing better awareness.

If you’re looking for ROI, I don’t think anyone can beat the GOAT Mr. Beast. Recent figures show he is worth approximately $2.6 billion. 

Build trust and authority

Many writers or brands want readers to see them as an expert in a particular field because that helps to establish your brand or self as an authoritative voice in a particular subject. How can you do this?

• Release content that provides real, actionable advice. Go beyond basic advice and tell them how to apply principle in practice. It could look like this: “Less than half of all content marketers have a clear strategy. Start by planning social posts that coincide with the release of your next blog."
• Offer a new angle or fresh perspective on a topic. Use expert input and research to establish your authority. 
• Readers are all about the expert testimony. Find a leader in your field and use their content as examples to help strengthen your position.
• Use strong SEO practices. This includes adding metadata, optimizing articles for keyword search and reader intent and using applicable imagery. 

In our house, auto YouTubers are of great interest and those guys are pure experts at what they do. Fun fact, many successful auto Youtubers were bought out by corporations, leading to bland content production. Now, some of them have decided to forego the big brands and get back to what they do best because authoritative content beats content solely generated for SEO any day. 

Take the example of Matthew Parker, an auto Youtuber known for his philanthropic approach to car repair. Parker got started by helping someone whose car was broken down on the side of the road without asking for money. His efforts went viral and helped him build trust and authority. He now has a YouTube channel nearing two million subscribers that he uses to continue his philanthropy.

Promote a business, topic or readership

Businesses often throw around the term content marketing as a way to generate more traffic or leads for their business. If you have a favorite business, you’ll probably see their blog or knowledge center with articles that pertain to their offerings. That’s one way businesses use content to help them market to their audience. 

YouTuber Kaelynn Partlow, a young autism advocate, brings her tips to YouTube to help others better understand the behavior behind individuals with autism. 

Create loyalists

While we’re on the subject of YouTube, you’ve probably heard one say “don’t forget to hit that subscribe button.” YouTube makes it easy to create loyalists with the handy-dandy subscribe button (extremely convenient). They make it easy to become a loyalist and follow all your favorite content. For the rest of us, we have to find ways to keep people interested in coming back to find more content, new offerings, and new ways to engage. 

It’s also important to remember that loyalty can come in different forms. Some people may watch every piece of content you put out while others might drop in from time to time. In either case, you can count on your loyal followers to drop in for new content. 

YouTuber Markiplier is known for cultivating and keeping his long-term loyalist audience with his fun animation content. 

Content marketing tips for success

Content marketing is more approachable when you remember a few tricks for success.

• Release content regularly. Whatever that means for you, make sure you release content regularly. It can be once or twice monthly or weekly, but do your best to keep to a schedule. 
• Diversify your content. Try different platforms and channels to see what works best. You might pick up a new audience on YouTube that you wouldn’t have found on Facebook. 
• Make it relevant. Address your audience’s primary interests, concerns or pain points. Investigate trending topics and offer content that speaks to those key areas.
• Focus on quality. In the age of AI, anyone can put out content that was generated within a matter of minutes. It takes much longer and more dedication to research and develop quality content that showcases an authentic voice. Be one of those creators. 

Really, the goal of content marketing is to keep your content top of mind. If you ever need inspiration, I always recommend seeing how your favorite YouTuber is doing things. Because chances are, they’re nailing it.  

To learn more about how to execute your content marketing plan, check out our article to discover how to make a content matrix.

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