“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” – The Content Marketing Institute
Content marketing differs from other forms of marketing as it utilises not only what the company has to offer but also what the consumer wants to hear. Finding the overlap between the two is the important part. In doing this they find a “happy medium” – content they can deliver that also engages and entertains their target audience.
I know trying to keep up with constant changes in the marketing world can often be stressful and time consuming. However, by putting effort into your content marketing you can reap major rewards for your business.
Take a look at some of the benefits surrounding content marketing…
As David Beebe said..
“Content marketing is like a first date, if you only talk about yourself, there won’t be a second!”
To be successful in content marketing you must engage with your target audience by producing valuable content they want to see. They need to be enjoying it before they engage with it. It’s also important that companies don’t go off track and talk only about what they have to offer and what their brand is about, consumers will get bored and engagement will fall. The content must be relevant, entertaining and valuable, and in turn, if done right, you will find an increase in the levels of engagement.
Content marketing is a cost-effective method of marketing. Unlike paid advertising for example there’s no direct fee to writing a blog and uploading it to your website or social media account. According to Medium.com, content marketing cost up to 41% less per lead than paid search. There’s no obligation to outsource a content writer either, if you have knowledge about your industry and good writing skills, then you’re more than capable of writing yourself, thus saving money and reducing your costs!
Increases Traffic Flow to your Website
The more relevant the content you produce, the higher your SER (Search Engine Ranking) will be. Relevant content is still a major factor influencing where websites are placed on the Search Engine Results Pages (SERP). Neil Patel explains that SEO makes demands and content marketing fulfills those demands.
Increasing Content = Increasing SEO
With engagement improving among your customers and your search engine rankings rising, ultimately your sales should also increase. With more people on your website staying there for longer periods of time, we’ve no doubt more sales will be made!
Develop Lasting Relationships
To develop long lasting relationships, current clients and potential clients need to be nurtured. By producing content of value and interest, you are nurturing these groups so that the relationships can strengthen. This means there can be a constant exchange of communication not only from the brand to the target audience but also vice versa through comments and feedback. Medium.com also explained that 70% of people would prefer to learn about a company through an article than an ad. Exactly why you need to focus on content!
To stand out in your industry today it’s crucial that you’re sharing authentic content. By doing so, you can position yourself as a thought leader – sharing your opinions and expertise that generates respect and interest from your peers and customers.
Having trust in a brand is often hard in today’s digital world due to the lack of transparency and hesitant nature of customers. However, nothing is impossible! According to an AdWeek.com survey, 66% of people stated that they found custom content to be more trustworthy than other forms of advertising.
By generating your own content and posting it on your website and social media platforms, you’re audience have the ability to share this content on their own platforms, thus spreading the word and generating awareness for your brand. Having people share post’s they found useful or entertaining with friends or family increases the chance of others engaging with it due to the element of trust that exists between them.
After reading about the benefits of Content Marketing, I hope you’ll consider introducing this style of marketing into your own strategies and begin to see the benefits for your business.
Remember to always keep your customer in the forefront of your mind.
Thanks for reading,