Have you ever wondered why traditional advertising is taking a back seat in the modern era? If you look closely at how old-school marketing strategies worked over the last years, you will notice most of these practices are focused on short-term gains.
For example, a TV commercial about a huge discount on a product will only convert a few viewers till the offer lasts. Similarly, a billboard can attract a lot of people for first few days but will eventually blend in the background for people who pass by the hoarding every day unless you keep changing the design over time.
Though such traditional marketing practices are not completely out of the game, especially if your old business still drives ROI out of it, you must think of something to keep customers engaged for the long term. With people becoming more informed and savvier about their purchasing habits, you need a marketing strategy that keeps their attention and promotes interaction. And content marketing is that strategy.
Modern consumers do not just want to be marketed to; they want to be interacted with. Content is what appeals to that sensibility. Behind every successful brand is tons of valuable content that engages with the company’s audiences, inspires trust and reinforces customer-business relationships.
However, this information may not be enough for most marketers to understand why content marketing is important for businesses of all sizes, and hence this guide. This detailed guide discusses how content marketing can make a difference and why it is an inevitable part of digital marketing campaigns.
What is Content Marketing?
Content marketing, as the name suggests, is a marketing practice that involves creating, publishing, and distributing content relevant to a target audience, to attract new traffic and keep existing customers updated and engaged.
It is a strategic approach focused on building a strong relationship with your customers to inspire retention, engagement and loyalty in the long run. So instead of just randomly posting things on your social media channels, you need a clear understanding of your long-term goals and what type of content will help you move closer to your digital marketing objectives.
The first thing to comprehend in the process is content marketing works around a clearly defined audience. So, you must always start with your audience. To create content that relates to your audience, effectively engages them, and offers them value, you need to understand your target audience. Besides demographics, dig into the needs, interests, concerns, and pain points of your prospects. Find out how your product or service makes their lives better. What type of information can help them get the most out of your product or service?
Once you do that, you will be able to create the type of content that can catch your prospects’ or customers’ attention and address their problems or queries. With the huge web space and different social media platforms available for digital marketing, businesses have a spectrum of content marketing formats to attract converting audiences. These formats include – how-to guides, blogs, videos, photos, case studies, infographics, surveys, white papers, FAQs, graphs/charts and more.
Note that regardless of the format you choose for your content marketing project, you content must be relevant, valuable and consistent to your target audience. The goal of content marketing is to grow your business and that cannot be achieved if your content does not resonate with what your audience is looking for.
REASONS TO IMPLEMENT CONTENT MARKETING INTO YOUR BUSINESS
Content has a bigger role to play in internet marketing than just filling up your web pages and business descriptions on digital and social platforms. It helps create awareness about your brand, drive traffic to your website, retain existing customers and inspire trust and confidence amongst your audiences. But these are not the only ways content marketing can benefit your business. Let’s take a look at three convincing reasons to adopt content marketing:
Improves Business Reputation and Credibility
In today’s competitive digital marketplace, establishing trust as a business is a priority. Presenting the right content to the right audience at the right time conveys an idea that you understand your audience and care about what they need. When you address your prospects or customers, answer their questions and consistently interact with them, they start to develop a perception of your brand. The more relevant, educational and valuable your content, the more likely they are to have a positive image of your brand.
Of course, this does not happen overnight with the publishing of a couple of engaging social media posts or a compressive blog once a week. You must remain consistent with your content creation and distribution to present your brand as a leader and top of mind with targeted audiences. In other words you need a long-term strategy focussed on content marketing.
Helps with Organic Search
Most people turn to search engines to find solutions to their problems. Search engines work hard to bring users the most relevant information in response to their search query. So, by creating optimised, informative and meaningful content instead of spammy sales copy, you can increase visibility of your business on SERPs and build trust with your audience.
It is important to note that search engine algorithms are constantly changing and improving to offer better value to users in the form of good quality content while pushing down poor-quality content. That said, your marketing strategy should be about not only creating new content but also updating old copy to be relevant and helpful to your ideal audiences and remain higher and longer in the search engines.
Whether you start with brand awareness or customer engagement in mind, eventually every business wants to generate sales and that is the biggest reason they invest in any type of marketing model in the first place. Marketers want their prospects to connect with their brand, learn about their product/service and eventually buy from them.
Lead generation is particularly important for small businesses that rely on consistent traffic to generate sales and revenue. Informational and engaging content can encourage strangers to learn more about your brand and create a sense of credibility even when they have no plans to make an immediate purchase. By adding CTAs in your content in a meaningful way, you can make visitors more interested in whatever you are offering, converting them into leads.
Of course, these three benefits of content marketing lead to many other accomplishments such as conversions, brand awareness and customer retention that are equally important to your business growth.
The reasons to adopt content marketing listed above indicate that content not only affects how your audiences think of your brand but also if they want to buy from you. Now the real question is – how do you create the content that will encourage your visitors to take the action you want them to?
Well that is where expert guidance and professional services of a digital marketing company can work wonders for your content marketing efforts. Inbound Leads has a team of digital marketing experts and content developers that can help you understand how content marketing works and build a well-thought-out plan to meet your business goals.