“Content marketing is a long term commitment, not a campaign.”
Like John Hall, any digital marketer worth their salt will agree that content marketing, when well executed, can become one of the most powerful assets in your toolkit. Content marketing’s objective is to produce content that attracts people to your website and ends in them striking up a relationship with your company. Providing your audience and potential customers with informative, relatable content is a guaranteed way to build strong relationships quickly and effectively. It allows you to showcase your knowledge and expertise in your field, and identify gaps in knowledge and assets that buyer personas didn’t necessarily know existed in the first place.
Still hesitant? Here are six reasons to add content marketing to your repertoire.
Employing a strong SEO strategy will boost your content’s visibility on search engines; and in turn will increase your company’s general visibility and reputation for trustworthy information.
Content marketing gives you the opportunity to answer specific questions from your buyer personas during the buyer’s journey so you are creating content that perfectly advises people on a specific problem. If you target long-tail keywords, you will increase your chances of achieving a high ranking for those searches. Customise your content around what would really give a buyer persona a lot of value at a specific point in the buyer’s journey. It’s important to include keywords that are frequently searched for (you can use tools to help you identify these). However, you also need to make sure you’re creating content that solves a problem or provides relevant, useful information.
Producing content on specialist subjects in your industry will, more than likely, result in people citing your published content as a reputable source. If you have good content, you will be cited by others with higher traffic and the readers of the referenced content will likely check out your content. The more people refer to you, the better your page will rank. It’s another source of traffic and will help build your reputation.
Social Media Growth
Utilising your business’s social media accounts to circulate your content marketing will increase your exposure. Social media platforms provide your audience with the opportunity to share the content with their friends and followers, which will encourage your audience to stay up to date with the information you provide. This, in turn, motivates them to follow you. Over time, your social following will grow and by continuing to share your content socially, you will see an increase in content readership and account followers.
Thought leadership is a desirable consequence of strong content marketing. Thought leaders are defined by Denise Brosseau as “…informed opinion leaders and the go-to people in their field of expertise.” By publishing well-informed content, your company can develop a reputation as thought leaders within your industry. This is an incredibly useful and prestigious accolade; it will result in more people seeing your content. Position yourself as the best informed voice on the internet – this builds trust with your audience and will create an impression of reliance and forward thinking. You will become the leading source of dependable, factual information that provides answers and solutions to customer needs.
Building Trust among Customers
Building trust among customers is, by far, the most important reason to create a content marketing strategy. While traditional advertising methods may generate brand awareness, they cannot provide the personal, educational experience offered by content marketing. Targeted, informative content delivered to customers gives them a more in depth insight into the breadth of your knowledge and the solutions you can provide to their problems.
70% of consumers feel closer to a company as a result of content marketing and that relationship will increase the probability of a business relationship being struck up. In developing a relationship with these customers and offering solutions to their brand’s problems, you create brand advocates who will champion your brand and share their experiences with others, introducing your brand to new potential customers. Cultivating advocacy among customers is a key goal of content marketing and provides stronger potential leads than traditional advertising can guarantee.
Great Return on Investment
Content marketing can be relatively inexpensive, giving it a great return on investment compared with other, more costly types of marketing. Outsourcing content creation will increase expenditure, but in-house content creation will keep costs relatively low and ensure your audience is receiving the most accurate, up to date content.
Return on investment should be calculated holistically. While sales figures are important, consider the impact your content marketing has had on your SEO rankings, engagement with social media and brand loyalty. Advocacy is a huge success indicator, and discounting these metrics would be doing your content marketing strategy analysis a disservice.
Content marketing is not without its challenges
Creating content is far from a day’s turnaround affair. You have to invest a lot of time in the process and ensure you have the knowledge base to consistently produce top quality content. Consider whether you have the resources, time and knowledge to create consistently top quality content. If you think you are going to struggle, look into getting help by outsourcing.
You may not see results immediately. Cultivating advocacy takes time, and you won’t see a visible improvement overnight. However, if you give your content marketing the time to interest, hook and instigate advocacy in your customers, you will be able to record the return on the time you invest.
You don’t have to do content marketing
But if you do we would recommend you follow a strategy for several reasons. A strategy will better help you plan the publishing of your content and the platforms you use to reach your audience too. You should only be creating content that is relevant to your audience, so you should take the time to investigate what it is they need from you – this may differ from your other marketing strategies. And, of course, having a strategy with specified goals and wanted outcomes will make it much clearer to you what and how you should measure your ROI.
Have we got you hooked?
We hope that these reasons, while far from an exhaustive list, have convinced you that your business could benefit from content marketing.
For more tips on making sure your content marketing is getting off to a good start, download our Ultimate Guide To Content Marketing.