If you’re not currently using content marketing to promote your business, you could be seriously losing out to your competitors. 72 percent of marketers now have a content marketing strategy. It’s an excellent way of engaging potential customers with your brand. But what exactly is it and how can it benefit your business?
What is content marketing?
Content marketing is relevant information that your business shares, mainly through web pages, blogs and social media platforms. However, there are dozens of different types of content. For example, webinars, speaking events, and case studies are types of content just as the more commonly used blog posts, ebooks, and infographics are. Content can be text, graphics or even video, which is becoming increasingly popular, especially on social channels such as Facebook and YouTube.
Content marketing is different from other marketing strategies in that it offers something to your audience rather than telling them or asking them for something. It is more about attracting and motivating with content, which in some way improves your audience’s lives, rather than bombarding them with your brand’s presence as is the case with traditional marketing techniques.
While it should be relevant in terms of what your business does, it isn’t overtly promotional. Instead, it gives out information that will be of value to your target audience, engaging them in order to encourage them to explore your brand further. By sharing this content, you’re letting potential customers know that you understand their needs and interests and are a valuable source of information relating to those preferences.
What are the benefits of content marketing for business?
Unlike most other, more traditional forms of marketing, content marketing isn’t about yielding quick results. It takes time to build audience engagement, but with patience and consistency, it can prove hugely beneficial to your business.
It saves you money
Many other forms of marketing aren’t tailored to suit your target audience – therefore you can potentially waste a lot of money hoping your advertising is reaching the right people. As content marketing is tailored around what you do, the people who engage with it will already be interested in your industry.
It builds brand awareness
Content marketing encompasses your blog, SEO campaigns, and social media, as well as any podcasts, vlogs, or events that are focussed around your content, both online and off. Users who engage with the content you share are much more likely to follow you on social media and click through to your website. This is a highly effective way of making people aware of your brand and generating leads.
It builds lasting client relationships
If the content you share is consistently high-quality and useful, people will come to regard your business as a valuable resource in your field. This means, they are more likely to trust your brand and you will be their preferred source when it comes to making purchase decisions. This is because they already know the value you offer.
It improves your search engine rankings
Search engines these days penalise sites that create useless content stuffed with keywords. Instead, they reward high quality content that offers real value to the user. This content is also much more likely to be shared widely on social media. The more popular your content is, the higher it will rank in search engine results, making even more people aware of your brand when they search organically.
Get help with content marketing
Content marketing is a highly effective and relatively inexpensive strategy for increasing audience awareness and brand awareness, and it can potentially create large numbers of leads for your business. However, it’s important to know you’re doing it right. Please get in touch if you’d like to know more about content marketing and how we can help you to grow your business.