Why your content marketing strategy is your business’ best friend
With everything in the digital world moving at such a fast pace, it can be hard to know what the best direction is when it comes to your marketing efforts.
The word ‘content’ gets thrown around an awful lot, but with good reason. Content, and more specifically, content used for content marketing, is what will set your business apart from the rest.
So, what is content marketing? The Content Marketing Institute defines it as “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.”
This content can be in the form of a social media post, a video, a photo, a live-stream, a blog post, a speech, a webpage, an email and more! It’s really any content that you create that is relevant for your target audience to consume, and that aims to create, nurture, and grow your customer base.
And, it’s pretty much a non-negotiable these days; a Content Preferences Survey recently completed by DemandGen found that 47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson. Add that to the knowledge that, on average, B2C customers need at least seven touch points with a business before they buy, and you’ve got some really compelling reasons to kick off your content marketing strategy.
Well that’s all well and good, you might be thinking. But how exactly does content marketing help your business?
By increasing brand awareness and recognition
Content marketing is all about putting your business in front of people and becoming a reputable and trusted source in whatever you’re talking about. People like to be able to learn more about your business in their own time rather than having an ad thrust upon them, so the softer approach of sharing useful content is an excellent way to engage them and create a gateway to a sale.
By promoting your business as a trusted source
Once people get to know and like the content you share, you will become a bit of a ‘go-to’ business for them. They will start to equate your business with the thought leadership you’re providing, and this helps to cement you as a business they can trust and buy from.
By building customer relationships
People want content that can help them make a good purchasing decision, but that isn’t directly selling to them. Content marketing is akin to a long term lead generation campaign. Great content will help you build a relationship with your target audience and influence their behaviour.
By boosting your digital performance
Great content has the potential to drive traffic to your website and social media accounts, boost your performance on search results pages, and give your target audience the opportunity to respond to you and share your content with their friends and followers.
So, when thinking about content for your business, ensure that you develop a tailored and integrated content strategy that directly connects with your business objectives, and one that is consistent, relevant, up-to-date and interesting.
Contact us today to discuss how we can help structure your content strategy for success.