Content marketing helps you build trust and relationships with customers. Learn how to add these five strategies into your content marketing program.
Many forward-thinking businesses have turned to content marketing as a way to engage with customers and promote their expertise to potential customers. Content marketing is essentially creating and distributing valuable, relevant, and consistent content designed to attract and retain a specific audience. Having a strategic content marketing program can create a stronger relationship between consumers and your business and help drive customer loyalty, increase sales, and solidify your brand in the process.
Here are the key reasons why any business looking to reach the next level of success should capitalize on the power of content marketing.
1. Increased Sales
Let’s start with what really matters to you: the bottom line. According to a study by the Aberdeen group, adoptees of content marketing bring home nearly six times higher conversion rates than non-adoptees.1
Over 80% of consumers have made a purchase because of content marketing.2
2. Differentiation from Competitors
Your brand personality connects you with your customers. It is how your business is perceived and what distinguishes you from others in your industry. With content, you can shape that conversation. Set yourself apart from the competition by giving your business a distinct, identifiable personality.
3. Amplified Brand Recognition
You may have a hard-working website that drives conversions, but if people don’t know it exists, it can’t do what you built it to accomplish. Content marketing generates organic traffic for your website with qualified leads. A potential customer doesn’t need to know your business, they just have to be searching for information related to content you have created. More visitors, more recognition.
Companies with blogs boasted 67% more leads per month than competitors without.3
4. Improved Search Ranking
According to Forbes Agency Council, “Search Engine Optimization is actually strategized around content marketing since every website needs words, articles, substance, keywords, etc. In order to be successful, both must go hand in hand.” 4
“Location, location, location” used to mean getting that prime real estate on a busy downtown intersection. Now it’s all about your location on Google’s search ranking.
By boosting your search ranking, you can drive more traffic to your site and increase sales. Plus, this strategy may save you money compared to traditional online advertising.
62% Cheaper than Traditional Advertising.5
5. Quantifiable Insights
An overlooked but important part of what makes content marketing such a valuable asset is how easy it is to track performance and adjust on the fly. Thanks to increasingly sophisticated analytic platforms, you can tell where you are getting traffic from, what pages are most viewed, audience demographics, and so much more. This removes some of the guesswork and makes marketing more of a science. You can use this data when reviewing and considering strategy changes.
Tips on How to Implement a Content Marketing Strategy
The simplest method is to ask yourself these classic questions: who, what, where, why, when, and how.
Who: Who are you? In other words, what is your brand voice? Who is your audience or target customer?
What: What type of content will you produce?
Where: Where will you be publishing content? E.g. directly on your website or on another channel like YouTube or LinkedIn?
Why: What is the immediate purpose behind the content that you are creating? Will the goal be to increase sales of a particular product, increase brand awareness, or something else entirely?
When: How often will you be producing content?
How: How will you accomplish this? By yourself, an employee, or will you hire work out to college internship programs, sites like Fiverr, or to freelancers?
1 https://www.percussion.com/Assets/www.percussion.com/resources/whitepapers/Aberdeen-ContentMarketingROI-Report.pdf
2 https://martechseries.com/content-marketing/content-marketing-content-marketing/80-people-purchased-product-service-result-content-marketing-new-survey-finds/
3 https://www.demandmetric.com/content/content-marketing-infographic
4 https://www.forbes.com/sites/forbesagencycouncil/2018/07/03/how-seo-and-content-marketing-work-together-to-fuel-your-online-success/#7df6834716bf
5 https://www.demandmetric.com/content/content-marketing-infographic
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