Content is king – and it’s fundamental to any business’s successful marketing strategy. It should be at the foundation of your marketing actions by providing the groundwork for a booming online business. Great content will make you a king on the web.
Customers are more educated and engaged in the buying process than ever before, and they demand relevant and useful information to inform their buying decision. Content marketing will educate customers, develop trust with them, nurture them in the sales cycle and more.
What is Content Marketing?
Content marketing is the means of educating the customer about your products and services through relevant and helpful information. It’s a strategic approach to distributing the right valuable and relevant content at the right time to attract and retain a clearly defined audience.
Brands of all sizes and industries are approaching content marketing as a key piece of their strategic marketing approach. Businesses and content marketers are coming to realization that content sells and generates more leads than traditional marketing methods.
In fact, Demand Metric reports that content marketing generates over three times as many leads as outbound marketing and costs 62% less.
It’s also becoming expected. Business decision makers search for pieces of valuable content in the form of blog posts, eBooks, white papers, case studies and infographics to inform and guide their buying decision.
Stratabeat reports that 80% of executives and business owners prefer to receive information about a company through articles rather than advertisements. Is this soft approach to marketing the new thing?
Decision makers are now making buying decisions based on relevant and informative content. A business providing the right and valuable information at the right time will have more luck in converting the ‘learner’ into a sales lead and then a buying customer.
Why does Content Marketing work?
The statistics floating around in this blog post will tell you that content marketing is a growing field and it’s hot. Businesses are jumping on board to develop content to strengthen their online presence with search websites, build SEO and establish their creditability with future customers.
Why does it work? Content marketing works because it puts the most important person first, the customer. It approaches online selling through trust, authenticity and helpfulness.
A witty content marketer will know their customer like a best friend. Wouldn’t you want to help a friend out? They understand their needs, desires, problems and challenges. They approach their content as a means of helping and educating the reader towards … success!
Producing the right content is also a means of weeding out those that you can and cannot help. There is no shame in someone landing on your blog and realizing your solution isn’t for them. You educated them and helped them come to the realization that they needed to start elsewhere.
Content marketing for startups, small business, online entrepreneurs, and individuals alike benefit from increased sales, cost savings, and better customers with a stronger loyalty to your brand. Are you still not convinced? These are 5 reasons you need it for your business.
5 reasons you need content marketing
- Builds trust with your audience. By sharing content actively with your audience, you build trust with current and future customers rooted in the idea that you understand what you preach and eventually come across as a thought leader in the industry.
- Builds authority online. Customers resonate with smart companies that know what they’re talking about. By writing about relevant and timely topics related to your industry, you build authority and thought leadership among your customers.
- SEO loves content. Google and other search engineers were created to connect people with information and when you provide expert and helpful information through content, Google will recognize this and boost the content higher in the search ranking. The higher you are, the more likely you’re to receive high and relevant traffic to your website.
- Content supports your paid marketing. If you’re dumping thousands of dollars into paid Google, social and other paid online advertising with little results, there’s a better way. I see many businesses setting-up paid marketing funnels without the ‘nurturing process’ in place. They create optimized landing pages that are a type of cold sales pitch that seldom attracts the right customers or attracts the right customers that aren’t ready to buy right then & there. Content marketing should be coupled with your paid marketing by means of a nurturing strategy and a valuable automated content distribution.
- Content nurtures your audience and advances the sales cycle. When a customer approaches your business, they’re at different crossroads in their buying journey. Some might be looking for educational materials and others might be searching for use cases on a product solution. Purposefully created content will attract the right customers and convert them into the funnel for nurturing until they’re ready to buy. By aligning content with the buyer’s needs, a business is more likely to navigate the busy path from learning customer to buyer.
Good news: content is already integrated into your marketing processes – it’s not a new method. You’ve used content by writing social media posts, writing a press release, developing copy for your website and writing business brochures. You have the content, but now it’s time to create it with the strategic thinking hat on.
If your business isn’t onboard, you might be losing out on relevant prospects for your business. Content has always been a central player in a business’s life; however, without a strategy that valuable content might’ve been useless.
We now understand content marketing is important, and we have to be aware of it. We also understand that it’s a large sales converter, and we should get onboard to create the right content for our customers and to feed it to them at the right time. Doing content correctly begins with the fundamental groundwork of understanding the customer journey and target personas.
It’s time to bridge valuable content with a strong strategy that focuses on the customer journey and targeted personas.
Understanding and developing a customer journey roadmap and a targeted persona is the next piece of the puzzle. We’ll explore these two topics in upcoming blog posts.
- What is Customer Journey Mapping?
- What are target personas?
- Why you should start with content marketing and not paid marketing