Intro to Content Marketing
Discover how a content marketing strategy can help you reach a target audience and convert leads into sales
About 84% of small businesses state they are using a content marketing strategy.
Without content marketing, a business will soon find itself lagging behind its competitors. Content marketing can help attract leads, increase revenue, grow brand awareness, and so much more.
However, effective content marketing isn’t just churning out blog posts with a splash of SEO thrown in. The modern web is crowded with clickbait, promotions, and enough content to keep a person immersed for a lifetime. Good content marketing involves offering valuable content and reaching the intended audience at the right time.
What Is Content Marketing?
Content marketing is a strategic process focused on planning, creating, and distributing valuable content to reach a target audience.
A business might have a variety of objectives tied to their content marketing, such as:
- Boosting conversions
- Announcing the release of new products or services
- Humanizing the brand
- Building brand loyalty
When it comes to content marketing, there are a myriad of ways to approach it. From social media to blogs to videos, it all falls beneath the umbrella of content marketing.
Content Marketing Is Used by Major Brands
In 2020, about 47% of businesses budgeted over $10,000 for their content marketing. Research shows that the majority of companies are investing big in content marketing.
For example, Home Depot utilizes content marketing successfully through its blog. They are providing high-quality content about home improvement projects and including links to products in their stores. Readers learn both how to complete a project and then click on the link to purchase the product that will assist them with their home renovations. This type of content marketing is driving organic traffic to the site, as well as increasing conversions and sales.
Though these brands are well-known, they know that if they stop delivering high-value, entertaining content they’ll fall behind their competitors. The market is ever-shifting and to stay on top of trends and maintain brand loyalty with customers, you have to deliver content that fulfills a need or want.
Content Marketing Is Good for You and Your Customers
An effective content marketing strategy will reap a high return on investment (ROI). It’s key to remember that content marketing is neither a short-term strategy nor a one-and-done deal.
Instead, content marketing can take several months to years of consistent content creation before any results begin to appear. Businesses that utilize content marketing have 6x more conversions than those that don’t.
Content marketing can achieve a variety of benchmarks, but the three primary factors behind using it are:
Advertisements are easier than ever to block or ignore and people aren’t interested in listening to a sales pitch. Prospective buyers want brands they buy from to match their values, address pain points, and provide useful information.
Content marketing can help a business appeal to the right buyers who are ready to make a purchase. Through content marketing, sales can be increased from relevant buyers visiting the site, brand awareness increasing, personalizing the buyer experience, and more.
While the initial investment into content marketing can be a decent chunk, in the long run, it costs about 62% less than traditional outbound marketing.
Content marketing is far more cost-effective than other forms of marketing for several reasons.
Through content marketing, a business is able to take a diverse approach to its strategy. It allows you to develop a buyer persona and target that specific demographic.
Ultimately, content that offers value to the reader builds brand loyalty. When consumers become loyal to a brand, they continue to buy products from that specific business.
Effective content marketing will serve to build a lasting relationship with consumers, which in turn saves the business on future marketing costs.
When done right, content marketing inspires customer loyalty by reaching the target audience with the right content at the right time.
Boosting customer loyalty can be done by ensuring content is helpful and informative and also building an emotional connection with the customer. If customers can expect to read high-quality content, they will return time and time again. In turn, this leads to increased sales and customer retention.
In short, brand loyalty comes from customers feeling rewarded and having a shared community.
Content Is Crucial in Marketing
From blogs to social media to videos, content marketing is vital to any digital marketing strategy. Content marketing can connect businesses with their target audience and showcase their products and services.
To achieve true success with content marketing, be sure to deliver authoritative, valuable content that fulfills a purpose for the intended audience. This will set you apart from the competition.