They say content is king, but what crowns it? As a business, what you do with the vast amounts of information related to your business determines how successful your business will be or continues to be.
Therefore, marketing is the crown that makes content king. I know, you are probably wondering I am just trying to make profits by generating sales, what in the world does content marketing have to do with this?
Here is how.
Behind every successful brand is a wealth of valuable and relevant content that connects with the audience. Think about it. Leading brands like Microsoft, P&G, and Cisco systems heavily use content marketing.
So what is Content Marketing?
The Content Marketing Institute defines content marketing 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.
From the description, content marketing is not just sharing what you think you should communicate about your business. It is neither a random undertaking, using whatever channels you stumble across. It is a process involving a strategy with a clear end goal.
Content marketing is all about using content to attract and retain customers. In fact, 68% of people spend time reading about brands that interest them.
So, here are 4 unsuspecting ways content marketing affects your business.
1. Will they stay or Will they go?
A question that every customer will ask themselves when they come across your website is, ‘Am I getting what I need here?’ This is because the customer buying cycle involves three main stages; awareness, consideration and purchase.
By creating content through each of the stages, this will help consumers travel down the sales funnel faster. In short, it will help convert leads into actual customers.
In each stage of the content marketing funnel, different kinds of content are suitable. Single Grain offers a step by step guide on how to create a marketing funnel.
60% of people are inspired to seek out a product after reading about it. Therefore, you need to ensure that what they are reading in your mediums is relevant and valuable to them.
Usually, customers don’t take long in skimming through your vast information to get what they need. Sometimes your customers may not be looking to buy something, but reaffirmation that they should indeed buy it.
Consumers are now looking for solutions that address their problems. In most cases, that need might be information.
One yardstick for measuring business success is customer retention. Ask yourself this, when someone who has no idea about your business stumbles across your website, will they find outdated articles and everything about YOU and not THEM?
By customizing your content to fit your target market, then your audience will not only linger longer on your website, but actually increase their chances of returning or purchasing.
Instead of pitching your products or services, provide relevant and useful content to your prospects and consumers to help them solve their issues. For instance, if you are a bike dealer, content on bike maintenance or benefits of cycling will appeal more to your audience as opposed to you telling people to buy bikes.
In this consumer era, many people are spoilt for choice. What determines their initial interest an eventual loyalty to your business is if your business meet their needs.
2. We know what We Are All About
As a business, content marketing allows you to showcase your expertise.
As you consistently produce relevant content, your business will grow in that niche area. Search Engine Watch suggests that your business should answer questions with authoritative content.
With that, you will build trust with your audience and authority in that subject area.
People only trust experts they are sure can solve their problems. Studies show that 70% of people prioritize content quality over quality.
The secret is not to do more . . . it is to create content that matters, that they cherish since people crave useful thingsJay Baer, Author of Youtility
While creating content, here are some useful considerations;
- Determine your audience– Who is your target audience? What are they like? Once you determine, you can determine their interest and how best to communicate to them in mediums they access.
- Strategize your content– Your content should be well thought out and having an editorial content greatly helps.
- Be consistent- By consistently distributing, the clearer it becomes that you are an authority in your field.
- Monitor and evaluate your content– Monitoring and evaluating your content will help you determine what works and what doesn’t, to help you readjust accordingly. Hubspot offers a full stack of software for marketing, sales, and customer service.
3. No holes in Your Pocket
Content marketing helps you save money, and loads of it. In fact, statistics show that content marketing costs about 62% less than outbound marketing and generates over three times as many leads as outbound marketing tactics.
You do not have to put up a huge billboard by the highway or stress yourself out on how to get money for a nice TV ad. Paid advertising is becoming less effective. Don’t believe it?
Check this out.
Demand Metric shows that 86% of people skip TV adverts, while a whopping 70% of people would rather learn about a company through articles rather than ads.
In this digital age, many mediums are at your fingertips that you can use to push your content. These include;
- Social Media posts
- Email newsletters
4. Oh the Traffic!
Once your business consistently generates great content in the website, your rankings in search engines increase.
Who doesn’t want that?
The beauty of content marketing is that it attracts ideal buyers because only those interested in the subject matter will be viewing it.
Research shows that websites that regularly upload blog content have an average of 434% more pages indexed by search engines compared to those that don’t publish at all.
If your business hasn’t yet implemented search engine optimization (SEO), here are tips to boost your search ratings;
- Useful, quality content
- Target specific search terms
- Quality inbound and outbound links
- Optimize mobile performance
Content Remains King, and Marketing Key
Content marketing has become inseparable in the business world. Many businesses now use content in their marketing efforts.
Readily available digital tools and platforms to have made it easier and cost-effective to run content marketing campaigns.
Not only will great customer-centric content improve awareness of your brand, but showcase how your products and services help solve people’s problems. In the long run, content marketing provides a great Return on Investment (ROI).
With content marketing, your business becomes a step ahead by retaining and attracting new customers, saving costs and generating traffic.
However, it all starts with creating good content. Check out our content creation services that will assist with just that.
To help you see what we are talking about, check out some 10 Awesome Content Marketing Campaigns in Kenya