Content marketing is central to any online marketing strategy. Any successful digital marketing campaign largely comes down to the content created that?s been valuable and relevant to the audience. Everything else is essentially just packaging.
First and foremost, we want to say that content marketing comes in all shapes and sizes. It?s not just articles and blogs (though these are great, too!) ? it?s videos, images, infographics, landing pages, captions, podcasts, etc. ? anything that you can or have created that adds value for your target demographic. Content should make people want to engage with you.
So, why is content marketing so important?
Gain Trust through Content Marketing
Great content marketing builds trust in your brand. The vast majority of consumers prefer to get their information about a business through content [marketing] such as articles than through blatant ads. Ads feel artificial compared to content marketing that is done well.
When people read (or listen to or view) your content, they develop an opinion of your brand. If your content is educational, valuable, and engaging to them, they will think the same about your brand (your vision, you). The more value you offer them, the more they will trust your brand in the future.
Build a Brand Identity
The more relevant, interesting custom content you create, the more a customer feels that your organization cares about your relationship with them. You?re talking to THEM, not to just anyone.
With content marketing, you can show the human side of your business. With astute storytelling, you can make your business stand out from the thousands and thousands of competitors out there.
Show the faces behind the work that goes into your business and you?ll grow trust from customers. Show the values of your brand with powerful storytelling, and your brand will better resonate with its core demographic.
Showcase Social Proof with Content Marketing
A great use of content marketing is showcasing how people?s lives have been improved by your brand. Consider a video or blog series on how people have successfully used your products or services. Humanize these stories and ensure they feel real. It?s a powerful way to show social proof with all of the usual benefits of content marketing.
You?re the Expert
Creating content is the perfect way to show your visitors that they?re dealing with the real experts who know the ins and outs of the industry ? you! Whether you?re publishing a new white paper, uploading a video on how to use a product, or creating infographics designed to be shared on social media, you?re demonstrating that you?re the authority on the subject.
With greater authority, customers will remember that your brand is an educated expert that will be able to understand their problem and present a smart solution. This pays dividends when it comes time for them to make a purchase choose a service.
Later, when your business is considered a strong authority in your niche, more sites will naturally link to you, helping your search engine optimization immensely.
Should I Share Content from Other Brands?
You can certainly share content from other brands that your audience may find useful or entertaining, but it?s the content that you, your company, or your marketing company creates that really builds your own space online.
Sharing content from other brands that align with your core thinking must be done in moderation, as you?re essentially marketing other brands instead of yourself. Remember you want people to see your brand as the authority on the subject, and sharing content indiscriminately can sometimes make it look it as if others are the authority and you?re just a follower.
Content marketing plays an important step in converting visitors to buyers. It?s been shown to increase conversion rate by nearly 600%. Over 60% of U.S. online consumers have made a decision to make a purchase after reading a blog.
Why does content marketing make a difference? All through the buying process (the ?sales funnel?), you?re able to educate and connect with your customers, building trust and giving the reader all the information that they need to make an informed purchasing decision.
Then you hit them with the ?call-to-action?, telling them what to do next to move through the purchasing process. This can be making a purchase online, contacting your sales team, or getting more information, for example. Importantly, with your content marketing, you?ve removed most of the usual roadblocks that stop people from doing these.
All in all, content marketing has only become more important as the internet has evolved. Get in touch today to discuss how we can help with your content marketing needs!