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In today’s post, I share 5 reasons why content marketing matters to me and should to you.
Braden Becker says “Whether you choose to create something for your buyers or not, they’re going to consume somebody’s content”
Do you know, If you aren’t creating content for your audience on their platform of choice, you’re not just missing out on their attention — you’re giving it to your competitors!
Don’t underestimate the role of content marketing.
Here’s why content marketing matters to me and should to you.
1. CONTENT MARKETING BUILDS YOUR BUSINESS REPUTATION ONLINE.
Viewers are served up with a range content in forms such as blog posts, videos, infographics, presentations, social media posts.
By offering value in this way, we not only entice the viewer, we begin to build brand trust.
There is an experience of the discovery of the valuable content, and a sense of delight in making the find.
At the heart of every single digital marketing strategy is content
The critical importance of content marketing is that it connects and supports all the elements of your digital marketing strategy.
Think of it as the hub, with the supporting elements of your marketing plan being the spokes.
The content that you create can be used for your blog, for your email marketing, for your social media, and PPC ads.
With a solid content marketing strategy in place, each channel uses the marketing tactics you deem best to achieve your marketing goals and sales revenue targets.
Your business creates engaging, high-quality content, that is then built into and supports each of your digital marketing campaigns.
Once visitors arrive at your website or social media pages or walls, you need content that will keep them there, and will have them return to you again and again.
The quality of their visit experience will determine whether they will sign up to your offer and/or opportunities.
Nurture your prospects with online content
These are called nurturing campaigns.
Can you see the importance of content marketing’s fundamental role in all other areas of your digital marketing strategy?
It’s the common thread that integrates your campaigns and makes them work.
2. CONTENT EDUCATES YOUR AUDIENCE
Education is the first step a potential customer takes when deciding whether a product or service is right for them.
Before they can make a choice, they need to fully understand the options available to them.
This means you need to have content that properly educates audience members on what you can provide.
Educational content typically takes the form of blog posts, social media posts etc
However, it may also include tutorials, reviews, and other content that provides your customers with the resources they need to make educated purchasing decisions.
Educational content should focus on teaching your target audience more about your business and offerings.
To educate your audience through the content you create, you want to focus on the questions or concerns they may have.
When addressing your target audience, consider what problems they might be trying to solve and how your products or services relieve those issues.
Your educational content should focus on the solutions you provide, and how you can make their lives easier.
3. NEEDED FOR WORD-OF-MOUTH
Social media and chat play a significant role in word-of-mouth marketing.
People don’t talk about a brand or recommend a product verbally; they do it online and share a link.
This online word-of-mouth awareness is greatly enhanced with content marketing.
Content gives more opportunities for online sharing and discussion around a brand and its relevant topics.
Content is both the constant fodder for sustained word-of-mouth marketing, and a durable marketing asset that can keep giving for years if carefully crafted.
“Some content marketing pieces go viral and get passed around for years,” notes Cespedes. “They are, in effect, a non-depreciating (or, at least, slowly depreciating) asset for those brands.”
4. CRITICAL FOR UNDERSTANDING THE CUSTOMER
The role of mass marketing is shrinking by the day.
In its place are finely crafted buyer personas, segmented customer journeys, and targeted marketing efforts that border on one-to-one campaigns.
While marketing automation software and strong planning help, content also plays a critical role in this new world of highly targeting engagement.
Without deeply understanding the customer, these precision marketing campaigns are not possible.
How a business knows its customers is through content marketing.
If tracked and analyzed, each piece of content put out by a company is equivalent to a spot poll.
Product ideas and messages can be tested; needs can be assessed and refined.
Relevance can be established and measured on an ongoing basis.
This can be done on a prospect-by-prospect basis, too, and used for precise marketing funnels that slot and move a prospect along the appropriate customer journey.
In the new world of highly targeted marketing, content is an important component for understanding the customer.
Content marketing isn’t a fad or something that is just “nice” from a marketing perspective.
Blog posts and social channels such as Medium and LinkedIn are essential and incredibly important, a cornerstone of modern marketing.
This is why every business is now in the media business and why strong brands all have strong content marketing operations today and this is the more reason why you should start engaging in content marketing.
5. CONTENT MARKETING DOESN’T GO STALE
Further, unlike almost every other marketing tactic ever devised, content marketing continues to pay dividends forever.
Smart content creation doesn’t have an expiration date.
It generates traffic (via search and social media linkages) and helps remove purchase impediments every day of every month.
It’s an information annuity that can’t be replicated elsewhere.
If you purchase a magazine ad to promote your company, that ad might generate a lot of new customers.
But, when the next issue is printed, unless you advertise again, the flow of new customers stops.
Content marketing is the exact opposite.
Your potential customers have questions about your company, your products, your services, your competitors.
Creating and propagating smart, optimized content that succinctly answers those questions is the most direct line to sales and loyalty.
Of course, content alone is not the answer.
Content without community, without approachability, without humanization and kinship is ineffective.
Just as content that is focused on selling, rather than helping, is doomed to fail.
But, I’m excited about content marketing, as more and more companies recognize its potential.
That’s why I write this post about content creation and efficiencies.
Your content is the foundation of your digital marketing strategy.
Without it, you’re going to struggle to attract the attention you need to collect leads and convert them into paying customers.
When you create great pieces of content, however, you’ll be more successful in your other digital marketing efforts.
How do you think great content will improve your digital marketing efforts?
Let me know in the comments section below!
MORE VALUABLE RESOURCE:
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