Content marketing can increase how effectively you communicate with your customers and leads.
With Google changing its algorithms to favor quality rather than quantity of content, businesses need to produce content that meets the needs of online audiences.
According to data from Content Marketing Institute,
- Content marketing gets 3 times the leads per dollar spent compared to paid search
- Content marketing produces 3 times as many leads as outbound marketing and costs 62% less
- Sixty-one percent (61%) of U.S. online shoppers made a purchase after reading content on a blog
Consider the following 6 reasons why your business needs a content marketing strategy.
1. Content Matters to Customers
Internet audiences today have a strong appetite for information. Specifically, they appreciate actionable content that features tips and takeaways.
Research from OkDork and BuzzSumo shows that infographics and list content are the most commonly shared online content – both content that emphasize easy takeaways.
Online audiences enjoy informative content because they are tired of “hard-sell” copy that has no or little value for them.
According to the previously mentioned Content Marketing Institute study, an typical person sees an average of 5,000 ads on a daily basis.
In other words, businesses bombard customers with information that often isn’t relevant to them.
Customer-focused content marketing is a great solution to ad overload and meeting the information needs of your target audience.
2. Content Marketing Increases Brand Visibility
Content marketing raises awareness of your brand, values, and mission.
There are several ways in which you can achieve brand awareness through content marketing:
- Guest blogging: Contributing content to highly-trafficked and respected sites can increase the traffic to your website. These sorts of sites expose your brand and potentially redirect people to your website if they click on your links.
- Email marketing: A strong and specific email newsletter provides people with news about your company, special offers, and other information that helps establish a unique voice and perspective for your business.
- Company blog: A quality blog helps establish your company as an authority in your industry/niche and give updates about your company to your site audience.
In fact, according to Orbit Media, companies that blog reported better results in 2017 than 2016, while the number of bloggers who either don’t know whether their blog delivers value or who think their blog delivers disappointing results decreased.
3. Content Marketing Improves SEO
People turn to Google when they need solutions to their problems. Having your company displayed as a top result for those queries is a great opportunity to win their trust.
If you produce quality, helpful content that follows Google’s guidelines, you’ll increase the chances that it’ll rank high in search results because you’ll make it easier to crawl, index, and understand your content.
Moreover, if your content is quality and informative, other websites may decide to link to you. This builds your reputation as an authority in your niche and improves your search ranking.
4. Content Marketing Can Generate More Leads
Creating and distributing content such as e-books, reports, infographics, online courses, video guides, and webinars provide the opportunity to earn more leads.
For example, you can offer content that has value for your target audience in exchange for their email addresses or other data.
Sharing free, useful information that helps readers builds trust among potential customers and advances them through the buyer’s journey.
For example, if one of your subscribers is satisfied with the quality of your content, he or she is more likely to perceive it as a reliable source of information and, in turn, consider your company as a potential business partner.
In fact, 41 percent of marketers say using content marketing has increased the number and quality of their sales-ready leads, according to Curata.
If potential customers find your website helpful and informative, it’s quite possible that he or she will recall the name of your business when they have a problem they can solve with content like yours.
5. Content Marketing Is Cost-Effective
Content marketing is more cost-effective than conventional outbound marketing.
Getting started with content marketing doesn’t require you to have a sizable budget. You can start writing your content by yourself if needed.
One-fourth of companies (25%) don’t outsource any content creation, according to the B2B Content Marketing Report from LinkedIn.
The lower costs and higher returns that content marketing provides makes it a valuable investment for your company.
6. Content Marketing Provides Shareable Content
To earn leads and customers from content marketing, you need to get your content in front of your customers.
Make your content easily shareable and use your social media pages and email newsletters to distribute your content marketing.
With luck, your audience and followers may share your content, so the potential to reach wide online audiences is almost unlimited.
The more quality content you produce and share, the more opportunities you have to engage your target audience.
This is very important because 47% of customers view between 3 and 5 pieces of content before engaging with a sales rep, according to the 2016 Demand Generation Benchmark Report.
Tips to Get Started in Content Marketing
If you decide to engage in content marketing, you need to design a structured and well-designed approach to achieve your desired results.
Use these 3 steps to design an effective content marketing strategy:
- Define goals of your strategy and create buyer personas
- Generate content ideas and create a content calendar
- Produce and distribute your content
Step 1: Define the Goals of Your Strategy and Create Content Marketing Personas
Before engaging in content marketing, you have to clearly define measurable goals, such as, for example, acquiring 5,000 subscribers.
Without goals, you won’t be able to define whether you achieved the purpose of the campaign.
Another important consideration is buyer personas – a representation of your typical customer that includes their needs, issues, and values. Audience personas identify who you need to create content for.
Step 2. Generate Content Ideas and Create a Content Calendar
You can use your personas to inform your content ideas, or the content that most appeals to your target customers.
Next, create a content calendar to define how regularly you post and when.
Step 3. Produce and Distribute Your Content
Create good content. Write articles, design infographics, write e-books, and make templates that are optimized to the interests of your target audience.
And, of course, share it on your blog and social media.
Use Content Marketing To Earn Business Online
People value and depend on content online to find solutions to their issues.
Through effective content marketing, you can improve how you engage with and convert online audiences.
Consider the benefits of content marketing, and ensure that you invest in the resources needed to achieve them.
About the Author
Pauline Farris speaks Portuguese, English, Spanish and Italian and currently she works as an interpreter for TheWordPoint. She has traveled the world to immerse herself in the new cultures and learn languages. Today she is proud to be a voting member of the American Translators Association and an active participant of the Leadership Council of its Portuguese Language Division.