In this day and age, traditional marketing methods are being overshadowed by innovative and cost-effective strategies that utilize organic search efficiently. One such strategy that’s proven to be effective for businesses of all sizes is content marketing.
But what exactly is content marketing, and how can it benefit your business? We dive into the world of content marketing and explore its advantages– and how to get started.
Content marketing is a marketing strategy focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience— with the goal, ultimately, of driving website engagement from consumers. Unlike traditional advertising, which interrupts the consumer experience, content marketing provides useful information or entertainment that audiences seek out via the Internet. This takes the form of blogs, social posts, email newsletters, and more.
Even forms of entertainment that users consume on a regular basis, such as podcasts or YouTube videos, are great examples of content marketing, the ultimate goal being that consumers engaging with said content want to learn more about the product, brand, or service and navigate to their website.
When you consistently produce high-quality content that addresses the needs of your target audience, you establish yourself as an authority in your field. This builds trust and credibility, making customers more likely to choose your products or services over competitors.
Well-crafted content can significantly improve your website's SEO, making it easier for potential customers to find you on the Internet. The more quality content you produce, the higher your site will rank on search engines, leading to increased organic traffic.
Blog posts are the perfect example of content that has the potential to increase organic site traffic (ahem, it isn’t lost on us that we are, indeed, writing about the value of a blog post within a blog post), as they serve as unlimited real estate for important elements of SEO such as keywords.
Content marketing allows you to engage with your audience in a meaningful way. Whether it's through blog posts, videos, or social media updates, you can interact with customers and receive real-time feedback. Consumers are also better able to gauge the values, voice, and personality of the brand by interacting with content online.
Compared to traditional marketing methods, content marketing is incredibly cost-effective. It offers a higher ROI and is often less expensive to implement and maintain. In fact, in most cases, the only cost of content marketing is the labor it takes to produce said content!
If you're unsure how to start utilizing content marketing to promote your brand or service, you're not alone. Here are some actionable steps to kickstart your strategy:
Before you start creating content, it's important to know who you're targeting. Conduct market research to identify your ideal customer's needs, preferences, and pain points. This research can be as simple as taking a look at the “demographics” tab of your Google Analytics profile, or adding targeted questions to lead gen forms already in place.
Plan out what types of content you'll create, how often you'll publish, and through which channels. To keep organized, it can be helpful to use a content calendar tailored to the needs of your organization. Make sure your content aligns with your brand's voice and objectives.
Whether it's blog posts, videos, or infographics, focus on creating content that’s valuable, relevant, and engaging. Taking a look at your analytics to see what is and isn’t working is a great way to continue creating effective content.
Once your content is ready, it's time to share it. Utilize social media, email newsletters, and other channels to distribute your content to the right audience. Remember, cross promoting a piece of content across all of your marketing channels maximizes its reach and impact, allowing you to engage with different segments of your audience more effectively.
Use analytics tools to track the performance of your content. Metrics like engagement rates, conversion rates, and ROI can provide valuable insights into what's working and what needs improvement.
Content marketing is a necessity in today's digital landscape, as it offers numerous benefits such as building trust and credibility to increasing organic traffic. Take a look at our services to see how we can help your team.