Updated: May 17, 2021
“Give your business a professional edge”
Content is at the heart of all digital marketing campaigns and is the medium to reach your target audience. To be successful with content creation, you need to have a plan along with a specific goal and this is what content marketing is all about. Content marketing will focus on creating, guiding and distributing content to attract and retain a clear-defined audience.
What is content marketing?
Content marketing aims at providing relevant and useful content to the prospects, helping them solve their problems. It is a long-term strategic development aims at building relationship with your audience. This helps online businesses to increase brand awareness, achieve better SEO ranking and engage in various digital channels. To take the benefits of content marketing we need a well framed strategy known as content strategy. This will help to specify the type of content to create, when to publish, how much elements to be considered and which audience to target. Effectiveness of your marketing campaigns can be measured through this strategy.
Why is it important?
1. Pays to put your audience first
Across industries a shift in needs of the audience is addressed. Marketers need to apply different strategies if customer changes. It has a great ROI (Return on Investment). Good content is considered an asset for an online business that can generate profit in the form of more organic visits, brand mentions, and social media engagement. Studies show companies that run these campaigns get more traffic and leads compared to ones that operate on formal content strategy.
Increase in site visits by 55%.
434% more pages indexed by search engines.
97% more backlinks.
On an average 5X more leads are observed due to these strategies.
2. Build brand awareness, trust and loyalty
Research strongly supports customer-first marketing- It is a win-win situation for both customers and brands when brands create content that educates and informs consumers. This determines how customer feel about your brand. Strength of your content accounts for 71% of how a brand performs. “Meaningfulness” in brand can increase wallet share by up to 9 times. This can be strategized by using various channels important one being search engine optimization.
3. Want more and better leads!
Nothing beats high-quality content base on an informed strategy, if you are looking for sales-ready leads.
74% companies indicate increase in quality and quantity of leads.
3X more leads are observed than paid search advertisements.
82% customers have a positive outlook after custom content and 70% feel closer after engaging with them.
Paid advertisement on digital platforms relies on good content as well. Or did you think your pushy “BUY NOW” would fare well.
4. Fuel to run digital marketing campaigns
Content marketing is a part of digital marketing. It is the process to follow and promote your business using ALL available online channels. For all digital marketing channels to work they need high-quality content that is relevant to their audience for better results.
You will need content that satisfies the intent of the users and is also SEO friendly, for your SEO campaign to work and help you rank high on Google.
You need content that will need to entice your audience, for your social media campaigns to generate engagement, followers, likes and shares.
You need content that is convincing to encourage users to take the final step and make a purchase, for your email marketing campaigns to generate sales.
5. Content marketing saves money
Traditional marketing methods like print, radio and broadcast are pretty expensive. Content is much more cost effective and its easier to target the right audience.
Content marketing costs 62% less then traditional channels and generates 3X more leads.
Content marketing costs up to 41% less per lead than paid search.
The most effective B2B marketers spend 42% nugget on content. High quality content equals better returns.
Brands with best marketing strategies
Orbit Media is not just a web design and development agency but their strategies are unparalleled. Their website brings in 60k visits per month. Their success lies in originality of content. They provide well written and comprehensive guides along with lot of original research. Every year they send out a survey to 1k bloggers and then curate data into statistics that are transformed into branded images, charts and much more. In addition, their CMO, Andy Crestodina, is quick to catch on trends. When the COVID-19 pandemic hit, he was the first to share original research around how it would affect agencies.
HubSpot is one of the companies with the strongest content marketing game. They were one of the earliest adopters of these strategies and have an incredible customer journey that helps bring prospects to the point of purchase. They have a wide funnel of blog articles for very broad topics like sales strategy. Customers get more detailed content such as speed up content creation when they move down the funnel. They are masters at selling content, by building trust and then providing value upfront before pulling you into the funnel. Its of utmost importance not to sell early as 80% buyers view over five pieces of content prior to making decision.
Content marketing is a great bet if you want to provide better experience for your customers all while making a positive impact on your business. In fact, with so many tangible benefits, you may be left wondering why everyone isn’t on the content marketing wagon? The reality is content marketing is hard and takes consistent, Moreover you’ll enjoy the fruits of your labor in the long run. Anyone can take advantage of content marketing by focusing their energy on telling good stories, no matter the platform or context.
“Attention is the most valuable resource”
Edited by Tanvi Bhamare