Each year, marketing trends lists tout the ongoing trend of
content marketing. It can be written content, visual content, or
video content. But, it’s all about providing the audience with
the most relevant, valuable content for them.
Besides winning and keeping customers, however, there are other
reasons why content marketing should be a critical component of
your long-term marketing strategy and
mobile marketing approach:
Drives SEO Strategy
Like most other types of marketing tactics, content marketing
influences how other aspects of your marketing strategy do. SEO is
a prime example of how content marketing impacts other tactics.
After all, it’s in the content that you can place keywords and
phrases that are designed to develop and grow your organic
visibility through long tail searches and through secondary search
components like product or service pages.
To get noticed on search engines, you will need to create
specific types of content, such as landing pages, blog
posts, and social media content that targets and delivers niche
information viewed as valuable to your audience. Using key phrases
that relate to this niche information can enhance your SEO efforts
and result in higher search ranking and greater conversions.
If one of your marketing objectives is to enhance your brand
reputation and establish a thought leadership in your industry,
it’s content marketing that can help you achieve it. Particularly
now, with so much content available on the Internet and the concern
over “fake news” and “unreliable information,” a brand can
truly stand out by providing consistent thought leadership on
various topics that their audience is interested in.
Although some people may look to reviews and testimonials to
raise credibility — and these are tactics that provide some brand
reputation traction — even better is to focus on creating and
publishing content on various topics where your expertise aligns
with what you are selling as a service or product.
To achieve this content marketing benefit, write articles or
blog posts or deliver a keynote conference address on trends that
impact your audience. Or, you could deliver content that offers
tips, use cases, or customer stories that illustrate how to solve
an audience’s issue.
Educates the Audience
Content has the dual benefit of making you as the brand smart
while also increasing your audience’s knowledge. Whether your
audience are consumers or other businesses, both want to make more
educated decisions. That requires greater information often across
numerous sites to collect everything they need before purchasing
from a particular brand. However, if you can give them the greatest
amount of valuable information, they will stay with you rather than
looking elsewhere, and that’s half the battle to converting them.
Otherwise, you may be losing them to the last place they look for
Content marketing can also be valuable for helping to educate an
audience about a product or service that may be more complex or
technical in nature. To break it down for them and illustrate the
value they could get from using it, you can deliver
video content that shows how to use it, which often
resonates the most with the audience’s preference for visual
Generates Interest Over Time
Not every customer or audience member is ready to make their
purchase at the same time. You can leverage content marketing to
develop information that appeals to each stage in the buying
process rather than relying on straight “sales talk.” In this
way, your audience doesn’t have to feel like they are being sold
to when they are not ready to buy.
content marketing can provide layers of information for
those doing research, comparison shopping, narrowing their
selection, and buying. This requires creating service or product
pages that offer a wide range of information directed at each stage
of the buying process.
Information can be customized to address what is on the audience
member’s mind during that particular stage. Without content
marketing, you could not deliver for each audience member at
different buying stages. Create buying guides, which provide
wide-ranging appeal for those researching, comparison shopping, and
Fulfills a Need Across Industries and Audience
Although some marketing tactics are very specialized and work
for a specific industry or business segment more so than others or
that attract a certain audience, content marketing has universal
application and appeal.
That means it works just as effectively for B2C audiences as it
does for those in the B2B segments. Every vertical within an
industry also can realize a greater return in utilizing some type
of content marketing to inform and engage. No matter where in the
world your audience is, they want information and enjoy the
convenience of using their mobile devices or computers to easily
locate it. If you can get them what they need before the
competition with your content marketing strategy, then you win.
Goes the Distance
So much about marketing is temporary in terms of its impact,
such as an ad campaign, but the majority of content marketing
tactics can be used in an
evergreen fashion or repurposed to extend their life long
after their initial publishing. This means you get more return for
the initial investment, potentially drawing in new interest and
passive marketing activity.
Examples include guides on a particular subject, resource
content for customer and technical support, numerous blogs and
articles, and repurposed content that is added to other channels
like social media or turned into video segments. Or, you can take
previously published trends articles and update them or revisit
changes in statistics one or two years on. In all cases, you are
extending the value for everyone. And, it achieves the additional
benefit of making your site and channels a destination that
audience members will return to, again and again, and perhaps even
refer others in their circle to visit.
Building Relationships Through Content Marketing
In executing on a thoughtful
content marketing strategy, you do more than market and
sell to an audience. The content and its meaning create connections
and an understanding on numerous levels that engages your
audiences. It also builds trust in your brand as well as develops
and nurtures the relationships you need to sustain your business
Find out more about how to create successful content marketing
and Winning in the Attention Economy.”
Source: FS – Marketing 3
The Importance of Content Marketing