“Content marketing is a strategic marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action by changing or enhancing consumer behavior.” – Joe Pulizzi @joepulizzi
It is almost 2017, and if you are not incorporating digital marketing strategies into your traditional customer acquisition and marketing plans, you are falling behind. But why is including digital content so important and how do you get started? Find out why this method keeps you ahead of your competitors online.
It is becoming difficult to find anyone who does not have some form of social media. To ignore this easily accessible market is to loose a great opportunity for direct contact and feedback from loyal customers and potential clients.
Plain and simple, content marketing just works. It increases sales, provides costs savings and develops quality customers who have brand loyalty. When you create relevant content that focuses on what an audience is interested you are rewarded with customer retention and loyalty.
Here are 6 reasons why content marketing is essential for digital growth:
Let Content Tell your Story
Content provides a convenient and creative means to tell the story of your brand. Whether you post a blog, video, photo, interview, or podcast, this content gives the customer a window into the details of your company, and the causes you care about! When a customer knows your story, they become warm to your business and are more likely to invest in your product or service. When people get to see the personal touches of your story they are more likely to be empathetic and compassionate to your brand.
Add Value at Every Step of the Sales Funnel
The purpose of content marketing is to add value beyond just your product or service. Creative digital content can target the needs and concerns, challenges and pain points that a customer would feel throughout every part of their purchasing process.
Consider this example. A company that makes baby bedding could make a post with ideas about what to put in their new child’s nursery. Though this post does pitch the product of the bedding company, it still addresses a great concern that a new mother might be having. When you post content that is about subjects that surround your brand, you can appeal to a broader group of people. Even though they may not have been looking to buy your product initially, when they are introduced, entertained or informed by your content they are more likely to consider your brand. Content like this can answer questions that people don’t even know how to articulate!
Content Creates Relationships with Consumers
One of the greatest features of digital content is that is provides an easy avenue for customer engagement. When you are posting valuable and relevant content that customers consistently engage with, you create a community of loyal followers. This relationship is beneficial for both parties. Customers return for material that appeals to their needs and desires and you are there to provide them with the critical information that informs their purchasing decisions. This warm audience feels loyal to your brand and will come back time and again for your relevant content!
Own Your Material
In traditional advertising and marketing, the campaigns you wanted to show to your audience had to be presented through a third- party media such as TV or radio. With digital marketing, you are able to own and control the space that presents your message. Without interrupting or having to buy an audience, you can bring customers straight to your website. You are the one who creates the content, and you are the one who benefits from the direct contact your audience with your website. Content marketing is about attracting an audience to an experience that you own, build and optimize. In content marketing the brand owns the media!
Leverage Social Media
It may seem obvious, but every digital marketing campaign must include social media. Social media provides a built in pre-existing audience, and provides a way for brands to keep directly in contact with their audience. You can use social media platforms like Facebook, Twitter, Instagram, LinkedIn, and Google+ to amplify your creative content and reach massive amounts of potential customers. The more engagement you have with your most, the more successful your pages will be, so providing your followers with quality relevant content will only improve your brand. Social media is an excellent distributor for content and is vital to the success of your content marketing efforts.
Increase Your SEO Ranking
Great content that appeals to your audience contributes to a better ranking within Google. As Google continues to update their algorithms, it has become more and more clear that quality content means high rankings. When users interact and engage with your material, you build more social clout which increases your position. Social clout, quality back links and quantity of shares are all considered by Google when determining a website ranking. By incorporating relevant content that appeals to your audience, you will increase your overall rank on Google.
People are bombarded with thousands of marketing messages a day. If you provide quality content, customers feel refreshed by the break to their saturated email inboxes, Facebook, Twitter and Instagram feeds.
People know when they are being sold to and have a greater appreciation and affinity to good creative, entertaining or informative content. In the long run, content marketing creates more loyal and quality customers who appreciate your content as much as you appreciate their purchases.
Think of it this way. What if your customers look forward to receiving your marketing? What if they are eager to share the advice with friends and spend time absorbing the content?
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