Content marketing is an undeniably unavoidable part of your overall digital strategy. Therefore, it has become an essential component of any successful campaign.
Most modern businesses are aware of the need to provide engaging output. However, what is content marketing, why is it so important, and how can we use it effectively?
What is Content Marketing?
Simply put, it is the creation and distribution of mediums such as blogs, videos, images, emails, newsletters and social media posts with potential customers. Moreover, it’s an important tool to promote a product or convey the identity of your business.
If that seems a somewhat open-ended definition, that’s because it is just that. From the seemingly random to the overtly specific, the number of ways you can choose to establish a relationship with your audience appears endless.
On top of that, content marketing is an ever-changing game, and it has an immense impact on SEO results. Indeed, the time frame for the relevance of a particular meme, for example, can change so quickly. Therefore, there is a fine line between being on-trend and out of touch.
Why Is It Important?
As previously mentioned, content marketing is vital in establishing your relationships with your audience. It offers a creative and fluid opportunity to cultivate how you want your business to be perceived. Furthermore, it provides the chance to establish search engine visibility and long-term customer loyalty subtly.
Perhaps most importantly, data-driven results show that content-based marketing is a proven winner. Companies using this approach have approximately 30% higher growth rates than those ignoring the strategy. Moreover, businesses with blogs get 67% more leads than those without.
Consumer engagement with content is a necessity of modern marketing. Indeed, nearly half of all buyers will view at least three pieces of company content before deciding whether to take their interest further. Also, 72% of B2B marketers say content marketing increases their engagement and lead generation.
Essentially, if the content isn’t there, the customers won’t be either.
Content Marketing Examples
Inbound marketing takes a more focused approach at attracting customers and funnelling them through to a sale. On the other hand, successful content marketing paints with a broader brush.
The most successful practitioners can generate customer engagement and long-term loyalty by producing relevant content for the business. However, it shouldn’t be overly aggressive in its product placement.
Many businesses will be relieved to hear that effective content doesn’t have cat videos and TikTok routines. A great example of a more analog approach is supermarkets producing handy recipes and lifestyle magazines. These contents attractively and efficiently positioning products without being overly pushy.
Despite this, of course, digital content should still be top of any modern digital marketing strategy. ‘How to’ videos offer a simple way to promote a particular service. However, a consistent and active social media presence will establish your business’s voice. Most importantly, it encourages customers to listen to it.
Consumers are increasingly on the lookout for and eager to engage with content. Putting a clear and dynamic content strategy in place gives you a better chance to be seen. You will connect with and convert contemporary customers.