by Razan Naba
Content Marketing has become a necessity for any modern brand. We’ve all heard the phrase, “Content is King!” Well, that’s definitely true! It’s the heart of the most successful digital marketing campaigns. Behind every great business stands valuable and wealthy content that connects a company with its audience. What makes content marketing special, and why is there a huge need for content creation in today’s world?
Content marketing is a type of online marketing in which the supplier creates and shares relevant and valuable content. The goal here is to attract, acquire and engage a clearly-defined, targeted audience. Content marketing is strategic and consistent; it requires the content marketer to deliver high-value content to a targeted audience in the aim of driving profitable customer action. In layman’s terms, content marketing can be best described as: “creating content that your audience wants or needs, then giving it to them for free on a consistent basis with the goal of them translating this free value into real value by purchasing from you.”
Content marketing has several advantages on the business industry. Its need in the market has been hugely increasing over the past years. Content marketing works on building trust, generating leads, and cultivating customer loyalty. Thus, it has become a new, normal form of customer side which helps evolve what customers expect from brands they interact with.
But the question remains: Why is content marketing important?
#1: Content Marketing boosts your brand recognition!
Consumers tend to find content marketing too valuable; they appreciate it!
Content marketing has fostered today’s reality which is customer-centric. It has provided a safe and trustworthy environment for people to tap into information, guidance, and human connection. It has also formed a bridge of knowledge and value which connects consumers with their favorite brands.
In today’s busy world, building trust with customers and leads has become a vital concern for businesses. Trust ensures establishing a positive brand reputation.
If the content you share is valuable and engaging, your audience will think the same about your business. The more valuable your content is, the easier it’ll be to be build trust among your targeted audience.
#2: Content Marketing is the secret to understanding customers!
Content marketing allows the digital marketer to learn more about customers. The data you see as the customers move along the buyer’s journey presents a powerful source of analytics for marketers. These data are the sum of the engagement rates on social media posts. You can learn a lot about your customers by tracking content on your accounts.
By keeping a close eye on content analysis, you have the chance to constantly improve your content marketing. In such a way, you’ll be achieving the philosopher’s stone of modern marketing – the knowledge of what resonates with your buyers (How? Who? What? Why? Where? When?).
#3: Great content brings in new leads in a cost-efficient way!
Well-developed content marketing ensures a higher rate in web traffic and a boost in the conversion rates. It also helps improve search engine optimization (SEO) which is responsible for your online-business visibility.
Content marketing presents a great lead generation for businesses which rely on consistent traffic to grow their brands and boost their sales. It is affordable where, according to Demand Metric, content marketing costs about 62% less than traditional marketing tactics as it generates about 3 times as many leads.
Although content marketing is time-intensive and requires some time for the marketer to see the results of the efforts paid, creating quality content can go a long way and have long-term results!
#4: Content Marketing is crucial through each step of the marketing funnel!
When it comes to the marketing funnel, content marketing plays a specific role in each of the three major areas.
- Top-of-Funnel (ToFu):
At the top of the funnel, content helps educate your targeted customers about the problem they’re aware of. Content marketing provides customers with the needed information about the solutions provided.
- Middle-of-Funnel (MoFu):
During the middle step of the funnel, content is meant to educate leads on the different options available, and which ones are the most suitable for their case. Content marketing here allows the customers to start narrowing their choices as they come closer to the final purchasing decision.
- Bottom-of-Funnel (BoFu):
Once the leads reach the bottom of the funnel, they are ready to convert their decisions into actions of purchasing. Content during this phase serves as a final “nudge of encouragement” to the buyers to make their purchase.
#5: Content Marketing helps differentiate your business!
And the final reason why content marketing is vital for marketers today is that it allows your business to stand-out! In today’s busy, digital marketplace, it’s essential to set your business apart from others in industry and differentiate it from competitors. Content marketing shows through its content what makes your company special and unique!
The more valuable the content you create is, the steadier your business will look to the consumers who, in return, will choose your brand over a competitor’s. Add to that, your content helps you develop your own brand’s personality and voice. This can be seen through the content’s language and the way you present your information. This brand personality portrays your business as “unique” and connects you with your target buyers.
Finally, content marketing can be best marked out as a commitment and not a campaign. Through consistent publishing of valuable content, content marketing strives to enhance better customer connection, and thus, better brand reputation! It is an easy and cost-efficient way to build relationships with your customers and gain their loyalty and trust! In a world where it’s become the “new normal” from of the consumer’s side, neglecting content marketing is way more risky than investing in it!
Content marketing has become a trend of its own – there’s no turning back!
About the author:
Razan Naba is a certified Digital Marketing Master™ from the International Institute of Digital Marketing™. She is a skilled content writer and web editor. Razan possesses well-honed public speaking skills. You can connect with her via LinkedIn: Razan Naba or Email: firstname.lastname@example.org