Content marketing is much more than simply putting words on a page. When it comes to effective content marketing, there are strategic elements that make your content stand out among the rest. Discover the benefits of content marketing and what it can do for your business.
Why Does Content Marketing Matter?
Well-written content features important, trending, or valuable topics relevant to your target audience. It helps you establish yourself as an informative, trustworthy source. And the more a potential customer or client knows you, likes you, and trusts you, the more likely they are to further engage with your brand, products, and services. Well-written content can convert your target audience easily and effortlessly.
A consumer is more likely to purchase from a business that demonstrates their knowledge and expertise in that field. This establishes credibility and trustworthiness, which is increasingly important to consumers. Potential customers and clients want to know they are partnering with industry experts who are honest and reliable. And while you can toot your horn all day and tell your target audience you are credible, it is much easier to show them through your content.
Content pieces such as blog posts demonstrate your expertise while providing valuable information to your target audience. So, answer their burning questions in your blog posts, publish relevant and interesting content, and show readers you hold the key and the solutions to their greatest needs. With every piece of content you produce, show readers you are a credible source they can rely on for accurate, useful information to help them make an educated purchase or comprehend a subject.
Why is Content Marketing Important?
Consumers are looking for relevant, engaging content. They use their findings to determine whether or not they will engage further with a brand (e.g., make a purchase). The Demand Gen2020 Content Preferences Study provides valuable insights on just how important content marketing is.
For example, this study found that 48% of consumers view at least 3-5 pieces of content before engaging with a salesperson, let alone making a purchase decision. Content primes your target audience to be more open to a sales-focused interaction.
And the importance of content marketing is increasing. 67% of respondents rely even more on content than they did last year to research and inform purchase decisions. While other marketing strategies are also important, your content marketing campaigns provide benefits that are only increasing in value.
Having clear, strong, relevant content on your website, social media, and email marketing is key to moving your customers through the buyer’s journey.
What Content Marketing Strategies are Most Effective?
When it comes to the buyer’s journey, different types of content marketing prove more valuable in different stages. During the initial research of a brand, the most popular formats include listicles (81%), infographics (72%), blogs (66%), and video (62%). Naturally, a combination of these is best.
Once a consumer decides to continue engaging with a brand based on these content pieces, they tend to research more technical content, such as case studies and reviews and testimonials. To place yourself above and beyond your competition, take your content marketing a step further. Offer eBooks, in-depth guides, and practical checklists to bring additional value to your target audience.
What Does Content Marketing Do?
Now you know why content marketing matters and the value it brings to your business. Let’s take a closer look at what content marketing does to achieve these results.
1. Effective Content Marketing Publishes Relevant Content
There is no substitute for top quality content. It is the driving force behind search engine rankings. It is also what builds trust with your target audience. By showing yourself as reliable, relatable, and relevant, you become a valuable source of information for your customers and clients. Personalized content is key to engaging your audience. When you entice them with content specific to their wants, needs, or desires, you pique their curiosity by speaking directly to them.
2. Effective Content Marketing Drives Website Traffic
Top-quality, consistent, relevant content is good for your business. It increases brand awareness, enhances audience engagement, and is good for SEO (search engine optimization), too. All in all, publishing such content increases the amount of organic traffic to your website. (Organic meaning traffic that is not coming from a paid advertisement; it is essentially “free” website traffic.) There are three main types of traffic: direct, referral, and social media.
Direct traffic comes when people type your site URL directly into their web browser, usually from long-term brand familiarity or repeat visits. This is where consistently providing content will pay off in the long run.
People who find your site through external links are considered “referral traffic.” Referral traffic comes through social media shout-outs or collaboration between you and another company. For example, if you host an event and provide the venue, and another company provides photography, when the photographer posts pictures of the event on social media, they will tag your venue and increase traffic to your website.
Social media traffic comes when people find and visit your site through links on your social media platforms. Naturally, the more followers you gain, the easier it is to acquire even more followers: the snowball effect.
3. Effective Content Marketing Increases Lead Generation
Lead generation is the process of acquiring new leads for your business. It starts by engaging a potential client or customer so well that they provide you with their contact details or make a purchase. When people trust you, they are more likely to provide you with the information you want and need.
It’s a copywriter’s responsibility to ensure your audience knows you, likes you, trusts you, and buys from you. One of the easiest ways to do this is through blog posts. It is the perfect platform to highlight who you are, share what you know, and solve a reader’s problem using solutions provided through your business. (Yes, copywriters can do all that in every post, every time.)
Content marketing is used in the lead generation process to exchange something valuable with your target audience. It’s as you’re saying, “I will provide you with these valuable pieces of content (i.e., how-to guide, eBook, checklist) in exchange for your contact information (i.e., email address). This grows your email list and provides you with additional opportunities to reach and engage your target audience through yet another content marketing strategy: email marketing.
4. Effective Content Marketing Keeps Em Coming Back
Even after someone purchases from you, signs up for your course, or utilizes your services, give them a reason to continue engaging. Give them content. A well-written company blog, for example, can help you separate yourself from “the crowd.” When you provide consistent high-quality content, your audience keeps coming back.
Email marketing is a great tool for engaging one-on-one with your audience. You can keep them connected with your new content and re-engage them after they’ve away for a while. For example, with a newsletter, you can ensure monthly contact with your audience, promote your offers and new content, and make them feel important by being “in the know.”
Other ideas for using content to keeping your target audience coming back include:
- Running a contest through your blog
- Promoting a giveaway on social media
- Giving exclusive content and discounts through content marketing channels
- Cross-promoting your website content on social media
- Being present on social media: engage with people, be helpful, post useful, relevant, and informative content that directs people back to your website
Do these things, and you’ll increase the number of people revisiting your site and engaging with your content.
How to Start Content Marketing?
While we may be a little biased––being a content marketing agency and all––the easiest and best way to start content marketing is to partner with a content marketing agency. At Synergy Content Marketing, we know what works and how to engage your audience. Together we can boost your brand and increase sales and engagement with blog posts, email marketing, and social media content creation. Contact us today to schedule your free connection call.
