Content marketing is defined as a strategic marketing approach, which is focused on creating and distributing relevant, consistent and valuable content to attract and retain a clearly defined audience, and drive profitable customer action.
There are many ways content does this, but you have to take into the action the sheer volume of content produced online on a daily basis. To really break through the mold, you should commit to two points from the above definition:
- Clearly defined audience
- Relevant, consistent and valuable content
It doesn’t matter which way you look at it, to drive the customer action you really want (for someone to make the purchase), you have to know your audience and ensure that you are producing content that is valuable to them.
But what exactly is so special about content, that I feel compelled to write at least five blogs every week, and start a new business to help local companies with their content marketing? It wasn’t just a spontaneous choice, I know there is a clear gap in the market for small businesses with content marketing. But why should you use content as a local business?
To get in front of your audience
The fact is, you market your business to put yourself in the front of your audience. Without content, you’ll find it hard to do that. As you incorporate your content into your social media strategy, you can work to drive traffic not only from Google (through different search terms related to your audience if you utilize keywords well), but you can also get your social media following to engage with your content.
And when you do get in front of your audience, you’re providing them with valuable information that is relevant to their problems. What better way to make a great first impression?
To showcase your unique selling point (USP)
What differentiates you from your competitor? If you have ever thought about your unique selling point and what separates your business from the one next door, content will provide you the outlet to really showcase that to your customers.
Whether it is through thoughtful and engaging guides that provide your audience with information to use practically within their business, or a new company blog introducing the new member of your team or perhaps a case study of some recent work, content can really work to showcase what it is that makes you unique and interesting as a company.
Because it lasts forever
Your content is part of your owned media, and one of the best things about it is that it lasts forever. In fact, as your content grows older and older, Google has time to rank your work within their search engine and determine the value of it to your customers.
As you drive more traffic to your website and grow your audience, older blogs can be a great foundation to showcase that you’re committed and consistent in your approach. Not only that, a piece of content you produce today and be promoted for the weeks, months and years to come, continuing to drive traffic to your website and interest in your business or services.
Don’t underestimate this one. The fact that your content is going to be there as a piece of marketing material forever should be a huge driving factor when you are looking at whether or not you should start a content marketing campaign.
If you’re consistent, within a years time you could have over 100 pieces of content that can be shared, distributed and help promote your business for the years to come.
So you don’t have to pay for clicks
The fact is, there are two ways to drive traffic to your website.
There’s content, then there’s pay-per-click advertisements.
A long-term SEO and content strategy can help you rank high within search engines for relevant search terms, driving your audience to your website organically. This in-turn helps reduce reliance on pay-per-click advertisements and can help to reduce the cost of your marketing by thousands if utilized correctly.
If you’re currently paying for advertisements to drive traffic to your website, I’d suggest taking a portion of what you spend and considering investing in a long-term content marketing strategy, which will help you drive down costs long-term whilst raise your authority and showcasing your expertise within your industry at the same time.
It has the potential to go viral
Have you ever seen a post that has been shared a mind-blowing amount of times? I recently came across a video that was shared over 100,000 times. Can you imagine the response that the author of that video got as a result of that?
Blog posts, videos, infographics, whatever type of content you create – it all has the potential to reach hundreds of millions of people. If you want to be more conservative, you could say it quite easily has the potential to reach thousands of people.
If you’re consistent, use analytics and the data you have available well and adapt your strategy according to your audience’s response, you can maximize your chances of really “going viral” and reaching those millions of people. To some extent, if you’re strategic that can all be within your control.
It provides you with content to promote on social
What else tells your customers that are following you across your social media platforms that you’re serious about doing business better than actively creating new content every day, week or month that is valuable to them?
The fact is, a social media strategy that does not involve content is not of much use at all. To consistently engage with your current audience as well as reaching new potential customers (not to mention to be taken seriously and become a thought-leader and authority in your industry), you must include content within your social media strategy.
Plus, it works to drive your social media traffic to your website, where they will be much more likely to be influenced by you and perhaps, if they’re ready and your content encourages them to, they will take action and reach out to do business.
Your competition is doing it. And they’re attracting your customers.
The fact is, if you’re not doing this, your customers are. Content marketing is often said to be the only form of marketing that will truly be successful as we move into the 2020’s and is certainly becoming more and more of a priority for businesses of all size.
If you’re doing actively engaging your audiences with valuable content that drives their interest and provides them with solutions to their problems, someone else is.
And when they are ready to do business, who will they go with? The company whose blog they have been reading and taking advise from for the last three months, or your website which is redundant and has nothing to engage them?
To raise your SEO ranking
Search engine optimization is all about the content you produce. Although you need to have a keyword strategy in place and really look to reach a niche, defined audience, the simple fact is: there is not any other way to get ranked on Google than ensuring that your content is relevant to your audience, and you’re providing value to them.
Content marketing mixed with the right amount of research and strategy in regards to your SEO is the number on way to reach customers across search engines.
Because you can catch your customers as they’re about to take action, and convert them
Again, this all depends on deep you want to go with your keyword research, but the simple fact remains – if you have a strategy in place, you’ll convert customers. Why? Because your content will be designed to convert your customers.
Providing value 70% of the time whilst promoting your services 30% of the time seem to be an industry standard. If you’re consistently providing valuable content and showcasing your expertise, you build trust with your audience and promote yourself as a thought-leader within your industry; somebody who knows what they’re doing, who can take care of their needs.
If you are also employing both long-tail and short-tail keyword strategy into your content, you will ensure you understand the intent of your customers as they visit your website, and look to convert those people who are ready to make the purchase.
It is trackable, proven and can be analysed
The simple fact is, content marketing is one of the most trackable forms of marketing, besides possibly pay-per-click advertisements.
What else can you track so heavily, from the source of the traffic, the time spent on pieces of content, the conversion rates of people after reading your content, how your audience are engaging with your content across social media?
The other option? Put your advertisement in the paper, and see how many extra people call you over the next couple of weeks. I know what I’d rather do.
Again, Content marketing is defined as a strategic marketing approach, which is focused on creating and distributing relevant, consistent and valuable content to attract and retain a clearly defined audience, and drive profitable customer action. Do you want to attract new customers and engage them so well, and they want to take action and do business? Content is my speciality, and I’d love to help you. Fill in the form below, and let me get in touch to discuss how I can help you convert more customers online.