Customers today are a tricky bunch.
They’ve become accustomed to skipping ads; they ignore them in newspapers and magazines, and online, they scroll by them without a second thought.
Conventional methods of advertising are no longer as effective as they once were –people are too smart to be sold anything and too busy for any type of sales pitch, both in-person and online.
As a result, businesses today need to update their marketing strategies to keep up. But how can you reach customers, effectively, if they won’t give you the time of day?
While it’s not exactly a new form of advertising, content marketing is growing in popularity and gaining traction fast. There are so many different types of content marketing that your business is most likely missing out on connecting with your target audience. In fact, 78 percent of CMOs believe that custom content is the future of marketing.
Interesting in learning even more about content marketing, download our guide!
“Content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing.” –Content Marketing Institute
Inbound marketing is unique from traditional forms of outbound marketing, like ads, TV, and radio, in that it draws people in. This allows you to engage with the customer, providing information that’s relevant and valuable, instead of just trying to sell them something.
A business blog is one of the most well-known forms of content marketing.
The purpose of content marketing is to engage customers and provide them with something of value. By providing high-quality content on your website or blog, you can generate relevant traffic, and draw in potential customers.
A HubSpot report highlights the impact that content marketing can have on a company’s SEO. According to the report, 79 percent of companies with a blog experienced a positive ROI for inbound marketing, compared to just 20 percent of companies without a blog.
We know content is important. But let’s break it down.
Make sure you utilize different types of content marketing to reach your audience. So, if you’re getting started with content marketing, here are some facts that you won’t want to miss!
With content marketing, you can share stories, articles, videos, and more; giving your company a face and personality. This helps your customers to relate to you better, and can make your brand more appealing to them.
Content marketing allows you to reach out and connect with your customers, allowing you to build relationships with them and gain their trust. According to the Roper Public Affairs, 70 percent of business decision-makers say that content marketing makes them feel closer to the sponsoring company. When customers trust your company, they’ll be more likely to buy from you. Testimonials, courses and webinars are some examples of types of content marketing that can help you generate more trust and leads.
Anyone can advertise how great their products are, but creating relevant and helpful informational articles allows you to offer potential customers something of value. They’ll appreciate that you took the time to explain something to them, and in turn, they’ll be more likely to reward you with their business.
Blogs are helping to level the playing field, allowing smaller companies a chance to compete alongside bigger brands. Creating high-quality content increases the chances of potential customers finding you.
According to recent statistics, 92 percent of customers trust recommendations from other people over promotions from the brand itself. When customers share your content or recommend you to their friends, you’ll be reaping the benefits of word of mouth advertising.
Another great thing about content is that it allows you target a specific market. For example, you’ll be able to create targeted blog posts that are designed to reach a certain geographical location, a group with a specific interest, or other demographics.
Traditional forms of advertising and digital marketing like online ads can be costly and ineffective; but content gives you surprisingly significant rewards for a relatively small investment.
Consistently publishing quality articles can help you to improve your Google ranking, helping you to position yourself as an expert in your niche. Being seen as the go-to source for information in your field is a great way to increase business.
Content marketing can impact SEO. When it comes to search engine optimization, the quality of your content will directly impact how well your website ranks in search engine results. Content is key to driving web traffic and leads and is a great way to enrich your website and your blog with important keywords and keyphrases, increasing your visibility.
According to the Roper Public Affairs, 60 percent of business decision-makers say that company content helps them make better product decisions. When customers are armed with the information that they need to make informed purchasing decisions, they’ll be more likely to go through with their purchases.
As you can see content marketing can help you to grow your company in a number of ways.
Want to know the best part?
Content marketing can also create a snowball effect. Once the content’s live, it’ll continue to generate traffic in a number of ways –passively, through search engine results, as well as through social media. As more people share it, word will continue to spread. This is why it’s a good idea to provide “evergreen content” that is timeless; it’ll stay relevant longer, generating traffic well into the future.
By offering high-value content to your customers, you’ll be able to take advantage of this form of inbound marketing to grow your company, increase sales, and expand your customer base.
How do you use content marketing to grow your business, and what types of content marketing are you currently using?
Entrepreneur | Business & Marketing Strategist | Co-Founder @goldminddigital. I am a business & marketing strategist. I bring more than 6 years of experience to projects I take on with a track record of success. I help entrepreneurs win at business.
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