It doesn’t take a marketing guru to appreciate just how vital the World Wide Web is to any business’s success. However what’s lesser understood is just what role content marketing plays within achieving this, with many entrepreneurs confused as to what content marketing even means, let alone why it’s important. With this in mind in this blog article, we look at what is content marketing and why it matters for your business.
So, what is content marketing?
In short and in the most basic definition we can find, content marketing is any form of marketing which is related to creating and sharing of content and/or media to acquire and retain customers.
This essentially means creating content that solves your customer’s problems. It could be in the form of blogs, infographics, webinars, white papers, reports and much more. As a working example, if you run a dentist’s office, your content should consist of articles that explain different dental procedures, available treatment options for dental traumas, diet guides for good dental hygiene, etc.
This means when a potential customer is searching on Google or Social Media they have a higher chance of discovering you as your content solves or provides great insight into their problem. As a result of this you position yourself as an expert in your field, gain trust and you are more likely to stay at the top of their minds when it comes to making a buying decision. For content marketing to be effective it must be done thoroughly and consistently.
Why content marketing is vital to your business
1. Content marketing can deliver unparalleled results
Beyond the definition above lies an exciting realm of engaging blog posts, interactive media, (such as webinars and podcasts), and visuals that communicate information in an instant. Content marketing is current, social media share friendly and seriously flexible in the ways in which it helps businesses connect to their target market. To this end, content marketing provides or at least should provide, the potential for business growth with the right funnels in place. Make sure you’re capturing and qualifying the data of people that view your content and you’d be surprised at how much Content Marketing can surpass all your previous expectations.
2. Google has something to say about your content strategy
Google is a giant that is not to be ignored within any trading realm and in the bluntest of terms, if you’re failing to craft valuable content that solves the user’s endeavors, Google will soon downgrade your website to the deepest, darkest lower depths of the search engine results pages.
What’s more search engines are additionally placing increasing importance on your social media activity, and so those who neglect both content and social media marketing are set to suffer from a double-edged SEO sword.
3. Your competitors may be courting your customers through clever content
If you’re not busy building up an impressive picture of your company through engaging, useful content to your potential target market then you can bet your bottom dollar that your competitors are. What’s more, a sustained, well thought out content strategy will aim to build both reputation and fan bases, and so playing catch up after even a relatively short period can unsurprisingly present an intimidating prospect.
Getting started with a content marketing strategy
Success from content marketing isn’t merely constrained to the company with the million-dollar marketing budget and the cutting edge branding team. With a carefully crafted content strategy built through knowledge of your target market and brought to life through the skills of professional writers, videographers and visual designers you can capture your customers’ imaginations with share-friendly content that conquers social media platforms.
To begin putting together your content strategy you should understand your customer’s pain points so you have a clear picture of the problems they need solving. Research your competitors as to what they are up to across their social media channels, as well as this you should consider the happenings in a more general sense within your industry. If you struggle with these initial step then there are marketing experts who can help.
Beyond this, you should then think carefully about which mediums may be most suited to your industry and, where both possible and suitable, factor in visual content such as infographics and videos, as these are subject to far higher engagement levels than mediums such as traditional blog posts.