Let’s start off with a quick explanation of what content marketing actually is. Kate, our Marketing Executive, takes you through some of the ins and outs of content!
Content marketing is a form of marketing that involves creating, publishing and sharing content that is aimed at a specific audience (your target customers) often using an online medium. For example, blog posts or videos.
Although the concept isn’t a new one, content marketing has been catapulted into the limelight recently and it is now more important than ever for you to master content marketing if you want your business to grow.
So why is content reigning, and how will it help my business grow?
CONTENT BUILDS TRUST
By creating content that answers your customer’s problems you will naturally start to build up a relationship with your audience. Adding value and guiding your audience rather than using hard-sell tactics will build up a sense of trust between you. This then works towards breaking down customer barriers and resistance to purchase and will, therefore, result in sales growth.
CONTENT POSITIONS YOU AS AN EXPERT
Valuable knowledge-based content that answers your customer’s big questions will position you as an expert in the industry. This will enhance the credibility of your abilities and build up even more trust with your customer base.
CONTENT ATTRACTS THE RIGHT CUSTOMERS
Your content has the ability to attract the right customers and weed out the wrong ones. By writing content that your target clientele will value, it will attract the attention of those customers.
Your content will showcase your brand personality, values and tone of voice easily, which will help to attract those customers that feel a connection with you but also essentially signpost those that don’t.
GOOGLE VALUES CONTENT
Let’s be honest, Google is top dog when it comes to your success around online platforms. Google loves valuable, trustworthy content that demonstrates knowledge and expertise. This is one of the key things (there are many others!) that determines how high you will rank on Google, so of course, the more valuable content you have, the better.
CONTENT LASTS FOREVER
If your content addresses important questions and queries that your customers may have, it will be effective for years to come by keeping them engaged and interested, rather than just having a short-term or ad hoc effect on increasing traffic.
CONTENT CREATES CONVERSATIONS
Content marketing will help to encourage your audience to engage with your brand, talk about relevant and mutual interests, and create a solid relationship between you.
Content is the biggest driver of word of mouth marketing (the most powerful form). If you create good content, your audience will share it and talk about it with their friends and followers, further increasing your reach and impact.
ANYONE CAN CREATE AND BENEFIT FROM GREAT CONTENT
You don’t have to be a computer whizz or literacy genius to create good content, anyone can do it. Any organisation type, whether B2B, B2C or not for profit, you can benefit from content creation. You just need to create content that your customers, whoever they may be, will value.
My Grandad is part of a walking group called West Pennine Way and writes great content on the website’s blog each week, usually regarding the area and any walks they’re due to complete. He’s noticed a huge increase in the number of members joining the walking group since he started sharing this content, proving that content can benefit any organisation!