The importance of content marketing is something that all companies need to recognize in today’s digitally dominated business environment. With well over half of the world’s population using the internet regularly, it makes very little sense for companies not to be investing in content for your marketing efforts. Users want to read, engage, and share informative and valuable content regularly. Why would a brand not want to be a part of that?
Well, statistically speaking, most brands are using some form of content marketing strategy, so that is not the problem. Instead, the issue is that most of these brands don’t understand the concept of content marketing. And as a result, their strategy is to create and post content, hoping that potential customers will somehow be enticed and ready to buy their products.
Unfortunately, it’s not always that simple. Content marketing is a form of inbound marketing. The idea behind this digital marketing strategy is that instead of bombarding people with ads and promotions, you are providing your target audience with valuable content in exchange for their business. Though this investment in content will cost you time, it will give you numerous benefits, which will increase your conversion rates and bottom line. What’s more, you will be able to circumvent the so-called ad fatigue that’s been plaguing advertising for some time now.
So, why will ignoring content marketing cost you sales? Or to put it differently, how will content marketing help you increase your sales and conversion rates? What are the benefits of content marketing, and how can you utilize it to your advantage? Here are a few reasons why you should invest in content marketing.
Inbound marketers need to be able to tell a good story to help their organizations gain more followers. Humans are predisposed to good storytelling, and they will be more inclined to follow your brand if you are posting engaging, custom content. It was Nirmal Gyanwali, a Sydney-based web design expert, that said “Content marketing, when done properly, is bound to generate more inbound traffic to your site for the reason that good content marketing focuses on what the people want to hear and not what the business wants to tell them. Stories are good bait. [Listeners will] always bite.”
As such, the stories you tell need to be in tune with what your target audience wants to hear. Take a friendly and accessible approach that’s able to captivate your audience with valuable insights and authentic stories. This type of custom content will be more likely to bring in sales. It will also help you develop meaningful relationships with customers, which will build trust in your brand’s authority.
Increased Website Traffic
Statistics show that successful content marketing campaigns generate up to 7.8 times more website traffic. It is a significant margin, considering that your website should be the central hub of all of your digital marketing initiatives. Basically, the more people that come to your site, the more sales you’ll be able to generate. Just ask your sales team about it.
Posting high-quality, consistent content on social media platforms, whether it’s in the form of blog posts, video content, images, infographics, etc. Should provide your target audience with a call to action redirecting them to a landing page on your site.
Better Website SEO
We all want our websites to rank high in Google’s search engine. If it’s on the first page and among the top three search results, even better. But for that to happen, you need excellent search engine optimization for your website. Luckily, creating content that your audience enjoys will help improve your search results rankings. Keep in mind that with Google’s somewhat recent algorithm updates, low-quality content will have a negative impact on your site’s searchability.
Marketing statistics show that long-form content, somewhere between 800 and 1,600 words, generates the best results. Not because of the word count, exactly, but because of the extra time and effort you have to put into it. With longer content, you need to do more research, add more backlinks, and increase the chances of having your blog post backlinked, in return. Google’s algorithm update takes these things into consideration, and as a result, long-form content is currently the way to go to improve SEO.
Superior Lead Generating
While content marketing is, on average, 62% cheaper than outbound forms of marketing such as paid advertising, it also can generate three times as many leads. The key to using content to generate qualified leads and customers is distribution. Getting your content in front of the right people can be somewhat challenging at first. There are many options as far as places to post in hopes of bringing traffic back to your site. Among these, LinkedIn groups, Facebook groups, Medium, and other social networks are the best places to start.
When your marketing team is creating content for sharing on these busy networks, they should prioritize the following:
1. An esthetics (appealing background)
2. An attention-grabbing headline
3. Strong bullet points (based on benefits)
4. Social proofs & call-to-action (testimonials, media mentions, and opt-in forms)
5. Visual appeal (a personal photo, if appropriate)
Stronger Customer Relationships
By keeping your customers engaged with interesting content in their social media feeds, you are sure to build stronger and longer-lasting relationships with them. Fail to develop meaningful content that provides answers to the questions your customers are asking, and you will see many of them turn to the competition.
A product-heavy digital marketing strategy is no longer viable for providing a positive brand experience and generating leads. After being constantly bombarded with ads and promotions, millions of people are turning to ad blockers for relief. Offering constant sales and promotions will not always help either. This is especially true if these offers don’t match with the consumer’s buyer’s journey stage. And if they don’t meet the customer where they’re at, these may even turn them away.
Always Be Testing
Successful business owners can no longer ignore the importance of providing valuable content creation to enhance customer experience and engage with their target market. Your customer-focused content marketing strategy should deliver consistent and meaningful content that resonates with your audience at every stage of their customer journey, building trust with them along the way. This is the best and most proven way for you to increase your sales in the digital age and develop meaningful relationships with your customers and your target market.