Why your Company needs Content Marketing?
Like other organizations, your business is likely wrestling with a convergence of changes. These are upending the familiar tactics you’ve always used to communicate with prospects and customers. Growing demographic diversity, the adoption of interactive technologies, and evolving media consumption habits have altered how consumers get information and how they perceive branded communication messages. As you grapple with how to speak effectively with today’s consumers, you’ve likely heard about something called “Content Marketing.”
But before you dive in, you need to learn more. What is this thing anyway? Is it just a fad? Does it actually mean anything, or is it just a cool-sounding buzzword? Could it actually help you achieve your objectives? And if so, how?
The purpose of this article is three-fold. First, we define this marketing thing for you. Second, we show you why it should be part of your communication strategy. Third, we discuss how to get started with it.
What is Content Marketing?
It can be defined as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content. Its main aim is to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.
Firstly, It is a strategic marketing approach – not just haphazardly posting items to your social media feeds. You need a clear sense of what you need to accomplish and how your content is supposed to move you closer to your objectives.
Secondly, your content must benefit a clearly defined audience. Go beyond demographics here. How does your product or service fit into their lives? What expertise do you have that is of use to them?
Third, your content must contain the following attributes for your audiences.
People who read your posts or blogs must get something worthwhile out of it. They should come away feeling like they have learned something new. Or that they have been entertained in a way that resonates with their lives and values.
Your content must address consumer’s wants, needs and interests. Be that trusted expert they can turn to for answers. Show your audience that you get them – that you understand what’s interesting, heartwarming or important to them.
Effective content, delivered over a period of time, makes you instantly recognizable. Your look, feel, tone and writing style should speak with the same voice that helps consumers get to know you and grow familiar with your organization.
Finally, a good content marketing strategy drives profitable customer action. Folks want to do business with organizations who understand “people like me.” Content marketing gives you the opportunity to earn that credibility by creating messages that demonstrate how your product or service. These can make a positive difference in the lives of your prospects.
Why Content Marketing is Important?
Why Content Marketing Matters to Consumers. Today’s prospects have a strong appetite for good information but more powerful resistance to the so-called “hard sell.” Most of us research products and services online before making a purchase. We study different cars, comparing prices and features, before ever setting foot in a dealership. Even grocery shoppers use mobile phones to compare prices and deals. People want good content that helps them make good decisions, but they don’t like being sold. Consumers are less responsive to traditional advertising and old-school sales tactics, and this is true for both B2C and B2B customers.
Why Content Marketing Matters to Search Engines Consumers turn to search engines for solutions to their problems. Sometimes your best opportunity to win new customers is to be there when they Google it. In fact, you may have already established a search engine optimization (SEO) plan. You may also know that search engines frequently update the algorithms they use to crawl the web, so they can continuously improve the quality of results that we see when we do a search.
Google’s updates in recent years increasingly reward quality and punish low quality. And what does quality mean for Google? For one thing, up-to-date content is rewarded. So publishing fresh articles, and updating your existing content, will help you maintain a strong showing on search engine results pages (SERPs) and keep people coming back to your site.
Second, Google increasingly punishes what it considers to be “spammy” or overly optimized pages. One example of this is “keyword stuffing,” which generally means using the same keyword too many times when it adds no value to a passage. A good rule of thumb here is that if it’s awkward for you to read, it’s probably a red flag for Google. Always write for the reader first and research long-tail keywords to use as synonyms. That way your content will be both user-friendly and SEO-friendly.
Why Content Marketing Matters to Your Business?
As you can see, effective content can help you build customer relationships while avoiding less effective “hard sell” tactics. It showcases your subject-matter expertise and gains trust by highlighting important topics that affect your prospects. Well-crafted content can draw traffic to your website and social media accounts, boost your performance on search results pages, and give audiences the opportunity to share your content with their friends.
Getting Started with Content Marketing Just because marketers realize the importance of content, many have yet to establish a formal content marketing strategy. So, how do you develop a content marketing plan that makes sense for your business?
Here are five key steps that can serve as a framework to guide your efforts:
Determine what objectives your organization needs to achieve, then what role content will play in meeting them. How will content marketing complement other activities such as sales, service or advertising?
Do you have a single, homogeneous audience, or do you have multiple segments who would benefit from what you have to say? Where is the match between their interests, concerns and information needs and your expertise?
- Content Development:
Great content begins with a clear sense of what you need to say. Establish a consistent tone that represents the expertise and values of your organization. Your content must be optimized for your audience, for search engines, and for your business objectives.
How will you distribute your content? Will you publish articles to your website? If you start a blog, what topics will be covered, and how often will it be updated? A regular, consistent schedule is best for establishing familiarity with your audience. How will you optimize your social media and other channels for disseminating your message?
- Monitor Results:
Pay attention to what, if any impact your content has on your website traffic and search engine rankings. Are people interacting with your content in any way? Assess the number of likes, shares, comments, and other actions. What are people saying in their comments – positive or negative? Are they asking questions or lodging complaints – and how are you responding to them?
By tracking results, you will be able to glean important insights into whether and how people respond to your content. That will enable you to take what you learn and improve your content strategy, which gives you the opportunity to improve your results over time.