Consumer behavior has been drastically changing over the past decade. This is why content marketing is important to your business.
We are constantly consuming content online across social media, email, blogs, and news apps from the moment we wake up. Consumers are becoming more conscious of their buying habits and digging deeper to uncover the source of the brands they’re buying from. Content marketing allows businesses to educate and engage consumers in a non-salesy way.
Nearly 80% of online shoppers spend half of their time researching the products or services they’re most interested in. They want original, authentic, and informative content from brands they align with. They not only want to like your brand, but they also want to believe in your morals, values, and social/political standing. In order to grow, it’s crucial to highlight what’s truly important to your brand and how you’ll create a more powerful, positive impact on the world.
With the demand for relevant content still on the rise, having a sage omnichannel marketing strategy is more important now than ever. Not only is it highly cost-effective (on average it costs 62% less than other marketing tactics), but it generates more than 3x as many leads as traditional advertising. Now that’s something to get excited about!
How Content Marketing Works
Content marketing is an invaluable addition to your marketing efforts. Here’s how content marketing works:
- It builds trust and loyalty with your audiences
- It increases brand awareness, extending your reach to new audiences
- Drives traffic to your website
- Creates quality leads and conversions
- Builds authority (which in turn helps SEO)
- Boosts SEO efforts for more online visibility
Now, there are multiple channels to deliver valuable content to your audiences. It’s important to speak with a marketing expert to discuss which channels will benefit your business the most. Almost 90% of marketers use social media and 82% of marketers who produce blog content see a positive ROI. Additionally, almost 80% of internet users read blogs, providing small businesses with 126% more lead growth than businesses that don’t blog. That’s huge!
Creating content of value to consumers can be time-consuming, but 62% of companies outsource their content marketing to an agency. Keep in mind that outsourcing a part of your business doesn’t have to cost you a fortune! You can always discuss your budget and marketing needs with us to determine how we can help you get started. With as little as 6 hours per week spent on social media, 75% of marketers have seen an increase in web traffic and are almost twice as likely to generate leads.
How to Create a Content Marketing Strategy that Works!
In order to create a content marketing strategy that works, you first need to be specific about your target audience and get to know them. The more you can understand who your ideal customers are, the easier it’ll be to create content they love. Next, determine where your audiences hang out online. Are they business professionals? Gen Z-ers? Millennials? New mothers or parents? Gamers? There’s a home for every niche in the digital realm. Once you discover your audiences’ favorite places to gather, that’s where you’ll want to be too.
After you’ve narrowed down your target audience, it’s crucial to make a plan! Write out your goals, the type of content you want to make, and don’t forget to set deadlines. The more clear and concise your plan is, the more effective the content marketing strategy will be. Having a clear vision will allow you to efficiently create your content, schedule it, and engage with your community online. Once the content is out there, be sure to communicate with your audience. Being active online helps to build trust and loyalty with your community.
There are a lot of moving pieces in an effective content marketing strategy, and yes, it can be overwhelming. But don’t fear! Contact us to discuss your marketing needs and we will be happy to assist you.
How Content Marketing Drives Sales
Original content creation is a huge factor in how content marketing drives sales. Video content alone has been proven to boost ROI and increase conversions (Don’t believe us? Check out Instagram’s latest talk about prioritizing creators, video, shopping, and messaging).
Once you begin producing original, consistent, and valuable content online, one of your main goals should be driving audiences to your website. Every piece of content should have a Call-to-Action (CTA).
Once people reach your website, what’s the best way to convert? Consumers are becoming more knowledgeable about the products and services they buy. A highly effective way to inform them is by nurturing them through a marketing funnel. What’s that, you ask?
A marketing funnel, also called a sales funnel, is a general overview of a consumer’s buying journey. Consumers become aware of a product or service but first, need to learn more about it before they make a purchase. By creating a marketing funnel, you can provide even more valuable content through blog posts, case studies, PDF guides, or email marketing services, to continue building trust with these new prospects. Consumers are much more likely to buy from a brand they trust and believe in.
How to Measure Content Marketing
After all the hard work of putting together an effective content marketing strategy, what’s the best way to measure your success?
There are a variety of metrics you can use to measure content marketing success. First, discuss your content marketing goals with your team and marketing experts. Certain metrics that may be important for one company may not be the same for another. If you’re a new company, start by setting attainable goals like new followers or link clicks on social media, or monitor the number of website visitors. For more established companies, look at social media engagement, click-thru rates, email open rates and click thrus, and set up Google Analytics goals and benchmarks on your website.
Content marketing is the backbone of any successful digital marketing strategy. It helps to elevate your brand online by increasing visibility, generating loyal fans, improving conversions, and, oh yeah, increasing sales. All it takes is a bit of time, effort, and consistency. Contact us today to discuss the possibilities.
