Content marketing is a powerful strategy that helps businesses in many ways. However, it does have its drawbacks as well.
There are consumers out there who are a perfect fit for your products and services but haven’t heard of your business yet. Content marketing can work to help build brand awareness.
Increased Search Engine Visibility
A well-executed content marketing strategy can help your business gain visibility and popularity online. This is because it helps fuel other marketing techniques, including social media, search engine optimization (SEO), and paid advertising.
Creating content that targets keywords relevant to your business can draw people to your website and increase traffic. This can lead to more people registering on your site or purchasing your products and services, or both!
Many potential buyers research a brand or product before they contact sales. This is why it’s important to have useful content on your website that can answer their questions or give them the information they need to make a purchase. This can include blogs, videos, infographics, and more.
Content marketing is the best way to drive traffic to your product pages, blog articles, and other high-performing digital assets. It does this by addressing the buyer’s journey from awareness to consideration to purchase through a variety of methods, including educating (through how-to guides, listicles), inspiring (via infographics and case studies), or entertaining (via humorous videos and quizzes).
In fact, buyers are checking out your content before they ever contact sales—that’s why creating a well-thought-out content strategy is essential for every brand. And once you do, your content will help you build a loyal following that’s willing to share your content and buy your products. That’s how brands like MoonPie have built a fan base that’s devoted to their product, but also to their sassy brand personality.
As a marketing strategy, content enables brands to convert more visitors into customers and leads by creating valuable information that helps them in their research and buying journey. By providing content in different formats – such as blogs, social media posts, infographics, whitepapers, or videos – businesses can create targeted messages that speak directly to the needs of their audience, which can help them close more sales.
It also helps to have a strong brand voice that clearly defines the business’s values and personality, as this makes it easier for potential customers to recognize the company’s messaging and become familiar with the brand. Additionally, by using effective retargeting practices, businesses can ensure that their content gets seen by the right people at the right time.
Developing content for different stages of the sales funnel will help businesses capture and nurture more leads. During the awareness stage, where a customer is aware they have a problem, business can use content like informative blog articles and white papers to inform and educate their audience.
At the consideration stage, businesses can begin to lean into promotional content and offer specials and discounts. Using content like comparison lists and buyer guides can also help drive traffic and generate conversions.
In addition, creating quality content demonstrates the personality of your brand. This helps build brand loyalty and can increase social media followers, as well. This is important because no one wants to follow a brand they don’t care about.
When done right, high-quality content can quickly turn visitors into customers. It also helps to incrementally move leads through the sales funnel, and supports other marketing tactics such as paid advertising and SEO.
As your content marketing campaigns progress, you will start to build credibility and authority in the industry. This will help to position your business as a thought leader and a trusted source of information for consumers in the market for your product or service. It can also inspire brand loyalty. Just look at MoonPie, for example, whose customers are devoted to the company due to its witty Twitter banter. In addition, quality content can increase awareness by boosting website traffic and encouraging social sharing. All of this translates to more sales.