As you struggle to effectively deliver your message to your target consumers and compete with other modern-day businesses, surely you’ve stumbled upon something called “content marketing”. This is today’s buzzword and has become the core of building brand awareness and your business’ online presence.
In fact, its importance has not gone unnoticed, and its focus has gone from mainly content production to content promotion, the combination of which determines the success of content efforts.
So what is content marketing? Does it mean anything? Could it help your business achieve its goals? Why is it important? Does your business need it?
This article will first provide its definition and then show you why it should be part of your business’s strategy.
Content marketing defined
In a nutshell, it is a strategic marketing approach that is focused on the creation and distribution of relevant, valuable and consistent content in order to draw attention and retain a business’ clearly defined target audience, ultimately enhancing brand awareness, encouraging brand loyalty and increasing profitability.
Basically, it is a long-term business strategy that is based on building strong relationships with the target audience. Globally, major brands use this to humanise their name and tell the story of their name through providing high-quality and relevant content on a regular basis.
Why it matters
The importance of content marketing is what every brand or business must understand and include in their marketing strategy. So why is it important?
When a customer purchases a product or avails of a service, they generally opt for a more credible brand rather than for a name they haven’t heard before. This means trust is one of the major players that influence a consumer’s purchasing decision.
This is where content marketing plays a significant role in brand recognition and conveying the brand’s message and personality.
To search engines
Where else would consumers turn to when they need answers to their queries? Well, of course, in search engines. This is the perfect opportunity to win them by being present in Google.
You also know that Google’s algorithm is constantly updated. This means low-quality content is punished, while higher-quality content gets rewarded. So what exactly is quality?
One is updated content or fresh content. To maintain a good image in Google’s eyes, make sure to regularly publish fresh content and update existing ones. This will keep you on top of search engine results and easily be spotted by target consumers who could potentially be coming back for more purchases.
Today’s consumers seek for more good information before making a purchase. They often conduct online research, compare prices and even compare the quality of products from one manufacturer to the next.
Thus, you need to provide good quality content to help them make smart purchase decisions. Gone are the days when consumers are easily sold to traditional ads or old-school sales devices. According to a survey, 70% of consumers note that content makes them feel closer to the brand, while 60% says it helps them make good purchase decisions.
Digital marketers have realised the importance of content marketing and the benefits that come with it. Among its benefits are:
- Building brand credibility and recognition
- Enhancing consumer loyalty
- Incorporating brand trust and authority
- Increasing brand visibility and awareness
- Generating traffic to website
- Generating new communication channels for potential consumers
- Helping consumers with purchase decisions
- Developing long-term relationships with consumers
- Improving lead generation and conversion
From brand awareness to lead generation, content is definitely king when it comes to online marketing strategies with your target audience. So if you want to stay ahead of the competition and continually grow your consumer base, then include content marketing in your plans for the upcoming year.