People visit your website because of two things: it is either they are looking for information to add to their research of a product or service, or they are looking for information to urge them to make a purchase. Targeted content help steer customers into sales funnels, which is why more than 85 percent of brands implement content marketing strategies and enjoy great ROI after a one-month evaluation.
Content must engage the audience. Marketers understand this; a well-made and positioned content help introduce the products and services as a solution. Engaging content today comes in the form of blogs, videos, and social media posts.
Content marketing helps develop your business brand. Well-researched and helpful content boosts your authority on the subject. The increased trust of your audience helps your website generate more leads and conversions.
Content Marketing is Not Just for the Big Brands
Small businesses and startups aren’t the only ones who can benefit from content marketing. Numerous multinational companies use content to engage their audience in different social media platforms and avenues that allow their audience to provide feedback. In this manner, they collect information to improve their products and services.
For instance, one might think that Rolex can go decades without making marketing efforts due to its established brand. However, the people who run Rolex know that if a brand doesn’t keep up with the pace and stay relevant, a competitor can easily swoop in and steal the show. Now, what exactly can you do to market a product that is already successful?
Rolex products rely on old-fashioned, glamorous, and prideful beauty. It could be to Rolex’s advantage, but it can also be their downfall. At any time, consumers can suddenly decide that it’s time to debunk the old and go for a more modern brand, making it possibly one of the reasons Rolex has increased their social media activity and campaigns.
Using social media sites like Instagram to keep their products relevant and within everyone’s line of sight, Rolex uses its beautifully crafted photos of brand watches all over social media. Their goal could be to remind their target audience of why Rolex is the embodiment of a sophisticated lifestyle.
Why Should You Invest in Content Marketing?
Great Potential For Significant ROI
Returns come in different ways: it can come in the form of customer acquisition, brand visibility, brand reputation, and inbound traffic. These are all beneficial for your business. Marketing experts agree that content marketing, when done correctly, has great potential for higher ROI, just look at the graph below.
You may not necessarily get a dollar for every person who sees your content, however, your company will see benefits in many different forms. With an effective content marketing strategy, you will experience a return in the form of customer acquisition, brand visibility, brand reputation, and inbound traffic.
It’s Inbound Marketing (Pull Marketing Instead of Push)
Precise investments are important in marketing. That being said, when marketing your product or service, you have to filter out potential buyers from dead end leads. Content marketing allows you to present your business to customers who would strongly convert to your brand.
Think of it this way, a person with no interest in your industry will not bother to click through your link or advertisement and are less likely to go past your landing page. With that in mind, it should be clear that asserting any promotion efforts to such individuals will be a waste.
Other Strategies Can Benefit From It
The great thing about content marketing is that it will not only generate returns for your company, but it will also push your other marketing strategies to perform better. In order to be effective, you must establish a mindset that considers content marketing as the core of all your strategies.
Analytics provides data that helps you plan ahead all marketing efforts for maximum efficacy. For instance, your email marketing campaigns can strongly benefit from a consistent content marketing strategy. Since you are already creating content for your social media marketing campaign, why not take things a step further? Find out which of your content received good feedback and traffic and reuse them for your email marketing efforts. Using your best and proven content as a landing page means a higher probability to drive more conversions.
Perhaps the best benefit with an excellent content marketing strategy is for social media campaigns. Considering that you have a steady flow of helpful and informative articles published on your website, you can use these as social media posts to generate more leads. This will attract more followers, viewership, and help establish brand identity. Just check out the data below.
Brand Authority (Thought Leadership) Will Be Stronger
The quality of your content develops your brand profile. If you implement an effective content marketing strategy, you can easily become your field’s primary source of information. It helps create authority and reliability, an important factor in marketing and advertising.
Let’s say that you run a fitness center and decided to utilize content marketing. You start posting two to three SEO-optimized blog posts every week and eventually catapult your website’s ranks in search engines.
Months before summer begins, people begin scurrying for ways to remain or become fit. If they find your business first, your fitness tips and programs become their immediate solutions to achieve their body goals. Ultimately, readers and followers can become actual customers who you would never have reached if it weren’t for the internet and content marketing.
Builds More Trust With Consumers
A reliable brand creates trust with great content. If readers find your content engaging, entertaining, and helpful, you can build trust with your audience quickly.
When people get used to seeing your content every week or so, they begin to think of your business as a trusted resource. When the time comes that they are in need of services or a product such as yours, they will recall your useful and memorable content.
Converts Better Through Lead Nurturing
We all want to guide our target audience down the sales funnel. Content marketing does the job effectively if you understand your audiences effectively to deliver the best content for them. Through lead nurturing, you can hit all three stages of the buyer’s journey; awareness, consideration, and decision. You can also read more about it in our article, “Turn Visitors To Customers With Conversion Funnels.”
Let’s say that you run a fitness hotspot with an active content marketing campaign. You are likely to target a certain demographic within your area and have posted weightless tips, healthy recipes, and the like. After months of consistent weekly published content, you’ve made yourself known to your market. However, they aren’t purchasing your programs or getting a membership to your gym – yet.
Right now, your audience is simply aware that you exist, hence, the first stage of the buyer’s funnel. Now, summer time is just around the corner, and everyone suddenly becomes self-aware and wanting to get himself or herself in shape. They remember all the articles and videos you published not too long ago and start to consider making a move towards a fit summer body. They may start re-watching your videos and click through your website for more content, possibly hoping to get fit on their own.
However, not everyone can get the results they need on their own, and there will be a percentage of your audience who’d rather get the help they need from a professional. Your content has helped them improve, but they also realize it could be difficult to undergo without proper guidance, the latter an issue resolved by your business brand.
Content Marketing Is a Must For Your Marketing Campaign
We can talk for days discussing all the benefits you can reap for your business through content marketing. However, among all the reasons we’ve discussed so far, there is one that stands as the ultimate truth; content marketing is today’s most effective way of getting things done.
Content marketing is the bridge between your services and your customers. Information, whether used as a tool to convert customers or to provide research data for prospective customers, will always be in demand. Using this information to your advantage using efficient content marketing methods is the difference between your business and your competitor.
Effort-filled content marketing will drive inbound leads, establish brand awareness, and guide people down the sales funnel. Whether you are targeting short-term solutions, such as improving your pay-per-click advertising or a need to increase your leads or long-term strategies that involve brand development and rebound marketing, well-developed content and copy will leave a positive and compelling impression that significantly improves the possibility of high ROI.