Every company knows that marketing is an integral and critical part of lead generation. However, many companies are still relying solely on marketing campaigns, rather than long-term content marketing practices. Content marketing is quite different from a traditional marketing campaign. Content marketing is a commitment. While it is a long-term investment, it is one worth making this year.
What Is Content Marketing?
Content marketing truly boils down to one thing: providing your target customer with quality online content that answers their pain points and allows you to interact with them on a different level.
Research tells us that 78% of consumers believe that companies who provide customized content want to build a long-term relationship with them. Content marketing is the answer to having a conversation with your customer and how you can build that long-term relationship so they keep coming back to you again and again.
The key to content marketing is the content you create. You want that content to solve a problem the customer has or educate them on something they need to know in a way that’s trustworthy and authoritative. You have to act as a partner to help your customer solve their problems. Your content will also determine who you are as a brand in the minds of the consumers.
Marketing Campaigns vs. Content Marketing
There’s a reason marketing campaigns are still used: they work! But they only work to a certain point. Think about the last time you bought a car. If the salesman came up to you and immediately tried to sell you something, it would be a huge turn off. You may even go to their competitor. People don’t want to be sold to, they want to be helped. That’s where content marketing comes in. With your content, you address an issue your customer is having and work with them to solve it. You hold their hand through the problem rather than jumping on them with a sales pitch.
Another big difference between marketing campaigns and content marketing is the length of time they are relevant. With a marketing campaign, you have a singular goal and it’s run for a specific amount of time, then it’s done. However, with content marketing you have evergreen content that customers can refer to today, tomorrow, next year or in five years. It will always be there and has a permanent spot on the internet. While you may need to update your content from time to time, it’s always going to be there.
Benefits of Content Marketing
There are tons of reasons to start using content marketing in your business. Here are a couple big ones that are worth talking about:
The more traffic you have, the more likely you are to get a sale. With content marketing, you will be driving new traffic to your sight, even without an ad because people are searching for the answers to their problems. As they search, they will find your content and with that, you can lead them to your product. In a way, content marketing is the first stop in the customer journey. As they learn the solution to their problem and see how your product can provide that solution, they’ll buy.
Improve Your Brand
You believe in your company and you know your products are great, but your target customer may not know you exist. As you create more and more content, you raise awareness and will have more brand recognition in the marketplace. Along with that, you improve the reputation of your company. You will be seen as a source of information rather than just a team of salespeople.
Become An Authority
Statistically, 94% of buyers will do some research at some point in their process of buying a product. With your content, you can become an authority on a topic and in a space. Do you sell boutique baby clothes? Use content to become an authority in the parenting space. Do you sell bedazzled drones? Become an authority on gadgets with your content. By creating relevant content, you will become the go-to source of information for people and when they visit your content, you can use that to guide them to a purchase.
No one likes to feel like they’re being given a sales pitch. With content marketing, you take your sales from in-your-face to informative. Your customer wants your help and content marketing is the way you can provide that assistance. While content marketing is a commitment, it is also a proven and effective method for increasing your revenue stream, improving your brand awareness, and becoming an authority in a space.
Need help creating quality thought-leadership content that will help you establish your brand, drive new traffic, and engage your audience? We can help! Schedule a free consultation today.