If your company is not utilizing proper content marketing strategies, it is missing vital revenue.
Content marketing is a strategy used to develop and distribute consistent, relevant and useful content for audiences. The purpose of content marketing is to attract and engage a target audience with the intent of generating traffic and creating a profitable customer action. This form of marketing is used as a communication tool with potential customers, without the goal of selling a product or service.
Sharable Content Is Trending
Creating content that users want to share is marketing to those that are directly interested in your brand. If your brand is not sharing its own content on brand-owned social media outlets, society isn’t going to share it either. To implement this form of content marketing, hire a single person to solely perform the task of sharing the right content at the right time on the right social media channels. Sharing the right content with valuable information at the right time of day with the right audience gains website traffic, increases brand visibility and disrupt the competition.
When you market content, you own the words the content contains. Disruption can be a good thing for an industry because it causes other brands to catch up to the disruptor. An example is how easily the medical industry is disrupted with content marketing as not many practitioners market themselves or the content created for practice-related blogs. Providing proven methods for wellness, including natural remedies for common illnesses does help gain respect in the industry and builds an audience as the practitioner provides valuable information for the audience to begin building trust.
When an industry, such as the medical industry, sees an influx of marketing it stabilizes itself and becomes less disrupted. Some industries, such as the technology and automobile industries are disrupted nearly constantly due to the volatility of market trends and speed of evolution/advancement.
Content Will Always Be King
Every website has to have content. Every marketing campaign starts with a story and is based off content. The content you provide your audience has to have value, it has to be promoted, and it has to be properly structured for SEO purposes. Without taking the time to ensure that the content being presented is valuable, has purpose, and will produce results by pre-scanning audiences through analytics – content fails.
Your brand has to invest in content marketing. Essentially, you have to spend a little bit of money to make money. Your content, and the way that it is presented is what will drive consumers or other businesses to yours.
Core of Business Perception
The type of content created, marketed, and published is what helps society and other businesses develop their perception of your brand. It is the core of business perception. It comes down to the smallest things such as proper spelling/grammar in the content, along with content that is easy to understand and makes users want to support the brand. A brand must establish its core first – how does it want society to perceive it? The content marketing strategy should be developed based upon the answer to that question.
Sharing content and making it available for sharing encourages your audience to take action. It encourages them to read the content, browse the brand website and view additional products. When creating content, include social media sharing buttons. This tells the audience that you are present on social media, you are up-to-date with society, and that your brand can adapt. Consumers will research how the brand interacts on social media.
Consumers will also take the time to read company reviews, search for news stories about the brand, and perform comparisons against industry competition. What you are really doing is creating an interest –a want to learn more about the brand. That interest leads to more unique website visits, increased interaction, and increased sales.
If content marketing is not at the top of your brand’s content marketing strategy, it is time for a meeting with your marketing staff. The content always has to come first. The digital and visual presentations can come later, focus on creating stellar content that people are going to want to look at and find valuable. If your brand cannot build relevancy, become an industry leader and be known as an expert in its own industry, some changes to the marketing model should take place.