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Why is content marketing important?
Content marketing is a go-to tactic that’s proven to work. Also, it provides a competitive advantage. Take a look at what the data says about content marketing:
- Businesses with blogs get 67% more leads than other companies.
- 67% of business to business (B2B) marketers say B2B content marketing increases engagement and the number of leads they generate.
- 88% of people credit branded videos for convincing them to purchase a product or service.
Content marketing benefits businesses in many ways. When done right, an effective content marketing strategy can:
- Increase online visibility. A content strategy can help you attract more customers and website visitors, especially when people are constantly looking for solutions to their pain points. Offering educational and informative content about a topic they’re interested in can help you increase visibility online through your website or social media accounts.
- Generate more leads. You can increase leads when content marketing is used to drive traffic. Since educating customers builds trust and helps them feel more comfortable purchasing from your business, you can generate more leads and start to develop relationships with potential shoppers.
- Boost loyalty. Loyalty is essential in marketing and business because the more loyal your customers are, the more repeat purchases they’ll make. Offering content that informs consumers can help them begin to build trust with your brand and see you as a thought leader.
- Improve authority. Developing content is ideal for improving authority and becoming a thought leader in your industry. Not only does content help you build trust, but it can position your brand as the most authoritative on a particular topic.
How content marketing works
Your business can use content marketing to attract leads, make a case for your product or service when someone is researching what to buy, and close sales.
To use it effectively, you’ll need to deliver the right content at each stage of the sales cycle—from awareness through consideration to purchase. If this sounds complicated, don’t worry: Approaching content this way actually simplifies the process.
Here’s how companies use content marketing in each stage of the sales cycle to engage and sell.
Awareness stage
At the first stage of the sales process, your content should focus on the top concerns of your audience. Writing about their pain points, challenges, and questions gives you the best chance of engaging with them. Content at the awareness stage should be educational, how-to advice. Save your selling for the consideration and closing phases.
The best content for this stage includes articles, blog posts, e-books, videos, and newsletters.
Examples:
- A restaurant writes a blog post about how to plan a menu for a graduation party in the spring.
- A bike touring company creates a short video on the topic “3 Ways to Choose the Right Bike Trip.”
- An architecture firm creates an e-book called “Questions to Ask Before Hiring an Architect.”
Consideration stage
In the consideration stage, content should offer a hybrid of helpful information and marketing. It should educate the reader about what features or functions to look for and how various features address their needs. Of course, your content should lean toward what your business offers.
The best content for this stage includes case studies, how-to articles, how-to videos, and checklists or worksheets.
Examples:__
- A cloud-based phone system company creates a checklist entitled “8 Ways to Improve Your Phone Customer Service” that details the features and functions that make great customer service possible.
- A landscaping company creates case studies about “The Biggest Mistakes Most People Make When They Hire a Landscaper.”
- A catering company features case studies of successful events with a focus on the benefits they offer, such as “How to Accommodate Food Allergies at Your Next Event,” or “How to Ensure Your Caterer Uses Sustainable Practices.”
How to get started with content marketing
Content marketing can feel overwhelming, but it doesn’t have to be. A successful content marketing campaign should be manageable and sustainable. Take these steps to get started:
Identify your audience
To create content for a particular reader, you need to have a clear idea of their priorities, challenges, and preferences. If you have detailed descriptions of your various segments, choose 1 or 2 to write for. Otherwise, craft profiles of your audience members and prospects before starting.
Content marketing and SEO
Content marketing makes it easy for good prospects to find your business. However, you can boost your efforts with search engine optimization (SEO).
Here are a few important best practices:
Keywords are the foundation of your SEO effort. These all-important words and phrases are the terms a prospect types into a search engine when they’re looking for a company, product, or service.
When you include the right keywords in your content, you’ll attract more traffic. The best keywords are:
- Plain-language: language your audience uses to describe their pain points and needs
- Relevant: keywords that match the expertise, products, and services you provide
- Specific: a combination of your focus, industry expertise, prospect pain points, and other relevant details
SEO has evolved so that search success depends in part on how well your content does what it says it’ll do. Search engines review content copy, assess its relevance, and determine whether it delivers on what the headline promises.
Because of the importance search engines place on copy, using keywords throughout your content is important. Use the following guidelines:
- Focus on 1 to 2 keywords. Avoid “keyword stuffing” by writing about what matters to your prospects with a focus on just a few keyword phrases.
- Use keywords in the title. Make what the article is about clear and explicit.
- Use keywords throughout. Find a way of naturally incorporating your keywords into your content.
- Stay on topic. Good-quality content that provides advice related to a headline will perform best.