Seth Godin once said, “Content marketing is the only marketing we have left”, and for good reason. Creating your own content provides your business with a variety of untapped opportunities to increase sales. Whether you post a few blog posts a week, record a podcast, or shoot an original video, any form of original content helps turn visitors into customers. Here are four reasons why …
1. Content marketing will complement your current marketing strategy.
For many businesses, content marketing seems a long way from what they are currently doing. In reality, it probably fits perfectly. Are you already running a PPC campaign? Focus on SEO? Develop your social media marketing campaign? You’ve probably answered “yes” at least once.
Content marketing complements these three marketing strategies. How? ‘Or’ What? For PPC, this gives you more landing page opportunities. Sometimes a customer may not be in the buying phase of the sales funnel, but they are actively looking for more information. Posting blog posts that cover different industry topics can be the perfect place to direct these clients to the answers they’re looking for and your business. Once the potential customer lands on your blog post, you can show them advertisements.
If you’ve ever implemented SEO on your website, you know the importance of keywords in improving your search rankings. Through blogging, you can incorporate more keywords in a search engine friendly way, which will continue to improve your rankings organically and inexpensively.
Social media is a staple for most businesses, but finding relevant material to share with your audience can be difficult. By creating your own content, you are able to improve your social media presence and direct an already interested customer directly to your website.
2. Drive targeted traffic to your website.
Content marketing can help you increase the number of visitors to your site through all of the aforementioned channels. Better yet, this traffic is high quality traffic. Studies have shown that content marketing is more effective at getting leads than traditional interrupt-based messaging. Why? This is because you are connecting with customers at a time when they need information on what you have to offer. Rather than pushing them an ad, you’re giving them useful content, which builds trust. This trust builds a relationship between your business and the customer. In fact, you could say that content marketing is the only scalable form of relationship marketing.
3. There is very little risk involved.
Whether you’re running ads on Facebook, running a PPC campaign, or investing in display ads, it’s going to cost you money. There are usually a lot of upfront costs with all of these marketing strategies. Sometimes it takes trial and error until you find the right marketing mix that brings quality traffic to your site through paid advertising.
On the flip side, content marketing has very little upfront costs and since you’ll likely be publishing it on your own website, there’s no cost to keep it up and running. Even if an attempt fails or you learn that your audience is responding to one content marketing channel over another (for example, blogs rather than videos), you can make the necessary changes, post new content and not. not lose much in the process.
4. Everyone does it.
Don’t go against everything you learned growing up, but if all of your competition is benefiting from content marketing and you aren’t, you’ll fall behind. Recent research even confirms this. 88% of B2B organizations and 76% of B2C companies have been shown to take advantage of content marketing in one form or another to grow their business. About 50% of businesses plan to expand their content marketing in the future. If you haven’t started yet, how long will it take you to catch up? Don’t stay in the dust when it comes to developing your strategy content marketing strategy. Use some of these simple tips to get started.