Content marketing is more than just another buzz word or passing phase. Many businesses have been able to use content marketing to drive more traffic to their websites, convert more website visitors into leads, and convert more of those leads into actual sales. Can it really be that effective for everyone? We think so. Here’s why.
Content Marketing is Useful
Useful to the reader, that is. Advertisements and commercials don’t do much for Internet users aside from letting people know what products are for sale and who is selling them. Content offers the reader something useful, something they can take away without having to spend a dime.
This might not seem like it’s very useful to you if you’re trying to make money. However, by giving readers something of value before asking them to buy anything you start to establish trust and establish the framework for a successful relationship in the future. Hey, we never said that content marketing would lead to instant sales. The process works, but it takes time.
Content Marketing isn’t Rude
Intrusive marketing, or things like pop-up ads, commercials, and banners, are rude. They get in the way of what readers are trying to look at and they interrupt whatever they are thinking about. At best, intrusive advertisements get ignored. At worst, they are a nuisance and can cause visitors to click off your website and never come back.
Content, on the other hand, patiently waits to be found. It sits confidently in place, knowing that it has all the answers, and has no need to jump up and down and assert itself. It is quiet and polite and speaks only when spoken to.
It Helps You Get Found
We know what you’re thinking. If your content is politely waiting to be spoken to, how will your business ever get found? That’s where Search Engine Optimization (SEO) comes in. While content should primarily be focused on providing useful information to website visitors, its secondary role is to help your business get found by users performing a web search on a site like Google.
By optimizing your content around key words and phrases that people search for, you can increase the probability that your content will be among the top results that search engines serve up to their users. Of course there’s more to SEO than just dumping a bunch of keywords into some content, but for businesses looking to get in the game, content marketing is a great place to start.
Content Marketing is Highly Targeted
Instead of sending out an email to every contact in your book, or placing a blinking advertisement on a website in hopes of the right person coming along, content marketing helps you get the right messages to the right people. It also lets you get the messages to them at the right time – when they’re looking for information – instead of guessing when the right time is and running an ad. Plus, you can place content on such a wide variety of outlets, from social media to video sharing to blogs, so you can reach a broad audience quickly and effectively.
Speaking of Targeted…
Content marketing can target those elusive Millenials that are untouchable in so many other advertising arenas. From TV to radio to Internet, advertisements are everywhere and Millenials are highly skilled at tuning those messages out. When they are ready to make a purchase, they turn to the internet and start searching. Will you be there, with your cool, clean, informative content waiting to solve their problems?
The current consumer climate is all about relationships and trust. People don’t want to be told what to buy, they want to know why they should give you their business instead of someone else. Content marketing allows you to create a narrative and communicate with both current and potential customers in a way that we’ve never been able to in the past.
It’s All About the Individual
Now, instead of blasting messages in hopes of reaching the right people, we can open a dialogue and have a conversation about who we are and what our businesses stand for. We can make connections with people and show them that we are more than just product catalogs and flyers. In other words we can start doing business with people again, and that’s good for everyone.