Content marketing is a type of marketing which primarily uses content to build trust with potential customers and build brand awareness. It’s more subtle than traditional advertising, as the purpose is to educate, inspire, entertain and connect rather than to push for a hard sale.
While the term may be new, the concept is not.
If you’ve ever watched cartoons on television as a kid, then you’ve seen content marketing in action. Those TV shows didn’t directly try to sell anything, but they built interest and entertained you. Once you came to love the story and the characters, the products practically sold themselves in the form of toys, t-shirts, DVDs, playing cards, video games, school supplies and so forth.
But you don’t need to have a kids’ TV show or be in the entertainment industry to engage in this marketing strategy. All kinds of brands in various industries can use content in this way to build their brand awareness and influence sales.
In today’s startup-friendly world – especially for small businesses – it all starts with your website.
Why Does Your Company Website Need Content?
Adding blog content to your site is one of the best ways to attract targeted traffic to your site and generate leads and sales. Every day, people are on Google and other search engines, looking for information about the kinds of products and services that your company provides. But if they’ve never even heard of your company, they might still end up visiting your website if your company blog has content about the topics they are searching for online.
Every piece of content you publish on your website is like a fishing line out in the water. The more lines you put out there, the more bites you’re going to get.
[bctt tweet=”Every piece of content you publish on your website is like a fishing line out in the water” username=”artfulpussycat”]
Content can benefit you in several ways, but here are three of the main reasons to invest in content:
1. Increases Brand Awareness
As your content ranks higher in the search results, it gets seen by more and more people. And we’re not just talking about those who click through and read it. Even those people who don’t click on your article are noticing your website name and brand in search results, and that increases awareness of your brand, just as effectively as any billboard sign along the freeway would.
That still counts.
2. Builds Your Reputation In Your Industry
As your content shows up more and more in the search results and online in general, people begin to recognize it after a while. The more often people see your brand online, the more they begin to perceive you as an expert in your niche or as a reputable brand in your industry. Over time, this increased perception of legitimacy builds trust and brings people closer to making a buying decision.
The types of content you publish online and in print can also contribute to this perception of expertise. If you publish a book under your name or under your company’s name, that goes a long way toward building trust in your brand and ultimately increasing sales.
3. Attracts Targeted Website Traffic
There are many different kinds of traffic that will come to your site, but most of the traffic will likely be from social media and from search engines. Both types of traffic are valuable, but search engine traffic tends to convert into leads and sales much more easily than social traffic. The reason is that people on social media are often just killing time and clicking on everything in sight.
But people on Google are searching for something, and if you’re creating content that tends to attract people who are moving toward a purchasing decision, then that traffic can be very profitable.
All of this can be planned out strategically by our marketing experts.
3 Ways To Use Content In Your Marketing Strategy
If you don’t have your own copywriter to create content for your website, we can cover all your needs in terms of content writing, whether for blog posts, services and about pages and even social media posts. And if you prefer to use your own copywriter, our search engine optimization (SEO) experts can help you create a marketing plan for your writers to follow to maximize their efforts.
Here are some guidelines for creating effective content:
1. Create Blog Content That Would Be Of Local Interest
Local industry news and community events that relate to your products and services can make great blog topics that will draw in your target demographic. Our content writing experts can tailor blog posts to bring in local search traffic using keywords that locals use frequently online. This tactic can bring a lot of foot traffic right to your door over time.
2. Go Big On Mobile-Friendly Content
One of the most important changes to take place in recent years is the shift toward smartphones and tablets. Everybody is on mobile devices now, so your content plan needs to focus strongly on reaching people through their phones. You need to be on social media regularly, and you need to make sure that your company website has a responsive design, meaning that it can adjust automatically to the screen size and orientation of any device that your viewers are using.
3. Vary Your Content
There are a lot of different kinds of people out there who will one day become your customers. But they don’t all consume information in the same way. That’s why we recommend that you include a variety of different types of content in your marketing plan.
Some people will want to watch videos, while other prefer to read blog posts. Some will want to skim over infographics, charts, and tables, while others just want to listen to a podcast during their commute to work. With email marketing, you can send messages to a targeted audience on a scheduled basis. And of course, many people will respond well to multiple types of content at different times.
All of these different types of content have their place.
If you’re having a hard time wrapping your head around all of these concepts, don’t worry. It’s a lot to take in, especially if this is the first time you’ve tried to learn about digital marketing. But that’s why we’re here. If you’d like to set up a meeting in person, or even just talk through some options for your marketing plan over the phone, please don’t hesitate to reach out to us. We’re happy to help answer any questions you have and look forward to helping you take your business to the next level.