There are a number of different, compelling reasons for companies to develop a content strategy. For many, a content strategy serves as a way to call attention to new products, extend their reach, provide added value and ultimately persuade consumers to make a purchase.
Start-ups are able to use online content in order to draw attention to their new venture as well as get their name onto the radar of a wider audience. For others, content strategies create an additional source of revenue, such as creating YouTube videos as well as leveraging them to generate ad revenue.
This handful of reasons is more than sufficient to prioritise planning as well as implementing a content strategy. However, understanding the importance of publishing high-quality content can be boiled down to two simple words: brand credibility.
Whether your company is trying to build a following, spotlight its offerings or increase profits, everything you create should be done in the name of brand credibility. Few if any of these worthwhile goals will be realized if your brand lacks it.
What Is Content Marketing?
Content marketing is the process of putting together valuable, relevant content in order to attract, acquire as well as engage your audience. Today, buyers and customers are flooded by more marketing messages than ever before — more than approximately 2 900 per day, by current estimations. This establishes an environment of attention scarcity, so challenging marketers with the task of producing engaging content which won’t get lost in the static.
A well-crafted content strategy places your business in the position of a thought leader, building brand preference as you inform as well as educate buyers. Offering helpful and entertaining content may form a strong bond between your brand and customers which continues to grow and become stronger over time.
Traditionally, marketers have needed to “rent attention” from other individuals’ media through display ads on websites, stalls at trade shows, or emails sent to third-party lists. For instance, when a brand pays out millions of rands for an ad during a championship final, they are renting the attention which the TV networks have built. Content marketing, on the other hand, gives marketers the opportunity to become publishers through building their own audiences as well as attracting their own attention.
Increasing Brand Awareness
By creating as well as distributing content which buyers find useful, marketers are able to increase their brand awareness and preference through establishing a relationship of trust with consumers as they go through the sales funnel. In addition, content marketing is considered as a less costly strategy as opposed to some others. It can have a quite a bit of a slower beginning while your content library grows and gets to a larger audience.
Today, approximately 41% of B2B marketers focus on content that is tied to the buying journey of a customer. However, many businesses fail to produce personalized content dedicated to each stage of the buying cycle.
Personalised messaging doesn’t just mean targeting by demographic or firmographics criteria, it means proactively producing content which is suitable for each stage of the buyer’s journey. Eighty-five percent of consumers trust solutions which take the time in order to walk them through a number of different paths toward decisions as opposed to just attempting to make that choice for them. This type of content shows consumers which you acknowledge and value their ability to evaluate and make decisions for themselves.
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