What is Content Marketing and Why does Your Business Need it?

Content marketing has become one of the most important and effective methods for communicating with existing and potential customers. Consumers no longer want to be bombarded with advertising messages, they want relevant, useful information when they’re searching for a solution or something specific. The best way to get your business in front of them at this time is by providing the information they need at that exact moment. If you want your business to succeed in the digital age, you need to do so much more than provide a product or service, you need to offer advice and high-quality content. Provide customers with enough information to allow them to get to know, like and trust you enough to buy from you.

Here are just a few of the major advantages of content marketing for your business:

1. Build Brand Awareness

One of the biggest benefits of content marketing is its ability to help you build awareness of your brand online and drive clicks to your website. Producing regular, high-quality content allows you to showcase your expertise and build trust with customers until they are ready to buy from you.

Content can be used across a range of marketing channels and helps you to draw people into your website, let them know how you can help them and lead them to eventually buy from you. The more consistently you produce content, the more customers will see and interact with your brand, making them more likely to think of you next time they need your services.

Content also gives your audience something to talk about. If they’re talking about you, they’re telling others about your business and their experiences too. Shareable content helps you to continuously drive visitors to your website through search, social media, PPC and other marketing messages. Other marketing strategies you have in place will be much more effective with good quality content behind them. Carefully crafted ads are great but if there’s no relevant content to steer your customers when they land on your website, your conversions are likely to be low.

2. Advance your Sales Cycle

Businesses who understand content marketing and who have an effective strategy in place, understand the role it plays in every single stage of the sales process. Before undertaking any marketing strategy, take the time to research your target audience and find out exactly who should be receiving your messages and at which stage in your sales process to ensure your efforts are as effective as possible.

If you can provide relevant, informative and interesting information to your customers from the moment they land on your website through to the moment they finally purchase from you, you have the ability to funnel your customers and convert them more easily.

3. Drives More Conversions

If you can attract someone to your site who is actively looking for a solution to a problem and you can solve it for them with your content, you will receive high-quality visitors to your website who are more likely to convert. Again, use your existing knowledge of customers and speak to your employees to find out what questions your customers are asking. Use this to build web copy, blog posts and articles to attract traffic and help visitors to find the information they need.

4. Become a Trusted Expert 

Continuously providing advice and guidance to your prospective and existing customers about your industry and what you do will help you to establish yourself as an industry expert and build trust with your customers.

If there are 10 builders in one town but one of them regularly provides helpful information to local people, that particular brand is more likely to stand out from competitors and more people will come to them in their time of need. By continuously demonstrating their expertise, this brand has removed the need for prospective customers to question their expertise or research the brand. As a small business offering free advice, they will also earn trust from their prospective customers.

Trust is one of the most important aspects of getting people to buy from you and content is one of the best ways to demonstrate your expertise and build those all-important relationships.

5. Great for SEO 

There are over 3.5 billion Google searches every day, all from people who are looking for an answer to their question. Google works hard to bring the most relevant information to the searcher so if you can match your content to your customer’s searches, Google will recognise your content as useful and your website and blog pages will rank higher in their searches and bring more traffic to your website.

If you’re looking to improve or implement a content marketing strategy, please contact us to find out more about how we can help.

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