Why is Content Marketing important for your business?
Do you know what is content marketing? What can it do for you? How to do it? Content marketing may be complicated and takes up lots of time. But it is so important for your business that you definitely don’t want to miss it. To start applying it to your business, you first, of course, have to understand it. In this article, I will walk you through the concept of content marketing and illustrate how to do it with steps.
What is Content Marketing?
The best definition I can find of content marketing is from Content Marketing Institute (CMI)
“Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing the consumer behaviour. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.”
The focus of content marketing is to provide relevant and valuable content for your readers. It is not about selling your products to them. Instead, it is more like a guideline, which you are trying to educate your readers and help them solve their problems.
Consider the consider journey:
Content marketing refers to the stage of awareness, and help bridging to the stage of consideration. But after that, it is the works of customers to do more research and evaluation to choose the suitable products or services.
Why is it important?
Why would you invest in something and offer it for free? Because there are many benefits it can bring you. For example, building trust and loyalty, increasing organic search and having free promotion by your readers.
Pratik Dholakiya, the Co-founder of E2M Solutions said, ” Consumers are looking for relevancy and they are demanding valuable information, especially when they are in a world where information is readily available.”
By creating value, you can become an authority in that specific field. People will look up to you and trust you more because you are the one who provides the most valuable information.
Which means when you offer them a solution, they are more likely to do it.
Another aspect, which is often neglected in other forms of marketing, is storytelling. People have emotion and they are naturally appealed to stories that resonate with them. While other marketing strategies focus on how to become more visible, content marketing is capable of telling an inspiring story.
Trust can also build loyalty. Through writing articles, you are letting people know more about your company. Writing and reading are a construction process that increases the understanding between the readers and the writers (in this case, the company).
Eventually, the trust can convert them into your customers and bring you more advantage when competing with new-comers.
While a good article addresses on building trust and loyalty of customers, it can also keep generating organic searches over a long period of time. The algorithms of Google search engine favors content that is long in length. The longer the article, the more in-depth the article is. A good writing can rank top on a specific keyword forever if it is indeed the best.
A useful or thought-provoking article will also be shared worldwide. People love sharing things on social media. Free promotion can be obtained if your article is good enough and worth sharing.
How to do it?
To really benefits from content marketing, you actually need more than a piece of great article. Here is what you need:
- Content Marketing Strategy
- Good Content Ideas
- A Good Content Marketing Writers
Let’s talk about the contenting marketing strategy first. Everything needs a plan. In content marketing, one of the most important things is that your articles can correspond to every stage of consumer journey.
Unless you start from scratch, otherwise, you may want to categorize your articles according to the stages of buyer’s journey. Each stage of consumer journey should have at least one article that can relate to it.
For example, you should have an article that introduces a tool, which can help solve the problems of the searchers. This article will be correlated to the initial stage if the consumer journey (awareness). While informing the readers of the choices they have, you should also make them aware of your own products.
A good content marketing plan can bring you clearness and avoid wasting time and money
After knowing what you have and what you miss, you should also plan what kind of articles you have to write. Think about the consumer journey and the future events you will have.
There may be some future events that can already facilitate your completeness on consumer journey, but you need some content for it so that the effect of it can be longer. You definitely don’t want to miss that.
After counting, categorizing and planning, it is time for writing.
Forms of Content Marketing
- Blog and Social Media posts
There are different platforms available for you. The most famous media include Twitter, Facebook, LinkedIn, Instagram and Pinterest. Think about the products and services you are offering and choose the most suitable one. Remember, you should go to where your target customer hangs out.
The most famous video sharing platform on earth is of course YouTube. It has lots of users and a great place for sharing. If you want to drive traffic your blog, I recommend, however, providing the free online course. People can come and register with their emails. Emails marketing are also other effective profit-generating tools.
A white paper is a report with lots of details. It is presented with great clarity through image and clear layout. It shows the expertise of you within that field. Discussing complex issue is the main purpose of a white paper. Therefore, it can attract not only the normal readers but also other firms within or related industry. The traffic driven by a whitepaper is incredible.
It is similar to video but there is more interaction in it. By holding a webinar, your reader and you can have live chat and show your knowledge (not showing off). It addresses the interests of your followers more directly.
In conclusion, content marketing is the major trend and is proven to work. Sharing valuable information let the customer decide what they want. You cannot limit what the customers receive when the information is so readily available on the internet. Take another approach, teach your customers, don’t hesitate on sharing. People will then trust you and become your customers.