Content Marketing: Why is it important?
Let’s start with what content marketing actually is. Content marketing is the process of creating and distributing insightful, engaging content to your audience. The end goal of content marketing is to make your customers feel good about your brand, trust your company, and ultimately want to make a purchase from you. By developing your relationships with your customers through content, it is far more likely for them to want to buy from your company and become loyal to your brand. According to Terakeet.com, content marketing generates 3x the leads, but costs 62% less than other digital channels. However, this process is not a quick sell, and it takes time and thought to create the right content for your audience and make sure it is published in the right place at the right time.
Often companies will distribute their content through social media. Sites include Facebook, Twitter, LinkedIn & Instagram. As with any aspect of marketing, social media is continually changing. Since the pandemic we have seen a massive rise in TikTok users so companies have migrated there to join in and engage with their customers on this platform. Instagram launched their new Reels feature earlier this year where users can create and share a short 15 second video. If you weren’t creating Reels at one point it was a concern that businesses’ content was not being seen. It’s important to keep up with these changing features and tools to ensure you stay relevant, however it is also essential that you keep in mind that not every new feature is going to be right for your company. Research and planning can help you make this decision. Alternatively, why not give it a go and if it doesn’t get the response you hoped for, evaluate why and understand that it may not be the right way for you to share content and find another way.
Videos are another fantastic way for companies to share content. Many companies have YouTube accounts where they can publish lengthier, more in-depth videos that social media doesn’t support which enables the viewer to really understand and gain more exposure to your brand.
Another great way to distribute content is by writing a blog. Blogs are a great way of really connecting and telling a story about your company and it’s ethics and beliefs. According to Terakeet.com, companies that write blogs are 13x more likely to see positive ROI than those who don’t. They give you a chance to not only write about your company, but also about the multiple topics of conversation around your business too. For example, your company may make natural, vegan beauty products. On your blog you can write about your beauty products, but you can also write about veganism, the natural ingredients in your products and how your products are good for the environment. Blogs can also be easily organised on your website so that customers can easily search and find what topic they want to read about. They also provide a conversation starter. Whilst many social media posts will garner comments; a blog will also do that, however because someone has taken the time to read it, they will have far more to say about that topic and who knows they bring something up that you hadn’t thought about before!
So, now that content marketing has been explained; why is it important?
Firstly, it’s about telling a story. Making your customers feel good about your brand. No one is going to buy from a company that they don’t like, so through your content, tell your customers about your journey, what you are up to as a business, and share relevant insights. For example, it could be that it’s National Recycling Week so share with your customers that your packaging is made using recycled materials. It could be Remembrance Day, and rather than just posting a general photo of a poppy why not go out and take some photos of your local area displaying poppies/poppy wreaths and mention in the caption that the photo was captured in the birth place of your company. Taking the time to plan and think about what content you would like to post will really help show your followers what is important to you as a brand. Creating these positive mindsets towards your brand will ultimately lead to sales.
Content marketing is also an effective method of communication between you, as the company, and your customers. If you’ve got a new product launching, or you’re amending your opening times, or offering a discount code, share it on your social media channels. It’s the easiest and fastest way to let people know about changes. Obviously, you will need to market and communicate using different methods too, but social media is a huge way to tell people something new. You’ll also be able to instantly reply to any comments and queries that pop up on your post too.
Lastly, content marketing is great for SEO. If you’re sharing content through a blog, then make sure you’re including key words and Google will reward you. By answering searcher’s commonly asked questions, you’ll receive better Google search rankings and naturally more visits to your website leading to sales. Make sure your website is fully functioning in terms of SEO in order to get the most out of this.
There is no doubt that content marketing is important. It engages, builds relationships and is relevant to your audience. If you don’t think you’re producing high quality enough content, or if you’re unsure as to what you should be sharing, my first tip would be to follow a well-known, trustworthy business in the same industry as you on Instagram and see what they’re sharing and see if you can replicate some of their content using your own brand. The content ideas will soon begin to flow.
Good luck!
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