Content is the king – this phrase needs no introduction today. One of the most viral quotes on the internet today, it is the most important marketing fact that content marketing agencies all over the world are gambling on. Predicted to be a USD 300 billion industry by 2019, it is certainly time to invest in high-quality content marketing strategies to make a lasting impression on your existing customers, as well as attracting the potential ones.
Content marketing in simple terms is the creation and distribution of valuable and relevant content that is strategically marketed in a consistent manner. Its prime goal is to attract and retain a clearly defined target audience, in addition to drive them towards profitable actions. At a time where traditional methods of brand promotion are failing, content marketing provides a plethora of options to provide the customer with content, that is useful and relevant and helps solve their problems.
Considered to be the most effective SEO tactic by over 72 percent marketers, according to a study, there are many ways to include quality content as a part of your marketing strategy, like:
- Content marketing through social media marketing. Needless to say, content marketing strategy must come before the social media strategy.
- Promoting content using search engine optimization techniques; rewarding when quality and consistent content is published strategically.
- Generating content around what people care about through PR strategies.
- Pay-per-click campaigns run successfully on effective content.
- Inbound marketing brings in traffic and leads when compelling content is the driving force behind it.
The list is endless for the types and formats of content you can play with. A study reveals that 47% of the buyers view anywhere between 3-5 pieces of content before engaging with a brand. Blog posts, infographics, eBooks, case studies, FAQs, research findings, news, white papers, user generated content, image galleries, etc., as well as technologically advanced forms like videos, podcasts, etc. are few types and formats that can be mixed and matched to create an impression in the minds of the end user. Moreover, it is said that content marketing can generate over three times as many leads as outbound marketing while costing 62 percent less than it.
A study reveals that companies got 3.5X more traffic when they published over 16 blog posts a month, over those who published under 4 posts a month. Though writing on a wide range of topics helps, but when Google is getting over 100 billion searches a month you certainly need to set into motion the right content marketing techniques that will benefit you too:
- Increase sales
- Save marketing costs
- Find better customers who are more loyal towards the brand
The key difference maker here is the word ‘valuable’ that can affect a marketing and advertising strategy more than anyone would wish for. To take stock of what’s valuable and what’s not – analyse campaigns around you to see what people sought, what they consumed, and what they avoided. This is something which 55 percent of B2B marketers have failed to comprehend for a successful campaign, according to a study, and this is where you can make a difference.
The easiest way to do so is to have the knowledge of the buying cycle of a consumer. Being familiar with this buying cycle is crucial, for it will take you inside the minds of your consumer and improve your content marketing strategy:
- The problem is what everything starts with.
- Once the consumer acknowledges the problem, he/she then starts looking for solutions.
- To reach a solution, the user researches to educate him/herself.
- Once the user has few solutions in hand, he/she then analyses by comparing them to consider the best.
- Finally, the consumer makes the choice and moves ahead with the buying process.
Here, different forms of content marketing can either trigger the recognition of a problem, inform about solutions, help analyse the best option, and influence the decision too.
Content marketing is not wherein you simply hire a person who has sound knowledge about content and assume that your work is sorted. Content marketing requires a team of people coming from different disciplines of content, that together form a strategy to uplift your brand’s value without imposing on anyone. This expertise is difficult to build in-house, which is why you must consider hiring a content marketing company. An agency/company that deals exclusively with content marketing will undoubtedly have the right team of skill sets who would analyse the market for you, consider the types and formats of content that would work best for your brand, mix and match few at the same time to create an impact, all the while driving your brand towards its ultimate goal.
Content marketing is an efficient, compelling and subtly persuasive future of marketing. A less expensive way of promoting a brand without overwhelming the end user, it is becoming one of the main ways for B2B and B2C brands to write a success story in the new digital space.