Marketing your business is a vital part of creating sales, generating a new customer base, and retaining current customers. While more traditional forms of marketing continue to be an essential part of any company's marketing plan, content marketing is now becoming more important than ever in the world's ever growing technologically based society. A customer can now access services, products, and information all with the swipe of a finger and it is content marketing that can help your company stand out above the rest. While getting noticed is an important part of content marketing, below are 6 additional reasons content marketing is essential to your business marketing plan.
Content Marketing is Important to Search Engines
No matter what type of buyer persona your customer fits into, they will most likely spend some part of their day in a search engine looking for information based on keywords that they enter into the search field. Based on the few words that the user types into the search bar, the search engine will scan through an immense amount of data to bring the user the content that will most likely fit what they are searching for. By creating SEO, keyword rich, useful content, the search engine will be more likely to pull your content higher on the list. These search engines are programmed to avoid things like keyword stuffing, or spam sales content, so having well created, SEO friendly content is important to rising to the top of the search engines lists as well as creating organic traffic.
Helps Promote Customer Engagement
Good content can help promote customer engagement and not only get customers to return to your website repeatedly for more content, but also promote sharing through the use of various social media channels. Content that the reader finds engaging or useful is often shared which can lead to an exponential growth of readers in a short period of time. Additionally, once you become an informative or trusted resource for your customer they routinely will come back to engage with your site to gather more information.
Can Help Convert a Visitor to a Lead
Since at the end of the day, the ultimate goal of content marketing is to help close a sale, converting a visitor to a lead is an important step and priority for any content marketing strategy. To help facilitate those conversions, it is important that your content marketing strategy follows the three main stages of the buyer's journey.
Awareness - The awareness stage is the initial stage of customer connection where you start to establish trust and demonstrate yourself as having valuable information and expertise that the buyer may be searching for.
Consideration - During the consideration stage of the buyer's journey, your customer begins looking for solutions and evaluating the best way that they may solve their particular need or problem. At this point, you should present the customer with possible solutions. This will continue the trust building and demonstrate your company's expertise.
Decision - This is the stage where your customer has determined which solution will best fit their needs and takes the step to move forward, whether it is to schedule a consultation or filling out a form for more information. At this point, they have now turned into a lead and you can begin to close the deal.
Helps Create Brand Awareness and Attracts Your Target Audience
One of the most important aspects of content marketing is creating and promoting your brand. One of the primary steps of marketing is to expose your company, its message, and products to consumers that may not be familiar with your company. Content is a great way to attract a specific target audience that would be most effectively reached by your marketing strategy. You can also incorporate back linking to increase the traffic to your website and generate a buzz around your brand, products, and services. Since content can be geared toward a more general audience or a very specific niche, it is a great way to market to your particular buyer persona.
It Provides Your Customers With Added Value
In this day and age, it is all about getting more for your money. Not only are consumers looking for products or services that they may need or want, they are also looking for information and answers to their questions. Content that can provide consumers with information they may be looking, provide them with useful information or help save them time or money is considered valuable content. By establishing yourself as a trusted resource for your customers, this is an added value that your company provides its clients above and beyond the product or service.
Now that you know the importance of content marketing for your business the next step is identifying your target audience and developing a content marketing strategy to take your customer from the awareness stage to a qualified lead.