Content marketing is the foundation to which everything else is built. Think of it this way: without content, SEOs would have nothing to analyze and optimize, emails wouldn’t be sent out and social media posts wouldn’t be published. I could go on forever but for the sake of your sanity and in respect of your time, I’ll stop. You get the picture – the list goes on and on.
Content marketing is all the marketing that’s left.
I think Seth Godin sums it up in that single sentence. Content marketing is the axis on which our efforts turn. Without it, we as marketers would be out of a job.
But while we’re grateful for content and how it allows us to make a living, there’s more to it than just words. The success lies in the creation and implementation of your content marketing strategy.
If you haven’t put a lot of thought into content marketing or are doing your due diligence just to have a presence and need a nudge in the write (see what I did there?) direction, this post outlines three ways that content marketing (when done correctly) can help your business.
But, before we dive in, let’s talk about what content marketing is. The long and the short is that content marketing is basically using content to meet your marketing goals. Content helps us articulate our overall brand message, connects us with our consumers, and provides our target audience with value that converts them into customers, and nurtures existing ones.
Content is king!
It’s a popular saying that you’ve more than likely heard more times than you can count and while everyone is putting a press on the importance of content marketing, you won’t fully be able to understand its power unless you break it down to the potential benefits that it can offer you and your brand.
That being said, let’s take a look.
This is the kind of traffic you’ll love (not that bumper-to-bumper rush hour type of traffic). When you create and implement a sound content marketing strategy, your site traffic will reap the benefits. Think of it this way: great content is like a magnet. The more you write the more people you’ll attract to your site.
To that point, as I mentioned before, you can’t do SEO without content. But that doesn’t mean that you should string some sentences together and throw it onto a page on your website and hope a miracle happens. Instead, you need to create content that’s relevant to your brand and more importantly, your audience. Search engines are constantly crawling the internet to better serve their users with relevant queries. Good content is the thread that pulls your brand and search engines closer together.
If you have a brand, you want your customers to be aware of that…Hence, brand awareness. But it’s more than that. Content that educates, entertains, or informs will strike a chord with your target audience. Brand awareness is more than just seeing a checkmark and associating it with Nike. Brand awareness through content marketing is all about building your authority in your niche in a way that your customers understand who you are and what you represent. This can be done by producing content (onsite, social media, etc.) that’s fresh and unique and that’s also valuable and relevant to your target audience.
If you build it, they will come. No, this isn’t the Field of Dreams, per se. But when it comes to the world of marketing, it’s pretty close. Marketing, no matter how you look at it, is cyclical. What I mean by that is that the various cogs in the wheel all work together to move the needle. That being said, if your target audience finds your content valuable, they’ll share it to their circle of friends on social. This pulls in the connection between content marketing and social media (see, the cogs in the wheel). Content that stirs emotion is more likely to be shared and when that happens, you cast a wider net and in turn, can gain more followers on social media who are interested in your brand and what you have to offer.
Let it be known that these are only three of the benefits of content marketing, there are plenty more tangible and intangible advantages that you can gain from creating and implementing a sound strategy.
How has content marketing helped you reach your overall marketing objectives?