Marketing is different from what it was ten years ago. Consumers now have many products to use up, making it imperial for companies to put their back on better marketing. Content marketing plays an important role to attracts buyers’ attention to businesses and their products.
Well-placed marketing tools attract not only new customer to a business but also retains old ones. These tools create a relationship between the businesses and their consumers giving way to a sense of mutual support.
However, only some people are aware of content marketing and need to understand what benefits it brings to their businesses. We will go through the topic in detail and explain its advantages.
What Is Content Marketing?
Content Marketing is a part of digital marketing where businesses attract potential customers to their websites and other portals using content. This can include blogs, videos, guides, podcasts, and more.
The content engages the users through different entertainment and educational mediums instead of directly promoting their products and services. The purpose here is to create a relationship between the consumer and the business, where the consumer might get interested in buying the products.
Content Marketing has the potential to attract strangers from the internet and introduce them to the brand.
How Content Marketing Is An Important Tool For Digital Marketing?
Everyday users go online looking for different content. Some needs solutions to their problem, while other want a few minutes of entertainment past a hard day at work. This is where content marketing comes to play.
Content Marketing is important in digital marketing, and here are some of its advantages:
1) Content Marketing Introduces The Business To New Potential Consumers
Content marketing is a window between businesses and their potential customers. The content made for marketing is usually curated meticulously and with planning. While they do not push products to the users, they are aimed to land on the search window of a person who can become a customer later down the line.
For example, a makeup brand only uploads videos, blogs, and reviews related to topics directly or indirectly associated with makeup. A customer looking for the answers related to makeup might find it on this website. While they may wait to purchase the website’s services and products, they will learn about the company.
Content marketing helps promote businesses to visitors who otherwise would not have found out about them. Corporations that regularly post content have a higher chance of retaining these users and turning them into potential customers. This is the same for many other businesses.
2) Content Marketing Can Help To Gain Organic Growth On Social Media
Good content marketing can push organic growth on social media. Many brands share their social media handles on their blogs and published work, raking in large numbers of organic followers on various social media platforms.
Social media has the power to make or break a company’s success. Many major brands invest exclusively in social media marketing. Their huge followings give them the necessary publicity. Not only that, a big following on social media adds a certain level of trust. It is easier for consumers to trust the validity of a brand if they have a large following on social media.
Additionally, good content acts as an advertisement in itself, and followers tend to forward them and amplify the company’s awareness among their peers. Well-thought-out plans can convert these followers into buyers. These buyers can directly connect to company representatives on these platforms, further strengthening their faith in the brand.
3) Quality Contents Creates A Relationship With Consumer
Customers who often consume content from a business develop a positive relationship with the said business. Reviews, advice, and opinions offered without a selling point are often regarded as trustworthy because the other side does not gain from them.
This, in return, make the users have more faith in the websites and follow them regularly. After trust has been established between the user and the brand, they become willing to learn about the services and products offered by the company.
Once the users know about the products, they can buy them later in life whenever necessary. Loyal customers can also promote the brand to their peers due to the positive relationships they have built over time.
This is even more effective if the websites are SEO-curated and present personalized marketing toward the buyer. Research performed by Ellison shows that consumers are 80% more likely to buy from personalized advertisements and marketing.
4) Informative Contents Educates Consumers About The Brands And Their Products
Companies can sometimes promote their products through content marketing. However, they only do it indirectly. Usually, the main topic of the content matter is directly or indirectly related to the product. For example, an insurance company might publish a blog discussing the risks of not having insurance before informing the readers about their services.
The contents of these blogs are universal and not specific to their product. They help the readers by giving them helpful information and simultaneously promoting the services offered by the organization. The choice to purchase the service is left at the consumer’s discretion.
Many times these articles have sections covering frequently asked questions related to their business. Potential buyers look for these articles if they have questions about the services. These outlets can act as the designated portal to get information. According to Indian Consumer Rights, buyers should insist on getting all the necessary details of the services and products they buy.
5) Content Marketing Yields Returns For A Long Time
Content Marketing is essential in digital marketing because it yields returns for years. Unlike Google Advertisement, which only runs for a certain period, content posted on the website stays active for a long time. Content marketing covers evergreen topics that don’t lose relevancy with time, making them a great investment for companies.
If the articles are SEO optimized and land on the first few positions of the Google search, they can keep bringing new users to the website long after publication. It is also believed that well-optimized content receives a higher percentage of organic reach when compared to paid advertisements.
Secondly, keeping content active on the website costs considerably less than continuously running paid ads on Google. This means content marketing is sustainable, better, and significantly cheaper than paid advertisements. Additionally, they hold consumer retention much longer than pop-up ad windows.
6) Content Marketing Helps Brands To Gain Organic Traffic Share For Businesses
Content, whether written, audio or video, usually contains mentions and backlinks to other content from the company. This adds more context to the post and helps create a better SEO rank. The backlinks offer more content for the users to dwell upon and provide more information about the discussed topic.
Brands can cleverly place links to other creations in these links to drive traffic to them. An existing article that has lost popularity can get new views through these backlinks. This keeps the users engaged and helps create a relationship with the brand.
Backlinks can also lead to direct buying links of products, which converts into direct sales, earning profit for the company. This is beneficial because many users prefer to avoid making additional searches for products and would opt to buy the products linked and mentioned in the post.
Content Marketing is an integral part of the marketing process and should be considered. It has the potential to attract new customers and retain those customers. It dynamically helps the company by increasing its popularity and bringing in new sales.
Content marketing is also sustainable and cheaper when compared to Google advertisement and helps create a positive relationship between the consumer and the company. Brands should invest their time and money in content marketing as it can greatly benefit their growth.