Content marketing is a popular form of marketing today, with brands across all industries starting conversations as ways to connect with their customers. There are various types of content marketing, from infographics to podcasts and blog posts to videos. But what can content marketing do for your business? Is it really worth the time and energy to produce a constant stream of relevant, engaging content across multiple channels?
If you’re considering content marketing for your business, we’re here to give you a gentle push to help you commit. Here are five things content marketing can help your business achieve.
1. Establish your relevance and expertise
When you share what you know about a given subject, especially in an organized, entertaining manner, you are essentially telling consumers they can trust you and your insight. Your tone must exude confidence to draw consumers to your brand, convincing them you are an expert in your industry — because you are.
By brainstorming new topic ideas and following a consistent posting schedule, you can become a go-to for information on specific topics. This will persuade customers to trust your products and services because, as you’ve portrayed, you do know best. As you continue to produce quality content, you’ll gain a loyal and growing audience who views you as credible and trustworthy.
2. Raise awareness of your products/services
By writing content based around your products and services, you’re ultimately spreading awareness and identifying a specific gap that you bridge in your industry. For example, say you’re a coffee roaster selling only fresh and organic coffee; you might maintain a blog with posts about the downsides of conventional coffee, and why organic coffee is the healthier choice. Or perhaps you’ll create a video about how you roast your own coffee. These insightful pieces of content will raise awareness of your brand and highlight the importance of its products and services.
3. Increase sales
Good content marketing is like free advertising. Sure, you’ll have to invest your time in the process; but it is an affordable option for businesses of all sorts and sizes.
Because your content drives traffic to your site and helps your consumers make more sound purchasing decisions, it seamlessly increases sales. Your customers will feel more informed and be in the right position to decide whether they need or want a specific product or service you offer. However, they should not feel pressured in any way to do so. When done right, good content marketing will help customers make the subconscious decision to choose your brand.
4. Build trust with consumers
According to research by the Content Marketing Institute, 96 percent of successful content marketers say their audience views their organization as a credible and trusted resource. By creating content specifically for your customers, you are providing insight and solutions without asking for anything in return. Of course, they have the option to then look into your products and services if their needs align with your offerings; but this accessible information is priceless to them.
Additionally, consumers will see you as human rather than just a company looking for money. When you invest in getting to know them better and their needs, they’ll feel more comfortable doing business with you.
5. Help you better target your ideal audience
When producing content for an audience, many content marketers create “buyer personas,” or characters who represent real consumers. The Content Marketing Institute found that 73 percent of those surveyed used or planned to use personas for content marketing purposes at the end of last year.
Your content marketing strategy should involve communicating with your audience, either in the comments section of your blog or even at in-person events. Getting to know your customers on a more personal level is crucial to understanding their wants, needs and habits.
Small businesses especially will benefit from this tactic, as their consumers are typically more niche. When you’re cultivating your content, simply ask yourself what your personas would want to better understand and deliver accordingly.
Content marketing is an affordable and relatively simple option for all business. By injecting your personality and insight into your content, you are building lasting relationships with your consumers and strengthening your brand’s voice.