Content marketing – what’s not to love?
The internet has put knowledge at our fingertips. Now instead of relying on a salesperson, all the answers you need are just a few clicks away. It’s driven a massive shift in buyer behaviour: we’re doing our homework, reading and researching before we buy. This is where good content comes into play.
If done correctly, content marketing can achieve outstanding results for your brand. By delivering interesting, relevant and educational content, you’ll create awareness and build trust with a perfect target audience. The sales follow shortly afterward.
It not only puts you in front of your target audience, but is a great catalyst for other marketing initiatives. It boosts SEO, drives traffic to your site, enhances your organic search rankings, encourages social shares, positions you as a thought leader and gives your brand a personality.
Sounds awesome – is it magic? Well, not exactly. There are certain rules that must be applied to achieve success. Content is key, yes, but GOOD content is king.
The facts – why it works
A recent report from Nielsen shows consumer trust in traditional media advertising has plummeted. The survey found a whopping 90% of OECD consumers said they trusted brand recommendations from friends or online users, while only 10% said they trusted messages from display advertising.
Hubspot reports that B2B marketers using blogs generate 67% more leads than those that do not blog, and that marketers who have prioritized blogging are x13 more likely to achieve a positive ROI.
Why you need a strategy
It’s no surprise that everyone seems to be having a go at content marketing – but just because everyone is doing it, doesn’t mean everyone is doing it right.
According to a recent survey by Demand Gen Report, 47% of B2B buyers consume three to five content pieces before engaging with a salesperson. Yet, more than 70 percent of marketers lack a consistent or integrated content strategy.
A common mistake marketers make is to think quantity over quality matters, which leads to a general lack of consistency with their content. It can be displayed on a number of different platforms and cover a range of topics, which can often confuse an audience.
To see results and get the best returns for your efforts, you need to deliver quality content backed by a sound strategy. That includes a plan of action that should include your business objectives and goals, who your target audience is, what you want to say to them, and how.
Your content marketing should become word-of-mouth marketing – consumers will be more inclined to engage and share your useful (and branded) content. Sharing this content between peers is a much more trusted source of advertising than your standard display banner ad.
According to this report by Content Marketing Institute and MarketingProfs, the three biggest factors contributing to B2B marketers’ increased success over the last year were content creation (higher quality, more efficient), strategy (development or adjustment) and making content marketing a greater priority.
In the same report, they state that the #1 element B2B marketers include in their content marketing strategy is “a plan to operate content marketing as an ongoing business process, not simply a campaign.” Sounds like a lot of hard work, right? But there are companies out there that do this – you can enlist the help of professional copywriters to take care of it all for you (ahem, know anyone good?).
Some tips for your content marketing strategy
Like any other type of advertising or marketing, to get the best results with your content marketing plan you need a good strategy.
Your content strategy should:
- Get you noticed with good-quality, authoritative content
- Be cohesive, and aligned with your brand, business goals and audience
- Run the gamut of content styles – think blog posts, newsletters, videos and social media posts
- Include a delivery plan for how and when content will be sent out
- Be measureable
What a good content marketing strategy will do for you
If you get it right, your content marketing will pay dividends by:
- Connecting to your target audience
- Helping to educate prospects
- Positioning your brand as a leader
- Influencing almost every other online strategy
- Improving SEO
- Establishing brand identity and driving awareness
- Maximising ROI
- Delivering quality lead generation
We’re big believers in outsourcing the creation of your content to professional copywriters (surprise, surprise) who can help ensure your content is on brand, on point, consistent and of a high quality.
If you want help with your content creation or content marketing strategy – get in touch with Words for Breakfast.