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Content Marketing - How To Engage Customers With Fresh Content

As a forward-thinking marketer, you know that traditional marketing is losing its effectiveness by the minute and that there must be a better way.

Content marketing focuses on making and sharing valuable, relevant, and consistent information in order to attract and keep the attention of a clearly defined audience.

Content Marketing - What Is It?

Content marketing is the creation and dissemination of pertinent and helpful material (blogs, newsletters, white papers, social media postings, emails, videos, and the like) to current and potential clients.

When done right, this content shows that a business knows its stuff and cares about the customers it serves.

When you use content marketing regularly, you can build and maintain relationships with both current and potential customers.

When your target market views your business as a partner invested in their success as well as a reliable source of information and direction, they are more likely to pick you when the time comes to make a purchase.

Man visiting a website with his computer
Man visiting a website with his computer

Why It's Crucial

The preferred and effective technique is content marketing. Additionally, it gives you a competitive advantage.

  • Look at the statistics of content marketing:
  • Companies that blog receive 67% more leads than competing businesses.
  • 47% of purchasers will view 3-5 pieces of information before talking to a salesperson.
  • Companies that use content marketing grow at a rate that is about 30% greater than those that don't.

Business-to-business marketers say that content marketing makes their leads 72% more engaging and increases the number of leads they get by the same amount.

Which Advantages Does Content Marketing Offer?

We've already talked about some of the benefits of content marketing and how it can help your business grow.

Now, we'll explain each of the points we've already talked about and show how they work.

It Attracts More Visitors And Increases Site Traffic

The content on your website makes you discoverable, especially for search engines like Google, which is a huge difficulty when trying to help consumers locate your business among the vast amount of information online.

Similar to how attention-grabbing content draws users to social media or email marketing efforts, relevant content increases website traffic.

Give Your Visitors Something Valuable

The material you produce and make available to your clients is not just helpful; it also conveys an important message to the right audience at the ideal time.

It will surpass expectations, establish you as an expert on the subject, and benefit both you and your audience.

Draw In Your Audience

When you provide relevant and helpful information to your audience, they will find it so amazing that they will spread the word to their friends and followers.

Additionally, readers will engage with your work in other ways, such as by posting comments and rating it.

It Produces A Favorable Brand Perception.

In addition to everything you've read, content marketing benefits your audience at precisely the right time because customers prefer to do business with well-known brands than unknown ones.

Boosts Market Awareness Of Your Products And Services

The majority of folks aren't even aware that they have an issue that might be resolved by your good or service.

With the help of content marketing, you can explain to the audience what your solution is and how it works.

Sales Reached New Heights

Even when there is a secondary purpose, the main objective is always sales.

When you use content marketing, you can influence your audience from the beginning of the buying process to the end, when they make their final decision.

Without the content, this driving was done on an individual basis, perhaps by a salesperson.

Because of this, fewer people were reached

When you use content marketing, you get greater exposure, reach more customers, and target them more precisely.

As we've already said, you can increase sales and do it more quickly by telling your audience why they need your goods and services.

What is Content Marketing?

Additional Leads Are Produced

The primary objective of every website or blog is lead generation.

When each lead becomes a possible client, it will be a key component of the plan that generates sales.

A lead is a visitor to your blog or other content channel who fills out a form with some personal information.

Knowing whether a lead is qualified or not is simpler when there is more information.

Even if you already have visitors to your site, you can turn them into leads by investing in content marketing by making your site attractive and encouraging people to give you helpful information that will help you close a transaction.

Additionally, your chances of closing a sale increase as you produce more leads.

Lowers The Cost Of Customer Acquisition

Customer Acquisition Cost (CAC) is a measure that shows how much money is spent on marketing and sales to bring on a new customer.

One content piece can reach a large number of individuals, allowing content marketing to have a lower CAC.

Also, most of the content that is made is evergreen, which means that its information will continue to be useful for a very long time.

As a result, the content gains value and becomes an asset for the organization.

So, in addition to lowering CAC, content adds more value to your business and helps your clients without requiring the work of your sales team.

This gives your sales team more time to focus on a more personalized and assertive approach.

This Raises The Client's Lifetime Value

The sum of all customer spending on your company is known as lifetime value.

It implies that the greater their lifetime worth will be, the more they purchase from you or the longer they remain a client.

Customers will stay on your site longer if you provide them with useful and relevant material.

When people perceive that your brand continues to consider how to assist them in solving their problems even after they have completed the purchase, they will feel significant.

Types Of Content Marketing

You can use a number of different content marketing strategies. Here are some of the most common:

Marketing Using Social Media

With 3.6 billion active users worldwide, it's understandable why so many companies spend on social media marketing.

You can create and publish content on each of the sites (such as Facebook, Instagram, Pinterest, LinkedIn, and Snapchat) in a variety of ways (e.g. photos, live videos, pre-recorded videos, stories).

Marketing With An Infographic

Infographics present statistics, information, and content in a visually appealing manner. Infographics are an excellent way to successfully express your material since they combine straightforward language, concise claims, and clear imagery.

They are effective if you're trying to simplify a complicated or instructional subject so that everyone in the audience can grasp it.

Blog Content Marketing

The purpose and subject of blogs can be very creative, making them a potent form of inbound material.

With a blog, you can put together information about your products, add social sharing buttons, and use links to promote your other internal and external blog posts and content.

Content Marketing With Podcasts

According to a survey, an average of 6 hours per week on average of 12-to 32-year-olds in the US have listened to a podcast in the previous month.

Because of this, many companies and media outlets have started making and spreading their own podcasts.

Due to the fact that they can be created on any subject, podcasts encourage a lot of innovation.

You also choose the cadence of the episodes, the guests, the places you market the podcast, and the length of the episodes, among other podcast-related aspects.

Using Video Content

69% of consumers, according to a Wyzowl study, said they prefer to watch a video to understand more about a brand's product or service.

Additionally, video marketing can increase conversions, increase ROI, and aid in audience relationship building.

You can decide to publish your video material on landing pages, social networking sites, or the websites of co-marketers.

Paid advertisements are a great way to reach a wide audience and position yourself where you want to be seen.

Paid advertisements work best when combined with inbound marketing.

Paid ads can be shared on social media, landing pages, banners, and in sponsored content, among other places.

Office team planning a strategy
Office team planning a strategy

How To Use Content Marketing

When a customer is deciding what to purchase, your company can use content marketing to engage them, pique their interest in your product or service, and close sales.

You must supply the appropriate material at every point of the sales cycle, from awareness to buying consideration, in order to use it effectively.

If you think this is difficult, don't worry.

This method of approaching content considerably streamlines the procedure.

Here is how businesses engage and close sales at each stage of the sales cycle.

Stages Of Awareness

During the first stage of the sales process, your content should be focused on the most important things that your audience cares about.

The most effective way to communicate with them is through writing about their issues, concerns, and uncertainties.

  • Educational and advisory content should be used during the awareness stage.
  • Save the closing and contemplation stages for your sales.
  • Articles, blog entries, e-books, videos, and newsletters work best for this stage.

Stage Of Consideration

Content should provide a balance of helpful information and marketing during the deliberation stage.

The reader should learn what features or functions they are looking for as well as how different functions meet their demands.

Of course, the information should be biased toward what your company has to offer.

Case studies, tutorials, how-to videos, checklists, or worksheets are the ideal types of content for this stage.

Some Examples

  • A cloud-based phone provider made the "Ways to Improve Customer Support Over the Phone" checklist, which lists the things and skills that make for good customer service.
  • Case studies on "The Biggest Mistakes People Make When Hiring a Landscaper" are produced by a landscaping business.

Final Phase

When a prospective customer is getting ready to make a purchase, content marketing is crucial.

You can concentrate on sales at this point as long as you continue to consider why you are the best option rather than how excellent your services or products are.

Your knowledge, experience, and the unique benefits of what you are selling should be your main points here.

Case studies, user-generated content, buyer's guides, product videos, and research reports are the best types of content for this stage.

Examples

  • A consulting company produces a research study that shows how businesses that engage in strategic planning, third-party evaluations, and other services, which are formed by the services they provide, expand more quickly.
  • A design studio makes short videos that show how they have worked in many different industries to show how well-rounded they are.
  • An orthodontist invites customers to offer endorsements of their cutting-edge tools and first-rate services.

Starting A Content Marketing Campaign

However, content marketing doesn't have to be a stressful experience. A manageable and long-lasting content marketing campaign is essential.

To get started, take these actions.

What Everyone Must Know About CONTENT MARKETING?

Determine Who They Are

If you want to make content for a certain reader, you need to know a lot about their priorities, problems, and preferences.

Choose one or two of the segments for which you have extensive descriptions to write.

If not, you can first create a profile of your audience and potential clients.

Identify The Appropriate Forms

The right format depends on where you are in the sales cycle when you are making the content.

Which formats will assist you in demonstrating value the most is a crucial additional factor.

  • Some people will need a video, while others will need a checklist.
  • Choose a team member to write, edit, and proofread your text.
  • An audience will evaluate your content based on its quality, and they ought to do that.
  • Choose the best internal or external resource to produce this work.

Before it is published, the person who wrote it should always have a good proofreader look it over.

Determine How You Will Distribute It

Will you email it, publish it on your website, or print it for a certain occasion? Consider "where" your audience is most likely to be before choosing appropriate formats.

An article can be sent through email, a worksheet or checklist can be posted on social media, and a buyer's guide is a fantastic follow-up to a launch, for instance.

Make The Decision For Long-term Planning

Making an overly ambitious content marketing plan is simple.

After you know who you want to reach and what format they use, make a short-term plan (three to six months) for how many content pieces you can realistically make with your budget and resources.

Keeping track of the time it takes to produce each piece of content will allow you to schedule that time accordingly.

Laptop with a design message in it
Laptop with a design message in it

Observe Good Practices

  • Clear writing without industry-specific jargon makes for compelling information.
  • It should also offer advice.
  • It's best to create content that is concise, pertinent, and actionable.

People Also Ask

What Is An Example Of Content Marketing?

Content marketing includes things like newsletters, podcasts, social media posts, and videos.

Each of these types of content is meant to please users and bring them to your business by giving them information they can use.

What Do Content Marketers Do?

A content marketer is in charge of organizing, producing, and disseminating informative content that will draw in potential clients and turn them into paying clients.

A content marketer will provide different types of material depending on what he sells.

What Is Content Marketing In Simple Words?

Content marketing is a marketing tactic used to draw in, hold onto, and grow an audience by producing and disseminating pertinent articles, videos, podcasts, and other media.

When it's time to buy what you sell, people will think of your company first thanks to this strategy's promotion of brand awareness and establishment of competence.

Conclusion

You can show your knowledge and unique value by making content that draws people in and makes them want to buy.

With some planning and methodical content marketing, it is possible to reach the right audience and build brand loyalty.

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About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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