Content marketing has become a leading marketing tactic used to attract targeted customers. Regardless of what your business sells, publishing and promoting relevant content online can help you succeed.
What Is Content Marketing?
A form of inbound marketing, content marketing involves publishing, distributing and sharing high-quality content that’s relevant to your business’s target audience. The general idea is to create content that your business’s customers want to read or otherwise access. While outbound marketing tactics involve direct selling through invasive and oftentimes disruptive advertising channels, content marketing is the exact opposite: it offers real value to users, providing prospects and customers with useful information about a particular topic.
Content comes in many forms, however, only one of which is text. Although text is the most common form of web-based content, others include photos, videos, livestreams, webinars, slideshows, podcasts and infographics.
Benefits of Content Marketing
Using content marketing, you can attract more leads and sales to your business. According to the Content Marketing Institute (CMI), it generates three times more leads than traditional outbound techniques. If a user likes your content, he or she may contact your business to inquire about its products or services.
In addition to increased sales, content marketing can strengthen your business’s brand. When you publish an article, blog post or other content online, it typically remains there for a while. Assuming you include your business’s brand elements in it — name, logo, slogan, values, etc. — users will remember your business and its respective brand. Increased brand recognition is just one more reason to make content a key component of your business’s marketing strategy.
Content marketing can also help you achieve higher visibility in the search rankings. According to TechClient, websites with blog content have 434 percent more pages indexed by search engines than their counterparts without blogs. With high-quality content, though, you’ll not only achieve more indexed pages but also higher rankings for those pages.
Finally, you’ll experience increased visitor action by publishing high-quality content online. Users won’t just read your content; they’ll also share it with their friends and family. This can create a viral effect, driving tons of traffic to your content.
Tips on Creating a Content Marketing Strategy for Your Business
An effective content marketing strategy begins with creating buyer personas. These are segments of your business’s ideal target audience. Rather than creating a overly generalized content, you can create content for a specific buyer persona, thus yielding a stronger level of engagement. According to NH Marketing Company – Scribble Creative Group, targeted content such as this yields conversion rates up to 30 percent.
It’s also recommended that you focus on quality over quantity when producing content for your business. A single high-quality article or blog post is more effective at connecting with your audience than a dozen or more low-quality articles or blog posts.
With search engines today placing a greater emphasis on websites’ content, you shouldn’t overlook content marketing. As explained here, it’s a powerful strategy that can help you achieve higher search rankings, more leads and sales, increased brand recognition and more.
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