Last Updated on August 30, 2020 by Drew Hendricks
Content Marketing is all about developing trust. Consumers want to buy from companies they trust. The ideal outcome of a content marketing campaign is establishing credibility with consumers. They begin to develop brand loyalty and ultimately decide to purchase from you.
70% of businesses are already taking advantage of and investing in content marketing. Those businesses are enjoying the following results:
- Content marketing generates over 3x as many leads as outbound marketing and costs 62% less.
- Content marketing drives conversion rates: 6X more than other methods.
- After reading content marketing recommendations in a blogpost, 61% of online consumers made purchases.
- Small businesses with content marketing blogs see a 126% increase in leads when compared to those without such blogs.
What is Content Marketing?
Today’s consumers expect a different marketing approach. They are tired of companies and their brands coming at them with company-centric salespeople and campaigns.
They aren’t interested in how great your product or service is.
Instead, they want to feel that you understand them and their pain points, wants and needs. They prefer to do their own research to learn about your business and your products.
They want you to educate them, not sell to them.
That’s where content marketing comes in.
Here is an official definition from the Content Marketing Institute:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
What Content Marketing is Not
Content Marketing vs. Promotional Marketing
Content marketing is not content, videos, ads or any other form of communication that aims to sell your product or service. The power of content marketing lies in the fact that there is no call to action (CTA). The sole purpose is to provide valuable information to the audience.
Promotional content is different. Promotional content has the sole purpose of presenting the uses and overall awesomeness of your product or service and typically contains a CTA.
Ask yourself the following questions:
- Does the content help prospects solve problems?
- Does the content help consumers make well-informed purchase decisions?
Here is the real differentiating factor: Is the primary intent of your content to educate consumers rather than to sell your product or service? If the answer is yes, you are on the content marketing path.
What Content Marketing Can Do for Your Business
Although customer-centric in nature, content marketing does have a business purpose.
The ideal outcome of a content marketing campaign is establishing credibility with consumers. They begin to develop brand loyalty and ultimately decide to purchase from you. Therefore, it is totally acceptable to let the reader know that your company is one of their options.
It’s all about developing trust. Consumers want to buy from companies they trust.
With content marketing, your business generates cost-effective and consistent sources of website traffic that are highly likely to attract and convert new leads.
Experiment with a variety of marketing strategies to leverage your content:
- Blog posts
- Publish on social media channels
- Sponsored or distributed content
Not only will these options attract and educate new leads and generate brand awareness and recognition, but they can provide organic traffic for months and even years to come.
Content Marketing – Examples
With some simple market research, you can discover which platforms will be most effective for reaching your particular buyers. From there, you can diversify and craft your content accordingly.
Below are just a few examples of how your business can get started with content marketing:
BLOG POSTS are a common form of content marketing. Blog posts live on your website and, when published regularly, can attract new visitors to your site and develop brand recognition and loyalty.
EBOOKS, when downloaded by potential customers, provide your brand with significant credibility. In addition, eBooks can be powerful lead-generation tools since potential customers gain access to the eBook by submitting their contact information.
CASE STUDIES present an opportunity to educate and share success stories at the same time. Telling the story of a customer who successfully resolved a pain point by partnering with your company is the best way to prove your value proposition.
SOCIAL MEDIA Distributing content on various social networks will amplify your ability to reach leads and customers. When you connect with your targeted audience on sites like Instagram, you connect more intimately with them and drive traffic back toward your site.
INFOGRAPHICS often organize and visualize data more effectively than text does. Infographics can be so compelling, in fact, that the present many opportunities for knowledge sharing and brand recognition.
Why Is Content Marketing So Effective?
Content Marketing is a way of connecting your company’s story, value and solutions with a motivated audience already seeking out a business like yours.
When you incorporate content marketing into your existing marketing strategy, you leverage all of the knowledge your business has and effectively deploy it to provide real value for today’s consumers.
Content marketing transforms this information into branded blogs and articles that consumers seek out. The best part is: they are already in your sales funnel.
Tell Your Unique Story
Every business – from the brand to the voice – is unique. These unique characteristics are what differentiate you from your competitors.
- What is unique about your brand?
- What do you offer that your competitors don’t?
With content marketing, you convey that your services and products are much more than simply the sum of their individual parts.
Let us partner with you to uncover how your brand can attract attention in new ways.
Reach the Right Audience
Content Marketing helps you reach the right audience by driving SEO. Search engines seek to connect users with high-quality content and consider frequently updated content as an indicator of that quality.
However, SEO is merely a byproduct of great content marketing. The real value comes from reaching the right audience and developing a solid connection.
Demonstrate Thought Leadership
Many of our clients are trailblazers in their industries. We know that your employees have immeasurable and invaluable expertise in the industry. They know every detail about your products and services and they know what customers want.
Showcase this leadership to establish brand authority as you educate and build trust with potential customers.
Think about all you have to share:
- General experience and expertise
- Valuable thought leadership
- Unique solutions for consumers
- Success stories, case studies and testimonials
FAQs About Content Marketing
How will content marketing directly impact my business?
How long will it be until we see SEO results?
But remember: even without immediate visibility on the SERP, if your content is available on your website, you’ve quickly improved the experience for your website’s visitors by providing access to informative and valuable content.
What if I need a solution that provides results sooner? Is content marketing still an option?
I’ve heard some agencies design similar content for clients in the same industry. Do I have to worry about this with Nimbletoad?
We are marketing professionals who understand that Google penalizes duplicate content. More importantly, at Nimbletoad, the idea of creating personalized marketing campaigns that drive success for our clients is what gets us out of bed in the morning.
We live to build unique campaigns to get our customers noticed. Our core values all center around Doing the Right Thing. You can rest assured that we will generate a personalized strategy that differentiates your business and represents your unique brand and voice.
Creating valuable content is easy to do when you find the right marketing partner.
Whether you’re just getting started with content marketing or you’ve already seen how powerful it can be, working with the right marketing agency can make all the difference.
Let our experts do the heavy lifting to develop and maintain an effective content marketing strategy in order to keep it current, innovative, and engaging for your customers.
At Nimbletoad, we do this every day. Our mission is to help our clients thrive in their market by making them stand out and connecting them with the ideal clients.
Let us do what we do best so your team can get back to doing what they do best.
Schedule a call today and let’s figure out a plan to get started.
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