Content marketing is a critical part of the inbound marketing triad. Wikipedia defines inbound marketing as “a technique for drawing customers to products and services via content marketing, social media marketing and search engine optimization.”
This is in contrast to traditional outbound marketing where businesses interrupt a potential customer by thrusting their product at them in the form of a pop-up ad on a website or a commercial on television or the radio.
This type of permission-based marketing is known among marketing professionals for achieving dramatically better conversion rates because your message is going out to people who have indicated an interest in what you have to say.
Someone who finds your website by searching for what you have to offer on Google is seeking you out. When a prospect finds your company or organization on one of your social media accounts, it may be because a friend recommended it to them.
Similarly, in content marketing, you are putting value out on the internet by creating blog posts or writing guest articles on other websites that are of interest to the people who are reading them and are on a subject that is related to your business. Content marketing has a number of benefits and can be a powerful tool for generating prospects.
Benefits of Content Marketing
Stay Top of Mind and Top of Search Results
Webpages and blog posts that deliver relevant information that truly help people are appreciated by both potential customers and Google.
Such content causes visitors to stay longer in order to learn more. This increases the chance that they will convert from a visitor into a lead by subscribing to your email newsletter or that they become a customer by immediately buying your product or service.
This type of website visitor behavior is also rewarded by Google with higher rankings. They know that people who get tricked into coming to a junk website that's just full of ads don't hang around long, so “time on page” is something that is valued by the latest Google algorithm changes over the past few years.
Establish Authority and Trust
When people seek information about a topic of interest to them, someone who can provide this information in an accurate manner tends to be seen as an authority in their field.
If you have numerous blog posts related to problems and situations that are handled by the products or services that you sell, you become a trusted source of helpful information to those reading your blog.
It's important that you don't push your products or services in such articles as this won't resonate as well with your readers.
However, by addressing their issues and concerns and providing help, you are seen as someone who cares about their problems and someone who knows how to handle them.
Maintain Relationship with Existing Customers
When you're in the position of already having someone as a customer, it's now just a matter of keeping them and continuing to provide them with help.
Part of this challenge has to do with customer service and ensuring that they got what they expected from your goods or service.
Another part of customer retention is to regularly stay in front of them through an emailed newsletter and new blog posts that discuss the issues related to their concerns that caused them to become a customer in the first place.
This can be aided by encouraging subscriptions to your newsletter at the time they became a customer.
This newsletter should be emailed at fairly regular intervals. It should contain fresh content that may mention company product and service updates but that mainly addresses solutions to their problems.
It Boosts Your Visibility on Social Media
When people read a story on a website or a blog post that they really like, they will share it with friends and family on Facebook, Twitter and a myriad of other social media platforms.
Fresh content put out on the internet through regular blog posts always carries the potential of being shared and liked, and this can dramatically increase your readership and effect on your bottom line.
Content marketing is an effective tool for generating buzz about your company through this medium.
Get More Sales at a Lower Cost
When it comes to making sales, return on investment is what it's all about. Creating fresh, valuable content that people want to read and that may be shared widely by those who find it relevant is one of the lowest cost methods for growing any business today.
This explains the popularity of blogs since adding a blog to a company website is a great way to generate such content on a regular basis.
Additionally, having it tied to your website gives them a place to go to acquire the goods or services to solve the issue mentioned in the blog post.
It's a win-win situation for you and the eventual customer who is initially just someone looking for more information about a problem that you happen to be able to help them solve.
The Ultimate Tool for Lead Generation
Inbound marketing is a greath method to use to grow any business. Search engine optimization, social media presence, and content marketing can be powerful tools when used individually, but they can explode your growth when used together.
You upload quality content to your blog that is valuable to people and that is focused around keywords that are relevant to what your business offers.
The search engines pick up on this, and then people see your content. Some who see it will consider it so good that they'll share it with others on social media.
This will cause an explosion of interest and clicks to your blog, which is conveniently located on your website where you offer exactly what they need. This is a powerful strategy to obtain more leads and sales, and content marketing is at the core of it.