We are talking benefits today!
As Ian Lurie put it, content is anything that communicates a message to the audience. Anything. This is the literal scope of content marketing – everything you put out which communicates a message to your audience.
Although there has been a lot of buzz about content marketing, many business owners and brand managers are still skeptical about this marketing strategy, while some just do not understand what it is all about. Well, what better way to explain the relevance of a marketing strategy than to highlight how it can benefit every business/brand – their ROI. So we are bringing to you our top six benefits of Content Marketing we present to our clients, which work every single time.
Strong Brand Awareness
This is one of the most important benefits of content marketing. Unlike traditional revenue-driven advertising, branded content marketing focuses on creating interesting, relevant, and value-adding content in order to increase brand awareness, and, eventually, to build your customer base. With content marketing, your audience gets to know you; connect to your brand and buy into your values. That is exactly how you create a memorable brand image.
Authority in your Industry
Content Marketing is the easiest way to gain respect and authority among your audience. Consistently creating relevant content which addresses the problems your customers face, giving them professional solutions, builds your credibility. They come to trust you as an industry giant who not only understands their problems, but who possesses the technical knowledge to provide solutions to those problems. The more that you educate and provide value for your target audience, the more trust you can build over time.
Build and Foster Customer Relationships
We all know the customer is king, but sometimes we forget the customer is human. Customers need a human touch to relate to your brand/product. Great content allows you to make a more personal connection with your leads and customers while showcasing your brand voice and character. Go ahead and add a little personality in your blog posts, videos, social media posts, or other types of content.
No good piece of content ever becomes useless. From blog posts to inforgraphics/graphics to videos, every piece of content created increases the amount of traffic you get on your site. Unlike traditional advertising which only benefits company sales, content marketing serves the needs of your customers and is much more likely to drive website traffic, even years after it is published.
Your customers need something they can relate to, and no one can relate to an industry or a company. Relevant content creates an experience which resonates with your target audience. The creation of this experience through content will result in engagement (likes, comments, shares). The best way to start a conversation with your leads and customers is to present them with helpful information on relevant topics that can get them thinking and talking.
According to the Content Marketing Institute, content marketing costs 62% less than direct marketing even though it generates more than 3 times as many leads. You don’t need a large quantity of resourced to effectively run a content marketing strategy. As a matter of fact, limited resources will force you to limit your target audience and curate more, which just might make your marketing strategy more effective than trying to reach out to a wider audience.
There you go – the benefits of attracting, engaging, and entertaining customers and leads by delivering quality content that provides value for everyone . So does this strategy really have staying power, and does your business need it? Yes and Yes!
However, it is important to know from the get-go that returns on content marketing almost never show up immediately. Gaining recognition, building trust and ascertaining authority all take time in any industry. Content Marketing is a typical flywheel marketing strategy: at the start, you put in a lot of effort to get the wheel spinning. But over time, the wheel spins of its own momentum, lessening your effort, but producing the same results. So do not be fooled into thinking it is not working – it is.