82% of marketers are currently allocating budget toward content marketing. But content marketing is only good for top of the funnel, brand awareness initiatives, right? Nope!
A successful digital content marketing strategy that aligns with your core business values and unique customer journey can (and should) make a significant impact on your bottom line. Is your business still a part of the small percent not investing in content marketing services? Your PPC (pay per click) and SEO (search engine optimization) programs will only get you so far without it. Let’s break it down.
What is Content Marketing?
Content marketing is a tactic focused on the creation and distribution of brand-relevant pieces of content. The old saying is true. All roads lead… to content, and internet users spend 20% of their time online consuming it (Demand Metric.) Content isn’t limited to just text, it often includes videos, images and custom infographics. The benefits? A quality content marketing strategy will gain new customers, build trust, drive leads, and position your brand as a thought leader.
Why Invest in Content Marketing?
1. Content is the vehicle for every digital marketing strategy
Whether you’re paying for clicks through a PPC strategy or optimizing your rankings through SEO, none of your efforts will make a difference if a prospect enters your site via a landing page with poorly crafted or thin content. When you invest in content marketing, you holistically support the rest of your digital marketing efforts.
2. Your SEO & Content Strategy Go Hand-In-Hand
Consistent and relevant high quality content is key to successfully supporting your SEO efforts. Executing these content tactics will help your business become more visible online. How? By generating more opportunities to rank (highly) in search engines and show up in rich results like featured snippets. When a user searches for information about your industry, you want them to find your pages. It’s difficult to show up in SERPS (search engine results pages) without good content that’s optimized with the appropriate lead-generating keywords. This is why brand awareness and increased leads are hard to achieve without a customized content strategy.
3. Consistent Content Builds Brand Trust
Thoughtfully curated content should capture your unique buyer and generate trust. Content writers know that creating and optimizing content tailored to your customer base helps foster strong relationships with existing and new audiences. From answering frequently asked questions to sharing news and updates about your business to posting industry-relevant how-tos, your audience is more likely to trust your advice and recommendations when you have a well-established presence.
Content in the right place, at the right time for the right people boosts your brand’s reputation. While quality is always top priority, the quantity will depend upon your specific business goals.
4. Quality Content Drives Leads
Blogs, webpages, and other aspects of a content plan aren’t just for brand awareness or trust—they can, in fact, generate leads. For example, when your audience views and appreciates your blog content, they’re more likely to purchase from you in the future. Plus, using strategic and consistent calls-to-action (CTA) within your content can motivate users and generate new leads. In fact, blog presence alone accounts for 67% more leads.
5. Content Helps You Become an Authority in Your Industry
If you establish your business as a credible place to get information, you’re more likely to be ranked higher by search engines. Additionally, your customers are more likely to trust your business if they view you as an industry expert.
6. You’ll Save Money in the Long Run
Content marketing is one of the most, if not the most) cost effective marketing tactics you can utilize. Sure, the price for blog content may seem hefty. But just like any other marketing program, quality content takes time which comes at a price. In the long run, tailored content marketing drives the most lasting quality traffic, and ultimately gives your target audience a solid place to land if you are running any paid digital marketing programs. Think of your content plan as a 2-4-1 digital strategy.
Content Marketing Tips & Go-To Guide:
The trick to writing content that drives leads is to ensure it pleases search engines AND your target audience (not an easy feat, we know).
- In order for your site to show up in SERPs, it needs to be written with the search engine in mind.
- In order for content to increase leads, it needs to be written with your audience in mind.
Here are a few tips on how to aim to please:
1. Write Interesting Headlines (With Keywords!)
Your headline determines whether your audience will read the rest of your work. If the headline doesn’t spark interest, stir an emotion or inspire the reader to learn more, you simply won’t see results with your content marketing strategy. Users are quick to click to more enticing content. Be relevant, concise, focus on a target keyword and put yourself in your audience’s shoes.
2. Grab Your Reader in the First Three Seconds (With Keywords!)
You have three seconds to keep readers hooked after the headline (no pressure). The first sentence also plays a role in determining whether they read the rest of your content. As a result, it should capture the reader’s attention and smoothly lead them into your first point, including naturally fitting keywords when possible.
3. Be A Thought Leader
Extensive knowledge on the topic you’re writing about is key, especially in the B2B market. Include statistics, data and metrics to establish credibility and support your claims. Make your business a resource not just a commodity.
4. Write in Your Brand’s Voice
The content you publish is the voice of your company and it should reflect your company’s unique personality. Align the tone of your writing to your target audience, business goals and brand persona.
5. Content Fails Without Strategy
Content marketing is more than just churning out as many blogs as you can. Whether it’s short blog content, case studies, or long form content, if your content isn’t backed by a strategy, you rely on the “publish and pray” method that causes most content marketers to fail. With an average of 7 million blogs published daily, a lack of strategy will leave you simply screaming into the digital void.
If you’ve made it this far, you should have an arsenal of content marketing tips to move you forward. Draft a thoughtful, curated content calendar that meets your business goals and publish that next authoritative article!
If you have more questions or are looking to invest in content marketing for your next project, contact the Gemini writing team! Our professional content strategy services give your business a measurable edge with a dedicated team of expert writers and SEO strategists who know how to win you those crucial leads.