If you’ve paid attention to the world of marketing over the last 10 years or so, you’ve heard “content” a lot. “Content is king” is regularly thrown around, but what does that really mean? Why is content marketing, of all the digital marketing solutions available to your business, important for you to employ? Let’s dive into exactly why content marketing matters so much, and look at a few ways you can start to implement it into your digital strategy.
There is no one singular benefit of content marketing. Instead, it provides you with a wealth of benefits. Let’s look at a few of them.
The purpose of content marketing is the same as any traditional or digital marketing. It’s to get potential customers into your sales funnel. Sure, the above benefits all matter and have an impact on your business from a brand awareness perspective. But if you weren’t getting sales out of this somehow, you wouldn’t be doing it. Your content attracts people to your brand, helps them find the services they’re trying to learn more about, and puts you in prime position to close a sale and earn revenue.
Content marketing can also help with customer retention. If you have a business or service that doesn’t require regular, consistent purchases, it’s important to stay top-of-mind for those customers in between their purchases. Content that is released on a regular schedule is one of the best, easiest ways to maintain that spot.
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It’s important, but what is it? Content is made up of a vast variety of different kinds of marketing materials. If you can write or talk about it, deliver relevant and helpful information, and get it in front of your audience, you’re creating content.
Let’s break it down even more simply with a kind of definition. Content is a part of your digital marketing strategy that delivers valuable content to your audience through several distinct media platforms.
Consider a few examples. Blogs are one of the most common types of content marketing. It’s simple from a work point of view: write an article that delivers some kind of helpful information and post it. It provides SEO value for your site and can deliver value to your audience.
Videos are another great example. Especially with the modern technology found in most of our smartphones these days, taking, editing, and uploading a video to the internet is a simple way to give your audience helpful information—while showing off a little bit of personality as well.
Even emails are considered content. Don’t think about them as sales emails, where all you’re doing is asking someone to do something. Instead, make it an email that offers something helpful to your customers. Let them know about a video you just uploaded, or point out an interesting article. Think more like a newsletter than a sales letter. You can still include a CTA.
The most important thing is to look at your content and see what’s working, and what’s not. When you can improve and focus on the parts that work—that is, which pieces of content are attracting customers and driving revenue—you can modify your content marketing strategy to be more successful.
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