What is content marketing and how can it help your business grow
Find out how effective content marketing can boost your business success.
According to HubSpot, 70% of marketers are actively investing in content marketing. If your competitors are doing it, you should be doing it too — and doing it better.
After all, effective content marketing grows brand awareness, drives more traffic to your website and nurtures relationships through all stages of the customer journey.
We explain what it is, the benefits of investing in it, and how to get started with content marketing.
What is content marketing?
Content marketing is a form of inbound marketing that, in all its forms, aims to get your business noticed by the right people. It can take the form of business blog articles, webpages, videos, podcasts, infographics, social media content marketing or email newsletters — and often a combination of these.
Your content marketing strategy should be aligned with your business objectives and can be used at all stages of the customer journey to attract, engage and delight.
The best content marketing is done consistently, adheres to your brand’s personality and is customer-centric. Consistent delivery and style ensures your content becomes recognisable. Putting the customer at the forefront means your content will better engage with them and meet their needs.
What are the benefits of content marketing for your business?
1. Establishes you as a thought leader
Good content helps build trust, credibility and brand awareness among existing and potential customers. Through LinkedIn articles, webinars, podcasts and blog articles, you can provide opinion and useful insight into topics you have expertise in. Delivered consistently over time to the right people via the platforms they engage with, thought leadership content like this can establish you as an industry expert and go-to resource. This credibility can be a huge help in lead generation and building engagement with your business.
2. Increases your visibility on search engine results pages
Well-written, informative content establishes credibility and trust; optimised content gives this content visibility. Crafting content with the aim of ensuring you get seen in Google’s search results is known as Search Engine Optimisation (SEO). HubSpot says 75% of people don’t go past the first page of search results. The better optimised your content is, the higher up on Google’s results pages it will rank, and the greater the chances of someone clicking through to your website. How do you achieve this? By creating content that’s valuable, well structured and answers the questions that potential customers are asking.
3. Builds better customer relationships at all stages of the buyer’s journey
Successful content marketing understands who it’s talking to and what their needs are. Content marketing is an inbound marketing method, which means it’s less about pushing product towards customers and more about encouraging them to engage with you throughout all stages of the customer journey. An effective content marketing strategy includes content for all stages of the customer journey — awareness, consideration and decision — so that people remain engaged through every interaction with your business.
To learn more about the benefits of content marketing for your business, download our FREE eBook, How and why content creation can drive your business forward.
How to get started in creating effective content
First of all, you’ll need to develop a content marketing strategy as part of your wider digital marketing strategy. This will outline who you are talking to, what your goals are and what activity you’ll undertake to achieve them.
You’ll then need to consider how you’re going to create the content needed to achieve your content marketing strategy. A digital agency has all the resources you need to create strategic, effective content, as well as setting up the analytics and reporting required to monitor its success, and the ability to build and design the platforms you’ll host your content on.