Content Marketing – The Key Success

What is Content Marketing?

Content Marketing is “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Let’s break that down to make it a bit easier to understand.

Content marketing refers to media you create that is specific to your business. This can include the creation of blog and newsletter articles, videos, social media posts, photos, podcasts, e-books, webinars, and more.

The key to being successful with content marketing though is making sure the content has a specific goal related to educating, entertaining, and engaging your audience in order to lead them to perform a specific action.

For example, let’s say you’re a chiropractor’s office manager who recently hired an acupuncturist on staff and you’d like people to start booking appointments. You can use content to tell your audience about the benefits of acupuncture. You could create a blog post that documents a patient’s recent success with acupuncture, or a video that informs people about 5 things they never knew about Eastern medicine techniques. All of this content has the goal of educating your audience about acupuncture in hopes that they’ll want to book an appointment and try it out.

There are many reasons why content marketing is now recognized as being so key to online success:

  • It increases your web traffic

This works in several ways. From an SEO point of view, regularly adding fresh content to your site will improve your search rankings. This is because search engines positively rate sites that are kept updated – as long as the content is original, relevant and of a high quality. Creating shareable content is another way of driving traffic to your site; when existing customers discuss and share your content with others then that widens your reach and helps to grow your audience.

Creating shareable content is another way of driving traffic to your site; when existing customers discuss and share your content with others then that widens your reach and helps to grow your audience.

  • It gives you an opportunity to demonstrate your expertise

This is a huge potential benefit of content marketing – and one that could give you the edge over your competitors. Blog posts and videos provide a great platform for you to explore various subjects within your field of expertise, thus helping you to build a reputation for being authentic, authoritative and therefore trustworthy. This must be underpinned by well-written text that consistently reflects your brand and tone.
Remember to make sure that your content is relevant and engaging by asking your customers what they’re particularly interested in finding out about.

  • It enables you to build relationships with your customers

Content marketing – particularly via social media – gives you a very effective channel for building customer relationships. Customers increasingly expect two-way communication with businesses in this way, so it’s worth dedicating some time and resources to it. The aim is to foster long-term customers who will develop, remain loyal and recommend you to others.

  • It can help generate sales

All of the above help to increase sales. More traffic to your site means more potential leads, while high levels of trust and good customer relationships mean more potential conversions. The more targeted, compelling and consistently-branded your content, the more effective it will be in driving sales. Do some research into the best commercial keywords to use, and always include relevant links and clear calls to action.

  • It can be used across different platforms

One of the best features of content marketing is that it’s good value for money. This is because content can be used across different platforms as well as multiple times. A blog post, for example, not only refreshes your website with the new content that we know is so important to search engines, but also provides a hook for your social media to drive traffic back to your site. And each new blog post helps you build up a bank of valuable online resources that can be referenced and reused.

Content marketing is too valuable for both consumers and brands to ever go away

The number one reason that content marketing is important is that your customers appreciate it. Content marketing generates 3 times as many leads as outbound marketing, drives six times higher conversion rates, and has the potential for a 7.8-fold boost in web traffic.

The reality is, content marketing has fostered the customer-centric reality we’re now operating in. From well-researched white papers to podcast series listeners can’t live without, content is changing the relationship between the brand and consumer.


Through content marketing we learn about who we are marketing to

Another reason content marketing is so important is, it is the secret to understanding our customers. The data we’re seeing as people move along the customer journey – engagement rates on social media posts, which videos people watch, which eBooks people download, the blog posts they read all the way through and then share with their networks – this is incredibly powerful information for marketers.

By tracking which content is the most successful, we’re learning more about our consumers. This gives brands who are heavily invested in content marketing – and who are adept at making sense out of their marketing automation tools and CRM – a huge advantage. With the insights gained, it’s possible to:

  • Create better buyer personas
  • Develop more accurate buyer segments
  • Improve personalization – which I truly believe is the foundation of a better customer experience

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