If there’s one thing that you should always include in your overall marketing strategy, I say… it should be content marketing. It’s the process of creating, publishing, sharing and promoting content to acquire and retain customers. Those pieces of content can include blog posts, how-to articles, infographics, case studies, videos and other media that can give your target users or customers the information they seek. Content marketing is also one of my most important ingredients in all my marketing strategies for clients and for my own business. If you’re not yet incorporating content marketing as part of your grand strategy, here are 12 awesome things it does to help your business grow that you should know.
1. It gives your business a persona.
Content marketing helps your business tell its own stories by sharing unique articles, videos, images, infographics, presentations and other content. This makes your brand have a distinct voice and personality that let your customers easily recognize it and be comfortable with it. It gives your brand a personality, such as being caring, understanding, compassionate , friendly, smart, innovative and consistent, which are appealing to customers.
2. It helps your brand standout from the crowd.
An awesome content like a high-quality blog post or a viral video can make your business popular. And no matter how small your business is, as long as you can create and share content that has a big impact to its target users, it could stand taller and be more noticeable than your bigger business competitors.
3. It makes you a thought leader.
Business owners and entrepreneurs who have the time and dedication to write blog posts or tell stories on social media can inspire and influence their audience. Thought leadership helps your business grow because you become an inspiration to your audience, whether they are your potential customers, existing customers or industry peers.
4. It builds up your personal brand.
Business owners who personally write articles or create other content about their field of expertise on their blogs or social networks can have the chance to be recognized as authorities in their respective industries. Content marketing also encourages you to train, research, experiment, learn and hone your professional skills further so you can produce better content.
5. It provides your customers an extra value.
Your satisfying products and services certainly make your business grow. But it is the extra value you’re giving to customers that makes your business grow even bigger and be more competitive. If you’re blogging and sharing useful articles, helpful infographics, interesting videos and other awesome content to your customers, you’re not only making them happy with your main products, but you’re also making them happier with your valuable content.
6. It makes your business more visible on search engines.
Content marketing enriches your website and blog pages, making them lovelier in the eyes of search engines, like Google, Yahoo and Bing. Consistent publishing of high-quality content doesn’t only make your web pages more visible on search engines but also improve your CTR since your page titles, descriptions and even URLs earn credibility and trust from search engine users.
7. It makes your business more influential on social media.
High-quality content marketing is the mother of viral marketing. Awesome blog posts, images, infographics and videos attract more engagements (i.e., likes, comments, shares, favorites and views) on Facebook, Twitter, LinkedIn, Google Plus, YouTube and other social channels. They even influence influential people in your industry who help you raise your business trust and popularity even more.
8. It establishes customers’ trust and confidence.
Content marketing encourages good conversations, connections and relationships. It doesn’t only give your business a mouth and a mind but also ears and a heart. It doesn’t only give you the opportunity to tell your business stories but also let you listen to your audience’ stories. In other words, content marketing initiates two-way communication, which is very important to building good and lasting relationship with customers.
9. It goes well with your paid marketing.
High-quality content reach more people on the Internet and earn more engagements than low-quality content when they are promoted through paid ads (e.g., Googe Adwords, Facebook Ad and LinkedIn Promotion). In other words, content marketing ensures that your paid marketing campaign becomes a success rather than a waste of money and time.
10. It helps you target the right market.
Through content marketing, you can construct your content to target a specific audience or group of users. For example, you can create a blog post (configure its headline, description and keywords) to target only a specific geographical location, users’ interest or other demographics. Content marketing gives you the ability to reach your target market, whether they are using search engines, social media or other channels on the Internet.
11. It generates important metrics.
When you create content, you attract users and generate users’ data. These data could be generated through the use of services, like Google Analytics, Facebook Insights and other intelligent data providers. Through content marketing, you could generate important business information, such as user demographics (age, gender, interest, location, etc.), user feedback (comments, questions and suggestions), content virality, effective keywords, user engagement and other metrics that will help you make better business and marketing decisions.
12. It help you save money from expensive marketing.
Content marketing isn’t only one of the most effective digital marketing strategies out there but also one of the most cost-efficient. It’s one strategy that small business owners can implement without spending a dime as long as they have the time, skills and creativity to create content that can help them achieve their goals. If you have a team or employees, you can also encourage them to utilize their writing skills and creativity so that they could help you unleash a successful content marketing campaign without spending a lot of money.
Content marketing helps your business grow and achieve success in many other ways aside from what I listed above. It’s a proven marketing strategy that many business owners and marketers can attest. So are you already harnessing the power of content to achieve your business and marketing goals?