We’ve been living through a digital revolution for the past three decades. Over that time, we’ve learnt a massive amount about digital marketing fairly quickly, but one of the first lessons we learnt still rings true: Content is King.
Content marketing is defined as a strategic marketing approach with an emphasis on the creation and distribution of valuable, relevant and consistent content. Common goals include capturing an audience and driving customer action. Content can come in many forms, from the humble email to the ambitious podcast series. You’ll also find blogs, social media posts, videos, infographics, e-books and many other formats in-between.
While few will dispute that content is the keystone of all marketing, it can be tricky knowing how to make content marketing deliver maximum value for your business. In fact, less than 40% of those who use this approach have a clearly defined strategy.
Read on to find out how you can tap content’s true potential to put your small business on the map and increase customer engagement.
How content marketing rewards your business
The first and most important benefit of content marketing is discoverability, or how easy it is to find your business via a search engine. Google loves to see websites being regularly updated with new content and keywords, so keeping your content fresh means your website will be more likely to appear near the top of a search results page and get more attention from potential customers.
The second benefit of content marketing is that it can be used to build trust with customers. This is done by providing helpful information about a topic. When you publish authoritative, well-produced content, you are showing your potential customers that you are an expert in your field.
For these and other reasons, 70% of marketers are actively investing in content marketing.
5 Ways to use content marketing
The beauty of content marketing is that there are endless topics and angles to be explored. Here are a few approaches you can try.
- Build awareness:
As a passionate business owner, we’re certain that you could talk about your products and services for hours on end. So, start there! Just be sure to make the content relevant to your customers’ needs, so they see the value of your offering from their point of view. As digital marketing pioneer, Ann Handley, famously said: “Make your customers the hero of your stories.”
- Lead the conversation:
In a whitepaper or podcast series, you can take a thought leadership approach to build credibility and deliver value. Gather together the best and brightest in your industry to discuss industry trends, make predictions for the year ahead or provide innovative solutions to your target market’s pain points.
- Share your values and purpose:
Today’s customers are increasingly values based. Did you know that 71% of customers prefer buying from companies that share similar values? Talking about a cause your business cares deeply about will help you to connect with customers on an emotional level and earn their trust.
- Showcase unique features:
In a blog post or a video, you have more space and time to really show off the unique features of your products and services. You can even create individual pieces of content that delve deeper into the finer details of what you’re offering. Again, be customer-centric and explain how your solutions add tangible value.
- Inject personality:
Creating content is also a great opportunity to reveal the personality of your brand. Whether you’re a quirky young company or an established traditional business, you can reinforce those qualities through your content. Consumers have so many choices at their fingertips these days (thanks to the internet and mobile phones) that it’s essential for businesses to show personality traits which they can identify with or trust.
It's a battle royale for customers’ attention. We can help
As more and more businesses hone their content marketing skills, it’s increasingly difficult to attract and hold your audience’s attention. If you feel it’s time to refine your content or rethink your content marketing strategy, Webtex Limited can help. We’ll guide your business through the ins and outs of content marketing with our expert knowledge and skills, helping you share content with your customers that’s useful, inspiring and memorable.