Content marketing is not about the product or service you offer, but rather the information your audience wants to read about.
Content marketing is a calculated approach to engage key audiences and should be employed as part of all marketing strategies and not as a separate tactic.
It is an effective way to set your company apart from others in the market, giving consumers a reason to come to you as a source of information.
Quality content is important as it helps to build trust with consumers by giving your brand a voice they will begin to recognise and trust, ultimately encouraging conversions.
A study by ABG Essentials reveals website conversions are six times higher for companies that adopt content marketing compared to those that don’t. With content driving increased conversions it highlights the importance of content marketing for business revenue, as well as Australian consumers’ increasing appetite for quality information at the click of a button.
There are a number of benefits to employing a content marketing strategy for your company:
Maximise brand credibility and visibility without blowing the budget. The increasingly popular tactic can be very cost effective, particularly when compared with traditional marketing methods.
By continually distributing quality content in various formats your company becomes a credible resource on topics that matter to potential consumers. The brand loyalty facilitated from the content offering may ultimately lead to increased sales.
Sharing quality information across various platforms will encourage website visits. According to HubSpot, companies that published more than 16 blog posts per month received close to three and a half times more traffic than those that published four or less posts. Having a consistent content schedule will result in increased traffic.
Consumers want a brand that offers relevant and useful information for their perusal or to help them make an educated purchase. By informing and educating your target audience you’re establishing a relationship which will create loyalty.
Content is only as valuable as its ability to engage the audience and in today’s age of information it’s important to ensure your content is relevant in order to cut through – regardless of the format you’re adopting: