09 Apr ‘Content is King’ – The Coronation of Content Marketing.
If you’re a business owner thinking about defining your marketing strategy, you may have heard the phrase ‘content is king’ and wondered what it was all about. In this blog, I’m going to take you through the reasons why content marketing has overtaken many other traditional marketing practises, how to generate leads, create a tighter, more loyal following and convert website traffic into sales by providing a steady stream of timely, relevant and useful content.
So what is ‘content’ anyway?
Content marketing refers to anything that your audience can consume with their eyes or ears – such as articles, blogs, videos, infographics, white papers – you get the picture. Whilst these pieces of content shouldn’t carry heavy product messaging, they should link back to your offering and contain a strong call to action (how you want your audience to act when they’ve consumed your content, for example; sign up to a webinar, download a white paper or subscribe to your channels). Each content piece should be hosted on your website where possible, although uploading content to platforms such as YouTube or Vimeo and sharing on social media are also common practise. When crafting content, it’s important to always keep your audience at the forefront of your mind; what is useful for them to know? What will they share with their peers? What will excite them about this piece so that they take further action on my website? As much as you want to shout about your company acquisition or merger, or that your Head of Sales is running the London Marathon, ask yourself; will it cause a stir within my online community? Will it motivate my audience to interact with the content in the way I’d like them to? Remember – it’s not about you – it’s about them. Keep it relevant, unique and constant – and you’ve won half the battle.
Why do I need it?
Research shows that 78% of consumers would prefer to learn about products and services through carefully crafted thought-leadership articles, blogs and other online content as opposed to straight-forward advertising. This is why any digital marketing campaign needs excellent content to underpin its strategy. Give your audience something meaty to consume, and they’ll be hankering for more in no time. Hiring a great content marketing specialist to create this for you is a great move towards converting your website leads to sales. Your brand reputation will sky-rocket, your website SEO will also improve (from the use of industry-specific keywords interspersed throughout each content piece and by publishing fresh content to your website on a regular basis) and you can showcase your industry expertise by positioning yourselves as thought leaders. Your return on investment will flourish before you know it, and your following will learn to trust your brand and become advocates – which is what we all want, right?
Where has content marketing helped a brand achieve greatness?
If you’re familiar with the brand Lush, you’ll know they are environmentally aware, only using ingredients for their products which are ethically sourced and against animal testing. Sourcing only vegetarian friendly elements to produce their unique range of cosmetics, the brand quickly resonates with its core audience. To further compound their hardcore following, Lush produce videos which show the behind-the-scenes process of how their products are made – content which is lapped up by their following. Their Instagram platform has almost 600K followers who are encouraged to share and hashtag the day-to-day usage of Lush’s products – making it a lifestyle brand to rival its competitors.
The first step to achieving success with content marketing is to create a strategy – complete with timelines, content topics, content type and messaging. If this is something your business can benefit from, let’s get started! Contact me through my website to see how we can get your content stream positively flowing!
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