You should never underestimate the written word, but in the world of one-click wonders, the ability to swipe away if you are bored for even a millisecond, or the trusty YouTube clip, you can be forgiven for thinking that the written word seems to have dropped in importance since before the days of the internet. But since the Internet has exploded as the key communications tool since semaphore, people are using it to promote the written word a lot more. With online content such as blogs, articles, or infographics, the written word has a lot more prominence. But without the audience of more traditional methods, such as newspapers, with many newspaper organisations going out of business or starting to put their content online purely for online consumption, does this mean that the printed word is dead? Quite possibly. Content is the buzzword of any company. We need to be constantly creating content in order to push something, whether it’s product or business, content is key. And with content comes content marketing. The task of making content marketable in business is one that can be a mammoth task, depending on the extent of your business size. The smaller start-up company is more likely to struggle in the face of content marketing when you compare it to a multinational conglomerate, with scores of marketing teams, content editors, content writers, and IT specialists that are all present for the same thing: communicating the business or marketing the brand!
The positives about content marketing are many. In the game of appealing to customers and to get them to buy your products, there are many statistics that prove content marketing is an incredibly effective tool in terms of profit or ROI. Statistically, 90% of all consumers find the content useful, 82% of consumers feel a lot better about a business or company after reading customised content, 76% of B2B marketers will implement more content this year in comparison to the last, and 74% of businesses will use social media marketing this year. Without going through any more detailed statistics, those show that the vast majority of businesses and customers gravitate towards content.
So, what does this mean for your business? Well, the point of content marketing is to ensure that your product or company stands head and shoulders above the rest. The explosion of start-up companies and the fact that the whole world is now a target market. Rather than localised areas for small businesses 20 years ago, it now means that you can use the internet to reach the farthest corners of the Earth, maximising your potential for growth! The Holy Trinity of content, combined with a unique marketing strategy, and a product that is of high standards means the traffic will be driven to your website. It will make sure that customers are able to make an intelligent and informed decision, and then, as a result, purchase products and increase your revenue. If your content can solve customer queries and highlight the benefits of your brand or product in a clear and succinct manner, it’s the magic formula for boosting sales.
What methods can be implemented to market content as far as it can go? The first step when it comes to content marketing is to put a spotlight on your products or on your brand. This can be done through many different means, such as articles, blogs, infographics, lists, or features. In other words, any sort of content possible which can be aligned with your overarching goals as a business. Social media is the key tool in the modern world to communicate brands and products in a succinct manner and an easy popular way of creating a buzz. If you are using this method currently, then hats off to you! But if you are one of those who still relies on the printed word, such as newsletters or emails, increasing your content quality will have a direct impact on your methods of communication, which will be for the better.
One of the keys to content marketing is timing. For example, deciding how often to create content, how often you should be sharing it with your audience and if the content should be removed or replaced at regular intervals. The beauty of good quality online content is that, potentially, it can last for a long time. One of the tools for Search Engine Optimisation is a very simple one, and that is to create good content. Regardless of how many links you build onto a web page, or how many different search terms you can cram into one item of content, it is the quality that is the overriding factor, and any decent Content marketing agency knows this fundamental truth. An agency in this field will know how to get content to a customer in the best possible way.
Regarding measuring the quality of contents, this is where analytics comes in. By using analytics tools, you are starting to build up a profile of your target market, where information will come back to you based on certain traits of the people coming to your website, such as the time of day they visit your site. In building up a unique picture of the kind of people that visit your site, you are then any able to create content that is tailored more suitably to that type of customer, and so they will be interested as it is showing up in their search engine results. So, they visit the site, and then you gain more perspective into your visitors, so you create better content, and the cycle can continue infinitely.
It looks like there is no end in sight to the method of content marketing. It is proving to be an incredibly efficient barometer of business prowess, customer traits and trends, as well as the power of the individual product that the company sells. Content marketing, you must remember, is not a sprint, it is a marathon! You have to keep producing, producing, producing! And it must be of a high standard. In doing that, it will generate traffic, resulting in sales and increased revenue, which is then returning on your investment.