Did you know that approximately 47% of internet users utilize ad blocks on their devices? Irritation and frustration at ‘annoying’ and ‘irrelevant’ ads are at an all-time high.
Are you looking to stand out in this oversaturated ad space? If your marketing efforts fail to generate traffic and convert leads, it is for one straightforward reason.
If you’re not utilizing marketing strategies effectively, it’s time to start. Consider content marketing as a solution that has been proven to boost conversions and assert brand authority. Read on for the low-down on using this effective program to stand out in your market while generating more ROI!
What Is Content Marketing
Content marketing is a plan that involves creating relevant and valuable content to engage your target audience. To best reap the benefits of this process, valuable content should be at the core of your marketing. This will allow you to attract and keep an audience to market to.
Why is content marketing so relevant in today’s world? The average consumer in the U.S today is targeted to see around 5000 advertisements a day. This is compared to the approximate 500 ads a consumer in 2007 was privy to!
The statistics show that most marketing content gets lost in a sea of selling efforts. But, with the help of content marketing, brands can create helpful and lasting pieces for customers to enjoy without being bombarded by advertising messages all day long.
Benefits of Content Marketing
Content marketing can involve planning, strategizing, distributing, sharing, and publishing content. This process has many benefits for your brand. Content marketing is good for your bottom line — and your customers.
Here are some of the innumerable advantages of content marketing:
- Creates a storytelling element around your brand
- Educates your intended audience about services you offer without overtly ‘selling’ them on it
- Brings in leads and generates conversions
- Establishes a community and relationships around your brand, which increases customer loyalty
- Boosts brand image and awareness through credibility
Ultimately, a successful content marketing initiative will be a great return on investment for your brand.
Who can use content marketing? Content marketing is used by leading brands for business success. Both B2B and B2C marketers can use this strategy to engage their potential customers.
Types of Content Marketing
Marketing is impossible without great content and is utterly reliant on the means of content distribution. So let’s take a look at the main kinds of content marketing that expert marketers rely on today:
Social Media Marketing
Social Media Marketing is a great way to boost your Brand Awareness. It also helps you figure out which media type works best for your intended audience and it keeps those follows coming! Mixing long-form posts with videos and blogs, POV interviews, etc., are the perfect balance of content that will keep all parties interested.
You might be thinking that you should just blog about your products and never anything else. But what if instead of only blogging about how the product works, you also wrote posts to provide relevant content related to it?
Businesses who do this see a 97% increase in clicks on their website, as well as more indexed pages for when people search online. The most effective way is not always self-promotion but providing value with regards to your industry or niche can help generate new customers!
Focus on genuine impact rather than pushing a product. This establishes your brand as an industry expert and helps you stand out.
Infographics are essential for every business, as they generate a lot of attention through shares and inbound links.
That famous saying that pictures speak louder than words holds true for a reason. It has been proven that our brains process visual information faster and more efficiently than typed or written words.
Infographics play to this phenomenon by creating impactful and straightforward graphics. Breaking down complicated news to the important parts is also critical for retention.
This ultimately helps your brand and brings value to the consumer. Win-win!
Video is a high-demand content marketing medium with many purposes. It can be used for explanations and how to’s, or in blog posts, websites, and social media platforms. Though it may take time away from other tasks as well as cost some money upfront, the video will do wonders on your sales funnel by giving you more exposure that cannot be achieved through text alone!
How Does Content Marketing Work
All the valuable content in the world is meaningless until it reaches the intended consumer. Therefore, the mechanism by which you share your content is critical to its success.
Here are the main distribution channels to use for your marketing campaigns:
- Organic distribution: Ensure your content is reaching consumers and satisfies what they are looking for. Using SEO practices and strategies will be critical to achieving this. For example, a great way to ensure organic traffic to your website is to ensure that you are high on the Google rankings list.
- Paid distribution: Mixing paid advertising with organic reach is the ideal combination for marketing success. Search engine marketing (SEM), pay-per-click marketing (PPC), and sponsored content are excellent mechanisms to generate traffic.
- Owned distribution: If you post your content to your blog and social media channels, you are likely utilizing owned distributions naturally. Sharing your content to your growing audience is a free and quick way to create a relationship with your customers.
- Earned distribution: This is arguably the most challenging lead to generate. Earned promotion takes place when your audience shares your content with their network. As such, it is the most valuable form of marketing as it implies trust and credibility.
Three channels seem to work wonders: digital, print, and social media. Your marketing campaign should use these three channels in just the right combination for it to be effective with your intended audience – that’s when the magic happens!
How to Implement a Successful Content Marketing Strategy
Creating content that works doesn’t need to be convoluted. Most content marketers utilize a distinct content marketing strategy that converts audiences.
Here’s how to plan and optimize your content marketing program:
Step One: Understand Your Target Audience
Think about how you can make your content marketing engaging and creative in order to stand out from the competition. Your goal should be to provide value – both for your current customers, as well as potential ones.
To do this effectively, think about what questions or needs they might have while going through their buyer’s journey before making a decision on who provides them with just that need most efficiently?
Step Two: Create Your Content Marketing Plan
This step will involve lots of brainstorming and utilizing data, analytics, and strategies. Create a marketing calendar to keep track of and coordinate upcoming content.
Useful content should be at the core of your marketing. Ensuring that all the executed content is cohesive and creates a brand identity is crucial.
Step Three: Optimize Your Content
Do you have a personal connection with your target audience? The sad reality is it takes more than just high-quality content to be successful. You’ll need fresh, relevant, and appealing content that connects with the right people in order for brands to grow their business sustainably over time.
You will likely need to rethink some strategies and change them a little bit to be better optimized. Don’t be afraid to rewrite some of your content if you see engagement or traffic dropping.
With changing times comes time to retire a strategy. Content can’t last forever and withdrawing it is sometimes the best option to keep your company’s authority and credibility.
Your Partner in Content Marketing Success
Content is the present – and future – of marketing. Gaining a good understanding of this valuable tool is one of the easiest ways to attract valuable leads and generate conversions.
Not only does this strategy provide genuine value, it increases loyalty, brand perception, and authority.
If you aren’t sure how to get started with an effective content marketing strategy, our expert team at Hays Digital can help. Our marketing gurus will also set you up for long-term industry success by resonating with your audience and boosting brand value and awareness.
For more information on what is content marketing and more lead generation tips, check out our content marketing plans. We offer programs ranging from ebook writing to email newsletter writing, all designed specifically to boost your brand’s success.