Before the hard sell, consumers must first come to know, like and trust your brand - which is where the real value of content marketing comes into play.
Content marketing is a form of advertising that focuses on creating, publishing, and distributing content for a targeted audience online, such as SEO optimisation, blogs, videos and even social media posts. However, because this style of marketing doesn’t yield instant results, it can be harder to track your efforts - but that doesn’t mean that you shouldn't actively pursue it.
As any digital marketer will tell brands and businesses, the time and resources required to drive success with a content marketing strategy are significant. The actual production is only one piece of the puzzle - consumers need to consider costs related to creating the strategy, distributing and promoting the final product, and associated software as well.
Many marketers, brands and businesses fall into the trap of relying on “pay per click” marketing. While this can yield almost instant results, it’s not a long term strategy, and the associated costs can quickly spiral. Thankfully, content marketing provides a Plan B.
How Content Marketing Adds Value To Your Business
Unfortunately in the digital age, having a really, really, really good product or service just isn’t enough anymore - even having a website isn’t enough! To put it simply, consumers simply expect more. However, this isn’t a bad thing though, as it helps to shine a light on legitimate businesses who are good at what they do, and helps to weed out the dregs.
According to market leader Hubspot, brands are thirteen times more likely to see positive return on investment when they put regular blogging as a top priority. However, it’s relatively uncommon to see business blogs and articles go straight for the jugular when it comes to the hard sell - it’s just not the place or platform to push products or services.
Instead, regular blogging and content marketing is your brand’s way of capturing the attention of the right audiences, building a relationship of sorts with them, and ideally then converting them into a happy, loyal customer. Sure, it’s a slow burn, but the real value of content marketing lies in just how much it can do for your brand or business in the long run.
Cut Down On Costs - While it can be useful when partnered with content marketing, “Pay Per Click” advertising via social media or Google Ads definitely add up quickly. Blogging regularly is the only real way to stop relying on this, as it’s a way to get those clicks for free.
Conquer SEO - When properly optimised, blogs and articles published to your website are a surefire way to lift the visibility of your brand online via organic search engine rankings, or getting the tick of approval from Google. This can take a while, but it’s digital gold.
Boost Your Socials - Placing all your bets on social media marketing can be dicey, especially when brands often come unstuck with what to post. Content marketing kills two birds with one stone, as the content can be used for both your website and socials.
Brand Authority - By producing consistent content, over time your business will inevitably build a reputation online that is easily recognisable, supported by new and existing customers, and one that they trust enough to work with or purchase from - otherwise known as brand authority.
It Doesn’t Expire - Writing and posting content regularly is one of the best advertising strategies to build and develop evergreen content - that is, content that doesn’t expire, or become irrelevant. When actioned correctly, evergreen content is the gift that keeps on giving.
Lift Conversions - While the driving force behind any brand’s marketing efforts is usually to increase sales, you need to calculate how to bring in customers, retain existing ones and eventually convert them to a sale. Content marketing can help engagement and trust levels.
Tell Your Story - These days, consumers really want to know the faces behind the brands. Blogging can be used as a way to humanise your business, as a voice to reflect what you’re all about, and as a means to set yourself apart from the competition.
Build A Fan Club - If your audiences are liking what you’re publishing, there’s a good chance that they’ll either bring it up again with a friend, or even repost the link on their own social media channels. Soon enough, you’ve got your own fan base regularly checking in.
Outsourcing Your Brand’s Content Marketing
Now that you know why your website needs a solid content marketing strategy in order to succeed, it’s time to get moving. However, producing quality, consistent and on brand content takes time, effort, experience and resources - and you’re not alone if you can’t quite commit to that. Avoiding blogging for business altogether may actually be doing your brand a disservice, but thankfully - investing in a solid content marketing strategy has never been easier.
Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as blog articles, social media posts, videos and even animated Instagram stories. By using this model, we believe that it enables us to produce high quality content with faster delivery times. It also means that because you have a monthly credit, you are going to want to make sure you use these up - and so do we - meaning that your digital content is always consistent.If you aren’t quite sure where to start on your digital marketing journey and would like to speak to a professional, why not book in a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.