The benefits of content marketing are clear for any online business. It’s a valuable part of any digital marketing strategy, and an essential way for any company to connect with customers. But what exactly is content marketing?
Essentially, digital content marketing is a complementary technique to paid search, social media, and remarketing. All of these can be very effective and efficient, but digital content marketing adds another dimension to your online strategy.
The basic idea seems contradictory – online content marketing is essentially creating and giving away free content. How does that translate into profit or your business?
The answer is that the free content, whether created by you or a content marketing agency, attracts prospects to your website, and converts them into customers. The medium can be a blog, a social media post, a podcast, a video, or another type of content – but if it educates and informs the visitor about your industry and products, it creates trust in your brand, and can turn prospects into sales.
One of the key points to embracing content marketing is an understanding that a creative content agency may be helpful in getting your message across. Content marketing companies of this kind have the skills necessary to present polished, professional-looking content. Nowhere is this more important than in the field of video content, which requires technical skills and equipment often beyond the reach of non-specialists.
Content marketing companies can not only advise you about strategy, they can also take a hand in producing the actual content for you, so a specialist content company can make sure your material makes the best impression for your brand.
What is content marketing?
The online world constantly bombards consumers with advertising. Often this isn’t welcome – sometimes people just don’t want to be sold to. Content marketing is a way to get your message across in a format which is more immediately acceptable, helping you to connect with the customer on a more authentic level. The problem is to find the right content and medium to promote your brand.
Online content marketing is a good way to take advantage of searches. Google processes 3.5billion searches per day, and the more you make use of digital content marketing, the more chance there is that you will connect with a potential customer researching your market.
With the help of a content marketing agency, and taking advantage of search engine optimisation techniques, the more chances you have to connect potential customers to your brand. Content marketing companies will tell you that whether they are searching for a specific product, or just for general information about your market, a customer is likely to be attracted to your website or social media page if it contains properly formulated content.
Why Use Content Marketing?
The way the digital world works has changed a great deal since the development of social media sites. Originally intended to help people connect with their friends and family, social media has become a way for influencers and brands to reach out to new audiences. Users follow accounts they aren’t personally connected to, but where they are interested in the content they post. Posting of interesting, stimulating content helps you to gain followers on your brand’s social media accounts, and a mix of promotional material and organic content is a marketing opportunity for your products and services.
Your content marketing material can also be included in your paid advertising. One of the benefits of content marketing is that material such as photos or videos can be used in Facebook ads, short or long-form copy incorporated into text ads, and product information into blog posts – a content marketing agency will advise you on the best uses of different types of content. The important thing is the quality of the content; whether your prospect goes on to convert into a customer depends largely on how engaging they find your content.
A creative content agency should be more than a way to offload your content marketing chores; it should work as a sounding board for your online content marketing ideas, and as a long-term partner on the development of your brand. Most brands occasionally outsource some part of their digital content marketing, whether it’s a blog post, a YouTube video or an infographic, but this isn’t a good long-term strategy. A content marketing agency should be a guide as you grow your online content marketing, giving you maximum value in terms of expertise, time and effort.
What Are The Benefits Of Content Marketing?
The main benefit of content marketing is that it helps your company drive more conversions – in fact research shows that companies who create effective online content marketing experience conversion rates nearly six times higher than their competitors who don’t.
Effective digital content marketing brings more traffic to your site – for instance the more you post on your blogs, the more traffic has been shown to increase. Publishing on a consistent schedule is a powerful way to improve site traffic.
Digital content marketing builds brand awareness, reaching out to potential customers who don’t yet know about your brand. The way your content educates them about your market and products can be invaluable – concentrate on dealing with their ‘pain points’ and the problems your brand can solve, and you’ll build trust with your audience and turn prospects into sales.
The relationships you build through digital content marketing are stronger, because you can continue to engage customers with quality content, whether through-mail or a blog. Your online content marketing builds credibility and authority – if you show that you know your subject, your customers will return to you again and again. Content marketing companies providing quality content will help you to position your business as a thought leader in your industry.
Your content can also help potential customers to make a journey through recognition of a problem, to identification and evaluation of potential solutions, and finally to making a purchasing decision based on their research. By providing engaging content at each step of the journey, you can help them to make a quicker purchasing decision.
Quality content will keep your visitors on your website, and educate them in your brand values. What’s more, content marketing is ‘the gift that keeps on giving’. Once you have published, say, a blog article, it will generate responses long afterwards. If you make sure your content stays relevant, it will compound increasing responses over time, so your efforts are rewarded many times over.
Why Content Marketing Is Important For Business
One of the main benefits of content marketing is that it improves search engine optimization (SEO) and your visibility online. The better your content is optimised for SEO, the more chance your website will rank higher on the search engine results page (SERP).
Content marketing can also help you to reach a specific audience, because you can tailor content to reach exactly the right potential customers. Blogging relevant content brings more leads to your site and makes sure they are likely to buy your products. This helps you to start a relationship with a potential customer before they have got to the stage of contacting your sales department.
For a potential customer, your digital content is a free resource, so they start with the feeling that you have provided them with something without requiring anything in return. This increases your chances of engaging potential customers who are not yet at the point of being ready to buy.
Because it’s very shareable, whether it’s an e-mail marketing message or a social media post, digital content is a great way of improving your visibility in the marketplace.
Finally, content marketing is more cost-effective than many traditional outbound marketing tactics. Because it is typically easier to get started with, and more acceptable to customers who react negatively to traditional advertising messages, content marketing can reduce the amount of money you need to spend per lead generated. According to the Content Marketing Institute, content marketing costs 62% less than traditional outbound marketing, but generates more than three times as many leads.
TRON Media can help with all your content marketing requirements. TRON Media has a highly qualified team of trained specialists in content marketing, web design, SEO, PPC, marketing, digital strategy and social media, and can work with you to develop your ideas and build a digital marketing strategy perfect for your business.
TRON Media is a leading Content Marketing Agency in Brighton, offering the easiest and most cost-effective way to help you reach your audience. Get in touch today to find out about our latest content marketing and web design services, and what a creative digital agency can do for your business.
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