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Content marketing seems like its going to be easy. You just
write a few blog posts or add more pages to your site, right? But
when you sit down to really think about it, its a lot more
Content marketing seems like its going to be easy. You just write a few blog posts or add more pages to your site, right? But when you sit down to really think about it, its a lot more complicated than you originally thought. First, you need a strong keyword research plan. Buyer personas. Bags of creativity. A no-holds barred approach to writers block. A top-notch grammar game. And ideas by the bucket load. Then theres the competition. But, why? Why is content marketing important? What does it add to a digital strategy? And more importantly, what does it bring to the bottom line?
1. Content is Used Everywhere and For Everything
Your email content fuels opens and click-through's
Your web content fuels rankings and encourages conversions
Its essential for social media campaigns
Necessary for blog posts
And useful for creating trust, authority and establishing relationships with other brands and businesses
2. Great Content Inspires Trust
Content is the one way to explain your brands integrity and, in turn, help your audience trust you. With this power, its easy to see how content marketing drives sales. Simply by reassuring consumers, a well-placed piece of content can set your brand apart in a crowded marketplace.
Building this into a content marketing strategy can be done in a number of ways.
Work with an influencer or blogger to endorse your product
Create authority branded content
Invite a respected person in your field or industry to contribute their own content to your blog or website
Secure a guest post or column of your own on a respected website, blog or magazine site
Ask happy customers to leave review on your Google My Business listing or other review sites like Yelp or Foursquare
3. Content Value is Measurable
The importance of any marketing initiative, whether its content or advertisements, comes down to how accurately and how easily it can be measured. Director of Editorial Content and Curation at Content Marketing Institute, Jodie Harris cites a CMI Benchmark report found that 28% of B2B marketers and 30% of B2C marketers now say their content marketing activity has reached a developed stage where its contributions to overall business goals can be measured.
4. Content Builds Links
If your marketing or sales activity relies on any form of organic search visibility, you need content to help with rankings for specific keywords and link acquisition. Backlinks are an essential component of any SEO campaign, with a few high quality, relevant links worth their weight in gold. In todays fierce battle for page one rankings, great links can only be acquired with the help of stellar content. Top sites will not risk sending their hard earned traffic your way via a link unless your content provides something that is a must see or a must read. Short of buying links, strong content is the only way to earn those likes and shares that will see your site moving up the rankings.
5. Content Gives Compounding Rates of Return
As your investment earns interest, your principal grows and you earn more interest with each subsequent round of compounding. Content works much the same way, since its more or less permanent.
The compounding rate means your content is always available to you and can help to drive sales. If you create evergreen content in addition to news posts and trending topic-led pieces, youll also have a stockpile of information that you can turn to time and time again, whenever you need interesting, useful pieces for emails, slide shows, social posts and other marketing activities.
What Do You Think?
Have you experienced the benefits of having a documented content marketing strategy in place? Let me know your thoughts and share your experiences with me. Would love to hear from you!