Content marketing has dramatically changed how customers find and engage with businesses. 94% of B2B buyers begin product searches online, and content is a powerful deciding factor on whether a visitor remains on a website or not. As new and existing social media platforms continue to tighten their grip, brands have to become more communicative with their customers and create engaging content which has a clear call to action.
Content marketing is pivotal to our success as an agency, as it is to most organisations today. It’s one of the key services we offer our clients, and it’s an essential tool for us to secure new business. Because we run our own courses and webinars, as well as delivering sessions for our industry body and others, we have to stay up to date with the latest trends, tools and success stories, as well as the faux pas. Here’s our most recent webinar on the future of content marketing delivered by our MD, Katie King.
But there’s an art to creating the right content to get leads coming through the door. You can’t simply drip feed a series of advertising messages and expect leads to come flooding through.
Here are five reasons why content marketing is important for your business:
- It gives your business authority
Quality content delivered regularly will enable you to build awareness, authority and credibility with your target audiences. This is why PR and social media are such important ingredients in securing excellent thought leadership.
- Building a community and nurturing leads
Sharing tailored, compelling and valuable content with your key business segments is a tried and tested way of building a tightly connected community of potential customers. In return, they have a reason to invest in your brand. It’s likely they will keep coming back for more and you will be front of mind when they are ready to purchase.
- Good content improves SEO
Good content is like gold dust for your SEO strategy. Creating in-depth blogs, which are relevant and include the correct keywords for your products will positively impact your search engine rankings. Make sure you develop a calendar of regular content and don’t be afraid to use guest speakers to keep things interesting.
- It improves your reach
Well crafted content can drive traffic to your website and social media accounts. It also offers an opportunity for followers to share your content on their own channels to further raise awareness of your brand. You should ensure that all your content has a specific call to action, which will help you drive leads and convert inbound requests.
- It gives you a better understanding of your own customers
Sharing content via your owned channels enables you to secure vital feedback. Whilst this can be a scary thought, it pays to be brave as feedback means you will understand what works and what doesn’t, helping you to form an effective content strategy. When content is at its best, it can inspire discussion, provoke thought and get people talking about your brand.
If you need help with your content marketing, don’t hesitate to get in touch as we can help you with everything from developing your strategy to creating the visually impactful and effective content.