What is content marketing? According to the Content Marketing Institute, it's "a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action."
Examples of several forms of content marketing are:
Social media posts
Case studies or other original research
Regardless of the route you take, implementing a content marketing campaign into your marketing strategy will only benefit you. If you have been stuck in the mindset of traditional advertising--billboards, commercials, magazine ads and the like--it's time for you to expand your horizons. Content marketing has taken over, and it's not hard to see why.
Advertisements and sponsored content are meant only to show off the product. Creating content for a content marketing campaign is about so much more than that. It gives you a chance to create content that offers something to your customers, whether it's information, assistance, or simply entertainment. This allows you to build trust, producing a loyal and reliable audience.
2. More bang for your buck.
Sure, traditional advertising is able to get you plenty of leads--even with the takeoff of content marketing, advertising isn't going away any time soon. But content marketing costs way less than traditional advertising and it benefits business in many ways. In fact, this infographic says that content marketing costs 62% less than traditional marketing, but brings in three times more leads. Although most businesses typically spend about 25% of their marketing budget on content marketing, even a small percentage of that expenditure would benefit your business.
3. Give customers a reason to trust.
A content marketing campaign gives you an opportunity to build a trusting and loyal audience. When creating content, it's important not to simply try to sell your product. Professional writers can write quality content that is relevant to the product, but that doesn't only focus on promoting it.
For example, if you sells office supplies, it might be smart to post articles such as "5 Ways to Organize Your Day" or "How to Conquer That To Do List." These types of articles are going to be about something that potential customers truly care about. 61% of consumers are more likely to buy from a company that delivers custom content, so by creating content that customers want to read, you are going to create a loyal following of people who are also going to love the product.
4. Increase traffic to your website.
In the past, there has been no reason for users to stay on a website unless they are browsing through products and sincerely interested in purchasing some. However, with the addition of a blog with quality blog posts, you're giving users an extra section to look at. Not only will this increase your average visit duration, but website traffic as well. The key is to consistently post quality content that is informative to your customers, use relevant keywords, and promote their content onto social media.
5. Do less work.
A content marketing campaign is relatively simple and easy when compared to a traditional advertising campaign. It costs less, it requires less work, it reaches more potential customers, and the rate of return is generally higher. Whereas traditional advertising relies on your marketing team researching the best places to promote your product, content marketing relies on readers enjoying and sharing the content for you. As long as you keep up with your company blog and always post valuable information, blog visitors will do the rest.