So how does content marketing work? It all begins with developing a strategy to create lots of content, as the more resources a company generates, the more likely they are to attract new customers. Of course, quantity alone isn’t enough, as not every type of content is effective for inbound marketing.
To draw more people to their company’s website, marketers need to first understand the needs and concerns of their customers. The content created should align with these issues to help solve the unique problems of the company’s target audience. With this in mind, each content item generated should have a strategic purpose.
Content that answers key questions is an excellent way to earn the trust and respect of potential customers. This also places an emphasis on quality, as content that promises to help solve a problem but doesn’t deliver will only end up turning off the people who find it—hardly an effective strategy for converting new leads. For this reason, it’s important to remember that while lots of fresh, unique content is important, it also needs to provide real value for the people who find it.
While creating lots of quality content is perhaps the most important component of effective content marketing, it’s not the only factor to consider. Search engine optimization (SEO) is also integral to making that content easier for people to find and drive more inbound traffic back to a company’s website. Keyword research is essential to ensure all content is optimized for the highest possible search engine page ranks. (Note: While there are many tools available for effective keyword generation, some of the most useful—such as Ubersuggest and the Google AdWords Keyword Tool—are 100% free.)
Catchy, well-written titles are also important to capture people’s attention and encourage more clicks. A clever headline can often be the difference between a new visitor and a missed opportunity, so it’s important for marketers to take the time to write titles that are truly compelling.
Once content is created, titles are written and keyword optimization is complete, it’s time to publish that content for the world to see. Today’s marketers can post content to their own company webpages or blogs, as well as external websites to extend the reach of their messaging. In fact, many successful inbound marketers now partner with popular websites to publish syndicated content and guest-written articles in multiple places across the web. After all, each content page a brand publishes is another opportunity to draw more people back to its websites.
Producing lots of quality content in this manner on a regular basis enables companies to become a trusted authority in their industry, keeping audiences coming back to their sites often and increasing lead conversion rates of those visitors.
So, why is content marketing so important? At the end of the day, content and inbound marketing solves problems not just for companies, but for customers as well. By better serving their target audiences with truly valuable information and resources, organizations today can build trust with potential buyers, encourage loyalty with existing customers, and develop deeper, long-lasting relationships for years to come.
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