Content Marketing is the creation and sharing of relevant, valuable, and consistent online material to stimulate interest in products or services. By offering quality information, content marketing inspires prospective customers to become loyal to your brand and can turn into a purchase later down the line. It is important to understand that content marketing is not promotional or hard-selling to persuade people to buy your product. It is meant to show customers informative content to educate them about your organization’s product or service.

Focusing on content marketing can increase public relations opportunities (speaking positions at conferences, webinars, and industry publications). Content is shareable, which aids in increasing engagement on social media. It might seem as if you would be giving away all of your knowledge, but it’s far from that. With content marketing, you will be demonstrating to your customers what makes you an expert in your industry. Creating more content establishes credibility as an authoritative resource on topics that matter to potential customers, earning their loyalty and trust.

You can develop a good collection of content that will target specific customer questions. Offering your audience a chance to obtain information they can’t get elsewhere can easily set your company apart from the competition; a simple blog, guide, or video post can help make the difference. By developing and executing a content marketing strategy, you’ll give your company a chance to be discovered by the right audience.

Here are a few ideas you can use:
  1. Social shares and the use of keywords will bring traffic to your site.
  2. Use case studies that pertain to your industry or find supporting facts to add to infographics for credibility.
  3. Utilizing buzzwords such as “authority” or “thought-leader” to get a response from your audience.

It takes patience to see results

Two people going over graphs and charts
Two people going over graphs and charts

Content marketing will demand resources, meaning time, effort, and patience. You’ll have to discuss a budget and create a workflow process to ensure efficiency. On average, content marketing is 62% less costly than outbound marketing, yet it is three times more likely to generate leads. If your company has not ventured into this style of marketing, it will be a learning experience at first, but things will get better with a proper strategy and staying consistent. ROI may not be instant but, with proper metrics and analytics, you can analyze how content is bringing traffic to your website. You can use these reports to set proper goals that will measure the impact it has on your business.

Managing and scheduling social media content is easy. Sites, such as Hootsuite, can save time and maintain control of all your company’s social media on one dashboard. Sending content to existing followers is great for the company, but you might want to consider spending a little more on paid advertising and promotions through social media.

You have to post regularly

A man and a woman making a video blog with their cell phone
A man and a woman making a video blog with their cell phone

After you have developed content, remember to stay focused and continue posting regularly. This ensures you have a steady supply of fresh and engaging content for your readers every week. Lastly, you can easily recycle or reuse content by sharing it on different channels and in different forms; these can include videos, slide presentations, infographics, guides, or podcasts. You can keep track of your best-performing blog articles by taking a look at your Google Analytics data.

Creating and sharing a collection of information for your audience can be valuable in customer acquisition. Developing content that will engage and inspire customers will make it simpler to gain trust, which leads to brand loyalty. You want to be educational and prove to be a valuable source of information in your industry. Even though content marketing is not directed towards hard-selling and promotion, it can attract new customers in the long run and a chance to engage with your customers in a new light.

What are some of your experiences with content marketing to grow your business? Let us know in the comments.

This article originally published on GREY Journal