As a marketer, I see many business owners struggling to identify where they should spend their energy (and budget) to
get digital leads, especially if they have a B2B service.
Marketing is becoming increasingly complex, with a range of platforms to choose from to speak to your audience.
Is your business still supposed to be posting on Facebook, LinkedIn, or Instagram? What type of content should you
share? How does creating social content actually generate leads?
As a forward-thinking entrepreneur, you know there has to be a better way.
Enter content marketing.
Content marketing is a strategic marketing approach. It focuses on creating and distributing valuable, relevant, and
consistent content to attract and retain a clearly defined audience — and, ultimately, drive profitable customer action.
Content marketing aligns with the new ways people engage with brands and content and develop brand loyalty. It’s
integrated, intelligent, and customer-centric.
With content marketing you’re not simply pitching your products or services in traditional marketing copy. You’re
providing truly relevant and useful content to your prospects to help them solve their issues.
In some ways it is similar to what we see with the rise of the “freemium” product model. Now that people can access
high-quality free advice and content online, it won’t cut the mustard to simply promote how great your product or
service is. Your content needs to put your customer’s concerns first. This is especially important in light of the way
Google serves any search query with the most relevant answers; your content needs to be accurately centring your
customer’s questions if you want to appear on their Google search results.
Content marketing works to build the respect and admiration of your audience, but this will take time. First you need to
earn their trust. You need to prove you have the relevant knowledge and (even more importantly) that you have integrity.
Then you can become a guiding light that people turn to for authority in the noise of too much available information.
The authority you gain then transfers to your products or services, making customers that much more likely to choose you
over the competition.
Regardless of what type of marketing tactics you use, content marketing should be part of your process, not something
separate. Because of the complexities of the communication strategy required, it’s also something that I would recommend
that you engage a content marketing agency to do for your business, rather than attempting it on your own. Quality content is now part of all forms of marketing.
So, what are the other benefits to your overall marketing strategy?
The Tangibles:
Site traffic: Traffic may be the obvious benefit, but it’s also one of the most important. Great content will bring people to your
site, where they’ll also find information about your company and your products/services.
Improved SEO: The benefits of content for SEO are far too numerous to get into here. Great content attracts editorial links, which
tells Google you’re important and authoritative. Google can also crawl your content, getting a better idea of what your
company is about, which allows it to return your site for more relevant queries (including a great many long-tail
queries). The list goes on, but it can be boiled down to this: without content, what is there for search engines to
optimise?
Social media marketing: content marketing strategy comes before your social media strategy. An ideal mix of content for social media is always
a mixture of unique and curated content based on the themes that relate to your audience interests. So high quality
content based on informing your potential customers is ideal content to share on social media. It can also become great
“lead magnets” if you are creating a Facebook ad funnel for inbound inquires.
PPC: for Pay Per Click to work, you need great content behind it. Content marketing is not direct sales copy- that is what
landing page copy is designed for, but your content marketing is supposed to warm up your audience handling all of their
objections and answering all of their questions before you make the direct offer in an AdWords campaign. It is also
useful in your Adwords remarketing campaigns, if someone doesn’t call or email from your initial ad then you can
remarket to them to take them to more information where your content page may address common objections and give the
information required to inform the potential customer of the process.
PR And Brand awareness: content marketing is all about championing the customer and solving their problems. It involves storytelling and
providing useful and relevant customer-centred information. A flow-on effect from creating high-value content is that
you can now position your brand as an authority on solving your customer problems. So, you can begin commenting on the
“state of your industry” and sharing this as an opinion piece to your local media or business networks as an opinion
piece to increase your brand authority.
If you’re looking for help to market your business, get in touch with our content marketing team. We can help you to
create a content strategy that will transform your sales and marketing activities. Contact us now.