On the face of it, content marketing sounds a bit daft.
Why on earth would you give stuff away for free in the hope that, one day, the audience might turn into customers?
Seems a bit of a punt, really, doesn’t it?
Thankfully, content marketing is anything but a shot in the dark. When conducted strategically, it can be one of the best ways to ensure a sustainable, profitable source of leads.
It’s also a brilliant way to put your brand head and shoulders above the competition with a persona they could only dream of having.
Still need convincing? Here are four reasons you should start investing in content marketing this year.
1. It’ll make a big difference to your SEO
Search engine optimisation (SEO) can’t really survive without great content. And your business can’t survive without SEO.
Combine the two, and you’ll end up with a long-term marketing plan that will help you reach the heady heights of Google’s first page for the most relevant search phrases.
2. It’ll stop you being ‘all salesy’
Hard sales tactics still have a place in some industries, unfortunately, but if you’re more concerned about presenting a nice, welcoming image for your brand, content marketing will help you stand out among the competition that’s just there to make a quick buck.
What would you rather be seen as - the company that will do anything to get a sale or the company that will help first, sell second?
More importantly, what does your audience want? Hint: the answer to that question will actually help you form a brilliant, relevant content marketing strategy.
3. You’ll give people a reason to visit your website
Depending on your industry, there’s probably an awful lot of competition out there. And that means a significant number of websites that are all vying for the attention of your potential customers.
This is why people need a reason to visit your website. Your product, history and special offers probably won’t be enough to attract a large, consistent audience, but add content marketing into the mix, and you’ll have no trouble.
The key lies in creating and publishing content that people want to read. It needs to answer burning questions and help with specific problems. Do that, and why wouldn’t people visit your website and engage with your company.
4. Authority will become your middle name
Positioning yourself as an authority in your industry is also a brilliant way to differentiate your business.
It’s primarily what content marketing is all about; the desire to help people with your industry knowledge and experience. And, the more you do it, the more of an authority you’ll become.
People are far more likely to buy from authoritative figures than they are flash-in-the-pan schemers - remember that.
Hopefully we’ve managed to illustrate why content marketing should be in your sights this year, but here’s the next conundrum: where do you find decent content?
If you’re lucky enough to have the time to do it yourself in-house, go for it. If not, there are plenty of content marketing services and marketplaces our there which will connect you with the best creators in the business.