Just as we consume media and technology differently as it evolves, businesses must change how they advertise and share their content to attract the eye of consumers. Today, consumers want to know that they are working with experts in their industry who can provide engaging, valuable content and products. This is where content marketing provides more ways to market your brand than simply advertising your product.
Not sure what content marketing is? Keep reading to find out why you should use it, and see examples of what other companies have done to implement this strategy.
What is content marketing?
Content marketing is a marketing strategy focused on creating valuable content in the form of blog posts, infographics, email marketing, or videos that provide solutions to the problems your consumers are facing. The key to content marketing is to be consistently answering questions that you are asked. Providing valuable and consistent content will strengthen trust and loyalty between your brand and customers.
Benefits of content marketing
More than half of all marketers use content marketing; it is the type of marketing that consumers expect from the brands that they interact with. If you are not already implementing it- now is the time! Here are some of the big benefits of content marketing:
Increase web traffic: Providing consistent content to your consumers will bring in more consistent traffic to your website. Search Engine Optimization (SEO) affects where your content appears in potential customers’ search results and if they will click on your website. SEO increases the chances of potential customers finding your website if you have published related content. As you create your content, consider the keywords and phrases that your target audience may use to search online to lead them straight to you. Publishing your original content will give customers a chance to learn more about what you have to offer without having to commit any money upfront.
Increase lead generation: 72% of marketers say they’ve increased online engagement and lead generation with content marketing. Content marketing produces three times as many leads and it is 62% more affordable than traditional marketing methods. Plus, the leads that come from your content marketing have already been well educated about what you have to offer and will be higher quality leads.
Never run out of content to share: By diving into the details or behind-the-scenes of your product and brand, it will be much easier to create consistent content for your target audience. There are many ways to help you create new content. Here are a few ideas:
Discover what people are asking about within your industry
Ask your customers what problems or questions they have
Get inspiration from your competitors
Share your own experiences
Establish a stronger brand: 65% of B2C marketers with a content marketing strategy report an increase in credibility and trust from their consumers. As they engage, consumers can develop a greater feeling of trust in your brand because they’re able to regularly interact with everything you share.
Content marketing ideas
There are various tools and strategies to grow your content marketing. Here are several ideas to improve your brand:
Evergreen educational blog posts
Make industry predictions
Share your knowledge on Instagram stories
Facebook Live videos with a guest expert
Infographic explaining how to use your product
Email marketing campaigns
Polls on Facebook
Instagram Live ask-me-anything
Guest blog post collaboration
Educational workshop
Check out this previous blog post for a more in-depth explanation of these ideas.
Examples of content marketing for different types of businesses
Here are ideas for various industries to help you get a better idea of what you should talk about in the content you’re sharing:
Physical therapy clinic:
Use Instagram Stories as a way to educate your followers on quick tips and tricks to prevent common injuries. For example, demonstrate the best positions to sleep at night to prevent injury to the rotator cuff.
Run an educational workshop for young students interested in physical therapy.
Invite a professional guest from a sporting goods store to talk about the best types of running shoes to support your feet as a cross-promotional strategy.
MMA gym:
Share self-defense tips on TikTok.
Invite an amateur MMA champion to join you on Facebook Live.
Create an infographic stating your predictions for the growth of MMA over the next several years.
Catering company:
Use SEO to attract local traffic in your area by using keywords and phrases such as “Salt Lake wedding catering”.
Provide a “date night” workshop with members of the golf clubs you cater for.
Engage with your customers through an Instagram Live ask-me-anything event where you can share stories, introduce some of your employees, or give a behind-the-scenes tour of catering an event.
Create a how-to video showing quickly how to make a favorite dish.
Content marketing is focused on building relationships with the customers instead of on the brand. Adding value to customers’ lives with your industry knowledge and wisdom will create loyalty to your brand and result in more customers. Are you ready to start investing in content marketing?
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