Five reasons your business needs quality content
As content marketing influencer, Jeff Bullasv recently said, “Quality content enables you to create a bond with your audience that goes beyond the simplistic purpose of buying and selling.”
We couldn’t agree more and we know from our own experience that content now needs to play a significant role in any marketing strategy. It’s quickly becoming the best way for brands to engage with and convert customers, but what is it?
Don’t panic if you’re not entirely sure what ‘content marketing’ actually means. It did start as one of those marketing buzz phrases after all, so we won’t judge if it passed you by. The Content Marketing Institute defines it as a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
That sums it up perfectly, but to drill down even further we like to think of it as marketing that isn’t directly about your brand, product or service - it’s more about providing information that your audience wants. It’s different to traditional marketing collateral, like adverts and sales brochures, and comes in the form of blogs, infographics, videos etc.
We’ve highlighted five reasons great content really is king right now…
It builds trust
Good content helps you build a relationship with your customers (and potential customers). By sharing engaging and relevant content, you’re offering value and from that you earn trust. It becomes less about what you’re selling and more about your customer’s true needs, and they like that!
It engages the anti-ad generation
For Generation Z, who are expected to account for around 40 percent of all consumers by 2020, purchasing decisions aren't in any way influenced by adverts. 80 percent of their purchases are influenced by social media, in fact - Instagram (44%), Snapchat (21%) and YouTube (32%).
It’s the gift that keeps on giving
Great content has a long shelf life and can be repurposed and shared frequently to ensure you’re reaching people who may have missed it the first time around. This, of course, only works when the nature of the content doesn’t become irrelevant, but in most cases you’ll be able to re-use videos, blogs, infographics etc., so they’re invaluable.
It helps boost your SEO
Content and SEO go hand-in-hand. Without one, your efforts on the other are pretty much diminished. Any keyword research is wasted if you don’t use those keywords in your content, and creating content without knowing what your audience is looking for will leave you without any significant traffic. Google likes high-quality content and it’s what will earn you your place at the top of that search engine!
It’s statistically proven to work
Last but not least, content marketing generates three times as many leads as traditional forms of marketing and the website conversion rate is nearly six times higher for content marketing adopters than non-adopters. You can’t argue with that, can you? For more stats, check out this infographic.
If your business is lacking in content and you don’t know where to start, you’ve come to the right place.
Let’s have a chat!