Nowadays 75% of companies are increasing their investments into content marketing which has become one of the most important marketing strategies. Hence, you no longer have time to ignore the importance of quality content which helps you improve visibility of your brand and stay in touch with your audience.
Content really is king and it is extremely important to invest in it in today’s digital business. There are several reasons why focus shifted to content in the last several years but one thing is sure: good content sells product. Let’s start from the beginning – what is content marketing and why is it so popular?
Why is content king?
Content marketing implies creation and distribution of relevant content with the aim of intriguing the users and encouraging them to buy products or services. However, the centre of content marketing is not sales, its purpose is to increase interaction with the audience and entice emotions which are connected to the brand in a certain` way. It is part of inbound marketing and most popular content forms are blog, newsletter, infographics, e-books, webinars, video and social media content.
How does this look in practice? Let’s say you are a passionate runner in search for new trainers. By writing certain keywords into the search engine you come across an interesting and instructive text about the look of good running shoes and what you need to be careful about when buying them. The text is found within a blog belonging to a sports shop and you do your shopping there immediately.
This is how content marketing works and its purpose is to use good content to transform audience into buyers. Its great advantage is that it organically attracts the buyers (unlike traditional marketing which searches for buyers, with content marketing it is the buyer that searches for your product) so you do not have to pay for adverts to lure buyers onto your web page. Furthermore, quality content lasts forever so some future potential buyers will be able to find it too. Remember that quality and not quantity matters with content marketing since its essence is to create deep and long-term relationships with users. Content marketing is for the long run which entails a lot of work, persistence and consistency.
Content marketing as a part of a strategy
Content marketing functions best as an integral part of a whole marketing strategy. Today more than ever, due to the increased usage of accessories and applications for blocking adverts, marketing experts need to be innovative when it comes to reaching their targeted audience. Paid banner adverts do not come even close in achieving the same ROI as before. This is where content marketing appears to save the day.
All numbers show that content marketing is one of the most efficient ways in achieving desired business results for companies which are willing to invest in it continuously. These are just some of the researches conducted by Point Visible.
- A tweet containing a photograph is 150% more successful than the one without it
- Infographics are shared on social media three times more than any other content
- Personalized emails have 26% better chance to be opened and read
- By 2018, 29% of internet traffic will go on video content
- Longer texts on blogs generate nine times more contacts than short ones
- 70% of people gets information on a company through its text rather than an advert
- 68% of users feels more positive after reading content of a brand
In conclusion, by investing resources (mostly time and money) in content marketing you will reduce costs and at the same time get up to three times more contacts which potentially lead to bigger sails. Therefore, stay in front of the competition and begin investing into your own content or try to improve it. If you need help, you can always talk to us.
