In 1996, Bill Gates wrote an essay titled “Content is King”, predicting that content would take over from traditional media and advertising as the money generated online would come from content. In his words, “Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products—a marketplace of content.” 26 years later, a lot has changed, but content is still wearing the crown in today’s digital economy. Good marketing is impossible without great content, from blogs, videos, and podcasts to emails.
Before telling you why your brand needs content marketing, let’s break down the concept. Content marketing is about creating and sharing valuable, consistent content. The goal is to use various forms of content to keep the current customers while targeting new clients. With more than half of the global population online, 63 percent as of April 2022, content marketing is the most effective way to reach your established audience and win over prospective customers.
Content marketing is not just about randomly posting on social media, creating blogs and newsletters, or jumping on every trend. It’s about having a comprehensive strategy that drives traffic and profitability in the long run. If done right, content marketing lets your audience know what your brand is about and why they should care. It increases conversion rates, establishes trust with your target audience, and has them returning for more.
Why Every Brand Needs Content Marketing
Still not convinced? Here are five reasons to include content in your digital marketing strategy:
It boosts your Brand’s Reputation: When consumers interact with your content, they start to develop an opinion of your brand. If they find your content engaging, educational, and valuable, they will probably think the same about your business. The more value you provide with your content, the more trust you will get from your audience. Posting valuable content consistently makes you a go-to for the right crowd.
Create Awareness: Content marketing lets your audience know what your brand is about and how your products/services can solve their challenges. By consistently putting out the right content with the proper strategy, your audience gets to understand your brand. Over time, you stand out as a trustworthy expert in your field.
Drum Up Visibility: Without visibility, you have a great brand that no one knows about. The relevant content helps people find you among the millions of Google results. You need high-quality content to stand out in the sea of sponsored ads. Every time you put out a new blog post, Tik Tok video, or podcast, you are drumming up visibility and showing your customers and leads that you understand their needs. When it’s time to laugh, learn something or buy something, consumers will likely choose the brand that consistently provides them with what they need.
Boost Conversions: Back in the day, people relied on ads on TV or radio to let them know what to buy. Now, we all turn to Google or social media when we need something. With millions of online brands, great content helps your audience find and influence conversions. According to the Content Marketing Institute, 61% of online consumers in the U.S. decided to make a purchase after reading recommendations on a blog. Quality content-marketing can significantly improve your conversion rates by connecting with the right audience who get the information they need to make the right purchasing decision. Always add a clear call-to-action to optimize your content for conversions.
Digital Marketing needs Content: Any proper digital marketing strategy or campaign needs some form of content, no matter how big or small the brand is. You need some content format to attract and engage your target audience. For a successful email marketing campaign, you need the right content to draw in your audience and encourage them to take the next step. For a sponsored ad, you need a great copy. You can not afford to do without content in 2022.
As a marketing genius, Seth Godin aptly said, “Content marketing is the only marketing left.” Use high-quality content marketing strategies to keep your audience engaged, attract new prospects and separate your brand from the competition.