If you’re a business owner or user of social media, chances are you've heard of content marketing. It's that type of marketing that businesses use to interact with their audience – right?
Before you try to use this type of marketing, it's important to understand why it's used. Content marketing is often a long-term strategy that uses various formats to engage their audience, increase engagement and improve brand recognition.
When used correctly, this type of marketing can be one of the most effective ways of reaching new customers. It helps to drive traffic, establish yourself within your niche, and help resolve customers' problems.
There is a range of benefits when using content marketing that can be enjoyed by both B2B and B2C companies. We have outlined six benefits that you may not have considered when thinking about your content marketing.
Nurture your customers' buying process
Many of your customers won't be ready to purchase your product or services at the first time of hearing about them. This is because all consumers go through a 'buying process' before making a purchase. The length of a buying process often depends on the value of the product. For example, a packet of sweets (a low-cost item) being a quick process; whereas, purchasing a new car (a high expenditure item) will take more time.
If your content strategy is effective, it should help customers through all three stages of the buying process (Awareness, consideration and decision). A study by Junto showed that an effective content marketing strategy can increase leads and conversions when compared to traditional marketing techniques.
Content marking lets you manage the conversion
Content marketing allows you to sell in a more approachable manner to your audience. For example, if your business uses Instagram to market its products, it's important to not be too aggressive with your approach to selling.
A company that uses its Instagram account effectively is Gymshark; the multi-million brand uses its social media to educate its audience, which in turn strengthens the relationship between consumer and brand. Having a strong relationship, consumers are more likely to purchase items from a brand.
Increase your brand awareness
One key goal for any marketer or business owner should be to increase the number of people who know about your products or services. Content marketing can help increase brand awareness and help you achieve your growth goals in a reduced amount of time.
Let's say you own an independent clothing brand that creates an Instagram reel and goes viral. The result of this piece of content helps your page grow to 20,000 followers. If you upload three times per week, that's 21.9 million times your post can reach an individual potential customer. Of course, this is only considering the current following of the page; chances are your account will grow, and you'll appear higher in search results.
Content marketing can grow your social media presence
If you're trying to grow your social media channels, it's important to create and share content that users will interact with. Each user that finds your content useful is not only a potential customer but a potential advocate for your business.
Advocates are vital for brands wanting to grow their online presence, as these users are more likely to share your content with their friends and family. Having your content regularly shared will help with your overall growth plans.
Drive more traffic to your products
Various types of content marketing can help drive potential new customers directly to your product or services pages.
An example of a direct traffic source would be, writing a blog for your website that includes direct links to your products or services. Having relevant links within your content can direct the reader further into your website. As a result, they are more likely to complete a CTA (Call to Action). This could be subscribing to a newsletter or completing a purchase on a product.
Show your authority
Producing high-quality content can help position yourself as an authoritative figure within your industry. If your business is a creditable source, you're more likely to increase your followers and therefore sales. Not only can you see an increase in these factors, but your audience will be more inclined to trust you if you're being seen as a leader within your industry.
Do you need a helping hand with your content marketing?
Many businesses struggle to implement the plans that they have in place for their content marketing. This can be down to several reasons, such as lack of resources or not having enough time.
If these problems sound familiar to you, it may be time to hire a digital marketing agency to help you. Jellyfish Livewire offers a full range of content marketing services that help you achieve your marketing objectives and increase your online presence. If you'd like to find out how more, please get in touch.