Content marketing is essential, not only because it builds trust, generates leads, and cultivates customer loyalty but also because it has become the norm from the consumer's side.
It helps to shape what customers want from brands that they interact with. It is more risky to ignore it than to invest in it.
Without a vibrant Instagram account, videos and some influencer campaigns, what travel, food or fashion brand could exist today?
Software companies are now tech teachers, offering how-to videos and eBooks. Apps, online knowledge centers and other tools have been developed by the financial industry to assist both individual and business customers in better meeting their financial goals.
Consumers are getting more from great content, particularly the well-thought out, dynamic strategies.
Content Marketing is Too Valuable to Both Brands and Consumers To Ever Go Away
Your customers should appreciate content marketing. This is the number one reason why it is so important. Content marketing generates three times more leads than outbound marketing, six times more conversion rates and can lead to a 7.8-fold increase in web traffic.
Content marketing is the key to creating the customer-centric environment we are now living in. Content is changing the relationship between a brand and a consumer.
Cisco's newsroom, The Newsroom, is an example of its content hub. It contains everything that anyone in the tech industry or interested in it could be interested:
- FOCUS is an online magazine that publishes a monthly issue.
- Live@Cisco Facebook videos
- Tech news blog posts
- Biographies of Cisco's Leadership Team
The company even has an innovative portal to market its greatest asset, its employees. People@Cisco has three purposes: to empower employees, attract new talent and humanize the brand for customers.
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Cisco has been pushing content since the beginning. Cisco hired 200 content marketers under the direction of Karen Walker, their CMO. They haven't looked back since. They have increased their content marketing efforts in a very successful manner since then.
Content marketing is equally important in the B2C industry. Nike is a brand that has evolved beyond a company. Nike has been a way of living that has inspired generations.
Sephora is another example of a brand that has mastered the art of creating community through their content. They invite their customers into an educational and empowering environment.
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Content marketing is a way for consumers to connect with brands by offering value and meaning and providing guidance and information.
There is no turning back.
As an alternative to the ad era, content marketing was born. It was a welcome respite from the overwhelming amount of magazines ads, TV commercials and digital advertising. By 2021, an average person saw between 6 000 and 10 000 ads per day.
Today, however, nearly all marketers use content marketing. 91 percent of B2B marketers use it and 86 percent for B2C.
Consumers love it, so there are no surprises.
Brands that ignore the importance of content marketing will be forced to catch up tomorrow. However, brands that have a content strategy are on the right track to improve their content. They can use better customer data, better technology and a more developed network of content producers, whether they are in-house or external.
Through content marketing, we learn about who we are marketing to
Content marketing is also important because it helps us understand our customers. Marketers can use the data that we see as customers move along the customer journey, such as engagement rates on social media posts and which videos they watch. The eBooks they download and the blog posts that they read.
We can track which content is most popular and learn more about our customers by tracking this data. Brands who invest heavily in content marketing and are skilled at using CRM and marketing automation tools to make sense of it are able to gain a significant advantage. It's possible to:
- Create better buyer personas
- Develop more accurate buyer segments
- Personalization is key to a better customer experience.
Hawkeye is a platform that analyzes content data and calls it content intelligence.
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This is where you take all of the data from your content analysis and make a better strategy. Then rinse, cycle and repeat to improve what you have and increase the impact of your content marketing.
You are missing the key to modern marketing: the knowledge of what resonates right now with your customers – the who, what, why, where and when.
Your competitors are already using it
The last reason content marketing is so important for marketers is that your competitors may already be using it.
Your target audience already enjoys personalized email messaging, and they know that they can visit your competitor's website to find the answers to their questions.
Here's the deal. Content marketing can be used to establish your brand's authority in your industry. It takes time for your content marketing strategy and trust to have an impact.
You have some work to do if your competitors already have huge online blogs libraries, active social media profiles, and are well-known for their amazing video tutorials and annual marketing events.
Everyone needs content marketing, whether they are large companies with hundreds (or even thousands) of content producers and marketers or small businesses that focus on local business. It is not only important. It's critical.
What should you do first?
Here are the most in-demand content types right now.
Begin with what resources you have. Make a plan and stick to it. Continue to develop your content strategy by learning more about your customers and engaging with them. This will help you build the bridge between your brand's message and the people for whom your business exists.
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Marketing Insider Group's first post, Why Content Marketing is Important, appeared first.
By: Michael Brenner
Title: Why Content Marketing Is Important
Sourced From: marketinginsidergroup.com/content-marketing/why-content-marketing-is-important/
Published Date: Tue, 18 Jan 2022 17:00:00 +0000