Content marketing is a word that gets bandied about a lot these days. Traditional marketing continues to fall further out of favor with consumers every day. Content marketers do more than write content…much more. They develop and create customized marketing strategies that capture and hold the attention of potential customers far better than the old methods can.
The modern consumer conducts research on products and companies from the moment they begin to consider a purchase. This means that he or she has (for the most part) already made a buying decision before ever contacting you, the vendor.
Content Marketing Killed the Banner Ad
Information is power and the availability of high quality, relevant digital content shifts the balance of power away from traditional marketing and toward the consumer. The buying process looks much different today than it did even a few years ago. Have you shifted your marketing to reflect the modern consumer’s demands? If not, you shouldn’t waste any more time. To survive, you need an effective content marketing strategy in place and here’s why:
- People have disdain for traditional advertising. Consumers trust recommendations by friends or followers they interact with online. They don’t trust print (digital or paper), banner ads, or hard sales pitches. Word-of-mouth resonates best with them. Through content marketing, Internet users share and converse about your brand’s content, making it fit the word-of-mouth model.
- Content marketing is the new SEO. Not sure you buy that? Check out this eye-opening post, Why Content Marketing is the New SEO, on QuickSprout. The post’s author, Neil Patel, says that the biggest difference between content marketing and paid SEO isn’t the huge price differential. It’s the fact that Google’s abundant algorithm updates don’t affect content marketing, but they certainly do affect (typically in a bad way) paid SEO.
- Content marketing influences consumer buying decisions. Meaningful, informative content marketing allows you to influence consumers before they even contact any potential vendors.
- Leverage content marketing for your native advertising. Well developed native advertising will drive your target audience to your relevant, high quality content marketing.
- Content marketing and social media work together for your benefit. You’ve got to have great content (both your own and quality curated content) to share on your various social media channels. If you don’t, you’re wasting time on social media and squandering its potential to build brand authority and awareness.
- Content marketing generates high value leads. With content marketing, quality always trumps quantity. Consistent, useful branded content hones in on a smaller, specialized group with potential to become high-value clients. Traditional marketing casts a wide net in hopes of capturing a certain target demographic.
- Content marketing builds loyal brand advocates. When you consistently create, publish, and share great content you’ll build a loyal and growing group of core advocates. These people will talk about you on social media, share your content, and recommend your brand to friends. As long as you continue to offer fresh, interesting content that fulfills a need, your following will continue to grow – organically. How awesome is that?
The digital landscape has changed and it continues to evolve due to the influence of content marketing and social media. With the relationship-centric nature of the digital marketing methodology, you can create a place of authority and leadership for your company and brand.
How are you using content marketing to build your business?