An Inbound Marketing Approach
Content Marketing is undoubtedly an Inbound methodology.
We can say that inbound marketing is any strategy that aims to capture people’s interest in a non-invasive way.
In fact, companies launch a “bait” – in the form of relevant and useful content for the consumer – so that people are looking for the company and not the other way around.
Very different from more traditional marketing (Outbound Marketing) in which the same message is passed to a large audience, in an interruptive way, whether it is relevant or not for those people. It’s one-size-fits-all marketing.
Regardless of the marketing tactics, you are using, content marketing should be part of the process, not something separate. Quality content is part of all forms of marketing:
»Social Media Marketing: the content marketing strategy comes before the social media strategy.
»SEO: search engines reward companies that consistently publish quality content.
»PR: Successful PR strategies address issues that interest readers, not your business.
»PPC: for PPC to work, you need great content behind it.
»Inbound Marketing: content is the key to direct incoming traffic and leads.
It is therefore not surprising that content marketing is one of the most effective ways to reach new customers. It will drive traffic to your site, help establish you as an expert in your industry, and provide your audience with useful and actionable content they need to solve their problems. These and other surprising benefits of content marketing can be seen below.
1. Builds Authority and Credibility
Your company’s content should highlight your “expertise” in the area and provide valuable answers to your audience’s questions. Your customers will be more inclined to trust you if they see you as an industry expert.
Improving the quality of your content is critical to the success of your content marketing campaigns.
The quality of your content is directly related to the profile of your audience. By understanding the needs of your audience, you will be able to offer content with greater relevance.
Show your skills through content that proves your strengths as a business and what you can do for your customers and increase your brand awareness.
2. Brand Affinity
By producing quality content, you will be able to increase people’s interactions with your brand, thus enabling greater proximity and even increasing loyalty with your audience.
If you regularly provide actionable content, your target audience will look for you when they need more than what they can do for themselves.
When you create value without getting anything in return, the public is more likely to trust our advice and recommendations.
Your brand reputation improves when your content is displayed in the right place at the right time and to the right audience. The more quality content your customers see, the more likely they are to have a positive association with your company.
3. Generates traction on social networks
Social media and content are not the same, but they are certainly good companions. The benefits of content marketing appear on social media and vice versa.
Potential customers who find useful and relevant content on your site usually become your advocates on social media. Those who discover it on social media can very well access your website, blog and email list.
By distributing your content across the various social media platforms you will increase your exposure. By doing this, more users will see and read your material, in addition, they will have the opportunity to share your content with friends and followers, considerably increasing your circle of followers. Over time, it gains more and more followers on social networks and, as a result, more traffic on social networks.
It sounds easy: Post content to your website, use social media to promote it, increase your audience and repeat everything.
Either way, it takes resilience. It takes time and implies a continuous effort until we achieve a significant increase in website traffic as a result of the content marketing strategy. Do not give up! It will make up for it.
Writing and publishing consistently the best content possible for months or even years without any significant movement can be extremely discouraging. Resist, therefore, the moment will come and soon you will start experiencing the type of traffic and growth you want – it just takes time and perseverance. Once this tipping point is overcome, the pace of growth accelerates rapidly.
4. Increased Conversions
One of the biggest benefits of content marketing is the generation of inbound leads. Adding more quality content to your website helps create a bigger digital footprint. This leads to a greater likelihood of your business being found in the search results.
Whenever you create content that answers a question or solves a problem, you are more likely to get a higher ranking on search engines. This helps to increase organic traffic, creating more opportunities for visitors to become leads and consequently convert (regardless of whether your conversion goal is traffic, leads, sales of products or services or other).
In other words, the information you provide will enable consumers to make a more informed purchasing decision and, seeing you as an expert, will have more confidence that it is the best option. After all, it was you who helped them get there.
In addition, don’t forget that your content should always include a CTA (Call-to-Action) and guide the reader on what to do next.
Finally, remember to use common sense and do not turn your content into an ad.
5. Lower Marketing Costs
Content marketing only costs time. It is incredibly economical and even better – it offers varied returns. The first months (or even 2 years) of content marketing strategy may not yield many results, but in the following months, you will start to see growth. A few months later, you will see more growth and suddenly you have a very significant exponential growth.
Content marketing is cheap, safe, available to anyone in any industry, and beneficial in many different areas. The sooner you start investing here, the sooner you will start seeing results, and the better results you will get. Whether you are aiming to increase traffic, conversion rates or just a better relationship with your customers, there is no reason why content marketing should not be included in your marketing strategy.
Content marketing can lower your marketing costs. It can reduce your advertising spend. And your ROI increases over time.
But understanding the benefits of content marketing is not enough to get there. The competition is fierce, and it is not enough to do the same to win in this game.
If you need help from those who know, saving you time to focus on the essence of your business, contact Link37. We know how to leverage your business.
6. Higher Visibility in Search Engines (SEO)
Each new post you add to your blog is another page that Google will index. More pages don’t always correlate with more search traffic, but having more quality pages indexed can give you more opportunities to appear in searches. If you target “long tail” keywords and topics that your customers frequently search for, you should have no problem showing up in these searches with your posts.
Creating quality content also helps you build your online authority.
7. Larger Remarketing Audiences
We leave you with an unexpected content marketing benefit that can help you grow your business.
In a perfect world, prospects who browse the web, find your content organically, thanks to your meticulous SEO efforts, carefully read every word written on your blog, and then buy things on your website.
Unfortunately, that’s not how content marketing works.
One of the most beneficial benefits of content marketing is that it allows you to create highly refined remarketing audiences based on your website traffic, a very effective technique for increasing your conversion rates. How?
One of the best things about remarketing is that we can create customized audience segments based on any criteria that matter to you. When it comes to content, the meaning of each action can be extraordinarily valuable, especially if you have to segment your database by goal or stage of the conversion funnel.
For example, we use content remarketing to create custom lists for all types of segments, which will then feed ongoing or future campaigns. We use lists of people who read the blog regularly but have not yet downloaded one of our guides. We have lists where people have downloaded various guides on specific topics and have also visited certain pages on the site, such as the Products or Prices pages. We have lists of people who have reached a certain stage in our conversion path, but, for some reason, have not converted.
That is, analyzing data about (analytics) content is a treasure trove of valuable user data that you can use in other marketing campaigns.
Content marketing is cheap, safe, available to anyone in any industry, and beneficial in many different areas. The sooner you start investing here, the sooner you start seeing results. It doesn’t matter if you are interested in increasing traffic, conversion rates or just improving the relationship with your customers, content marketing should be included in your marketing strategy.
Content marketing is a strategic approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.