Scottish novelist, Robert Louis Stevenson once said “Don’t judge each day by the harvest you reap but by the seeds you plant”. A great quote to keep in mind when it comes to content marketing. Conversions aren’t always instant but it’s an avenue to plant seeds and build your business. Let’s unpack some key points of what it is and what it isn’t.
What it is:
- A new way to connect with customers who are searching for your product or service or something related to it. It increases your chances of appearing organically in Google.
- A way to be useful to customers with content that they find useful or helpful in their consumer journey.
- A soft-sell approach to promote your brand without selling a specific product or service.
- A way to stand out from your competitors as a market influencer and advisor and encourage trust from your potential clients.
- A way to get people talking about and sharing your brand.
- Earned media – you need to work to understand your customers what they are looking for and how you can engage with them.
- Your content marketing efforts can be measured. Watch this space for some guidance on just how this can be done.
What it isn’t:
- Something that leads to instant conversion. Content marketing is not designed to convert straight away, however it does drive higher conversion rates particularly against competitors who aren’t doing it. Content marketing adopters convert six times higher than non-adopters.
- An opportunity to voice opinion or publish words that have no use to your customer.
- An opportunity to hard-sell. Content is used to nurture the sale and produces brand recall, which increases engagement.
- Something that gets you to the top page of Google overnight. Producing content helps your SEO, but this can take between three to six months to build in some cases. Content marketing leaders experience 7.8 times more site traffic than non-leaders.
Content marketing is a more cost effective way to market your business. It’s compelling, unique and useful. 73% of businesses hire a content marketing strategist to unlock the potential of content for their business.
Learned something you didn’t know from reading this blog? Leave a comment with your key takeaway. We’d love to hear from you!