Content marketing is the strategy used in marketing to attract, retain, and engage an audience by creating and sharing relevant videos, podcasts, articles, and other media. This approach establishes the expertise, promotes brand awareness, and keeps the business top of mind when it’s time to buy what you sell.
This post will reveal some facts related to content marketing you should know as part of the digital field.
Content marketing is distributing and developing relevant, helpful content—blogs, social media posts, white papers, newsletters, videos, emails, and the like—to current and potential customers. When it is done correctly, this content conveys expertise. It clarifies that a company values the people to whom they sell the product.
The consistent use of content marketing nurtures and establishes relationships with existing and prospective customers. When the audience thinks of the company as a partner interested in their success and a valuable source of guidance and advice, they are more likely to choose you when it is time to buy.
Content marketing is a go-to tactic that is proven to work. Also, it offers a competitive advantage. Have a look at what the data says about content marketing:
Businesses with blogs get 67% more leads in comparison with other companies.
47 percent of buyers view 3 to 5 pieces of content before engaging with a sales representative.
Companies who use content marketing see approximately 30% higher growth rates than businesses not using it.
72 percent of business-to-business (B2B) marketers say content marketing increases engagement and the number of leads they generate.
A business can use content marketing to attract leads, make a case for any product or service when looking to buy, and close sales.
To use it effectively, you will need to deliver the right content at each sales cycle stage—from awareness by consideration to purchase. If this sounds complicated for you, don’t worry: Approaching content this way simplifies the process.
At the starting stage of the sales process, the content focuses on your audience’s top concerns. Writing about their challenges, pain points, and questions gives you the best chance to engage with them. Content at the awareness stage has to be educational, how-to advice. Save your selling for the closing and consideration phases.
The best content for this stage: articles, blog posts, e-books, videos, newsletters
A restaurant writes a blog post about planning a menu for a graduation party in the spring.
A bike tour company makes a short video on the topic “3 Ways to Choose the best Bike Trip.”
An architecture firm makes an e-book called “Questions to Ask Before Choosing an Architect.”
In the consideration stage, the content will offer a hybrid of helpful information and marketing. It needs to educate the reader about features or functions and how various features address their needs. Of course, the content needs to have a bent toward what your business offers.
The best content for this stage: how-to articles, case studies, how-to videos, worksheets/checklists
A cloud-based phone system company makes a checklist entitled “8 Ways to Improve the Phone Customer Service” that details the functions and features that produce excellent customer service possible.
A landscaping company produces case studies about “The Biggest Mistakes Most People Make When They Hire a Landscaper.”
A catering business features case studies of successful events with a focus on the benefits they offer, like “How to Accommodate Food Allergies at the Next Event” or “How to Ensure Your Caterer Uses Sustainable Practices.”
Content marketing plays a vital role when a prospect is close to buying. You can focus on sales at this stage as long as you continue to drive home why you are the best choice instead of just how excellent your services or products are.
Your central message here should be the expertise, knowledge, and differentiating benefits of what you sell.
The best content for this stage: case studies, user-generated content, buyer’s guide, product video, the research report
A consultation firm does a research report to prove that businesses that engage in assessments by outsiders, strategic planning, and other services—shaped by what benefits it offers—experience higher growth.
A design agency creates short videos showcasing its work across different businesses to demonstrate its diverse expertise.
An orthodontist practice helps patients to contribute testimonials about its state-of-the-art equipment and top-notch service.
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