on | by Raine Pilones

Once you’ve determined that you’ve nailed product-market fit, it all boils down to an effective marketing strategy. The goal of marketing is to bridge the gap between your business and your target customers. It sounds simple yet much more complex in practice. This is where your marketing funnel comes in. The marketing funnel simplifies the buyer’s journey from the moment their needs are triggered, to purchase decisions, to the point of conversion, and to turn them into repeat customers.

Your marketing funnel should always start with an effective lead generation strategy and end with a great conversion campaign. In turn, this will convert customers into advocates who will reel in more clients and the cycles repeats.

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So how do you find leads? Where will you find your next clients? How are your customers going to find you if they don’t know who you are?

This is what Content Marketing is for.

What is Content Marketing?

Content marketing is a strategy that focuses on the creation and distribution of relevant and valuable content in order to increase awareness of the target audience, attract leads, and promote customer retention.

Contrary to the traditional way of marketing where the marketer directly pushes a product to a customer in order to promote and sell, content marketing falls under inbound marketing. A business methodology that attracts customers to your business by creating content that has value to them, paired with a customer experience that is designed to push them down the marketing funnel.

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Why content marketing is the best thing you can do for your business

The question remains, why is it important for businesses to invest in content marketing? Why is it good for your bottom line? How will it help scale your operations?

Pitching your products and services or hard selling tend to be counterproductive. Seldom do these techniques result in repeat sales. Likewise, technology has evolved and it has influenced businesses along with it. This development also produced a new trend in buyers which changed the way they look at products, discover products, and buy products and services. This behavior has everything to do with content marketing.

1. Boosts Brand Visibility

Brand visibility, like the name suggests, is how frequently the audience sees and hears your brand. This message relays to everyone that your product is good and trustworthy, that’s why it’s popular. In return, this encourages the customer to pay attention to your services or product and spend time evaluating it. 

What does content have to do with boosting brand visibility? 

When you create customer-driven content, you offer something that people find value in. In return, they tend to share it across all kinds of platforms and social media channels. If you have produced content that people thoroughly enjoy and at the same time it solves a problem that they have, then the next step is for them to head over to your landing page.

2.Increases Brand Awareness

You might be wondering what the difference between brand visibility and brand awareness is. While brand visibility is the number of times your audience sees or hears about your brand, brand awareness is the measure of how familiar the audience is with your brand or business.

This is an area where content marketing really works its charm. It’s not enough that people recognize your logo, your product or your tagline, the more important aspect is that they connect with it and what your brand represents because those are what will sell your brand.

Quality content will show the audience what your brand is about and who your company is. This goes deeper into your audience, understanding the factors that make your business unique.

This can be reflected on your website. An example would be to create a landing page where a full description of your company culture is displayed. Be creative and highlight your unique value propositions.

3. Develops relationships with your target market

Words are important in relaying a message to another person this is why content marketing is so important. It is the fuel that runs your business. When you have zeroed in your target audience and you’ve defined the style of your content as well as the frequency of when you’ll create and publish them, this creates a system that your audience can get into. 

When you create content that isn’t consistent in quality and production, it creates confusion in your customers and can cause them to leave. Contrary to that, a content that resonates with your audience, as well as consistent production, will ultimately lead to brand credibility and a bigger following for your business. 

4. Improves credibility and authority

Consistency is key when it comes to creating content. As pointed out in the previous section, when you keep creating high-quality content and you release them frequently or better yet, on schedule, you will slowly build up your following and improve your credibility. 

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Content takes time, but once you’ve nailed what works with your target market and you do it consistently while doing frequent temperature checks (checking KPIs and adjusting accordingly), there really is no way but up. Valuable and consistent content will spread, people who need your products or services will get wind of it and in the end, impact your bottom line.

5. Builds trust and customer loyalty

Content also helps your brand establish relationships with your audience and customers. Through different channels and forms of content, you can answer their queries and engage with them. 

The more you create content with the sole purpose of helping your customers understand their pain points, pinpoint their problems and what solutions are available to them, the more they’re going to trust you and your recommendations. 

6. Positions Your Brand As a Thought Leader

A thought leader is an influential figure whose views on a subject are highly valued and taken to be authoritative. Being a thought leader means you inspire innovation and has the ability to influence others.

This is a position that can boost your presence in the industry and build your brand by working with other influencers.

Content is a powerful tool that adds to your credibility as a thought leader. However, you should create content that targets your area of expertise as well as one that is devoid of your business agenda.

Showing the industry and your target audience that you’re a well-rounded and influential professional will build your brand’s reputation and credibility as a thought leader.

7. Boosts SEO Strategy

SEO is a huge part of digital marketing and this is mainly because a huge percentage of online experience starts with a query. Google, by itself, accounts for  6.3 Billion searches a day. A big part of those searches are about your industry. What you want to happen is to be visible to those users when they enter keywords that are related to the services that you offer.

How do you do that? How do you appear on top of the search results? The answer is by optimising content for search engines.

Content marketing is a valuable component of SEO. An optimised and quality content is the driving force behind every successful SEO strategy. Whether it’s on-page or off-page optimisation, link-building or keyword research, it will all point back to content. If you’re not yet too familiar with SEO, especially technical SEO, you can partner with an agency offering SEO Services. SEO is a global service so whether it’s SEO for UK businesses, SEO in Britain, SEO in Ireland, or even Australia, it will be beneficial for you to work with a digital marketing agency that can optimise a website located anywhere in the world. It’s a testament not only to their capabilities but their expertise as well, and your business will thank you for it.

 

8. Boosts Lead Generation

At this point, you might be thinking content marketing really does it all. Well, they don’t say ‘Content is King’ for no reason. Content marketing can also get you leads.

Your content has the power to inspire your audience. When they view or read your content they are more likely to be interested in purchasing your product or service in the future because they are not aware of. You have raised awareness of the product, of the pain point, and awareness of your brand. 

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An effective calls-to-action (CTAs) along with your powerful content can also increase sales qualified leads. You can effectively do this by driving users to a certain landing page. This is possible with the use of any marketing strategy paired with an effective content strategy. May it be email marketing or social media marketing, the end goal for you is to generate leads by having powerful CTAs driving them to a landing page that’s optimised to for conversion.

Key Takeaways

At the end of the day, content shouldn’t be complicated, however it should be relevant to your target audience and consistent. Creating a solid content marketing strategy can be a challenge for your business if you don’t have time for trial and errors or you just want to do it the right way from the get-go then there are content marketing services available to you. 

Creating high-quality, SEO-ready content can be quite a daunting task that may require you a team of content creators, however, it will all be worth it in the end.

Tags: Insider Marketing SEO

About the Author

Raine Pilones is a content creator for Axadra and a digital marketer specializing in SEO. She has been in the marketing industry for 7 years working in tech and TV production. A writer by day and a reader by night, she enjoys aquathlons, long runs and playing short trills on the piano.

Raine Pilones
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