Written by Megha Narayan
Marketing has always been a competitive business. In today’s digital world, the race has only become more pronounced. Digital technology has facilitated multiple platforms that make way for many windows of opportunity to reach a customer. However, here’s the catch - the customer has all the power to choose what to see, as well as where and when to see it.
Are you wondering how the race is still going strong? There is one significant nugget that is valuable and rare – Attention. Over 24 hours, an average person encounters over 200 marketing messages. The key to standing out among a host of information vying for the user’s attention, is compelling content.
What makes content compelling?
It has to be relevant to a well-defined audience, genuinely engaging and have a purpose. It has to be authentic, concise and provide value. Most importantly, it should be consistently delivered. This encompasses a whole new stream of marketing strategy; content marketing. Content has evolved from being an exciting new marketing concept to a mission-critical growth factor for pretty much every business today.
Here is why:
Content Marketing sets the tone for your brand or business
Traditional marketing, including advertising, tells the world that your business is awesome at what you do. Content marketing is all about showing the world that you’re awesome at what you do.
Be it a website, blog or an App, it is an investment that allows you to control the narrative. Content is the ticket to capturing audience's attention and continually reinforcing a positive brand impression.
Content Marketing builds trust and enables engaging experiences
Great content is an asset that has the ability to create positive experiences for potential customers and compel them to come back for more. In today’s world, the impact of a seamless and convenient experience can be make or break for a business. So good content builds relationships with customers. From educating to inspiring and from answering their questions and interacting with customers, content creates value. When good content comes at the right time and place, without a clause, audience is more likely to trust the advice and recommendations of your business or brand.
Content Marketing encourages traction on Social Media
Increasing follower base is always a focus on social channels. However, keeping your followers engaged is a key success determinant that continues to be an uphill battle. If your business that doesn’t see much traction despite having a huge following, you need to rethink your content strategy and leverage its power to keep audiences interested and wanting more. Be it entertaining, informative, topical or controversial, quality content can help your business gain traction on social media.
Content Marketing helps with SEO
Being there when someone looks for information related to your brand or business is a sure shot way to marketing success. In order to rank high in searches, you have to produce consistent, high-quality and relevant content. Following the digital journey of potential audience groups, good content should touch upon pain points, solutions and improvements of each target segment. Thus, irrespective of what information a customer is looking for, he/she always lands on content from your brand.
Content Marketing is a lead-gen machine Typically, content is created to provide your target audience with useful, free information. When this content is viewed and valued, audience is likely to remember your business in the future. The more delighted a visitor is with your content, the more likely they are to come back for action. Content is also a great way to guide users to a specific page. When calls-to-action (CTA) are strategically used on a page directly on content, it can generate new leads that could encourage sales.
Content Marketing courts brand loyalists
Apart from building brand awareness, good content gets people talking and associating positive feelings with your brand. This leads to the rise of brand advocates before even purchasing a service or product. Don’t believe it? It's true; brand fans can be loyal and influence their friends and family's buying decisions, surpassing research stage of decision making. One of the more successful ways companies can do this is through strong and convincing content marketing.
Lastly, but definitely not the least (possibilities of content is limitless!), there is one component of content marketing that is often undervalued by marketers: content created is evergreen. Since it's always there to be discovered, content has the power to gain value over time and continually increase return on investment.
Content marketing is the most cost-effective marketing strategy available. There, we said it. In the long term, when compared to paid advertisements, video marketing, and traditional marketing, content will always win the battle on your balance sheet. To help you understand where you are, streamline your content and derive value from it, Crew Kraftorz has put together a dynamic team of strategists, persuasive writers and intuitive marketers who can enable success across business verticals and industries.
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