Doyou know what exactly a content marketing is? Content marketing is a marketing approach for creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined targeted audience. The main object of content marketing is to drive lucrative customer action. This content can be in a variety of formats like news,videos, whitepapers, blogs, case studies, question and answer articles etc.
So how old is this content marketing? Content marketing history can be tracked long before in 1895 when John Deere first launched a magazine named Furrow.
Thismagazine aimed to provide information to farmers on how to become more profitable. Since then the content marketing is continuously evolving which is depicted through below image.
Why my organization needs content marketing? An organization needs content marketing to generate more leads, more traffic and more customers. On an average a company that starts their content marketing campaign achieves over 300% more growth than a company that does not.
Are you creating an awesome content for your customers and visitors? If not then here we present some of the best ways to change your brand image through content marketing.
Boosts brand awareness
Having a brand alone is not enough. Every company aspires to become a brand. It is some what like each actor aspires to become an icon like Tom cruise, Bradley cooper etc. Every famous person is not an icon. Similarly companies with a strong brand image indicate how consistent they have been in creating impression in mind of their customers.
This is possible by publishing related content that will make the brand familiar to people. Consumers are flooded with information. More and more, they are likely to ignore advertisements. Thus, your content must absolutely be relevant. It must be useful, interesting and targeted for a specific audience. You may create content for entertainment or educational purposes, or you can check various forum site to know what problem people facing and you can help them by writing a good blog on it. Always ask yourself, how are my customers benefiting from the information I provide? The content must reflect your brand’s image and be of interest to your customers without trying to sell anything. This will help you to be at the top-of-mind the next time people need your services.
Creating content that builds trust
Brands must always think first that for whom they are writing and why they are writing. Trust is easier to build when the right reader is given the right content. You should first well define your targeted audience. Make a list of all of your target audience’s characteristics, for example, age, sex, income,education, marital status, geographic distribution, consumer habits. Now,create your content based on this information. If you audience wants to seek your content via email then make sure that you make it available to them through it. You should put the information/content in the place where the audience wants it to be.
Good relationship with customers can be established with content marketing. It’s not a one-time effort but a continuous commitment. You need to determine how often you will release new content. If there are only 8 electricians in a town, but only one provides helpful information that educates the community about electricity safety, problems and innovations then that brand would stand out as an expert. Since the consumer will be getting advice without paying it will help the brand earn a reputation of being trustworthy.
Content that gives a feel to purchase a product
A customer will never buy a product by just giving a look at the image of it.They would be tempted to buy your product by reading the content description of the product. Customers hardly buy any product on the basis of its features. They buy because they perceive some benefits to those features. Your content should precisely define the benefits that a customer would get from your product/service. It is imperative to produce a content that guides a consumer through the buyer’s journey –awareness, evaluation and purchase results in more sales. A buyer will be motivated to go for purchase once he/she reads your content which can relate to their requirements.
Shareable content to promote your business
Interrelationship is essential to flourish any business. It is the connection between multiple people or groups among other people or groups. This interrelationship can be achieved through content sharing. Most of the time people are engaged in social media. So, social media is the best platform to share your business content. The more people who share content from your website to their social circles, the more people there are who will see your content. This in turn increases the number of visitors of your website in general. In addition, this act of sharing will increase the search ranking of your website. Periodically you should post your content on social media;your community is interested in. One of the primary advantages of social media is that it allows for real time communication and updates. In short, shareable content will make the town buzz like wildfire about your business.
Fresh updated website content
One of the most common issues observed with websites is that the contents are not updated periodically. A stale website is less interesting and less professional than one with updated content that changes regularly. There are several ways of keeping the content of your website fresh like incorporating a blog marketing on your website, adding images and videos to your website, adding client testimonials and new menu pages in your website. One method of keeping the customer engaged is to maintain an RSS feed that is relevant to your industry.
As a result, a fresh updated website will always remain at the top of search list.This will increase the business of that organization as customer driven traffic would increase. Also a higher search engine ranking gives a good image and reputation to an organization.
With the help of these strategies precise and updated content can be developed which will help the marketers to generate more sales and attract customers to their websites.