You have probably heard about the advantages of content marketing but how much did you invest in it? For some reason, there are still many uncertainties amongst business leaders due to the belief that such an approach is not going to work for their particular industry. However, if applied in the right way, it will benefit your business tremendously.
It is worth mentioning that content marketing is not a new trend, it's been around for many years. There are numerous articles which try to suggest that this is a 'new flavor of the month', when in reality it is not. Even though the approach has been there for centuries, with thousands of success stories, many still have doubts whether to use it or not. The answer is almost always yes.
To give an idea of how successful content marketing has been even in the industrial age, let's look at the example of a magazine called The Farrow. It was published by agricultural equipment manufacturer John Deere and has been produced since 1895. Deere leveraged The Furrow not to directly sell his agricultural equipment but to educate farmers on new technology and how they can use it to make farming more prosperous. More than 120 years on and The Farrow is still going strong.
When talking about content marketing strategy, we should understand that it is a tool and is not able to work in a vacuum. However, it is capable of affecting other marketing frameworks which are being used in your enterprise. An ongoing content marketing strategy can influence your marketing environment by helping to drive more organic search traffic, increasing your company's likelihood of showing up at the top of Google searches. For instance, Google always looks for high quality, relevant content, although it shouldn't be considered as the sole reason for investment in content. What it indicates is that Google’s impact can be seen as another beneficial effect of that investment.
Content marketing strategy requires time and money, but it is simple to choose how much and when to spend. Generally, the more time, money and effort you put in, the better results you will get. However, with limited financial investment it is still possible to create a successful content marketing strategy, but you need to make sure you are working in a targeted and efficient way.
All businesses should be strongly linked to what your customers want. Since traditional advertising is losing much of its appeal, people are more interested in seeking good quality content from companies. They are looking for something that inspires them and is interesting to read, watch or hear. They use content to increase their knowledge about a subject and measure the credentials and trustworthiness of a brand to help make a purchasing decision.
It would be wrong to presume that your content should only be focused on how to get a customer to buy your product. Maintaining a relationship after they have made a purchase is a key element if you want customer loyalty.
Another important benefit is related to ROI. When companies measure their investments they discover that in many cases it is stronger for content marketing than other traditional marketing methods. According to a study from Kapost and Eloqua, content marketing was more than three times more effective than paid search over the period of 2 years. The problem with paid search is that it requires constant investments as it is a temporary channel. On the other hand, content will stay there for as long as you are prepared to keep the servers running.
Your business would survive without a content marketing strategy. However, if competitors are using content marketing efficiently, they are likely to be progressing faster than you and will continue to do so until you adopt the same methods.