Content strategy example: It’s safe to say that small businesses make up the vast majority of businesses and that the competition for customer attention is fierce. With a large number of businesses vying for the shifting limelight, it is becoming increasingly difficult to stay at the top for long. Furthermore, most businesses lack sufficient resources to go to a marketing war with industry leaders. Fortunately, content marketing is the ace up every company’s sleeve if they use it correctly.
Table of Contents
Times change
The standard, direct marketing lost its charm long ago and customers have begun to find the flashing “buy now” ad distasteful. It is simply too direct and aggressively pushes the leads down the funnel. That’s why it also pushes them away from your brand. On the other hand, content marketing has the finesse so crucial in communication with modern-day leads. It is attractive and far more likely to offer value to your leads, who will in turn be more than willing to convert. Instead of insisting, let your customers come to you.
A lasting relationship
Nowadays, what most businesses are looking for is the loyalty of the prospects to the brand, and what better way to ensure loyalty than to keep the prospects engaged? Research shows that high-quality content can increase customer retention and not only that but also substantially increase profits and cut costs.
The lifetime value of existing customers increases with time spent loyal to the brand and repeated customers are a crucial source of revenue. Moreover, it is far more expensive to convert leads to customers than retain existing customers, and that can be accomplished by building trust and increasing the quality of the relationship between the business and the customer.
Content writing is also a wonderful way to start an upward spiral when combined with analytics. When potential customers interact with your content, analytics will pick up on relevant data, which can then be used to further improve the quality of your content. This process is key in getting to know your ideal customers, and providing them with content specifically tailored to their needs, therefore increasing conversions.
Content is king
Anything from PPC ads and emails to blogs and social media posts is content, and that’s why it’s the glue that holds everything together. No marketing strategy can exist without an effective content strategy to support the various active marketing campaigns. Content is not only the secret ingredient of every marketing dish but also a way you can keep your customers fixated on you. If you want your leads to return as customers to your landing page, you better have content worthy of revisiting.
Want them to subscribe to your newsletter? Offer valuable insights through your content and promise more in the newsletter. Want to get them to enlist your services or buy your product? Make that newsletter interesting and persuasive. Once your customers see the value you give through your content, it’s likely they will share it, thus generating more traffic for your website. Furthermore, superb content is also the best support for your SEO.
As search engine crawlers scan the internet in order to determine what the best match of users and content is, providing focused content should be a top priority. It will improve traffic generation because it will clearly communicate your mission and vision, and the best thing about it is that the traffic is completely organic. There is, however, one thing to keep in mind when it comes to SEO.
As search engine algorithms are continuously changing and favouring quality content, it’s likely that businesses aiming for the top of the search list are going to have to continuously adapt as well, not only through the creation of new content but also through updating older, well-performing content.
King of the hill
Content can help you build trust with your clients but also elevate your business above the competition, proving your authority and competitiveness. There are few things more capable of reassuring your prospects that you are a cut above the rest than content. Value-packed content will build your brand, and show your prospects that you are an expert in the field, reaffirming your position and stealing traffic from your competition.
It will keep your customers wanting more, educate them on the topics they are interested in, provide solutions for their pain points and help them make informed decisions. As more and more prospects recognise the value of your content, they will begin to enter your sales funnel, through which you can ease them by providing exactly what they need at each stage of the sales funnel.
Finally, it’s affordable
Last but not least, content creation is one of the most affordable ways of marketing, and it can have a tremendous return on investment if done correctly. Though it may take time for the results to be apparent, you simply can’t go wrong with quality content.