Content Marketing is a marketing approach that involves creating and distributing online content. It is consistent, relevant and valuable to attract and retain a clearly defined audience. It comes with the purpose of driving profitable customer action. Think about it, having a company tell you how brilliant they are, won't convince you as much as seeing how brilliant they are. Use content to share your expertise and you will build trust with your current and potential customers.
5 signs that suggest you should invest in Content Marketing
Sign 1: There is a lack of Web Traffic
Content marketing is one of the best ways to drive traffic to your website. If your website isn't generating any visits, content marketing will change this. A well written blog for example, a funny YouTube video, or even just a well-thought out Instagram caption, can all add to and drive traffic to your website. The proof is in the statistics. According to Aberdeen, annual growth in unique website traffic is 7.8x higher for content leaders than followers. And according to Hubspot, companies that blog 15 times or more per month get x5 more traffic than companies that don’t blog.
Sign 2: You are generating low quality Leads
Use content marketing to ensure positive lead generation. If your leads are constantly unqualified, perhaps the content you share isn't doing you justice. Think about the leads you want to generate and write for that audience. Creating relevant and valuable content will increase traffic to your websit. If you do this, the visitors to your site will be there for a reason, making them far more qualified than those who arrive there randomly. According to Hubspot B2B companies that blog generate 67% more leads per month than those who don't.
Sign 3: A lack of Customer Engagement
A lack of online engagement on Twitter, LinkedIn and Facebook may be a telling sign that it’s time to invest in content marketing. Use social media as an engagement tool and not just a platform. Connect and share with your customers. Create polls, competitions and ask them questions to get them engaging. More people engaging with you positively online will increase awareness of your company. Awareness is the first step of a potential customer. Link your blogs to your social media platforms and vice versa in order to drive traffic to both.
Sign 4: Your Competitions are out-doing you
If your competitors are always ranked above you on search engines, they most likely use content marketing to increase their Search Engine Optimisation. If you aren't on the first search page, you should look to invest in content marketing. Update your content and make it keyword-rich to move up the search engine ranks. Creating content that your current and potential customers want to see will benefit you. There are all kinds of ways to create content such as whitepapers and ebooks.
Sign 5: Your brand lacks Credibility
Investing in content marketing will give you credibility and trust. It's not difficult to implement. Include case studies in your blogs and other content. Content marketing is a lot like storytelling, and when people see real-life examples, it's far easier to build trust for your brand. If you are an expert in your field, show that off through your content. Become that thought-leader. Listen to your audience, make sure your content is super relevant and valuable. Your content marketing will help drive lead generation.