Of late, you’ve been hearing or reading a lot about the term ‘Content Marketing’. But what is it that makes it so imperative to include in your business strategy? More so, how does it help to not only increase your revenue but also stay connected to your customers?
Content marketing is creating valuable free content to attract and convert prospects into consumers and keep them engaged. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it.
Steps of buying cycle and how content marketing could influence it
1) Awareness: Prior to awareness a customer may have a need, but they are not aware there is a solution.
2) Research: Once a customer is aware there is a solution, they will perform research to educate themselves.
3) Consideration: At this point the customer starts comparing different products from different vendors to make sure they’re getting a high-quality product at a fair price.
4) Buy: Finally, the customer makes their decision and moves forward with the transaction.
Traditional advertising and marketing is great when it comes to the second two steps. Content marketing taps into the first two stages of the buying process by raising awareness of solutions and educating consumers about a product they may have never considered before.
The secret to implementation
Add value. That’s the secret. We skip advertising when it provides little to no value. If you’re not sure how you can add value through content marketing, ask your existing customers what kind of content you can produce that would be helpful to them now.
Trends to look forward to
1) Mobile: There’s more traffic on the internet from mobile devices than desktops.
2) Visual content: Visual content has become so fundamental to the web that we’ve got entire social platforms whose lingua franca is images. Like Snapchat, Instagram, and Pinterest.
3) Video content: Video is so core to the internet experience that entire platforms have evolved from the format. YouTube, Snapchat, Facebook Live and Twitter’s video options are their attempts to try to keep up.