Content marketing is more than advertising, it is all about showing your customers who you are, rather than just telling them.
It has transformed the way businesses interact with their customers. Since the rise of social media, brands now have to become closer and more communicative with their customers if they want their loyalty and trust in return.
Simply broadcasting advertising messages is no longer the only strategy available and it’s not advisable if your customer has made the effort of including you in their ‘social’ circle. Today – it is important to give out advice, engaging stories and information that is of genuine use or interest.
Whilst there are many companies still adjusting to the idea as well as the effort required to create content, because they cannot always quantify the ROI on the process, here are some reasons why content marketing is important:
- It makes your brand an authority
Quality content delivered on a regular basis makes your brand an authority on your subject. Being an authority is important as it builds trust and trust is something that customers make purchasing decisions on. - You get to know your customers
Content – when delivered through social media allows for feedback. It means you can gauge your customers’ attitude and get to know their needs and demographic better. Content at its best can inspire discussion, allegiance, provoke thought and get everyone talking. - It builds a community of loyal customers
Giving good free information out can build a tightly-connected community of customers who are loyal to your brand which they have chosen to follow. By giving your customer community valued content for following you, they have a reason to invest time in your brand. If you publish content at regular intervals, followers effectively ‘check-in’ with your brand. - Generating content improves SEO
Here’s one that we know all too well at Varn. Good quality content is gold for SEO. If you decide to generate a blog with quality content and connect it to your brand this can have positive repercussions. Long gone are the days of writing poor quality keyword-loaded copy on websites and blogs. Context, meaning and genuinely good, relevant writing will not only be picked up by customers for a read but also by search engines as a preferred ranking. - Content adds value
There is a new rule in business – that whatever business you are, you now need to also be a publisher to be competitive. People expect your business, your website and your brand ambassadors (whether that’s managers, staff, hired freelancers or even customers) to deliver insight or entertain. People want to go to your website and social media because they get something worthwhile back from the experience. Using video for short films, posting amusing pictures, delivering handy and helpful guides will make your website worth returning to as a routine.
