Why is Content Marketing Relevant for Brands?
Boost Your Brand with Smart Content Marketing
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.”
The first thing is that it should always be tied up to strategic marketing approach. It is not about randomly posting to social media without discrimination. You need to understand clearly what you want to accomplish and how will your content help you achieve those goals.
The second important thing is a well-thought-out targeted audience. Go deeply into it; demographics are not enough. Ask yourself, “What do they like, want, need, and crave?” After you gather that information, think about the kind of content you could create to serve to those needs and wants in a meaningful way.
Thirdly, and taking from the definition previously seen, your content should always be valuable, relevant, and consistent to your audience.
What type of content does your brand need?
Valuable: make it worth their while. People should go away feeling they learned something new or were entertained in some way.
Relevant: Your content should address customers’ interests, needs, and wants. They need to feel you care about them and that the content was created to help them.
Consistent: well-designed content distributed consistently over time should make your content recognizable on each one of your platforms, whether it is an email campaign or social media. The smallest details count here. Colors, fonts, types of images used, tone, and writing style – it should all feel familiar and help customer relate to your brand in a consistent way.
The reality is that consumers are bombarded with so much information every day that the quality of your content must stand out. Your content should add value to their day, not just push a sale. According to some studies made by the CMA, 82% of consumers like reading content from brands when it’s relevant. Also, 60% of people declared that content they read helps them make better buying decisions. 80% of them said that they prefer information from articles instead of advertising.
Content Marketing to Build a Strong SEO Strategy
Content marketing is the best way you build a strong SEO strategy for your brand without recurring to bad practices like “keyword stuffing.” Your best opportunity to win new customers is to be there when they Google your products or services. The better your content is, the more chances you have to organically appear on the results of a search engine.
Google is a referral service, and they want to give the best result for every search. If you become the best answer to your customer questions, Google will refer you. So, bottom line: listen to your clients, get to know them well, understand what they are asking, and write relevant content to answer those needs.