The digital revolution has changed the way content is served or consumed. Consumers are now in complete control of what they would like to engage with. There has also been a rapid increase in digital content consumption. According to a study, consumers usually spend close to 8.8 hours per day engaging with digital content through various channels such as social media platforms, websites, blogs etc.
However, the big question persists. What is Content Marketing?
To put it in simple terms, Content Marketing is the effort a brand takes towards stimulating a consumer's interest by creating and distributing valuable content to drive customer action. As consumers are overloaded with brand communication nowadays, one needs to get creative with their content.
Let’s take a look at why it is critical to leverage content marketing in today’s scenario.
Creating customized content will help build goodwill and a strong reputation. When potential leads see you posting content regularly to keep them educated and entertained, they will start perceiving you as a leader within the industry. Brands today are aware that it is important to stay relevant which will help consumers relate, trust and believe in them. #IShapeMyWorld campaign by Levi Strauss & Co. in 2019 is a great example. The brand chose to take a stance and empower women across the country to be bold and shape their own destiny. The film featured women from all walks of life who had broken stereotypes and had chosen to follow their own path.
Starts the Right Conversations
Through content, brands can strive to foster a connection, start relevant conversations about trending or industry-related topics and bring people together to achieve a common goal. For example, Nike has always remained a visionary and has made strong social statements in the past. In a 2017 “Equality” campaign, they featured various black athletes such as Lebron James, Serena Williams etc, to talk about equality in sports and in the broader world. As a brand, Nike has been a risk taker by never being afraid to start sensitive conversations. Today, it has evolved as a consumer favourite brand by touching upon relevant topics across its audience.
This is one of the most cost-effective ways of content marketing. This practice involves developing content around your brand on your owned assets such as websites, blogs and landing pages by including popular, highly searched keywords. Through this, a brand can improve its search rankings, increase relevant traffic and find ideal customers who are most likely to buy their products. With the right content marketing strategy in the current digital landscape of the industry, one can leverage the power of SEO to increase conversions and maximize sales.
Traditional marketing methods like television, radio, newspapers and billboards are now uncommon. Also, they are quite expensive and cost prohibitive. Content marketing on the other hand is inexpensive and can pay off in a big way. One can resort to pocket friendly methods to promote their brand by developing quality content on social media platforms, blogs, websites etc
Demonstrates Thought Leadership
When you churn out content regularly and start engaging with your customers, they start looking up to you as industry experts. Customers are constantly on the lookout for information that helps them solve their needs. With content marketing, one can position their brand to be a one-stop destination where a user can find all the desired information.
Content marketing has emerged successful in generating leads by building brand awareness, starting the right conversations and guiding the target audience through effective engagement. It offers the opportunity to establish meaningful relationships with the customers driving them towards the conversion path.
Reaches Out to Different Demographics
One can also use content marketing to their advantage by customizing content to reach out to different users on various platforms across the globe. Brands can achieve maximum outreach and engagement through content that is appealing to multiple audience categories. This strategy can not only help you reach new customers but will also make your target audience more responsive to your content.
It’s easy to see why content marketing is very important for businesses. It not only boosts your visibility but also helps build stronger relationships with customers. Whether you’re interested in increasing traffic, conversions or just forming a community, content marketing is the apt asset in your arsenal that can take your business to greater heights.