Why Content Marketing Should be the #1 Priority for Your Business
Content marketing, which was once considered one of many potential marketing tactics, has quickly become an integral part of any successful marketing plan.
The Content Marketing Institute reported in as early as 2010 that 9 out of 10 organizations market through content, meaning it has been firmly planted as an essential marketing strategy for at least five years now. And that trend seems to only be continuing to build over time.
In fact, in 2015, over 45% of B2C marketers are said to have a team in their organization dedicated to content marketing. That number alone shows just how seriously modern day companies are taking the creation of custom content.
But why are all of these companies focusing so deeply on content marketing? Well, quite simply, because it works.
Companies like Mint have used the power of marketing through content to create a brand that could sell for over $170 million.
If that kind of success doesn’t sell you, let’s take a look at a few other reasons why content marketing should be the #1 priority for your business:
Because It Establishes You as an Authority Figure
The number one reason that content marketing should be a top priority of your business is because of its ability to help you establish yourself as an authority in your industry.
As a business, your main goal is to sell your products or services. One of the most difficult areas to break through when attempting to convert customers during the sales process is developing the necessary trust and credibility to do so.
When people see you as an authority, that trust barrier is immediately broken down and it makes it significantly more likely that consumers will trust you enough to join your email list and eventually move through your sales funnel to make a purchase.
Not only does establishing yourself as an authority figure have positive short term effects, but it can also be extremely useful for retaining customers and developing loyalty around your brand for the future.
While marketing helpful content to consumers can have a positive effect on moving towards becoming an authority figure, it is essential that your content is as high quality as possible. This is where you can utilize social media and other authority figures in your industry to build an audience and create credibility around your content.
Because People See That You Can Solve Problems
Most businesses are started, and become successful, because of their ability to solve specific problems for consumers. Since it is difficult for potential customers to see and trust that you can solve their problems without actually purchasing your products, content marketing serves as a method for showing consumers that you can, in fact, solve their problems.
As Jon-Mikel Bailey of Wood Street says, when creating content you need to be asking yourself the question, “am I solving my client’s problems or am I just making noise?”
This is an important question to ask because, with so much content out there, it is next to impossible to separate yourself as an authoritative figure unless your content really, truly has value to consumers.
Visual News recently created an infographic showing some startling statistics about content on the web. The information states that every minute of every day there are over 345 blog posts published on WordPress, over 27,000 new posts on Tumblr, and the creation of over 500 new websites.
That is all astonishing information that shows just how important it is to show potential customers that you can provide real value on a consistent basis in order to separate yourself from the competition.
Overall, successful content marketing allows you to show your target market that you can and will solve your problems. And when you’re willing to do it for free, who do you think they are going to go to when they have a bigger problem?
Because It Allows You to Build Your Email List
As Jeff Walker, author of Launch, has consistently pointed out, nothing is more important to your business success than your email list. In fact, in Walker’s book he repeatedly refers to the email list as a “license to print money”.
While the amount that each email subscriber is worth will differ from business to business, there is no doubt that email remains one of the best ways to maintain consistent contact with your target market.
There is also no doubt that the best way to build your email list and develop a loyal following is by delivering valuable content to potential customers. And once you have built that list of loyal followers that look forward to your emails and the content you produce, amazing things can happen to your revenue.
Content marketing and email marketing tend to work hand-in-hand. When you can effectively combine the two to work together with each other, you will always have a consistent stream of customers to quickly and easily market your products and services to.
Because It Is Cost-Effective Marketing
As Kapost points out, content marketing actually produces 3x as many leads per dollar as other marketing methods.
While the initial development of a content creation team can be time-consuming and expensive, the long term benefits to both more effective and cheaper marketing efforts are tremendous.
In fact, Kapost goes on to point out that even larger companies spending $30,000+ per month on their content creation efforts were experiencing astonishing success.
And these kinds of costs are generally only for larger businesses. Small businesses that have current employees creating their content can make their content marketing efforts even more cost-effective.
Even a business with only five employees can develop a successful content marketing campaign by having each staff member write two pieces of content per month, which would equal out to a useful and consistent ten posts per month for your company.
Because it is a Branding Technique
As Copyblogger contributor Frank Strong says, “A brand is a promise. It is the expectation of an experience.”
In his article about content marketing being the new branding, Strong talks about the role that content creation plays in showing potential customers the experience they can expect from your brand when they make the decision to purchase from or work with you.
He goes on to talk about how creating valuable, share-worthy content is a way to inspire consumers and educate them about your brand.
To make a long story short, content marketing works as a form of branding because it enables you to start a conversation around your brand. It gets people talking through social media, comments, forums, and other media platforms about exactly what your brand can do for potential customers.
And what is more valuable for your business than creating a buzz and conversation around your company?
The Final Word
At the end of the day, content marketing is an opportunity to show your stuff to the rest of the world. It’s your chance to establish yourself as an authority in your industry and earn customer loyalty by showing them that you can solve their problems.
There is no doubt that generating content is currently and will continue to be one of the most effective methods for generating leads and moving customers through your sales funnel. The fact that it is one of the most cost-effective marketing methods is just icing on the cake.