Content marketing is something that all business owners need to focus on when it comes to their blog content and even their social media posts.
Gone are the days when you could sell directly to potential customers and get a response; the world has changed and buyers are a lot savvier – if they feel they are being sold to, they won’t enjoy the experience and they will be put off buying the product.
Instead, content marketing is about showing your knowledge and experience and giving your potential customers information that will help them in their everyday lives.
It’s about showing you’re the expert so that when they need to buy whatever it is you sell, they’ll have no hesitation in coming to you. Content marketing is a long game, but a worthwhile one, and one that has to be done right for the most impact; read on to find out why this is.
It Helps Establish Trust
If you want to build your business, if you want to grow it, if you want to be successful and always have a stream of customers waiting to buy from you so that you can ultimately sell the business on or include it in your trusts and wills, you need to establish trust.
Your customers and those who are considering buying from you must be able to trust that your business is a legitimate one and that the products and services they buy from you will do what they are supposed to do. With so many fake sites and scams online, this is a real fear, but it’s something that good content marketing can assuage.
When you produce consistent, high-quality content, this will lead to a good level of trust with your customers who will be happier to buy from you because of this.
It Makes Visitors Come Back
Did you know that 92 percent of buyers won’t purchase anything the first time they visit a website? They will, instead, take a look around, consider their options, compare the services and products, and a lot of the time they will take a few more days to think about how much money they’re willing to spend and where they want to spend it.
To capitalize on this fact, you are going to need to find a way to entice those buyers back to you; if they’re almost ready to buy, ensuring they visit you again could be what persuades them. Having excellent content on your site means they are going to be much more likely to come back to you and, once there, to buy from you.
It Helps Build Authority
When you publish high-quality content that you have thought about and that resonates with your target market, you will be able to prove that you are a true expert in your field, and who wouldn’t want to buy from an expert?
The best way to do this is to not only post consistently good content but to ensure that your blog posts, videos, infographics, even eBooks and guest posts, solve specific problems. You can show that you understand your audience and feel their pain and that you have just the right information that is going to help them with their issues and prove that you really do know what you’re talking about.
It Helps Generate Leads
One of the main goals of your digital content marketing campaign should be to generate more leads for your business, unless you can generate direct sales, of course. If you need leads that you can translate into sales, it’s your content marketing that is going to help you the most.
Content marketing is about receiving useful information for free. If you can include calls to action within your content, you will find that you gain more leads. People will read the information you’re offering them, feel that they can believe what you are saying and that you’re the right person to speak to or buy from, and do whatever your CTA tells them to, whether that’s contacting you, clicking on a link, booking an appointment, or buying a product.
It Can Improve SEO
Business owners know that SEO – search engine optimization – is crucial. It’s how your site is going to get to the top of the SERPs (search engine results pages) which is where it is most likely your link will be clicked on. The higher you are in the results, and the closer you are to the top of the first page, the more clicks your link will get, the more visits your site will receive, and the more sales you will make.
How can good content marketing improve your SEO? There are several factors, but one is visibility. The more high-quality content you can produce, the more visible your site will be, and the higher you will rank because your website will be seen as a useful one that people are going to want to see.
Not only this, but search engines want to see constantly changing content; the more often you post new information on your site, the happier Google will be to put you at the top of the results. Add to that the fact that you can include links and images and keywords in your content – all excellent SEO tactics – and you can see how your content marketing can double up as SEO.
It’s A Small Investment
Marketing is likely to be one of the most costly areas of running your business after staffing and premises costs. It has to be because without marketing, your business is not going to be noticed; you’re not going to make any money. Yet for a start up – or any business, come to that – spending a great deal on marketing can be a risk. It might even be impossible.
What is the answer? It won’t surprise you to learn that the answer is content marketing. Content marketing won’t cost you very much at all, and if you decide to do it yourself, it won’t cost you anything. It is a very small investment when compared to other forms of marketing, and yet it can do so much good for your business.