‘Content is King’ is a phrase thrown around more liberally than snow at Christmas and yet, content marketing is still not fully utilised by businesses. Research by CMI shows that 55% of B2B marketers are unsure how successful content is measured. In a market saturated with advertisements and promotions, content has become the leading marketing and brand building tool. Here’s why:
It’s good for SEO
Sites which regularly publish organic content containing keywords and tags will rank higher in search engine results. This improves visibility and helps build the authority and credibility of the site as a knowledge leader. Content can be anything from a blog post to an infographic to an eBook or white paper. You want the content to showcase your company in a way that’s not overly promotional.
It’s immune to ad blockers
As online consumers we’ve become highly intolerant of disruptions and highly savvy when it comes to avoiding them. We’re jaded with ads and will block anything we deem irrelevant or unnecessary. Last year it was reported that 200 million people use ad blocking software to opt out of pop ups and traditional adverts. Content is not only a way around the ad blockers, but a way to build relationships with users who recognise its value.
It can complement your product
No, we don’t mean the content should say nice things about your product. Create content that educates and updates customers on your product such as ‘how to’ videos or webinars. Here’s one we made earlier:
It improves brand recognition
By publishing consistently good content you’re increasing customer engagement and interaction. People are more likely to stay on a page that is of value to them, this will decrease bounce rates and can lead to more content being shared on social. This is a great way to boost brand awareness and ultimately results in more leads and sales. (58% of content marketers say lead generation is the top priority of their content strategy, according to a report by Ascend2.) Avoid making your content too product heavy though, as this will turn your audience off immediately.
It’s good for your employer brand
Producing content will lead to better exposure of your business and this does wonders for your employer brand. Content will give potential employees a flavour of your tone, values and personality as a brand. People like to research a company before they apply for a role so the more original material available to them, the better!
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