Customers and buyers receive marketing messages more frequently than ever, more than 2900 per day according to current estimates. Marketers are challenged to create engaging content in an atmosphere of limited attention.
Your business will be viewed as a thought leader by having a well-designed content marketing strategy. This helps you educate and inform buyers. Your brand can build a stronger bond with customers by providing useful and enjoyable content that will continue to strengthen and grow over time.
Examples of content marketing vs. traditional advertising
Marketers have traditionally had to gain media attention through traditional advertising techniques, such as:
- Websites with display ads.
- Stands for trade fairs.
- Other marketing events.
For this, they use email marketing strategies. This means that third-party email lists can be contacted through referral mail.
A brand might pay millions to air a Super Bowl commercial. They are then renting the attention of TV networks.
Content marketing is the opposite. It brings people to your site, products, and services via your content. Content marketing is a form of pull marketing. TV commercials and trade shows, on the contrary, are examples of push marketing. This figuratively draws people towards your brand.
A content marketing strategy can help you to become a publisher, by building your audience and drawing your attention.
Marketers can increase brand recognition and preference by creating and sharing content that is useful to buyers. This helps them build trust and credibility with customers as they go through the sales process.
Brands consider content marketing to be less expensive than other strategies. While content marketing can be slower to get off the ground, your content library will grow and reach a wider audience.
Example of content marketing strategies and customer journeys
Customer experience matters today. 73% of customers believe that getting things right helps to make their purchasing decision. Customer experience is all about personalization. However, many companies fail to provide personalized content for each stage in the buyer’s journey.
Personalized marketing does not just refer to targeting a specific demographic or firmographics group. This includes creating content that is appropriate for every stage of the buyer’s journey.
A personalized content experience can increase the likelihood of 80 percent of customers purchasing a product. This can be achieved by understanding the buyer’s journey and then providing relevant content.
Let’s look at an example from the perspective of a television manufacturer.
- Awareness. His article was discovered by 8KTV users searching for ‘advantages of having an 8K TV’ in Google. This helps users understand why they need a TV of that size.
- Takeaways: The manufacturer’s content helped them understand their needs. The page contains a link that will take you to a blog that focuses on the product.
- Decision. The blog provides an overview of the various 8K TV models. They then decide which one appeals to them and then either buy it now or save it to their wish list for later.
- This content shows that consumers value and recognize their abilities to make informed decisions.
Content marketing is a solution to common problems
Engaging with customers through content marketing is an innovative way to engage. It also circumvents many of the biggest problems in today’s digital world.
Problem | Solution |
My organic search volume needs to be increased | Search engines are the foundation of 68 percent of online experience. It is possible to increase organic awareness through content marketing.
Your valuable content will rank highly in search engines. This is a great way to build brand awareness. Your audience will pay less attention to your content if it is relevant. |
How do I create brand preference? | Engagement in content marketing is a way to create preference through thought leadership. It makes you an authoritative source of education and information.
Preference can be created through strong relationships. These are stronger when your content is entertaining or helpful to your customers. |
My content marketing plan isn’t engaging customers. | Your customers should benefit from content marketing, not be sold to. Trust is built when you give something valuable to your customers that they are willing to pay. This is the most effective selling method. |
My goal is to be able to contact more people while maintaining my expenses low. | Engagement in content marketing is part of natural conversations with customers and prospects. The content must be related to customers’ interests and behavior, creating a consistent story that continues over time.The long-term benefits of content marketing are endless. This effect is multiplied as your content library grows. |
How can I show the ROI of my content marketing campaign?
Content marketing, in general, can increase website traffic and support lead qualification, especially when the content is stage-specific, and finally, convert leads into sales.
- Content marketing components
There are many forms of content marketing. To do the job right you need to know what kind of content buyers like to read.
- Blog posts.
Your digital marketing strategy should be integrated into your blog’s schedule. You can work with an agency or in-house SEO expert to determine what topics you should write about. Then, create in-depth, keyword-rich articles that directly address the needs of your readers.
If you are a fashion retailer, articles could include information about the different sizes of jeans or a comprehensive overview of the latest catwalk trends. Search engines account for 68 percent of online experience.