Many businesses are shifting from outbound to inbound marketing. With inbound marketing, you must have a web presence to market your products and services effectively. Internet marketing does not stop just at having a website; you must develop great content for the website. The content is what you will use to market your brand-simply termed as content marketing.
What is Content Marketing?
Content marketing is arguably the most important inbound marketing technique. With content marketing, you reach your target audience with compelling, educative, entertaining and relevant messages. The messages can be in form of eBooks, blog posts, videos, articles, podcasts, emails, whitepapers, slideshows, etc.
If you decide to take your business online, you have no option but do content marketing. Internet marketing always boils down to content—the kind of message you are delivering to your audience. Is the message educative or aims at making money? You should apply the 80:20 rule, where 80% of your message should be educative and informative about the industry in general and 20% about your business, products and services.
Customers do not care whether you have the best or most expensive product in the market, but how your product can solve their problems.
The Importance of Content Marketing
It is through quality content that you will generate quality leads. A content strategy will enable you to address the needs and expectations of your target audience as well as grow your website. Although you aim at making sales, your business is dependent on your customers. Therefore, your messages must be tailored to solving your customers’ problems.
The type of content and method of delivery or marketing can make your business grow or shrink. For your business to grow, you must consistently produce compelling and high quality content.
Why Do You Need Consistent Content?
- Build and Increase Brand Awareness
Consistent content helps to build and establish brand awareness and trust over time. Customers buy products and services from people they know and trust. By sharing quality content regularly, you will make customers know and trust you. Your website will become the place to go for products in your industry. When you have quality content, you establish authority and can get more traffic and leads when the content is shared across multiple channels.
- Provide Better ROI
Digital content is a more cost effective marketing method than printed messages and TV ads. You must know what topics to cover, frequency of production and publishing, promotion techniques and rules of engagement. Search Engine Optimization is also an important aspect of content. Good SEO practice drives traffic to your site and generates quality leads. Research on what keywords to use and the type of content to produce.
- Know Your Customers’ Problems and Offer Solution
In every market, there is a customer with a problem who is willing to pay for the solution. There is also a seller who offers the solution at a fee (in this case, you). Consistent content creation makes it easy for you to know your customers’ problems and offer them solutions. The key to a growing website is to identify an audience that is interested in the solution you offer. Content can also help you carry out market research and provide a better solution than what is in the market.
Content Marketing and Inbound Marketing Technique
To improve your online marketing campaigns, you must integrate content marketing with other strategies like SEO, social media, email marketing, blogging and marketing analytic. If you have great content that is reaching your target audience and solving their problems, then your website will grow.
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