Content Marketing is a way to attract, engage, and convert new customers by providing value in the form of information, articles, blog posts, videos, or any other type of media. Whether it’s entertaining or informative, it’s important that the content is easy to consume and relevant to your business. Using content marketing to promote your business is a surefire way to get noticed and drive traffic to your website.
When used effectively, a solid Content Marketing strategy can drive organic and targeted traffic to your website that’s more qualified than what you’d find on a paid social platform or PPC. Because the people you attract through content marketing are seeking your type of information, they’re more likely to become leads and eventually make purchases from your business.
You can use a variety of different formats for your content, but written content is king. Blog posts, articles, and eBooks are the most effective at attracting visitors at the awareness stage of the customer lifecycle. Whitepapers, webinars, and case studies are better suited for the middle or consideration stages of the sales cycle. And interactive content like quizzes, tutorials, and infographics can work well at the top or closing stages of the funnel.
Once you know the types of content that perform best in each stage of the sales cycle, it’s time to build a plan. Begin by identifying your target audience through research, data, or direct feedback from existing customers. This will help you tailor your content to their needs and give you ideas for what to write about.
Next, create content that addresses common problems that your target audience faces. This can include educational and how-to advice, or it can be entertaining or inspiring. The key is to provide valuable information and build trust with your audience so they choose you as their preferred vendor when the time comes to buy.
Lastly, distribute your content on platforms where your target audience hangs out. This can be as simple as promoting a blog post on social media, or it can involve a more structured interaction, such as hosting an online event like a Q&A session with industry experts. Using social media to promote your content is one of the most cost-effective ways to reach potential customers, so don’t neglect it.
Most importantly, don’t forget to measure your performance with a content marketing metrics tool. This will show you how your efforts are impacting the bottom line, and help you improve over time. Using these tools will ensure that your content is performing as well as it can be, and that you’re getting the most out of your investment in this important marketing channel.