3 Reasons Why Your Business Needs Content Marketing
The key to attracting the right customers is a comprehensive marketing strategy that will meet them where they are. Content marketing is an effective tool that can expand your reach by transforming the expertise behind your product or service into a piece of content that is informative, entertaining, or both. This blog post will introduce you to the engaging world of content marketing and how it can help you increase your brand awareness, reduce advertising costs over the long term, and aid in search engine optimization (SEO).
Establish Your Expertise
Every business has the opportunity to become a thought leader in their industry. Content marketing gives you the ability to do so by providing your ideal customer with a complete experience around your product or service. By creating and distributing relevant content, you are establishing your business as the expert on a particular topic.
A classic example of this is Jell-O’s successful use of content marketing to increase brand awareness. In order to better engage with their target market, Jell-O created a cookbook that educated consumers about gelatin and provided them with delicious recipes that authentically demonstrated how the product could become an everyday part of their kitchen. Despite an initial lackluster product launch in 1897, the content actually helped Jell-O reach over $1 million of sales in the two years following the cookbook’s release in 1904. Today, well-known brands like Casper, Marvin, and Patagonia make the promotion of their products and services genuinely helpful, informative, and enjoyable through their content marketing.
Leverage Content Marketing Partnerships
Instead of creating and distributing content on your own, you can partner with an established brand or media company to help increase awareness of your brand among your target audience. This is known as branded content, partner content, or sponsored content, a product Chronogram Media offers that integrates your brand experience directly into our content streams in a way that is relevant to our audiences in the Hudson Valley, Catskills, Berkshires, and New York City.
This type of content is effective in optimizing your marketing costs because it has the power to reach your ideal customer long after a traditional advertising run. Working with a content partner like Chronogram Media that already creates genuine stories for our own audiences increases the likelihood that a customer will find your brand, learn about your story, and share or engage with the content on social media for months or years after its creation.
Supercharge Your SEO
From a digital perspective, content marketing is also an effective way to support your brand’s search engine optimization, or SEO, a tool you can use to increase the quantity and quality of traffic to your website. By creating and routinely releasing relevant content marketing, you can help your business generate interest from new customers directly from a simple Google search.
According to research from Hubspot, companies with blog content receive 97 percent more links to their website. When your ideal customer seeks out information on a topic you have already covered, they are instantly exposed to your brand and can be positively impacted by it. Studies also show that 70 percent of people would rather learn about a company through articles rather than advertisements. If they haven’t already been primed to make a purchase on your site, successful content marketing will at least encourage them to consider you as a viable option for future business.
Content marketing is just one more tool you can use to engage customers at every step of their journey. Whether you’re a new business looking to establish yourself in the market or a legacy brand that wants to attract a new demographic, content marketing helps give today’s values-driven customers the information they need to find the brands and products that align with theirs.