Content marketing is an everlasting trend in digital marketing. It’s one that must be revered and managed to ensure maximum viability for any brand.
Platforms and technology can and will change. Paper books have given way to e-readers, smartphone apps continue to usurp traditional web pages, and Twitter has become the nation’s news source over a trusted nighttime TV anchor. The common thread is that content is still consumed by the public just via different channels than we’d have seen five or ten years ago.
How has this tactic managed to withstand the evolving landscape of digital strategy? Content marketing creates opportunities across all mediums, to all different audiences by implementing effective brand stories. It is part of the customer connection, organic search, and brand visibility to name a few. The value of content marketing is it is an evergreen fundamental in an arena of rapidly changing digital ideas.
Connect with Customers
Quality content that speaks to the intended audience and provides real value improves connectivity between the brand and the base. Sharing an appropriate volume of content ensures your audience remains engaged while maintaining the assertion that you are an authority in the field.
When brainstorming blog topics, consider audience needs.
The content you create isn’t about simply selling what you have, but adding context to why it’s valuable. For example, you may sell furniture but your audience likely is also looking for home decorating ideas, DIY tips and tricks, and other home decor-focused content.
Also, consider the kind of content you produce. It doesn’t have to be all blog posts or email newsletters. Incorporate video, social media posts, and update product descriptions where applicable. Audit what’s currently resonating with your audience and always introduce new ways to communicate with them.
Maximize Organic Search
Google recognizes some content is of better quality than others. By creating and sharing expert-level content that is engaging and well-constructed, you’ll enhance search rankings and better position your brand in front of the buying public.
If your content is stale, of low quality, or irrelevant, you’ll find Google’s algorithms quickly push your brand lower and lower in the results. Keep up with the trends in content marketing to provide valuable pieces that will have your audience coming back for more.
Provide Shareable Links
Often you’ll see an interesting article shared on LinkedIn, Facebook, or Twitter. These articles can directly link the reader back to the site that created the content. The idea is to get engaged traffic to your site where they can read more and learn about your company.
Build content that is useful to the reader. Additionally, a focus on creating shareable blog posts that transcend your typical customer’s interest and have universal appeal can allow you to cast a wider net. Think about the kind of content that you pass along to your own friends, family, and colleagues. Why was it valuable enough to share? Pinpoint this value so you can recreate it in the content you create for your customers.
Attract Specific Customers
There is a reason why you don’t find a lot of cosmetics ads in Truck Trend Magazine. The average mudslinging 4×4 aficionado doesn’t balance time between the truck parts shop and the MAC makeup counter. Use relatable content to market to your brand’s audience segments. This enables you to attract those who have a higher likelihood of connecting with your brand.
Build Brand Visibility
Content marketing helps to drive more people to your business. It can also improve the visibility of your brand and will boost the number of impressions and engagements across social media platforms. The more the public knows about your brand the better. Create both evergreen and dynamic content to show your customers that you’re an expert in the field and a source for compelling content.
Content marketing meets both short-term and long-term goals, which makes it less of a trend and more of a best practice for any digital strategy. Make sure yours showcases all that is wonderful about your brand.