CONTENT IS KING
Content has a direct correlation to brand growth and massively impacts your bottom line by:
1. BUILDING BRAND AWARENESS
Your audience can’t buy from you if they can’t find you - 93% of buying cycles start with an online search. Good content allows you to build organic traffic. When your valuable content ranks highly on search engines, or is shared on social networks, that’s free brand awareness. And because your content will only rank highly or be shared when it’s relevant, your audience will be less included to tune it out.
2. CREATING BRAND LOYALTY
Once you’ve established awareness, you need to establish preference. Engaging content marketing creates preference through thought leadership – it makes you a trusted source of information and education. You can also create preference through relationships, which are strengthened whenever your content entertains or helps your buyers. All other things being equal, people are more likely to buy from companies with whom they have relationships. Of course, this requires you to create content that people like – or even love.
3. REACHING MORE BUYERS AT LOWER COSTS
According to Forrester research, today’s customers distrust and resent marketing that interrupts or intercepts them. Engaging content marketing is part of a natural conversation with current and potential customers, is relevant to their interests and behaviors, and builds a continuous story over time. Unlike traditional marketing, content pays dividends for a very long time, and this effect multiplies as you create more and more content. Note that this means that content marketing is not a short-term strategy – results will be small at first, but will grow over time.