One thing that is universally true is that every marketing campaign has an agenda. Still, constantly pushing for hard-sell isn’t going to get you very far. You see, every relationship works on a principle of mutual gain, which means that your content needs to benefit both you and your audience. This is where content marketing comes in as a crucial cog in the machine of your digital marketing.
On the one hand, it is the content that generates some value for your visitors; on the other, you get a boost in regard to customer loyalty, a higher traffic to your website, as well as more than few benefits for your SEO. So, here are a few ways in which content marketing may benefit your business, as well as several ways in which you can improve its effectiveness.
A breeze of fresh air
In the introduction, we’ve mentioned that you shouldn’t bombard your audience with hard-sell marketing methods, such as advertisements and messages, all the time. Still, this is exactly what most digital marketers do. According to statistics, 8 out of 10 people don’t read past the headline. While a lot of people like to interpret this as the impatience of an average internet user, this doesn’t necessarily have to be the case. You see, a headline alone may sometimes be more than enough to recognize replicated content or an article made with an intention to directly sell you something.
On the other hand, proper content, one that is entertaining or informative enough for your readers isn’t likely to meet the same reaction or experience the same treatment. As we also mentioned in the introduction, your relationship with your blog’s visitors relies on a principle of mutual gain, so if your content brings value to them, they might just return the favor. Later on, when you do present them with a direct offer, they may be much more receptive to hear you out, seeing how they came to know your brand’s values and ideas through this content. As simple as that.
Another thing you need to keep in mind is that a content marketing campaign entails much more than simply writing an article every now and then and posting it on your blog. Everything you do online becomes a part of your digital footprint (your online portfolio). This is why you need to be as cohesive and consistent as possible. For instance, it would simply look foolish if you were to write an entire article advocating one trend only to have someone from your company use your Facebook or Twitter to comment something completely opposite.
For this reason alone, you need to have the same person or people in charge of your content marketing. More importantly, these people need to be aware that they aren’t speaking in their own voice or even expressing their own opinions – they are simply there to show the take of your company on current trends and occurrences in your industry or business world in general. Aside from being cohesive, this will also ensure that your company develops a strong brand development strategy its clients/audience will come to know it by.
It’s not just about quality writing
The next thing you need to keep in mind is that the quality of your content marketing campaign depends on more than just quality writing. Even if you write the most interesting, engaging and quality content ever made, a lot of people won’t even give it a shot if the website itself is not particularly trustworthy. Some WordPress maintenance and support companies achieve this by focusing on three key issues: performance, security and maintenance.
The thing is, if you want your WordPress website to work as intended, it needs an adequate optimization, efficient hosting and vigilant monitoring. Aside from this, it requires regular backups in order to protect days, weeks and months of your hard work from falling into the oblivion due to an unexpected crash. Finally, it requires some purely technical tasks like plugin and core updates, which are necessary if you want your website to continue performing admirably.
It is more cost-effective
Another thing you need to keep in mind is that a large portion of content marketing’s popularity stems directly from its cost-effectiveness. In fact, according to one survey, content marketing costs about 62 percent less than most traditional marketing methods, while it tends to bring three times more leads. However, this still doesn’t mean that abandoning traditional marketing is the right course of action. The more you diversify your marketing – the greater effect it will have but the fact that content marketing gets you more leads usually means that it needs to become your primary concern.
Consistency is the key
At the very end, you need to keep in mind that, although writing and organizing quality content isn’t easy, you need to be consistent at what you do. You see, 60 percent of high-quality content creators post something at least once a day. While this may seem a bit too much, keep in mind that no one expects you to publish a 4000-word white paper on a daily basis. Sometimes, a simple update or a few sentences-long status update on the content you are currently working on may be enough.
On the other hand, if you ever face a writer’s block (and you will) it might be a good idea to have a backup writer on your staff. This doesn’t have to be a full-time employee but rather a freelance ghostwriter or even a contributor. Be that as it may, you need to choose this person wisely, seeing how their quality of writing might play a huge part in the consistency of your blog.
As you can see, content marketing can yield both your business and you personally some outstanding results with a moderate investment on your part. This also means that, currently, it is one of the marketing methods that bring best ROI. The best part of it is that it has more to do with your enthusiasm, effort and organizational skills than anything else, which means that there won’t be such a gap between your business and its much larger counterparts. A story of David and Goliath never seemed so life-like in the business world.