In just one phrase, Howard Luck Gossage (one of the most important advertising innovator) explained why Content Writing is essential for a business.
In last years marketing evolved: even if the ultimate goal of companies is still the selling, they are trying different ways to reach customers.
Why?
Because nowadays customers aren’t easily reachable, especially on the net. If we think about the internet, indeed, a user has the possibility to shut down unwanted communication. This is one of the reasons why it is essential for a business to create content which gives valuable information.
Consumers’ needs are the center of the marketing strategy, not the company’s product/service.
But let’s start at the beginning: what are we talking about when we say content marketing?
When we talk about content marketing we refer to all those types of valuable information that a company shares with consumers.
Articles, white papers, case studies, videos or infographics are some of the ways in which a business can share its know-how, integrates them into a marketing strategy.
This way, customers and prospects don’t feel like the company is bombing him with unwanted and unnecessary information. Their needs are the center of the marketing strategy, not the company’s product/service.
Okay, but how can we reach them?
The internet is full of possibilities: email marketing, social media marketing, pop-up notification on websites and blogs are an example of the available touch-points.
Draw up a digital marketing strategy and an editorial calendar is the best-practice if we want to talk to consumers at the rright moment of its journey.
We don’t want to send the wrong message to the wrong people, don’t we?
For this reason, it is essential to carefully think about the best touch-point for our message, keeping in mind our target.
At this point, we can define which are the three must-have for a content marketing strategy.
1. Value: people who read/listen a content should feel like they’ve learned something new and useful
2. Relevance: the content has must address consumers’ wants, needs, and interests – you write for them, not to promote your products
3. Strategy: the company has to know which are its target behaviors and accordingly choose the best channels.
We already know what you are thinking about content marketing.
IT IS A LOT OF WORK.
Yes, you are right.
We are not going to lie to you.
However, nowadays it is essential for every type of business – regardless if you are a small company or a multinational.
If you are looking forward to starting your blog but you don’t know where to start do not hesitate: just drop an e-mail!
Contact us for a first advice.
1. Content Marketing Matters to Consumers
Today’s prospects have a strong appetite for good information and the internet is the easier and quicker way to access them.
Furthermore, consumers prefer to learn about companies through articles instead of advertising.
An interesting insight: When researching a company, 95 percent of B2B buyers view content as trustworthy (DemandGen)
2. Content Marketing Matters to Search Engines
Google loves the freshness.
However, it isn’t easy for a company to regularly change its website: the services and the main aspect of a business tend to be the same for some time.
For this reason, a blog is the most useful ally: since fresh contents are a major factor in Google’s SERP algorithm, new articles’ blog will help your website to stand out the competitors.
An useful fact: Google’s Andrey Lipattsev reveals links, content and RankBrain are the top three ranking signals in Google’s search algorithm (SearchEngineLand)
3. Content Marketing Matters to Your Business
Consumers aren’t the only ones who may be interested in what you write.
Your contents may be considered valuable elements also by specialized magazines, experts which are looking for career opportunities and competitors interested in new partnerships.
Furthermore, we shouldn’t forget the fact that digital marketing usually has lower costs compared with traditional communication strategies.
A statistic: Content marketing offers three times the leads of traditional marketing while costing around 62 percent less (Content Marketing Institute Research)