Content Marketing Part 1: Overview

In 2018, content is king. Content drives traffic, it’s that simple. Content marketing is attracting and retaining customers by consistently creating and curating relevant and valuable content. Content marketing can be broken down into 4 steps

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1)    Attract potential customers

2)    Convert potential customers into leads

3)    Close these leads into real customers

4)    Satisfy the customers

While all 4 steps are important, step 4 is essential. Happy customers will not only buy more but become promoters of your business. Word of mouth marketing is the most powerful marketing there is. More than 84% of millennials don’t trust ads, and word of mouth marketing is a way to engender trust between you and potential customers. This cycle of satisfied customers leads to more and more organic leads and conversions.

Tangible Benefits to Content Marketing

  • Increased site traffic: Creating great content that is targeted to your ideal buyer personas (more about this in upcoming weeks) will bring potential customers to your site where they will also find information about what your business offers, where it is located, etc.
  • Improved SEO: Great content attracts editorial links, which tell Google you’re important and authoritative. Google is also able to crawl your content, getting a far better idea of what your company is about and allows it to return your site for more relevant queries. Without content, there is nothing for search engines to optimize.

Intangible Benefits to Content Marketing

  • Strong brand awareness: Creating content gives your audience something to talk about. This awareness of your brand is marketing gold, as the audience is teaching each other about your company, passing recommendations and links around in the process.
  • Respect in the industry: This benefit will take a considerable amount of time to build, but if customers look to your brand as a source of reputable knowledge, this authority transfers over to your products and services, separating your business from the competition.
  • Customer conversations: Content targeted towards your buyer personas shortens the distance between your potential customers and your product offering, making it all the more likely that they will turn into realized customers later on. You don’t even need to mention what you are selling in your content, simply generating a high quality post that engages the reader will make them ask, “I wonder what this company does?”

Check back next week for Content Marketing Part 2: Define Your Goals & Customer