Why is content marketing important? – FE News

“Content is king” is a mantra as old as the internet. Content marketing is the creation and sharing of content – articles, videos, white papers, etc. – that is relevant to your target audience. According to a recent study by Content Marketing Institute and MarketingProfs, 83% of marketers have a content marketing strategy. Meanwhile, 29.6% of respondents to a survey conducted by the Communication Advertising Marketing Foundation said the most commercially important digital marketing trend for 2015 was content marketing. Big Data was voted second with around 15%.

One of the central goals of content marketing is to position the brand as a resource to prove that your expertise is credible, building trust in the product you offer in order to attract and retain customers. It is also used to convey a certain image of your brand, to project a lifestyle that people will feel part of if they owned your product.

The type of content a business should publish varies depending on what it offers. Some can get away with delivering much sharper content than others. A trade events company, for example, would seek to publish content that is suitable for a host of businesses and relevant to organized events. Whereas a skateboarding company might seek to create an element of respectability among young people around its brand, by offering content relevant to them.

The truth is that no one likes having things sold to them directly, whether on the internet or not, because it puts them under pressure. A door-to-door salesperson or someone in a physical store may see some success in haranguing customers, as it’s much harder to tell someone to leave in person. On the Internet however, it does not fly. Content gives you a way to connect with customers without selling directly to them.

This is especially true of social media. Bombarding followers with tweets and Facebook posts that exclusively promote a product will likely lead to a rapid exodus of followers. Likewise, for a content marketing strategy to be truly effective, it must work in tandem with an effective social media strategy. If the Da Vinci Code had been printed once and hidden in a storm drain, no one would have read it. The same goes for web content. It needs to be promoted, for others to share it, in order to gain visibility.

There are a number of challenges around content marketing. Measuring ROI is particularly difficult, and it’s important to establish a way to measure how many views convert to leads and how many convert to purchases. It is also necessary to have a call to action on the page in order to entice people to buy. However, it’s a fine line to walk. Too many calls to action will make the page appear simply as a sales promotion and likely drive away customers.

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