If you’re a small or medium-scale business owner, this infographic by CJG Digital Marketing will help you kickstart your content marketing campaign.
In his January 3, 1996 essay entitled “Content is King”, then CEO of Microsoft corporation Bill Gates expressed his predictions on the future of the Internet and businesses, and it all pointed to content playing a very crucial role in the future. When he first published his essay, many have doubted this future he was describing, primarily because he was then running a giant corporation that would’ve and could’ve easily dominated the Internet and control which type of content would go online and which wouldn’t.
However, the landscape had shaped to be just as he predicted. In recent years, content marketing has been a prevalent force in the marketing landscape with its power to relate and persuade audiences. It has helped businesses reach bigger portions of audiences in their niche and drive more organic traffic to their websites.
Referred to as the practice of creating and distributing valuable and relevant content to attract and retain a targeted audience, and ultimately, entice a consumer to do business with you, this strategy is currently being used by 88% of B2B and 76% of B2C marketers today to establish brand image, acquire more leads, and increase sales.
Content marketing also has become a great way for businesses to show their expertise in issues and concerns that are connected to their industries (and their niche), and with audiences nowadays looking for knowledge and information, this has become a crucial role to play.
One of the major reasons for content marketing – and in that effect, digital marketing – dominating as much as it has today is due to the changing preference for certain mediums. Decades ago, most businesses can only promote their brand using traditional mediums such as billboards, flyers, newspaper, television, and radio. However, because only the big players – that is, multinational companies and corporations – can afford to implement them strongly, as well as the general audience moving on to different mediums, traditional ones have been rendered less and less effective.
When successful, content marketing can be your greatest weapon. Its quality adds value to your audience, which is a highly important factor for driving traffic back to your website. Quality content gives them something worthwhile for their time and effort spent in your website, and will likely engage with your content. Engagement rank important to brands and is a good sign of customer loyalty and trust.
Aside from this, content marketing also establishes the authority of a brand. By delivering timely and helpful content for the niche it is aimed at, the brand builds an image of someone that genuinely understands its market and the problems they are facing, as well as how the brand can help them overcome these problems. With a brand becoming an authority, trust is built, and it is something that can influence purchasing decisions.
For small and medium-sized businesses, the beauty of content marketing lies in the fact that it isn’t restricted to the big players of the industry. When executed properly, it not only allows them to compete with bigger brands but also positions your brand as a major player or even a leader across a broader market, thus giving your customers a reason to trust your business in delivering great results.