Content marketing has been around for awhile and it has always been the subject of some debate. There are people who swear by this marketing tool, as well as others that don’t think it has much value.
The fact of the matter is that content is the most valuable resource you have when it comes to marketing. Knowing what content to use is even more powerful. If you want your business wants to succeed, you need engaging written and visual content. Not just content for the sake of content.
Written content used to be about keywords. Initially, this was effective. With so many brands online today, though, search engines are changing the criteria to make it easier for businesses to be found and keywords are merely a standard part of content at this point.
It’s not just about writing, either. There are so many different types of content that you need to utilize in your marketing strategy.
Visual content is a must at this stage in the game. Videos, images, graphics, and other visuals are what get people’s attention. Since they don’t have a lot of it to spare, you need to grab what little attention they have quickly. In fact, a recent study shows that videos on landing pages increase conversions by up to 86%.
Why now?
In addition to the increasing number of brands that you have to set yours apart from, content marketing is critical at this point simply because it’s what consumers use to make valuable purchasing decisions.
According to a LinkedIn article, buyers are generally about 60% of the way through the entire buying process before they even contact your company. That’s why your content needs to stand out and grab attention.
Are You a Trusted Authority?
Another important element of your content marketing strategy should be building authority and trust.
Consumers want a brand they can trust, and they aren’t going to settle for less. Use your content, in all its forms, to showcase your authority in your industry.
This is especially useful on social media.
Speaking of social media, content needs to be focused on your social media marketing. People go to social media first for a lot of things, so it’s your best chance to reach the biggest audience with relevant content.
In fact, as many as 47% of Facebook users say that this social media site is their leading influencer of purchases. Leverage this and you will be able to build your reputation and showcase your brand in an interactive setting.
The world of content marketing is constantly evolving. Jump on board and evolve with it.
