content marketing

Why Content Marketing Is What You Need For Your Business

Content marketing is the key to online business success in today’s busy world. Once upon a time, marketers would move from door to door marketing products, but the sophisticated 21st-century buyer has found a 21st-century solution to his challenges – the internet.

Since potential buyers are increasingly turning to the internet for information, there is an equivalent increase in demand for relevant, quality, highly engaging and up-to-date content. This is where content marketing comes in.

What is content marketing?

Content marketing is a content-based approach to marketing where the marketer focusses on generating relevant and valuable content and consistently distributing it through various online channels. This content is packaged to meet the information needs of a certain predefined target audience and Linked can help you come up with a content marketing strategy that will produce the results you’re looking for.

Our content marketing services make use of keywords, links and search engine optimisation (SEO) techniques to generate high quality yet simple and easy to read content that will be well understood by the target audience.

The type of online marketing notwithstanding, content will be very important. Potential customers want valuable information that will provide them with solutions to their pressing needs. When they get that from your site, you have earned yourself a loyal customer base.  

The purpose of content marketing

The main aim of content marketing is to increase traffic to a business website which is expected to translate in increased sales. That is so important because every business wants to see an increase in profits and at Linked, we can help make sure that happens.

Other ways content can help include:

  • Attracting and retaining loyal customers i.e. to expand customer base.
  • Better your company reputation
  • To increase online engagement with customers.
  • To improve brand awareness, preference and foster credibility.
  • To enable the business reach many people at a lower cost.
  • To generate leads.

Traditional Marketing vs Content Marketing

If you have some marketing background knowledge, you’ll have come across the buying cycle. It goes like this:

  1. Awareness of need. Customers become aware of a lack, but they are not certain of the solution.
  2. Research. The customer looks around for the different options available to meet their need.
  3. Analysis/ consideration. The customers weigh and compare the products from different providers using parameters like quality, price, relevance to the need etc.
  4. Purchase. The customer settles on a product and proceeds to buy it.

The buying cycle also shows the difference between traditional marketing and content marketing.

Traditional marketing specialised in the last two stages, consideration and purchase. There was very little regard to the specific needs of the customer. Companies would produce products and push them to customers to purchase.

Unfortunately, this approach doesn’t work anymore. We are now dealing with customers who are more aware and who want to control the buying process. In fact, research has shown that over 80% of customers will conduct online research on products before actually making a purchase. 

Modern day customers exhaust the first two critical processes in the buying cycle before coming to the last two which were emphasised by the traditional marketer. This is why content marketing works so well. It provides customers with relevant information about the product or service they are looking for.

Good content will also make your product stand out from the crowd.

Content Marketing – What is Good Content?

Quality content focuses on your customers and the people who visit your website. If your content is boring, vague, irrelevant, outdated, or clearly written by someone who doesn’t speak English as a first language, potential customers will click the back button quicker than you think. When someone visits a website via a Google search, they are looking for information first and a proper content marketing strategy can ensure this is what you offer. You might know about keywords and think that all you have to do is slot them in here and there, but that is a big mistake. Readers are people. Keywords are for search engine robots. There is a huge difference.

Good content should be:

  • Interesting and highly engaging.
  • Up-to-date.
  • Valuable i.e. gives customers solutions to their problems.
  • Fit for the target audience.
  • Not overly sales oriented i.e. the call to action is not too obvious.

If you need help with your content marketing, Linked is here to help. Our expert content writers will ensure that your content reflects not only your company or business but that it appeals to your potential customers too. Our experts know the importance of search engine optimisation too and while creating engaging content, so your site visitors are happy, they also keep the search engines happy with the proper use of relevant keywords. Contact us today to see how we can help you.