5 Reasons Your Company Needs a Content Marketing Program
By Sarah Chula, Marcum Strategic Marketing
The importance of digital innovation, technology, and the ability to be agile hit organizations like a ton of bricks in 2020, as the COVID-19 pandemic altered life as we knew it. Many companies had to figure out how to pivot from doing business in-person to online. More so than ever, organizations relied heavily on their websites, trying to figure out how to generate more traffic and online sales. Time will tell how significant the long-term impact of all of this will be, but one thing rings true – the importance of digital marketing — specifically, content development — cannot be overstated.
If you’re looking to drive more search traffic, generate more qualified leads from your website, and build your online presence, implementing a content marketing program is your answer. A content marketing program involves developing thought leadership in the form of blogs, guides, checklists, how to videos, e-books, and more. There are many deliverables that can be part of a content marketing program, but let’s look at the basics of why having a content marketing program in place is so important.
Content marketing can help businesses set themselves apart as experts in their industry. Developing content centered on your company’s products and services can establish credibility and help position you as the trusted source of information within your industry – particularly if you are a B2B company where it is imperative to communicate your business’s expertise in the industry. For B2C, it’s important to focus on the challenges that your product solves as well as answer common questions your audience may have about your product. Establishing authority through content development can help speed up the buyer’s journey because you’ve already demonstrated your expertise before that first meeting.
Any company looking to move up in its search rankings must have a content marketing program in place. Why? SEO and content marketing go hand-in-hand – content marketing is the vehicle by which you can execute your SEO strategy.
Google’s algorithms are constantly changing to match the intentions of users. It’s simply not enough to focus solely on optimizing the main pages of your site. In order to increase your search rankings, you’ll need to produce content that is not only optimized, but also timely, relevant, and focused on topics users are searching for.
Related Article: Boosting Google Search Rankings in 2021 – 7 Best Practices
3. Lead Generation
One of the greatest benefits of content marketing is capturing the contact information of high-quality leads through website form submissions. In order for this tactic to be successful, the piece of premium content you are offering – i.e., e-books, how-to guides, checklists, infographics – must be valuable to your visitor. Because your website visitors must take the time to fill out a form and give up their contact information, it’s important to clearly explain the value of what they are receiving. To further promote these pieces, include links to your landing pages within related articles.
4. Brand Awareness
Brand awareness is more than just your company name, logo and offerings. It is the way your audience – prospects, customers and business contacts – feels about your business. What are their thoughts about your company? What was their most recent experience with you? Did they interact with someone from your team directly? Did they pay a visit to your website? Either way, was the experience a good one?
A content marketing program can help increase engagement between your organization and its audience. It allows you to stay in front of existing and potential customers, build trust within that audience, and can help communicate what your brand represents.
When a business has a certain level of brand awareness, marketing efforts can have a greater impact on the feelings and emotions of potential customers. People are more likely to buy from brands they know and trust.
Speaking of which…
By creating content that helps your audience answer questions and solve problems, you are building a level of trust, even if you don’t exactly know who they are yet. As you continue to share advice, helpful tips, and solutions, you will start to build a fundamental relationship with your audience, becoming their “go-to” resource. Advocating for your audience before they’re ready to buy will set your company up for success when they are ready to.
Many companies don’t realize the importance of having a content marketing program in place – and those that do often struggle with creating content that is search engine optimized, timely, and relevant. Marcum Strategic Marketing is here to help.