Content marketing isn’t by any means a new thing. But it continues to grow at an astounding pace. Done correctly, it can play a number of important roles within your company or brand’s wider marketing strategy. But not everyone knows how to execute it well or even what it is. It could be described as a strategic marketing approach that focuses on creating and distributing valuable, relevant and consistent content. In fact, its goal is to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action.

However, that’s a relatively simply definition – although the reality is that it’s anything but simple to achieve. And not all content is created equal. So, it is vital to keep focusing, above all, on the “valuable” and “relevant” criteria. And you should always link your content marketing to specific business goals. In reality, great content is key to driving traffic, nurturing relationships, generating leads and boosting SEO rankings. Bad content does nothing but waste time, money and resources. So content is still king – but only if it’s crowned with quality and purpose. And that’s why it’s so important to choose a good content marketing team that specialises in these skills.

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Build trust and goodwill

In fact, great content will help to enhance your company and/or your brand’s reputation. So it will also help to build trust and generate good will. The more customers read and discover about you, the more familiar you become. And so the rapport grows.

As people learn more about you, they develop an opinion about you (hopefully positive!). Therefore, if your content is interesting, engaging and beneficial, they will think your business is, too. Also, if you sound informed, you are easier to trust. And the more people trust you, the more likely you are to convert them. So, great content doesn’t just build relationships as it helps to influence conversions, too.

content marketing consistent, compelling content on tablet

Generate new leads and prospects

Compelling content marketing is a very cost-effective way to bring in new leads. In fact, it usually costs significantly less than traditional marketing tactics and can generate up to three times as many leads. After all, every business needs new prospects to maintain growth. So, make sure your digital content marketing is on point. You need it to stimulate social media sharing and conversations, and attract links.

content marketing Marketing plan, context, content, storytelling and social media

Showcase your expertise

Content marketing is an excellent way to showcase your expertise. Every time you publish a piece of content, you have an opportunity to tell your customers how much you know. You can also show how much you understand them. And, of course, how much you can help them. So, make the most of it!

Start by showing your customer that you understand their problems and, just as importantly, that you have the solutions. Try to understand what might prevent them from purchasing and proactively overcome those objections. Make sure your customer believes that you have the answers they need. This way, you can set yourself apart from your competition. Use your content to communicate how and why your product or service will work for them. So, when the time comes for these customers to make a purchasing decision, they remember you. They will recall your knowledge, expertise and understanding and after all, these are all qualities that reassure.

Where possible, allow your content to listen, too. Blog comments, email replies, social media conversations, for example, all help to inspire confidence and peace of mind. They will also allow you to address directly and promptly any specific concerns.

Retain your clients

As explained, content marketing can generate new leads and prospects. But it’s also very good at client retention. In fact, loyal, repeat customers are vital for any business to thrive. So, strengthening your existing relationships should always be a priority.

Make sure your content speaks to these clients, too. Use it to provide more value, introduce incentives and to encourage repeat sales. Create useful and user-friendly content that enhances their experience of your products or services. Nurture all your relationships – new and existing – and tailor your content accordingly.

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Tell stories to convey your personality

As any decent content provider will attest, content marketing is not about the hard sell. Facts and figures have their place, of course, but use content to tell the story of your product or service. Make sure you communicate your brand personality and what makes you special. Find an appropriate tone of voice – and stick to it.

Storytelling lets you convey more about the experience your customers can enjoy. It can communicate how your product or service will make them feel. It helps them to imagine trying out your product and enjoying the possible benefits it would bring. It’s an important way to bring your brand to life, and show your customers how it’s relevant to them.

content marketing Keywords Research Business Concept. The meeting at the white office table

Improve your SEO

Many people associate content marketing services with SEO (Search Engine Optimisation). And it’s true: original, optimised content will help you climb Google’s rankings, and improve your online visibility. But SEO is a complex subject, which is always evolving. However, one constant is that search engines seek content that is valuable to their users, and there are a lot of different ways to deliver this.

Consistent, regular and relevant blog content is important, as are keywords, stickiness (time spent on site) and link building. Great content is integral to all of this, and more. And by great we mean original, innovative and optimised. Remember always that content which is unique and relevant to the intent of the keyword search will rank highest. Do not duplicate. Think smart, authentic, engaging. Focus on quality not quantity and always prioritise context and variety.

At Christchurch Creative, extensive digital and print training enables our team of qualified journalists and bloggers to deliver high quality content. So, get in touch if you simply don’t have the time to work on this aspect of marketing or perhaps you just need a helping hand.