Content Marketing is a way to involve your target audience and grow your network of leads and customers through the creation of relevant and valuable content. Attracting, involving, engaging and generating value for people and, thus, creating a perception positive of your brand and generating more business.
Well, that’s the definition we use here in Rock Content. It is even the definition we show our clients to explain the concept. But, to make it even more apparent in your mind, I’m going to shred the concept and explain it in detail:
So please be with us and keep on reading.
“Content Marketing is a way to provoke the engagement of your target audience and grow your network of leads and customers …” You need to understand that the time was gone when we forced to watch TV commercials passively.
Today, the public has more power than ever to choose the content they want to consume and how to interact with it. And you have the skill and knowledge to produce precisely the content that your audience wants.
Inbound Marketing is the leading digital marketing strategy today. And, within it, is Content Marketing. In this topic, we are going to show you how the principles of Inbound make a difference in a content strategy.
To talk about the benefits and importance of Content Marketing, it is essential that we first understand what the Inbound methodology is. Inbound Marketing is any marketing strategy that seeks to capture people’s interest without invading or interrupting their experience. Unlike aggressive advertisements that shoot ads in people’s faces when they are not prepared, their goal is to attract public subtly.
You let the public come to your company respecting their time and wait for him to permit you to pass your message. That is why Inbound is also called attraction marketing.
Why use Content Marketing? In this segment, we will show you the main advantages of the strategy so that your company achieves its business objectives.
According to a report published on a blog, 93% of B2B marketers use this methodology in their customer acquisition strategy.
As the figures show, most companies already know the benefits of that methodology.
But why are they betting on it? Well, the reasons are several and very interesting for your business. In addition to generating value for your person, Content Marketing:
The digital transformation has made the majority of people use the Internet to search for information, especially in search mechanisms such as Google. That is, your site is the main gateway for new customers, and Google is the way to it.
The production of relevant content is the best way to place your site on the first page of Google – where your audience will always find it – and let that door invite them to enter.
The proof of that is that companies that use Content Marketing have, on average, twice as many visits to their sites. And if you produce more than 13 contents per month, that number quadruples!
Content production helps more people recognize your brand and know the products and / or services your company offers. As I explained, people tend to buy brands that are familiar to them and for which they feel sympathy. A regular reader of your blog, for example, will prefer your brand when you need to buy a product or service. After all, he already knows you and, probably, you have already helped him several times with your content.
While brand awareness increases the number of people who know and have a positive perception of your brand, engagement seeks to build a close and constant relationship with a select audience. By producing quality content, you increase people’s interactions with your brand, creating real engagement.
The result of this are evangelists who recommend and defend it.
Many times, your target audience does not understand well the market in which it is inserted, what are the products offered by your company, etc.
In that case, don’t give up! Produces content that answers customers’ questions and teaches them everything they need to know to make the purchase decision for themselves. If your content is really of quality, you will overcome objections and increase customer satisfaction, as they will arrive at the time of purchase knowing your product in detail and how to use it.
Surely you are thinking: but, generating sales is not what all companies want?
Of course! However, it is not always the ultimate goal of the Content Marketing process.
Increasing the number of sales, in this case, means focusing your content production on guiding your leads through the entire purchase process and preparing them for decision making.
In any case, business opportunities arise naturally when the content strategy is done disciplined and following good practices.
From the production of luxurious materials in an editorial calendar, the attraction of the buyer person to your website is favored. Thus, your potential clients access your website and find you before the competition. Nothing better for a commercial team than to reach a perfect potential customer first, right? Developing content focused on the terms that your buyer person is looking for in Google increases the generation of qualified leads exponentially.
This is the big difference of a company that does Inbound Marketing: potential customers come to your commercial team, avoiding wasting a lot of time looking for them. In this way, it is possible to optimize the efficiency and productivity of the sales department, which will be in contact only with those that are revealed as real business opportunities. At the same time, advanced and complete content is beneficial for traditional outbound surveys.
It is possible to educate your prospect about your offer and your company. Also, they reinforce the authority of the brand, positioning itself as the main reference in the subject for the potential client, generating value to its search for information.
But these are just some examples of objectives. The important thing is that you identify yours to direct your planning in the right way.
Ok, you already have visitors on your site. But without information about them, you won’t be able to send the right content to turn them into opportunities and put them in contact with a seller.
That is why generating leads is the main objective of 64.7% of companies! And some of them are already getting triple the leads doing Content Marketing. And the best: with a solid strategy, which will continue to bring long-term results, generating traffic and leads even if you don’t produce content regularly.
Lifetime-value (LTV) is the total value that a customer spends on your company as a whole. For example: if your customers buy an average of $ 50.00 twice, your LTV is $ 100.00.
Every business owner knows that it is cheaper to sell to a current customer than to attract a new customer. So, using a content strategy with this objective is a good move because it keeps the customer committed to your company. You can use various types of post-sale content, such as exclusive newsletters for customers, to offer new products or discounts in your virtual store.
The CAC, Cost of Customer Acquisition, is a metric that points the value you invest in the areas of Marketing and Sales to get a new customer.
But why am I explaining this to you? Because most companies still maintain a large commercial team focused on prospecting and injected money into paid media to get new customers. These actions are successful many times, but they also result in a reasonably high CAC. Even because personal and advertising are not cheap, right?
With a Content Marketing strategy, you reduce the CAC by providing materials that end customer doubts at the time of purchase and, at the same time, provide your sales team with e-books, webinars, and other content that can facilitate the sales process. And also, you can use Content Marketing to train your sales team, improve the conversion of your leads, build market authority, etc., to cite some of the benefits.
But it is clear that, before reaping the fruits, you will need a well-defined strategy.
I hope you understand the benefits of content marketing, let me know what you think about it.