There are a lot of reasons why content is king. Content helps your business grow by adding brand engagement; it adds value to your product, and it generates new leads and sales. Without content, social media and the Internet will be nothing but blank, empty spaces.
The heart of all digital marketing success is content marketing. Simply put, content is such an essential building block in business development that it is worth focusing on in your marketing strategy.
But if you treat content more as an afterthought, then you are missing out on a crucial piece of your business plan. So do it the right way!
According to the Content Marketing Institute (CMI), content marketing is a strategic marketing approach encompassing all marketing formats. Content marketing involves the process of creating and sharing relevant and valuable free content for engaging current and potential consumer bases, to attract and convert prospects into customers, and customers into repeat buyers.
The definition is too bare, much like saying that primarily, content marketing is using content to market your product. The underlying question is, what it is really, and what to do with the latest tools in the marketing arsenal?
Content marketing is the art of communicating with your customers and prospects without direct selling. It is non-interruption marketing, to say because instead of proposing your products or services, you are distributing information that makes your buyers more intelligent. The essence of this strategy is the principle that we, as businesses, deliver reliable and constant information.
They will ultimately reward us with their loyalty, which they will, eventually, if all has gone effective. Content marketing is being used by some of the most excellent marketing organizations in the world, including P&G, Microsoft, Cisco Systems, etc. It’s also done, and expanded by small businesses, and singular shops around the globe.
So should you do it? Here are the advantages and disadvantages of doing content marketing for your business:
Advantages of Content Marketing
Marketing is impossible without content
Devoid of relevance and value, what do you get? Informational garbage from companies trying to sell you their products and services. Companies create content and distribute information all the time, it’s just that most of the time, they send us extraneous materials, and most often, not significantly beneficial. The difference of content marketing to that scheme is that it provides you with quality content which makes a person to stop, read, think and convert his thoughts, behave accordingly, and act something about it. Yes, that is the beauty of it.
According to Roper Public Affairs, 80% of business decision makers prefer to get company information in a series of articles versus advertisements. 70% say content marketing makes them feel much more united to the sponsoring company, while 60% say that company content helps them make better product decisions.
Here’s a B2B content research survey conducted by the Content Marketing Institute (CMI) and MarketingProfs, in which it still remains a top priority for marketers this 2019.
In the internet, traffic is the influx of people clicking and reading into your site. It is almost synonymous that when you produce great content, they are also prone to be shared and linked to. These links are the byproduct of getting your great content exposure. Content that generates a lot of links also generates a healthy volume of traffic and page views—which is great news for your website’s SEO strategy. Major social sharing websites are great sources of traffic and exposure. These sites have long been hubs to seed great content, where the best of the best rise to the top and can receive massive exposure. Sites like Pinterest, Reddit, and Stumbleupon can send some of the largest volumes but also represent unique communities.
Influence And Authority-Building
Custom content sells more than a pile of advertisements. Everyday, we’re enclosed with content in the form of words, and of forms of media. Content marketing helps you catch the attention of potential customers by providing them with materials tailored to their interests. And when these interests have been cultivated, you will be able to understand that content is not just a great networking strategy to generating traffic for increased visibility, but also in building higher trust levels, and customer loyalty.
Disadvantages Of Content Marketing
Setting up an in-house content team can be costly. You will need an investment with time and money. Instead, partner up with a marketing agency would be more practical in the long run. There will be a need for help in creating quality content, plus if you or your team doesn't possess the needed skills and experience, all efforts will go down the drain.
Need for Constant Update
With all the improvement and update that sets standards and practices, there is a need to become fluid and adaptable in these situations. If you cannot follow through with the changes, it will become an issue for your business to stay relevant. Make sure that your content can be at par, or be the benchmark of your competitors, of the least.
Content marketing can quickly drain your investments, and even slow down in returns of investment. Content is never a quick solution, but a long steady process. It takes time and patience to build up proper content marketing. But if done successfully, it will bring a steady stream of traffic and revenue. When you’ll need quick results, keep content out of your list of the marketing plan.
Conclusion: Content marketing closes the deal
Content is important for visibility and building a connection with your prospects, but there’s another way you could benefit, and that is by closing the deal. As you can see, the immediate and long-term values of content marketing campaigns come from a variety of sources other than links. Pay close attention to the metrics for:
- Site traffic
- Lead Quality; and
- On-site engagement.
As you measure these results, you’ll notice most of these benefits are interconnected. Many times success in one area spawns success in the next. With this, content should still fit well in your bill and not make your brand drain resources into nothingness. Consider the pros and cons that can help improve your marketing strategies.