Why does your Business need Content Marketing?

By | December 2, 2017

Why do you need Content Marketing?

an illustration depicting the elements of content marketing: target, analysis, research, content creation, platfroms and channels, feedback.

The marketing world in its entirety believes in the immense potential of Content Marketing. It is quite contextual in nature and this makes it very hard to provide a specific definition of the term. How a content marketing strategy is implemented depends from person to person or rather from organization to organization. Although a single, all-inclusive definition of this concept may not be present, various experts have tried their hand at defining it from time to time.

Gartner defines content marketing as “the process and practice of creating, curating and cultivating text, video, images, graphics, e-books, white papers and other content assets that are distributed through paid, owned and earned media. These assets are used to tell stories that help brands build and nurture relationships with customers, prospects and other audiences to drive awareness, generate demand, influence preference and build loyalty.”

According to Content Marketing Institute, Content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience–with the objective of driving profitable customer action.”

To put it simply, content marketing is about marketing of an organization or a brand through sharing insightful, educational or entertaining information using channels such as blogs, pictures, e-books, audio-video, social media posts, infographics and so on. The purpose is to influence the user, stimulate interest in a product/service or influence a purchase decision.

Depending upon content strategy, here are a few channels for content marketing:

  • Blog posts

  • Emails

  • Videos

  • Social media posts

  • Infographics

  • Assessments

  • Images

  • Apps

  • Podcasts

Content marketing can help your organization in a number of ways. Here are a few reasons why you should focus on it:

  1. To Improve your search engine result rankings

Content can help you earn a better rank in the search engine results. Regularly posting relevant content will increase your chances to be found. It can help enhance the effect of your SEO efforts. Quality content will attract more traffic to your website, thus improving its authority and relevance.

If your content is created strategically and meets the expectations of your audience, you can have a better place in the search engine rankings.

  1. To grow your web traffic

There are a number of ways content can help you in generating more traffic. Some of them are:

  • Efficient distribution and sharing of content
  • Blog posts offering useful information
  • Connecting with users through social media posts
  1. For better lead generation and conversion rates

Content provides you a way to connect with your target audience/customers. It offers a number of insights for identifying prospective customers and converting them. Appropriate and engaging content will make your users spend more time on the website and increase your chances of influencing their decision.  High quality, informative content will help you build trust between you and your target audience and increase the conversion rate. Here are a few ways you can generate lead through content marketing:

  • Create engaging, high-quality content
  • Offer your audience an incentive
  • Pay attention to inbound marketing
  • Address your audience through a webinar
  • Use testimonials and case studies
  1. To ensure users give your website more time

If you keep posting relevant and informative content regularly, the users will spend more time going through your website. This will improve your chances of influencing them and convincing them to use your service or product.

  1. To increase brand awareness

Offering great content will help you produce brand awareness.  If you think your content is much more than self- promotion, endorse it through social networking sites. This way you can stand out among your competitors as most of them would focus only on content related to sales promotion.  This is a great way to earn recognition in the market.

Providing valuable content on regular basis will also help you strengthen your relationship with your customers. They may also become your brand advocate and promote and share your content, thus generating more traffic.

  1. For building a strong relationship with customers

Engaging content will help you in building and maintaining a strong relationship with your customers. As mentioned earlier, content which focuses on things beyond sales and promotion will definitely intrigue the users. Provide valuable tips and information through your content so that your audience may find it of great value.

It will not be wrong to say that content is still the king, even after all these years. In order to make the most out of it, you need to keep up with the ever changing trends in the world of content marketing. Being clear about your goals and knowing your target audience are a few prerequisites of framing an effective content marketing strategy.

If done right, content marketing can help you reach your organizational goals and stand out among your competitors.

At Ascezen Consulting Pvt Ltd, we produce engaging, usable and enriching content that attracts the target audience and helps in building a relationship of trust. This is what makes our content writing services rank among the best content writing companies in India. Get in touch with us to know how we can help you gain attention and build rapport with your customers.

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About Qais

Qais Mujeeb is an experienced technical communicator. He has spent more than 16 years in technical writing, content development, web development, SEO/SMM, project management, and training. A certified project management professional (PMP), he has managed numerous Technical Writing, Content Management, Web Development and SEO projects. He has successfully lead collocated as well as geographically-distributed teams and worked for global clients. Currently, he is busy bringing up a content consulting agency called Ascezen Consulting Private Limited based out of Lucknow, India.