Many sme’s and start-ups overlook how content can drive traffic but also retain it . The Content Marketing Institute (CMI) found that 91% of B2B marketers and 86% of B2C marketers use content marketing.
 

What is content marketing

Content Marketing is a calculated marketing approach that involves creating a range of online content. The main aim of this is to attract, engage, entertain and convert prospects with the relevant content. Content marketing has encouraged the customer-centric experience that is now the ‘new normal’ online. Types of content marketing include:
  • Blogs
  • Infographics
  • Case studies
  • Webinars
  • Podcasts

Why is it important to your business 

COVID-19 has meant that many businesses have been forced into the digital market quick then expected.  Good content helps the audience to understand a company’s products, services and most importantly creates an interest.
How can content help your business?

Builds your brand

Your target audience needs to know how you can impact their lives. They also want to know what your company stand for and if it’s in line with them. It will also give you the opportunity to showcase your USP against your competitors.

Increase traffic

Brand presences needs to be consistent throughout various social and marketing channels. All these channels have one job to divert the traffic to your website. The more traffic the more opportunity it gives you to generate sales (but also that precious data).

Customer retention

Consumers are often a creature of habit so brand loyalty is an effortless progression. Within this virtual world content helps to create an emotional layer with products or services. Story telling can help consumers relate to the brand without ever meeting the CEO. It’s important to be transparent with the content in order to create a natural bond between the brand and consumer. Customer retention is then seen as a very easy ‘sell’ built upon trust and loyalty.  
 

SEO

The main aim of a content marketing is to increase brand awareness. An important part of this is SEO keywords and the quality of content. You must remember search engines are also reading your content to decide where you are shown within those searches. The more savvy you are with your keywords the less you will need to spend on Ads.
Always make sure that you can measure the success of your content marketing. This can be through sales activity, lead generation, social media engagement and ROI.  You want to be seen as the thought leader so keep up to date with industry news, keywords and refine your content strategy when needed.  The more consistence and relevant you are with your content the most attraction you will get.