Content – a word vague enough to hold a number of meanings, depending on which context you use it in. When it comes to digital marketing, the word content means any form of media created and shared through digital channels.
But that’s not all. It goes a step further; creating a whole subset of marketing that we now call content marketing. When digital and internet-based applications combined forces to further optimize marketing tactics, content marketing quickly became an effective tool for increasing engagement.
One of the most fascinating aspects of content marketing is its versatile applicability. Regardless of whether you are a part of the FMCG industry, own a chain of automobile dealerships or just a mom and pop shop down the corner, it holds benefits for all.
Over the last 5-10 years, increased scrutiny of content marketing as a separate marketing strategy has shown positive results. Various surveys have proven it to be capable of increasing traffic on websites, improving traction, and earning more ROI.
This is why the use of content marketing for increasing engagement has increased steadily. Companies of all sizes and niches have joined the bandwagon, making it a point to spend more money on it.
In this article, we’ll take a gander at exactly why content marketing is so heavily used across industries. However, before we do that, let’s take a very brief look at what content marketing actually is.
For those who are not too familiar with the marketing landscape, content marketing is a subset of digital marketing practices. It essentially involves a marketer curating content that is relevant to their target market and industry of business. While majorly consisting of written posts, the content is created in other forms, such as static images, podcasts, GIFs infographics, and video content.
Regardless of the medium a company chooses, the goal of using content marketing is to increase engagement with the targeted audience and address their dilemmas. Since brands are the ones disseminating the information, their audiences find it easier to connect with them.
Benefits of Content Marketing
A Hike in Visibility
It’s no surprise that all businesses want to improve their Google search rankings. As the results promise better visibility and increased traffic on websites, marketers pay special attention to it. And as a result, it has become a key strategy for establishing an online presence. Also, it helps improve your SEO, bringing in more organic traffic.
The way this works is that the algorithms Google has in place match the search query with keywords and other aspects of the content. Most people don’t scroll past the first three pages of the search results. This makes it critical that in order to gain visibility, the website needs to be on those first few pages.
Content marketing can be used to optimize what the marketers share on various platforms, making sure the algorithms index the websites at a higher rank.
Increment in Lead Generation Rates
When your website receives increased traffic, chances are some of them will stay behind. If you play it right on the landing pages, you can convert these visitors into possible leads and eventual customers.
These leads can be regular customers interested in purchasing what you’re selling. Or it can include B2B leads that offer a possibility of large scale business. Conventional marketing efforts, such as referrals, do work. However, it widens the horizons of possibilities.
A Stamp of Credibility
This is not to say that consistent content sharing will automatically make your business seem more credible on its own. However, it does lend a hand.
If a customer is able to find relevant information on your own website, answering their anticipated questions, they are likely to stick around the website longer. This makes your brand come across as considerate of the visitors.
It also shows that you are truly an expert in your area of business. This will prompt them to trust your authority over the subject matter.
Making Genuine Connections
Using blogs, videos, podcasts, etc., is a great way to educate your audience. Being an industry expert, you can share insights and information that you truly think will be helpful for the consumers.
However, that’s not all it is useful for.
Consider your brand from a consumer’s perspective. You are a faceless corporate entity that is trying to sell them a product or service. That’s all. There is no human element. As a result, the consumer finds it hard to relate and build a connection with you as a brand.
Using videos, photos, podcasts, and blogs, you can add a human element to your company. Seeing a face or faces associated with the brand, the audience will find it much easier to connect.
You can use it as an opportunity to show that you care about the audience and not just the money they decide to spend on your company. This can help make genuine connections that, when nurtured properly, can lead to life-long loyalty.
These are only surface-level benefits of content marketing for increasing engagement. There are other technical benefits that can improve other digital marketing metrics, along with engagement.
In the end, content marketing holds a lot of potential for increasing consumer engagement. There are only benefits to gain and no side effects of putting in a little effort towards optimizing your content marketing efforts.
Whether your target marketing is a very specific niche or a larger population, there are chances of improved consumer interactions. The Business Marketing Solutions Group can help you come up with a detailed strategy and content schedule to start improving your consumer engagement.