I have been working in digital marketing for nearly a decade. In that time, I have read and heard the phrase “Content Is King” over and over again. As true as the phrase is, the reasons content reigns supreme has changed a lot over the years.
The change? The need to create more content on a more frequent basis to keep up with the demands of our audiences, the marketing platforms we publish content on, and just to simply stand out from the competition.
And, unfortunately, it means that content marketing often gets a bad rap. Marketing takes time and can be expensive. Marketing platforms are constantly changing, our customers are becoming more sophisticated, and competition has grown for just about every industry. Add the fact that there is no guarantee that your content or effort will result in new leads, and you can see why some people feel this way.
It’s almost enough to make you wonder why anyone chooses to engage in content marketing on any level.
So let me tell you now: the reason content marketing is popular is because it is a necessary and vital function of any successful marketing strategy.
Let me say it again: you need a content marketing to make a marketing strategy successful.
Let’s look at exactly why content is so crucial when it comes to developing content.
TELLING THE STORY OF YOUR BUSINESS
Creating marketing content for your business allows you to tell the story of your business. You become the author of your story, not someone else.
I am a firm believer in helping your customers become your best advocates by singing the praises of your business to others. However, when you are in the driver’s seat, you are able to position your business as the hero, addressing the needs of your target audience. This is a great way to build trust.
REACHING A LARGER AUDIENCE
When a business tells me they do not engage in any “overt” marketing, it is usually because they are relying on word-of-mouth. Aside from letting others tell your business’ story, a word-of-mouth-only approach takes you only so far. Content marketing allows you a way to amplify what others are saying and reach more of your target audience.
TARGETING DIFFERENT SEGMENTS OF YOUR AUDIENCE
Different members of your target audience most likely get their information from different sources. Developing and publishing marketing content on several platforms and in multiple ways allows you to target different segments of your audience in every way possible. So whether it is social media marketing, email marketing, or your website, creating marketing content for one or all of these platforms will give people who may not have heard of you the chance to discover who you are and how you can solve their problems.
TAKING MULTIPLE BITES OF THE APPLE
Your target audience is busy running their day-to-day lives. They may not be in the right mindset when they happen to come across a piece of your marketing content, which is why it is important that you continue delivering marketing content to them. This way, when the are in the right mindset, you’re there, visible, and ready to help them.
Using a multi-channel marketing approach where they have the chance to see your content in different ways is a great way to deliver the content they want and need at the time they want and need it.
BEING MORE THAN A SALESPERSON
Your target audience may be buying, but they do not want to be sold. Which is why telling your story matters so much. Telling your story and connecting with them on a relatable, human level allows you to become more than a salesperson.
Create marketing content that connects your reason for being in business to your ability to address your audience’s most pressing pain points and you will have a message that drives conversions.
Speaking of conversions, at the end of the day, developing and publishing marketing content on a regular basis leads to more conversions. You are able to nurture your potential leads into paying customers because you are building trust and helping them be comfortable with the idea of spending money with you.
It may seem like there are a lot of reasons NOT to create marketing content. Believe me—as a marketer, I have heard them all.
However, there is one very good reason to engage in content marketing that supersedes every bad reason: content marketing leads to more revenue by giving you the opportunity to grow your base of potential clients, and, in turn, allows you to convert those leads into more paying customers.
When all is said and done, that should be a top priority of any business.