In today’s digital, social and mobile world, consumers are more empowered than ever before. Armed with an abundance of information, buyers self-direct their journeys before a brand even knows they are interacting with them. In order to capture a potential customer’s attention and interest in today’s noisy market, employing a content marketing strategy isn’t just a “nice to have,” but a must.
An effective content marketing strategy helps your brand engage with these potential customers early in the buying cycle and build a relationship with them over time.
Traditionally, brands have had to rent attention from other people’s media. Super Bowl ads provide the perfect example of this. When a brand pays millions of dollars for an ad during the Super Bowl, they are “renting” thirty seconds of attention that the TV network has built.
Content marketing, on the other hand, allows brands to become publishers — building their own audiences and attracting their own attention. When you own your own attention by creating content, you enjoy a broad variety of benefits. Below, we will highlight several of these benefits.
Increase Brand Awareness
Your potential customers can’t buy from you if they can’t find you. This fact becomes significantly more important when you consider that around 93% of buying cycles begin with an online search.
Content marketing allows brands to build organic awareness. If your content is relevant and valuable it will rank highly on search engines. Because this content is relevant, your target audience will also be less inclined to tune it out.
Create Brand Preference
Once you’ve established awareness, you need to create brand preference. Engaging content marketing creates preference through thought leadership, making you a trusted source of information and education. Preference can also be created through relationships, which are strengthened when your content entertains or helps your customers.
Reach More Customers at Lower Costs
According to Forrester’s research, today’s customers distrust and resent marketing that interrupts them. Engaging content marketing is part of a natural conversation with current and potential customers and is relevant to their interests and behaviors. Research also shows that content marketing costs 61% less per lead than traditional, outbound marketing.
What Can Content Marketing Do for You?