Member Article

Should businesses invest in content marketing?

One piece of advice, for businesses about to embark on content marketing, is never put a question in a title. Why? It gives the reader a chance to answer with a no, then move on.

In this title, however, answering yes, tell me more, is the smart option. That is if you want Google and other search engines to send you traffic and potential customers. Content moves leads along a sales funnel, informing and reminding them of your brand/product or services, without trying to sound like an advert. Great content can put you on a customer’s radar, long before they need your business.

Content: A long-term investment in your business

Investing time producing content is a marketing tactic that keeps paying dividends. One of the world’s leading content experts, Jay Baer, says that “It’s an information annuity that can’t be replicated elsewhere.”

He explains that “Of course, content alone is not the answer. Content without community, without approachability, without humanization and kinship is ineffective. Just as content that is focused on selling, rather than helping, is doomed to fail.”

Content, along with other tactics should never be applied in isolation, or without a way to measure, monitor and improve the impact.

Here are five reasons why your business should publish useful, informative content:

1. Raise brand awareness

Search and social media amplify the world’s oldest marketing tool: word of mouth. Nothing can or will beat customers telling other people about your work, not even content marketing. But it helps. Content keeps your brand top-of-mind instead of your competitors brand.

2. Builds trust

There will always be someone cheaper, but better? When price isn’t the only factor, then quality and reputation are key when a customer is comparing products and services. Content contributes to reputation building since it gives you a chance to demonstrate expertise.

3. Drives sales behaviours

Content feeds directly into search, social and email marketing. Three key channels for any digital campaign. Whether you are publishing blogs, articles, eBooks, videos or other types of content, the aim should be to guide customers down the buyers journey: awareness, evaluation and purchase.

4. Google loves fresh, well-written content

Google does not like spammy, poorly written content that appears to have no basis in the subject. Black hat SEO tactics have proven ineffective against increasingly skilful attempts to penalise those who still try. At a minimum, a brand must publish content which appears to be produced by someone who writes naturally, fluidly, with authority on a subject.

5. Businesses are brands and publishers

As Jay Baer says, “We have entered an era where every business needs to consider themselves a TV station and a magazine, and the quicker you figure out your strategic content marketing plan, the faster you can use content to drive meaningful business results.”

Quite simply, when you publish engaging content, new customers can find you, current fans of your brand have something they can share and you will see ongoing returns from digital marketing campaigns.

This was posted in Bdaily's Members' News section by MBJ London .