Why Content Marketing is Important for Your Business

March 20, 2017

Have you ever heard the expression “Content is king?” It’s one that has become very popular in the last decade, especially with the drastic shift in advertising and marketing caused by social media and the internet.

Once, your best means of reaching people was via billboards, TV ads, radio spots, and newspaper ads. Now, the most time and cost-effective methods of marketing is using the internet (social media, company website, etc.).

The internet is designed to be an information superhighway, where people can access anything they want in a matter of seconds. Search engines provide relevant results for millions of searches every day. Guess what those results are? 9 times out of 10, they’re articles, blog posts, and content posted on websites.

If you want to get people to visit your website and find out more about your business, you MUST create content that is relevant, valuable, and consistent. Content allows you to establish yourself as an authority, which increases the likelihood people will seek you out for answers and help. Regular content posting also keeps you in the forefront of potential customers’ minds. If they keep seeing your content when they’re looking for advice or help with a problem, they’ll end up thinking of you when they need your business.

Content marketing is important for customers, as it’s a “soft sell” tactic. By delivering consistent value through your articles, blog posts, and other content, you slowly convince customers to take advantage of your product or service. In this modern day and age, most people prefer the soft sell than the in-your-face “Buy or try my product/service!”

Content marketing also matters to search engines. When people do a search for a problem or question related to your business’ product or service, you want your content to be as highly ranked as possible. The higher the ranking, the greater the chance of a search engine user clicking on your website and reading the article or post. Content allows you to take advantage of people’s desire for more information and knowledge, yet still entice them into buying your product or trying your service.

Content marketing also allows you to build a relationship with your customer. You provide them with daily or weekly solutions and answers to their problems and questions, and that endears them to you. That positive association in their mind will make them think of you next time they need your product or service. Once again, it’s about the “soft sell”.

The internet can be a highly useful tool to promote your business, but you have to learn how to do it right. Providing regular content is the key to being a smart internet marketer!

Tags:

  • billboards
  • business
  • buzzwords
  • CoLab Internet Marketing
  • content marketing
  • internet marketer
  • newspaper ads
  • promotion
  • radio spots
  • search engine
  • TV ads
  • user friendly

Social media has changed the marketing game forever! Where marketing and advertising once involved spending millions of dollars on physical ads (newspapers, magazines, etc.), now you can spend far less and make your ad visible across the world courtesy of social media. Social media is a cost-effective solution that allows you to reach the people YOU want to reach.

If you’re considering marketing via social media, it’s a good idea to consider Facebook. Here are a few reasons why Facebook offers the most effective option for your company’s marketing strategy:

Targeted advertising

Facebook Ads can be sent to as broad or narrow an audience as you want. Facebook has access to a wealth of personal information on each person, including location, age, sex, work history, social circles, marital status, likes, dislikes, and the list goes on. Facebook allows you to set dozens of filters to ensure that your ad ONLY reaches the people it’s intended for.

Affordable costs

Facebook advertisements tend to be far more cost-effective than Google Ads. The cost per click through is about the same as Google Ads, but people are more likely to perceive Facebook ads positively. After all, they’re on social media to relax, so they associate the things they see on social media more positively. You’d be amazed by how many impressions a mere $5 to $50 per day can get your advertisement!

Increased connectivity

Advertising on Google or even physical ads are intended to put your product in front of the right people. However, Facebook ads allow you to connect with your customer base. The interactivity features are built into the social media platform, and people are encouraged to share, like, and comment. You’ll find that Facebook offers better engagement with clients, suppliers, fans, and customers. It’s a way to build a following rather than just have people buy your products.

Easy tracking of metrics

With billboard ads, you have no idea how many people you reach. Google Ads provide you with detailed metrics on your performance, but Facebook delivers real-time analytics to help you track and improve the reach of each advertisement you run. You can make adjustments to the ad while they’re running, or learn from each ad to improve the next one. For marketers who want to stay on top of the game, Facebook is the detailed tool of choice.

Make no mistake:

Facebook knows it’s one of the best marketing platforms, so it will continue to make changes to their platform that encourages paid marketing over free. However, if you can learn to use Facebook effectively, you’ll find that spending even a small amount on the ads and marketing options is a great way to reach a broader audience and get your message across efficiently.

You’d be amazed by how many people use social media incorrectly. They post content that tries to hit “everyone”, without any sort of targeting or strategy to reach the demographic best-suited for their product. If you’re serious about using social media to reach your target market, you can’t just post whatever springs to mind. You need to come up with a plan, targeted content that is visually appealing, and learn the ins and outs of the various forms of social media marketing. That is the only way you’re going to read that audience!

Here’s what you need to know:

Step 1: Choose the right platform.

Facebook, Twitter, Tumblr, Pinterest, Instagram and YouTube all offer access to a different target audience. Pinterest is more popular among women, Facebook is more commonly used by businesses, and Twitter is the short-form social media for busy people on the go. Understanding what each platform offers—mainly in the demographics that frequently use the platform—is the first step toward using your social media effectively.

Step 2: Learn the ins and outs.

Learn how using the right hashtags can make your Twitter posts more engaging and reach a broader audience. Learn how Facebook Ads effectively help you to put your published content in front of the right people. Learn what sort of YouTube videos are most effective for promoting your content. The more you learn about the platform, the more easily you’ll be able to plan the marketing strategy.

Step 3: Learn more than one.

Sticking with just one social media network isn’t going to get you the results you want. You need to learn to use multiple networks, and learn how they can cross-promote each other. Twitter posts can be automatically posted to Facebook and vice versa, or short YouTube videos can make your Facebook feed more engaging. Instagram photos will do well on Facebook and Twitter. Learn at least three or four of the primary social networks, and you’ll have a better reach!

Step 4: Be engaging.

The primary purpose of your content is to get people to stop what they’re doing and focus on what you have to say/share. Your content needs to be visually appealing, offer entertainment or real value, but most important of all get people engaged. Ask a question, offer advice that’s likely to be shared, or solicit your readers’ opinions. The more people engage with your posts, the more likely they will be to engage with the posts marketing and selling your product or service.

Step 5: Give something special.

Your social media followers want to feel they’re getting something special for their interaction with you. Offer them discounts, special deals, or coupons as a reward for their engagement. This offers them value, which in turn increases future engagement.

Content marketing (marketing using videos, images, and articles) has become the most popular AND most effective way of putting your products or services in front of the broadest possible audience. Everyone from entrepreneurs to multi-national corporations are getting into the content marketing game!

2017 has been an excellent year for all internet-based marketing, but especially for content marketing. Here are a few trends that you should keep in mind the rest of the year:

Mobile is king

More people surf the Internet and access social media using their mobile devices (smartphones and tablets) than computers. If your content isn’t designed to adapt to smaller screens, you’re going to lose a lot of viewers. You need to make sure your website/blog has a responsive design that can scale up or down according to the size of the device used. It should also be a mobile-friendly design that makes navigation easy for mobile users.

Visual appeal rules

Internet users are becoming increasingly driven by the content they SEE rather than READ. While articles still have an important place (particularly for research or information), the visually appealing content (videos and images) have the highest chance of engagement. The more eye-catching the content, the higher the chance users will click on it and see what you have to say. Videos are particularly appealing—most people will take 20-30 seconds to watch a clever video that is beautiful and attention-grabbing.

Facebook is #1

While you may not like the way Facebook keeps changing up its algorithms and marketing policies, there’s no way to deny that Facebook is still the most used social media platform around. If you want to succeed, you need to learn how to use Facebook’s advertising options.

User-generated content has a better reach

People may trust your brand, but they’ll trust other people’s opinions about your brand more than you realize. User-generated content like third-party reviews, unboxings, social shares, and comments on your products will be more influential than any blog post or video you can make.

Personalize the content

The amount of content currently available online is mind-blowing; there’s far more out there than users will ever be able to see. You need to make sure your content is personalized according to your audience. That way, it will resonate with your target demographic in a way that the “general public” content never will.

Pay for promotion

Though you may have quality content, it does you no good if no one sees it. That’s where paid promotions come in handy. You’re not running an ad—you’re simply paying Facebook, Instagram, Twitter, or YouTube to push your content to a broader audience. It’s a way to mix both content marketing and advertising highly effectively!

Social media isn’t easy; in fact, it’s a lot harder than you’d think! Being savvy with your social media marketing means learning how to navigate each platform according to its design, features, and user base. If you want to succeed, here are some mistakes you’d do well to avoid:

Giving up too soon.

It’s tough to learn social media, so it may not seem worth the time invested. Oh, so wrong! Social media marketing is currently among the most lucrative and offers a high ROI if done right. Just setting up the accounts isn’t enough—you have to make sure to spend time on your social media accounts every day.

ONLY marketing.

If someone only tried to sell you their product every time you saw them, you’d get sick of them pretty quickly. That’s the same with social media! You can’t just focus on marketing, but you need to engage with your followers and fans with high-quality content. Keep your marketing to less than 10% of your total posts, and you’ll avoid irritating your fans.

Sticking with what works.

If you do the same thing day after day, eventually people will get tired of what you have to say. You need to keep updating content and changing your tactics. Social media is always changing and growing, and it’s vital that you stay current in order to stay relevant.

Cross-posting incorrectly.

Facebook is designed for longer-form content, Twitter is short and snappy, and Instagram is all about the images. Each platform has its uses. You can cross-post content, but it has to be done right or else you’ll irritate your readers. It’s worth taking the time to tailor each post to the specific platform you’re posting to.

Over-automating.

There’s something to be said for using Buffer, Hootsuite, and other automation services for posting. However, if used incorrectly, it can be irritating for your readers and cause them to “unfollow” or hide your content. Plus, automated content doesn’t feel personal—it’s more like a business doing their duty rather than giving interesting, quality content to engage with.

Posting too often or not often enough.

Both are just as bad! You want to engage with your followers daily, but don’t overwhelm them with content and posts. Ghosting your followers will cause them to forget about you.

Posting “viral” but irrelevant content.

Just because an image, meme, video, or GIF is going viral, that doesn’t mean you have to share to get in on the buzz. Make sure everything you post is relevant to your brand!

Is the content on your website too vague? While many people believe that it’s better to avoid “small talk”-style content for new visitors to your site, we’ve found that more direct content can lead to better results. If done right, you’ll find that it’s a much more effective way to get your visitors from Point A (arriving at your website) to Point B (taking action) as quickly as possible.

You’ve Got Seconds!

When a visitor arrives at your website, you have no more than 7 seconds to capture their interest. That number is usually more like 2.5 seconds, as the interest span of most web users is getting shorter thanks to high speed internet browsing. That means your content needs to tell people exactly what to expect from your website in as little time as possible.

Get to the heart of the matter quickly, with as few words and as clearly as you can, and get to the call to action. Everything from your images to your color palette to your text should hook the visitor from the moment they arrive.

Trim it Down

As the owner of a business or the proud producer of a product, you want everyone to know about the benefits of what you offer. But did you know that long-form text can be the fastest way to lose your visitors’ interest? If you want to hook them, you need to keep everything short and snappy.

Trim down your introductory content to a short list of the benefits, what the product can do, etc. Don’t try to “sell” them, but let them know what makes you the best solution to their problem. Shorter, punchy content will be more effective than a long-winded post every time!

Be Clear

Remember that you have 2.5 seconds to hook visitors. The best way to do that is to tell them everything they need to know with an image or a catchy video. But you also need to make sure it’s very clear what it is that you do.

The design of your website is far less important than the clarity of your message. If your website doesn’t tell visitors what you do at first glance, you’re losing out on valuable seconds. Make that design speak clearly!

These three elements will ensure that your website content hooks visitors from the moment they land on your page. Clear, concise, punchy, and direct content is the key to converting your visitors and random web users into customers.

Tags:

  • business
  • buy botton
  • buzz worthy
  • channels
  • CoLab Internet Marketing
  • concise
  • content marketing
  • Conversion Optimization
  • customers
  • google
  • marketing
  • mobile friendly
  • punchy
  • reslove marketing
  • small talk
  • social media marketing.
  • target marketing