Content marketing is a critical component of any marketing strategy. The first goal of marketing is awareness, and the second is to create engaging content that educates prospective customers on your products and services. It also establishes your company as an expert in your field and a go-to resource for information. All of these activities lead you to your ultimate, big-picture marketing goal: sales – driving consumers to purchase your product or service.
This especially is true for niche companies without “big brand” names. People certainly won’t buy your product or service if they aren’t aware of what your company actually does, and more importantly, what problem you can solve for them.
You can find out by starting with a simple task: ask them. What information do current customers want to see from you? Why did they choose your company in the first place? What data did they need to make their buying decision? Place yourself in their shoes and use this valuable information when creating content for your website, whether it’s a blog, infographic, whitepaper, video, etc.
Creating timely, relevant content also improves SEO – search engines favor sites with keyword-rich content. Consider adding a blog to your website if you don’t have one already. Potential customers crave information that helps them make the right decision – make their lives easier by providing informative content on your blog. Optimize it with relevant keywords to increase your ranking on search engines, and update it frequently. Google is an advocate for fresh content, and prefers when it’s shared in multiple places, such as your website and social media channels.
When asking yourself what to blog about, consider writing about the latest developments in your industry, commentary on legislative or regulatory changes that affect your customers, as well as exciting announcements for your business. Cultural content that humanizes your organization is also helpful – let your customers get to know the people behind your brand.
Blogs also serve as great social media posts, increasing engagement and exposure of your content, generating awareness (that crucial first step). With a small budget, posts can be promoted across social channels and targeted to a specific audience, ensuring you are reaching the right people with your message. Staying active on social media lends credibility to your organization, showing that you are plugged in and attuned with your industry.
Keep in mind that social media isn’t a one-way street, though. Instead of posting and only hoping that your content will reach the right people and resonate with them, use social media to learn about and connect with your customers and prospects. Engage with users and start a dialogue. What are they talking about online? What issues are important to them? Listen and communicate that you understand their unique needs. Consider this: a survey by LinkedIn found that 64 percent of B2B decision makers say they won’t engage with a salesperson if the communication isn’t personalized. Social media is a powerful tool to establish a rapport with your target audience.
You might be thinking, how is a blog or social media post going to generate a return? It’s true that potential customers may read a blog or two and not act at that particular moment, but that’s okay. Keep them coming back to your website and social channels by posting content that they want to read. Play the long game and continue to provide interesting, educational content, and you’ll reap the rewards.