When it comes to growing your small business, you want to ensure marketing strategy will help you level the playing field. Content marketing is a low-cost marketing tool that in the right hands can be used to effectively grow your business.
So, What Is Content Marketing?
The Content Marketing Institute describes it as a “strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience, and ultimately drive profitable consumer action.”
The objective of content marketing is not on the product or service you offer, but rather to provide your audience with relevant, useful content that will help them answer their question, leading them to trust you and be more receptive to doing business with you. Furthermore, there are so many different ways you can interact with your audience through quality content—from infographics to videos to articles—making it a solid way to market your small business. Let us look at more ways content marketing will benefit your small business.
Establishes Your Authority and Credibility as a Trusted Go-To Resource
As you continue to consistently release quality, helpful, and relevant content, more people will turn to you when they need answers. In turn, this will build your reputation and authority over certain matters and subjects. Thus, through content marketing, you can effectively show off your expertise to your audience, establishing your identity as a reliable source for specific subjects.
Naturally, people will soon turn to you when they require answers. Note that the more they return to your resource for information they can engage with, the more likely they are to return to make a purchase or invest in your services.
Content marketing is a great way to nurture leads and form deeper, stronger bonds. The fact is not all consumers are going to make a purchase on their first visit to your website. However, having quality content on your site can help you continue to interact with these leads before they go cold and effectively nurture them into a favorable action. Moreover, a nurtured lead usually makes 47% larger purchases as compared to any other lead, which bodes well for your small business.
High Search Engine Rankings
Numerous benefits come from being on the first page of search engines like Google. For one, the click-through rate for the first three results is usually the highest. That’s where you want to be. While the specific algorithms that search engines use to rank results can be slightly difficult to decipher, one sure-fire way to get yourself at the top is to have impactful content that adds value to consumers and effectively utilizes SEO tools such as keywords. How can you make this possible? Content marketing.
Encourages Return Business
Imagine you’re finally getting more people to visit your site. Things are looking up, but now what you need to do is keep them coming back. Gaining new consumers is just as important as keeping the ones you already have, and the best way to do this is by consistently creating and sharing helpful, relevant content. The more helpful content you put out, the more likely a consumer is to return, as they know they can find useful content. This opens the door further for them to want to do business with you.
Content marketing is a great strategy to help you build relationships based on transparency and authenticity. Where you can promote your business without shoving it in their faces, but rather allow them to come to you.