Why you should be content marketing

Are you a content marketer?

Content marketing has been around for a good few years now and most small businesses with an online presence have at least a vague idea of what it means. Content marketing is publishing e-books, videos, articles, images and any other type of content online to market a business or product.

There are a couple of problems, though. Much of the content marketing advice you’ll read online comes from digital marketing agencies and it’s overwhelming for a small business that doesn’t have a marketing team. How on earth are you supposed to pump out all those videos and e-books when you’ve products to sell and customers to keep happy? Then, when small businesses do try content marketing, often they create a PDF and then post about it a little on social media. This doesn’t work, which means they don’t get the results they expected and – understandably – feel despondent about the whole idea of content marketing.

But content marketing is important and well worth getting to grips with. Let’s look at some of the reasons why:

You need great content for SEO

These days, search engine optimization has to start with quality content. True, you still need some keywords and backlinks to your site to do well in Google searches, but the days when just keywords and backlinks worked are long gone.

Content brings you traffic

You need content to encourage visitors to your website, for example a Facebook page post or an Instagram image. Then you need content to let them get to know, like and trust you, such as blog posts and videos. If they like what you publish, they’ll come back for more, too.

Content brings you leads

Once you’ve captured attention with your content you’ll need more to generate leads. You can do this by exchanging a useful checklist or guide (yes, this is content too!) for your visitors’ email addresses.

Content builds trust

There are millions of websites out there, why should anyone buy from yours? You need to make a connection with your visitors, to show you understand them and can be trusted to deliver exactly what they need. Guess how you do that? Yes, with content.

Content grows your brand

If your content has a consistent message that’s congruent with the rest of your business then your content will tell the world about what you do, how and why. In other words, content marketing grows your brand.

Content even helps you to sell

There is an art to writing product descriptions and articles that sell. But to make your sales content work at its best you’ll need to deliver it to your prospect when they are 100% ready to buy. How do you know when that is? If you’ve been nurturing and tracking their progress using content marketing, then you’ll have all the information you need.

As you can see, content marketing is more than a buzz-word for posting PDFs on social media. If done well it can bring you traffic, leads and sales.