What Is Content Marketing and Why is it Important?

Content marketing is a strategic business and marketing approach that influences decisions.

65% of buyers and 82% of senior executives say content had a significant impact on their purchase decision. Its method focuses on creating and sharing;

  • valuable
  • relevant
  • consistent

content to a defined target audience.

The content should enhance and inform consumers decision making processes.

Planning the content and making it relevant to your target audience creates engagement. Then, go one step further, offer them more valuable information free of charge for example a how to guide, webinar or e-book.  

Consistently sharing specialist knowledge, key trends and updates builds existing and prospective customers trust in your company, brand or organisation.

Why Content is Core

Content marketing should be at the core of your marketing strategy let us explain why…

Market research suggests that people are tired of being ‘sold’ something that they are notactively searching for. Consumers are slowly shutting out traditional methods of marketing, taking less notice of television and magazine advertising and hanging up on cold calls, (latest research shows that 90% of B2B decision makers never answer a cold call).  This doesn’t mean traditional marketing is dead in the water, as it still has its role to play however, in the digital era content is king! It offers a warmer, consumer focussed approach…

It is the basis of all forms of marketing; it is the narrative of your business.

It supports;

  • SEO- (search engine optimisation) search engines like businesses that publish good quality, consistent content.
  • PPC- there is no point in spending money on PPC if when prospects reach your site the content is dull or non-existent.
  • Social media – the content strategy will form over half of the posts used in your social media schedule
  • PR- content marketing should be about topics your target audience cares about and should be an interesting read for the sector you work within.
  • Inbound marketing- content is key to driving traffic to your website and generating leads, however, a process should be in place to maximise opportunities.

Developing a good strategy is key to success.

How It’s Done

Content marketing mixes science and art, collating hard data with creative storytelling through a variety of methods designed to speak to your audience.

 It should be;

  • interesting
  • informative
  • useful
  • memorable

and where appropriate connect with your audience on an emotional level.

There are a variety of methods to achieve this and maximise reach including;

  • Blog posts
  • E-news
  • E-books
  • Infographics
  • Video
  • Podcasts
  • Animation
  • White papers
  • Top tips
  • User guides

Content Marketing2

Content Marketing & SEO

Previously digital marketers were more focussed on SEO. Today content and SEO work hand in hand. Google algorithms are more sophisticated, they actively seek unique, quality content as well as effective search terms for both users and search engine robots to understand.

With 77% of adults in the UK using the internet to search for products and services, businesses need to ideally appear within the first pages of the search engine and stand out from the competition.

Content marketing is the latest way to make your introduction, your first impression to the customer. In less than 30 seconds of landing on your home page, visitors will make a decision on whether to stay.  This means your design content and SEO need to work together keeping your audience on site.

Conversion and ROI

Top companies have reported significant business growth through content marketing within 3 months to a year of implementation.

It differs to traditional sales techniques in that it is a longer term strategy.  An ongoing process that will keep your name, brand or organisation in existing customer’s minds whilst introducing you to new prospects.

Good content marketing makes a person stop…read… think… behave… differently. Take the Body Coach for example.  Joe Wicks (unknowingly at the time) built a multi-million-pound business through sharing his knowledge online entirely for free! His good intentions and easy to use techniques went viral, but it took time. Initially he was getting a few views on his You Tube channel and a couple of comments, in less than a year hundreds of thousands of people were viewing his ideas worldwide.  Following this he gained exposure on TV and radio and has produced his own cook books and subscription programmes. He continues to share his knowledge for free, generating leads and converting followers to subscribing customers.   

It is important to measure the effectiveness of your content marketing. This can be done through analysing the performance on web, social media, e-news and PR and monitoring lead generation.

The effectiveness of the conversion will be down to how successfully you track the impact and use the data.

Marketing Support

We offer content marketing strategy and support including;

  • copywriting
  • design
  • social media strategy
  • social media management
  • web management
  • PR
  • campaign management

To find out more please contact laura@firstmedia.co.uk or call 01507 607783

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