Digital marketing is evolving at a blistering pace. Influences such as artificial intelligence mean brands are constantly required to create new ways to attract the attention of customers. However, despite this constant progress, content remains a firm foundation of digital marketing today. It still has a lot to offer brands looking to engage consumers, build loyalty and stimulate growth.
Content matters to consumers
This is probably the most significant factor when it comes to the continued importance of content marketing – customers want it. Venturing into the online world to do anything, whether that’s to make a purchase or download a whitepaper, can be an overwhelming and confusing experience for consumers today. The sheer choice of what is available can make decisions almost impossible.
Content marketing offers a way to give consumers a lifeline of guidance and information. It is valued by consumers because it enables them to make an informed decision and have more buying confidence, so much so that 70% feel closer to a brand that uses content to help them make better buying decisions. Today, consumers are increasingly looking for information to help in decision making processes and brands that provide this through content marketing are able to build loyalty as a result.
Steering clear of the hard sell
Consumers today are very savvy when it comes to selling. We have moved away from marketing techniques that drive sales and push products without any subtlety and most customers simply don’t expect this any more. Many are instantly turned off by obvious, blatant attempts to sell.
Content marketing is a very effective option when it comes to selling with subtlety. It can be used to build relationships with customers and to introduce new products and services that feel more like natural communication, rather than uncomfortable sales propositions.
Boosting website traffic
Search engines value high quality, unique and genuinely useful content. So, if your website is populated with this kind of content it is much more likely to do better in search rankings. Higher positioning in organic search rankings means more website traffic, which increases the chances of boosting conversion rates and sales.
There are no guarantees when it comes to content but it’s crucial to focus on the quality of your content marketing if boosting SEO is a priority. The approach of posting anything at all as long as it’s going up regularly no longer works. Content needs to be focused, engaging, informative and unique.
Using content marketing in your business in 2019
If you want to improve website traffic, sales or customer loyalty, content marketing is a great tool to help you do it. You’ll need to create a content plan that ties in with business goals and consumer needs, implement a regular schedule of content and ensure that this is high quality. It’s also key to use analytics to track the effectiveness of content so that you can adjust based on what works and what doesn’t.
At Iconic Digital we have helped many businesses reap the benefits of great content marketing – contact us to find out more today on 020 7100 0726.
Author: Steve Pailthorpe - Follow us on Google+