One of the most important marketing trends, and one that has gained huge momentum, is Content Marketing. Although content marketing has been around in various forms for a long time, it has come to the forefront in the past couple of years. As one of the key areas where businesses are now investing their budgets, a large percentage of Australian businesses have already integrated content marketing into their overall strategy. This isn’t a trend that’s going anywhere, and if you haven’t already considered your strategy, then it’s time to look at how content marketing can help attract consumers and build a strong and loyal customer base.
What is Content Marketing?
Content marketing is a method of attracting and developing loyal customers through creating relevant and valuable content that changes consumer behaviour.
In other words, it’s provides an opportunity to deliver information about your products and business in a meaningful and relevant way to the consumer. The process of educating, rather than ‘selling’, is more attractive to consumers who prefer to make an informed choice rather than receive a sales pitch.
There are a host of content marketing tactics that you can utilise, including websites, social media, email newsletters, videos, case studies etc. Developing the content is only the start of the process – you still need to implement a marketing strategy to create awareness of the content. This marketing strategy should involve key elements such as Social Media Marketing, Search Engine Optimisation (SEO), Search Engine Marketing (SEM), PR and Inbound Marketing.
Why is Content Marketing so Important?
Content marketing is an effective way to create brand awareness. You have the ability to create a channel to attract potential customers and generate new business by providing consumers with the relevant and valuable information they’re looking for.
Traditional online marketing strategies and tactics are becoming less effective. The manner in which consumers’ respond to marketing information, such as online banner advertising, has changed and this is why content has become so important.
Content Marketing provides you with an opportunity to share more information with your target audience and consumers. Traditional channels, such as online advertising, can be limited to a short message where content marketing provides more in-depth and comprehensive communication. Instead of trying to attract potential consumers with a 30 second advert, content marketing gives you the ability to promote your business or product and engage with consumers for 5, 10 or 15 minutes – depending on the role of the content.
Of course producing engaging content is one of the biggest challenges. The development of content is an ongoing process that is best integrated into your overall marketing strategy, with the primary focus on owning the media and not renting it.
The Future of Content Marketing
Australian businesses are producing more content for marketing purposes than ever before. A recent survey carried out by The Content Marketing Institute stated that 52% of businesses in Australia claim to have a content marketing strategy. The same survey also revealed that 27% of Australian Marketing budgets are now allocated to content marketing.
Visual content, images and content that show actual value to the consumer are becoming increasingly important. Before starting any content creation, always ensure that you produce the content with the end user in mind. There’s no point in spending time and money developing content that isn’t relevant.
The most important part to remember is that you won’t get it right all of the time. Take the time to understand your customers and their needs and remember that a successful Content Marketing Strategy must continually evolve and adapt!
Contact us to find out more about Content Marketing and how Distil Marketing Sunshine Coast can help your business!