Content marketing is an efficient way for small businesses to attract attention and stand out from the crowd. And as the content marketing landscape continues to rapidly evolve, it is no surprise that 70% of B2B marketers plan to create more content in 2017 compared to 2016 according to the Content Marketing Institute. Through content marketing, you can create and distribute materials to your chosen audience and subsequently increase business. It is also a helpful tool for building credibility and a reputation in your industry. Take a look at some of the other benefits content marketing can provide your business.
Generate Site Traffic
Using content marketing is a great way to drive traffic to your website. In fact, content marketing leaders experience 7.8 times more site traffic than non-leaders. This is huge! Content marketing can produce solutions potential customers are seeking. If they know you can provide an answer, there is a good chance they will seek it out through your site, and also use it again when future needs arise. If content is tailored to a prospective customer’s needs or interests, it helps to build trust and create a foundation for a strong relationship.
Build Brand Awareness
According to a 2015 IBM Digital Experience Survey, 56% of marketers believe that personalised content promotes higher engagement rates. Why? because personalised content helps consumers remember a brand and encourages them to engage on a personal level. Placing this fresh and relevant information on your website and social media outlets can encourage prospective customers to engage with your brand, building up your reputation and thus introducing a positive feedback loop that benefits both the company and the consumer.
What’s a ‘positive feedback loop’ you might ask? If you are making your audience happy, it is likely that they will share your name with their friends and family. Creating content marketing pieces will also help you build your link popularity, which will enable you to do a better job competing with larger companies.
Increase Leads and Sales
There is a symbiotic relationship between site visits and sales leads. The more people you drive to your site through your content marketing efforts, the greater chance you have of creating leads. The leads, of course, can easily turn into sales. For a small business, blogs and websites are key tools that customers use to learn about a company decide whether or not they want to purchase from them. Today’s consumers want to be informed before they make any buying decisions, and your content marketing efforts can go a long way in providing the desired information that can turn visitors into leads and ultimately into sales.
Become an Industry Expert
Every piece of content marketing you produce ultimately says something about you and your company. It is your opportunity to establish your place as an industry expert and leader. When you provide people with high-quality, helpful content, you will earn the status of being an expert in your field. You will notice that people will be more apt to listen to what you have to say and will begin to come to you for answers when they have questions. This can be especially helpful for small companies that need to find an edge over the larger companies with which they compete.
Creating interesting and engaging content makes potential customers more likely to respond to your ideas. Once they engage with your content, it will become easier for them to engage with you professionally and personally. So, it presents additional opportunities for you to engage with current and prospective customers and clients. You can take these opportunities to entertain them with stories and anecdotes, make them laugh, provide valuable information, and answer questions. You do not need to limit your opportunities for engagement to clients. You can also engage with other professionals in your industry through content marketing as well. You can discuss topics about which you have written and broaden your connections within the field.
Less Costly Than Traditional Marketing Efforts
Every small business owner is concerned about the bottom line and makes efforts to cut costs without affecting the overall quality of the final product. Any business owner can tell you that a lot of money is spent on marketing efforts, and traditional avenues are not always cost-effective. Content marketing is the ideal solution. It is more cost-effective than other marketing avenues, particularly if you can create your own content. In fact, content Marketing costs 62% less than outbound marketing but generates more than three times as many leads! Therefore making it the perfect choice for small business owners especially.
73% of major organisations hire someone to manage their content marketing strategy, and the returns are priceless! If you would like to learn how Ora can help you with yours, contact us today.