Artcile By Julia Dara
Do you know what content marketing is? This article will explain this concept and give you several reasons to invest in it. Keep reading!
Every day, the internet is proving to be one of the best places for brand positioning. The numbers are constantly growing and you must be aware of marketing strategies that go before sales. Worldwide, Statista says the global digital population is just over 4 billion. That includes 3.7 billion mobile internet users.
You probably already know that the digital market is indispensable. In this way, content marketing is an excellent opportunity for brands to get digital highlights from well-analyzed and targeted content.
WHAT IS CONTENT MARKETING?
According to Content Marketing Institute, this concept “is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
What differentiates content marketing from other online marketing strategies is that in it, we do not directly promote the brand, product, or service. We can attract potential customers by providing solutions to their problems.
For example, a fashion industry brand has several paths to take to reach users in the digital world. In fact, as says Dawn Papandrea from StudioID, “a content marketing strategy that reflects leading societal trends, incorporates the latest technology, creatively leverages social media, and distributes content in new ways that drive loyalty and sales is a must-have for today’s fashion brands.”
Below, you can see some reasons to value and apply content marketing in your routine.
1 – YOUR BRAND ON PEOPLE’S FIRST PAGE ON GOOGLE
If you make strategic content marketing planning, your brand can show up in Google searches. It can happen when using a blog strategy aligned with SEO techniques. Furthermore, users can find your brand when they are looking for that specific topic.
2 – IT STRENGTHENS THE RELATIONSHIP WITH YOUR CLIENTS
Content marketing is essential in the loyalty. Through this relationship, consumers will understand that they can count on the brand at other times.
3 – SELLING BETTER
In addition, preparing your leads for decision-making by producing materials is one of the content marketing strategies to increase your sales.
4 – REDUCING CUSTOMER ACQUISITION COSTS (CAC)
Customer acquisition cost (CAC) is a form of investment companies make to capture potential customers. Working with a content marketing strategy associated with SEO techniques provides more efficiency in getting more customers and reducing CAC.
5 – LEAD GENERATION
Again, SEO. Your conversion rate will likely increase by getting users to spend more time on your site. In addition, valuable information in the content generates trust and this also enhances the possibility of conversions.
6 – INCREASING TRAFFIC
When you make relevant content that aligns with your persona’s desires, your blog is more likely to receive more views. Traffic can come from search engines, social media, or other sources. Content can help you gain more traffic if you dedicate yourself to distributing and sharing it.
7 – YOU’LL EDUCATE YOUR AUDIENCE
Producing content that educates and solves your customers’ doubts is the best way to teach them everything they need to know before making a purchase decision. Making everything clear is a way to gain trust and increase the satisfaction of your customers.
8 – YOUR BRAND AS AN AUTHORITY
Educating the market and producing relevant materials makes your brand a niche market reference. Thus, it can consolidate itself as a reference channel. Customers who are well educated throughout the purchase process get closer to the company.
9 – INCREASES LIFETIME VALUE
So far you’ve seen that content marketing creates a more stable relationship with your audience. This strategy can be key to improving your lifetime value. This concept means the total worth to a business of a customer over the whole period of their relationship. Therefore, the more assertive your content is, the more your lifetime value will increase.
10 – A VERY INTUITIVE STRATEGY
There are many ways to produce content through marketing strategies. From blog posts to live streams, to videos, podcasts and webinars… You can choose the formats and explore your ideas based on your audience.
KEY TIPS FOR CONTENT MARKETING
Below you can find some crucial tips to apply to your strategy!
SEO IS YOUR BEST FRIEND FOR
This tool is the base for digital content. You can’t do a good content strategy if you don’t use Search Engine Optimization. As you can see, being on the Google main page is essential for a brand. SEO is used to improve the ranking and organic reach of a page so that it appears in the first search positions on Google.
HOW TO KNOW THE TRENDS
Google Trends is a free tool that allows you to follow search trends on specific terms and topics at a given time and place. To improve the visualization of results, you can create filters to know which topics are currently being searched.
You can use the tool to find out what people are most looking for and create content that can be useful to these users.
Create content that will be placed as a reference on the subject you are using and explore the market and ideas to impress your customers. In addition, innovating is essential to maintain the competitiveness of any company.
Júlia Dara is Content Producer at Fashinnovation. FASHINNOVATION, under the coordination of Marcelo and Jordana Guimaraes, is global platform that bridges the gap between the fashion industry and intersecting industries, through our four main pillars: entrepreneurship, sustainability, technology & innovation, diversity & inclusion.