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Marketing Tips

Content Marketing – Does it really work?


Consumers are buying differently than they did even 10 years ago with a staggering 80% of consumers researching online before making a purchase*. That is a fantastic opportunity for you to position yourself as an authority in your area and play a role in helping these customers make informed decisions.

Are you utilising this opportunity? Do you have an effective content marketing plan? Are you tracking and measuring its success?

If you answered no to any of these questions then this article is a must read.

Consumers are often reluctant to buy from someone they don’t know or trust. By providing useful content you can build your reputation and build trust over time, eventually becoming an authority. Consumer’s today love to research before they buy and a typical customer will often have plenty of knowledge about a product or service, because they have invested time and effort into online research.

What is your content marketing strategy?

You might ask: What if they take my information and run away? Sure, some people who read your information will not make a purchase from you or use your services – but would you rather they were visiting your website or the website of a rival company? At some point that customer will realise they need to engage with a professional, and where else to go than the company that has already provided them with plenty of great information?

With 91% of B2B marketers and 86% of B2C marketers using content marketing (Content Marketing Institute) you can’t afford not to engage with this marketing medium. If you don’t use content marketing, or don’t use it effectively, you will potentially lose out on a large portion of business that will end up going to your competitors.

Some benefits of using a content marketing strategy are:

  • Become an authority in what you do
  • Generate more qualified and educated leads cost effectively
  • Good content is often shared through social networks
  • It's Google food - helps with search engine optimisation
  • Capture names and email addresses to build a follow-up database

There are two main ingredients to a successful content marketing campaign. The first is quality content – content that engages with your audience and provides them with value for the amount of time they’ve spent on your website. The second ingredient you need is quantity – you need plenty of content. The more content you have the better, as producing new content for your customers will not only keep them returning to your website but will assist with your Google rankings as well. You need to put yourself in Google's shoes when it comes to rankings.

Everyone is trying to “work the Google rankings” through manipulation, but have you ever considered what Google wants? Content is Google food. Google seeks to rank quality, authoritative information which is most relevant to the search. Instead of spending thousands on SEO methods, why not focus on providing the good quality content people want and need, so your websites ranks organically?

To find out more about how Web Based Marketing can help you create a content marketing plan for your business please get in touch today.

*Source: GE Capital Retail Bank - Major Purchase Shopper Study 2013