Haven’t you heard enough about the importance of content marketing? It is because content marketing is the key to your marketing’s long-term success and healthy ROI. This is why so many organizations, small and large, invest in content marketing despite the fact that content marketing is a long game. And that requires time, energy, expertise, and commitment.
Here are five specific reasons why content marketing is important and you will want to consider it if you haven’t invested in it:
People’s buying journey has four stages: education, evaluation, purchase, and loyalty. The importance of the first impression is nothing new. By providing value to your target audience in their education stage of their buying journey, you get to create the unforgettable first impression with them.
When you invest in content marketing, have an intentional plan to create content for all four stages of the buying journey. For example, publish blogs that help your target audience educate themselves, provide a demo that’s helpful in the evaluation stage, create a checklist that is useful in the purchase stage, and offer value-added workshops that turn your customers into fans. This way, you can make sure you do engage your target audience every step of the way throughout their journey with your brand.
When you regularly create and publish good-quality content that you have expertise in, the people you want to attract to your organization will notice your content and your brand. When you continue to meet their expectation by providing useful and valuable content on an on-going basis, they will certainly come back for more. We call those people who keep coming back to consume more content your "audience". When these people are finally ready to purchase, they will want to purchase from your organization as opposed to your competitors given that there is established trust and a relationship.
Many outbound marketing tactics are becoming more and more expensive. For example, advertising and cold emailing/calling are becoming more expensive and less effective. Ad blocking services are becoming widely known and adopted as people find advertising interruptive. The more people refuse the idea of advertising and cold calling/emailing, the less people you can reach via those methods. This leads to inefficiency and ultimately, a higher customer acquisition cost.
Content marketing is not only to attract a new audience (prospects) but also to nurture your relationship with your existing audience (customers). Content marketing is one of the ways your organization can continue to provide additional value and stay relevant to your customers. When customers feel fully connected to your business, their lifetime value to your business is 52% higher (source: HBR).
Have a look at this blog post for more information including three things to identify before jumping right into content marketing and its role in marketing strategy.
As always, thanks for taking a peek at the 6PM Newsletter. I hope the content I share on this monthly newsletter is helpful. If you have any questions or topics you want covered in future newsletters, please drop me a line. I would very much appreciate it.
Mihae Ahn, MBA | Director of Marketing, ProServeIT | Connect with me on LinkedIn