Google, “what is content marketing?” and you’ll find a proliferation of articles on the topic. The Content Marketing Institute, Hootsuite and even Forbes have weighed in.
While this information is useful, we care more about what digital content marketing can actually do for your business. So, can content marketing impact your bottom line? Yes it can.
Content is today’s marketing equalizer. In a sea of information overload, high-quality content is your most promising path to gaining and retaining the attention of your desired audience. Strategic blogging, email marketing and social media are the main drivers of brand engagement, and they can do wonders for your business.
Just what can digital content marketing do for your brand?
It creates chatter
Dynamic storytelling is at the heart of every culture, and when done properly it can light a fire of conversation. Put this into the context of the digital world we live in, and technology-based content is capable of generating engagement and reaction 365 days a year. The more conversation increases, the more interest increases and the faster prospects can move down the lead generation funnel.
Did you know? Using content-driven tactics saves an average of 13% in overall cost per lead. (Source: Hubspot)
It offers businesses the chance to strategically target consumers
When marketers launch a TV ad campaign, they have little control over who actually sees the ad. Sure they can pick the time of day, the type of show and the channel on which they air the content, but the rest is left to chance.
This is not the case with digital content. Not only do businesses have the opportunity to create custom apps, landing pages, social campaigns, but they also have the opportunity to target to specific consumer behaviors and interests through email marketing, paid search and social strategies. Digital content marketing ensures that the intended audience will see the content you create.
Did you know? 82% of consumers like reading content from brands when it’s relevant. (The CMA)
It builds stronger relationships
When chatter and relevant storytelling fuels interest and interactions, a community — or a tribe of followers who share your business’s passion — begins to develop.
Seth Godin describes the concept in his groundbreaking book, Tribes: We Need You to Lead Us: A tribe is “a group of people connected to one another, connected to a leader, and connected to an idea.”
Tribes increase content marketing effectiveness because not only do they engage with brand-generated content, but they also share within their circle of influence. The more inspiring, helpful and customized your content is, and the more people you have behind your message, the more brand advocates can work on your behalf to bring others into the tribe. It’s a win-win.
Did you know? 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. (Source: CMO Council)