Content marketing is crucial for building an online presence. After all, you might have a great product or service, but what good is it if people can’t find it? Good content is organized around key phrases that people are most likely to search, otherwise known as Search Engine Optimization (SEO.) Get this part of content marketing right, and you’ll find yourself inching ever closer to those hallowed first few Google pages. Get it wrong, and you and your business might vanish down the virtual memory hole forever.
A site that ranks high on a Google search increases visibility, web traffic, brand or product awareness, consumer confidence, and, most importantly, sales and revenue. And so as we continue towards an evermore digitized marketplace, more and more people will continue to use online resources to search for products and services. This means one thing for your business – having the right content strategy is vital for both your short and long-term commercial success.
Content marketing is about creating and distributing content online for a targeted audience. It can include blogs, news stories, videos, infographics, podcasts, and emails. This innovative form of marketing doesn’t focus on direct sales. Instead, content marketing is about building and sustaining a brand message by providing valuable information to customers. For example, a regular personal training blog can highlight the fundamentals of fitness and nutrition.
Alternatively, a PT could produce short instructional videos with titles like “5 best exercises for people who haven’t got time for the gym.” This type of content builds trust and credibility and encourages users to come back for more. Essentially, the customer is receiving genuine value from engaging with the brand. More importantly, this puts a particular service within a context that’s most relevant to potential or existing customers, which naturally leads to more sales.
Today’s customers are savvier than ever before, and with the world at their fingertips, new and existing businesses need to step up their game to grab (or even just hold onto) their customer’s attention. The old approach to sales is on the way out. It’s not about “manipulating” a customer with catchy jingles, or “special” offers with a pageful of terms and conditions that mean the offer isn’t really that special! Your ABC’s (always be closing) are now empty slogans. These clued-up customers want value, authenticity, and the organic approach of content marketing is one of the best ways to meet the demands of the 21st-century consumer. Of course, you want to sell. Obviously, you want to bring in that extra revenue, but content marketing does it all based on mutual benefit, trust, confidence, and value.
So get blogging (or vlogging) and start providing your customers with as much high-quality content as possible. After all, fresh content is now one of the most crucial aspects of any business looking to build an online presence.