Why Content Marketing is Generating Return on Marketing Investment for Businesses
Marketing in 2013 isn’t easy. In fact, to generate a return on marketing investment marketers have to disregard a lot of traditional marketing practices. Because today’s consumers are able to dodge advertisements by muting commercials and ignoring online paid ads, they instead research online the information they believe relevant to make smart purchasing decisions. This makes it even more crucial for marketers to develop a strong content marketing strategy to communicate with their audience.
What is Content Marketing?
Content marketing is the art form of interacting with your prospects and leads without selling. The goal of a content marketing strategy is to inform potential buyers about the product or service without it coming off as a sales pitch. Businesses that are able to provide consistent, relevant information regarding industry news and best practices establish credibility with their target audience. In the end, it's credibility established through a content marketing strategy that generates the business and loyalty of consumers.
How a Content Marketing Strategy Generates Return on Marketing Investment
Content marketing generates ROI because today’s consumers don’t want to be sold to, but they do want to buy. They want to make purchasing decisions based on the information they’ve gathered on the products or services they need. A content marketing strategy offers content that is written in a way that informs and gives genuine advice.
How to Develop a Content Marketing Strategy
There are a lot of factors that go into developing a content marketing strategy. But I’ve composed the four main factors you’ll need to consider.
Content Writers. A thorough content marketing strategy tells your story. You’re informing your target audience not only about your products and services, but about your history, core values, and what makes you different from the competitors. That’s why you need a strong group of content writers who understand your story.
Analytics. You need the proper analytics to know what content your target audience finds relevant and searches. You need to know what sources your traffic comes from so you can better distribute your content, and you also need to know what content converts. Without analytics as part of your content marketing strategy you’ll never be able to monitor where you return on marketing investment is generated.
Search Engine Optimization. Besides a strong social media presence, you’ll want to make sure your content is search engine optimized. That means having SEO experts optimizing all the content you distribute. Your content may be amazing, but if people can’t find you online they’ll never be able to read it.
Distribution. Distributing your content to the right platforms is crucial. Besides finding your content organically, you'll want to share your content to consumers through email, social networks, and other websites.
Marketing has evolved to attracting consumers rather than soliciting them. That's why a strong content marketing strategy is imperative for your return on marketing investment.