What is the Power of Marketing Through CONTENT?

Inbound marketing is a powerful approach that all businesses need to be using today, and if you aren’t implementing the tactics and strategies involved, you’ll find yourself at a serious disadvantage.

Inbound marketing attracts, educates, and converts new customers using various online touchpoints that are part of a brand’s total online presence. Inbound marketing helps you publish the right content, at the right time, in the right place, and for the right people. By aligning the content, you publish with your customer’s interest and search intent, you can attract the right people who are most likely to buy from your company.

Within the inbound marketing world, content marketing has replaced antiquated forms of link building as it relates to SEO. As opposed to previous, spammy ways of link building, a well-executed content marketing strategy will naturally attract the best quality of backlinks, and ones that Google won’t frown upon.

What is Content Marketing?

Content marketing can be defined as ‘a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience who, in turn, will drive profitable customer action.’

Content marketing is a long-haul game. As you effectively and consistently engage with your audience, over time you can influence customer behaviour and buyer choice. This will not only help your small or mid-sized business sell products or services it will help you better plan for the growth of your business.

However, it’s important to note, that while it helps you sell your products and services, it does not do so directly. Instead, it builds trust and positions you as an expert in your field gently guiding your audience through the marketing hourglass.

How can I use Content?

Your content can educate, inform, entertain and share valuable information, be re-purposed and shared across platforms, or turned into e-Books. What you are effectively doing is creating a valuable bank of resource materials about your business that demonstrate your extensive knowledge and expertise in your industry and can be shared throughout the customer journey.

If you blend your content with your brand’s story and create an emotional connection with your audience by being transparent with what you believe in, and why, they will likely choose you over your competition. The more people establish an emotional connection, the more likely they’ll be to trust you, and in turn, buy from you.

An effective piece of content has the ability to make someone stop, review, think, and take your business’ desired action. This can be achieved by creating well-crafted information and using highly engaging visuals that create an emotional response.

So, stop and review what you are doing now and see how you can use content more effectively to engage your audience and take them on a customer journey to remember.

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