According to Forbes –
The most sophisticated B2B marketers spend 46% of their marketing budget on content marketing;
76% of marketers expect to produce more content in 2016 &
72% of B2B marketers cite creating engaging content as their top priority.
Simplilearn states a proven statistical data that, ‘An effective marketing content contributes to three times more leads than other modes’.
By now, you must have got a hang of the impact and importance of Content Marketing in today’s digital world. Undoubtedly, content is the new currency. Everything becomes saleable only through its respective content. Almost every product right from apparel to home appliances is first marketed through its content. Nowadays, the buyers are more cautious and they buy after a thorough online research. Content is the only factor which guides and influences them. Thus, content drives the digital marketplace.
So, let us dive more deeply into the realm of content marketing. What is Content Marketing? The CMI (Content Marketing Institute) defines it as, ‘…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.’
Marketo has stated Content Marketing as, ‘…the process of creating high-quality, valuable content to attract, inform, and engage an audience, while also promoting the brand itself. Buyers and consumers are already searching the web for answers that your brand is uniquely positioned to offer.’ Further it states that, ‘Content marketing is the savvy marketer’s response to the new, relationship-based, buyer-driven, digital marketplace.’
Why is it important?
Content rules the marketplace before anything else. You must be thinking, why is it so important? Let us understand it. In an innovation and development driven, digital marketplace, the customer, brand image, leads, brand loyalty have the topmost priority. The phenomenon of Content Marketing caters to your priority. For example, CMI states that it optimizes brand awareness, lead conversion & nurturing, customer conversion, customer service, retention/ loyalty etc.
Content Marketing leads the buying campaigns of buyers with product reviews and landing pages. It informs the buyers about the product as a whole. It is a process through which the customer is guided in the long way. It enables the buyer to build trust about the product before actually buying it. Thus, Content Marketing is the etiquette of gracefully presenting ones products and services without directly marketing them.
For whom is it important?
Marketo states that, ‘The strength of a good content marketing strategy is in providing the information and answers that your target audience is looking for…Make sure you’re creating content for the user, but that search engines will also favor.’ Also, it mentions that, ‘A robust content marketing strategy will help your brand connect and engage with your audience at every stage of the buying cycle.’
So, it is clear that the Content Marketing as a concept is equally meant for both the buyers and the marketers. If the marketers implement the Content Marketing Strategy, then the buyers will be familiarized about the products and services. A Content Marketing Strategy is a mouthpiece of the marketer and guide of the buyer.
To sum up, just quickly watch this video by Interact Media about content marketing. Get to know, how content marketing helps you get more leads, sales and makes you an authority in your profession!!
So, all set to dive in to content marketing? Carve a strong, digital footprint in your very own digital marketplace? Read on for more hacks coming your way in upcoming weeks!!
Happy Content Marketing!