What is content marketing?
Creating content is the most time-consuming, labor-intensive aspect of running a website, and it is, arguably, the most important. Great content is the only way to engage and keep visitors returning to your website, because every search engine is constantly seeking new and informative content to feed to their searchers.
Sure, you can drive traffic to your website through digital marketing into a lead generation funnel to capture leads and information, which is great if lead-gen is your goal. However, to get people on your website, through organic search results, you must have informative and entertaining content.
Content creation can take many forms – blog posts, videos, eBooks, Tweets, infographics, advertisements, just to name a few. The content creation process is as much an art as it is skill, and it’s not always as simple as it might seem. Content marketing, done well, can truly impact your business. How much? Recent research proves that creating quality educational content makes customers 131% more likely to buy from your business.
What do you search for?
If your air conditioner is on the blink, you may search for common issues that caused your AC to stop working or how to fix it. If you have a certain health symptom, you may search for articles that describe a specific medical condition. Or maybe you want to know how to smoke ribs on your new smoker. Good content answers all of these questions.
The point is, people search for answers and good websites, at least the ones they consider good, answer these questions.
For a sale to happen, content marketers have to match their content towards different audiences who are at different points in the descision making process. They have to work with the organic and paid teams to ensure their content gets found by the right people at the right time.
And in the end, with digital marketers of all types, the number one thing a good content marketer looks for is ROI (return on investment). This is determined by asking, “Is the content helping to acquire more customers and convert them?” If a content marketer can answer this question with a “yes,” they’re doing it right. They’re getting clicks from the right users and demonstrating how relevant content can acquire and advance potential customers towards a sale.