What is content marketing and why you should be introducing it into your business

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Content is king on the internet, period. The more content you produce the more traffic you will get and the closer you will be to generating some kind of income online. Sounds simple enough but there is a lot to keep in mind before you go and stuff your website with any ole type of content.

In this article I will be discussing the different types of content you can create for your site and most importantly why you should be introducing content marketing into your overall marketing mix.

Over the years traditional forms of marketing i.e. public relations, print, television and radio advertising are becoming less effective and more costly. Even some of the newer methods such as search engine marketing are starting to fail. Content marketing is surpassing many mediums in the sense of reaching more people at a more cost effectiveness manner. This is especially good news for small business.

So what exactly is content marketing? In the simplest form content marketing is the creation of original/ unique content. This content can include blog posts, case studies, white papers, videos, photography, music, e-books, diagrams etc. The sole purpose of producing this content is to one, generate traffic to your site and two, generate leads for your business.

The next natural question is how does producing content like the ones mentioned above help me generate leads for my business? Great question, I am glad you asked!

Let’s use blogging as our example because it’s a very popular choice in an overall content marketing campaign. Before I go in depth here I have to stress the following. The most important thing to understand in a content marketing strategy is, the content that you create must be relevant to your business or industry. I’ll repeat this because this is very crucial. The content you create must be relevant to your business or industry. Nothing is more frustrating than spending time on a site only to find that the site has nothing to do with the content it is promoting. Such as a car dealership that talks about how to cook the perfect steak. The reason why you want to keep all of your content related to your business or industry is make yourself an authority on the subject. You want your visitors and customers to know that they are spending their money with a professional that will either help solve whatever their problem is or to fulfill their needs. The more authority content you create, the more comfortable your prospects will be and the more likely they will be in becoming a lead or customer for your business.

If you are still having trouble understanding this concept let me put in a more descriptive manner. Let’s say you get asked a question during the sales process that comes up frequently before you solidify the deal. This one question that continuously comes up is either the deal maker or the deal breaker, depending on how it is answered. Now let’s say you create a blog article or video that answers this question before it’s even asked and post it on your blog and promote it on your social networks. When a site visitor comes to your site they now have the ability to become more informed about your product of service. They will have their questions answered before they even know they need answering such as the reoccurring I wrote about previously. This in turn will bring them that much closer to becoming a lead or customer for your business because you have established your authority. In other words they have more trust in your brand.

Another fantastic benefit to content marketing is it helps to improve your search ranking. The more content you create and share with your network i.e Facebook, Twitter and LinkedIn the more traffic will come back to your website which in turn will drive you search ranking higher because of the increased traffic and the increase of content you are supplying. So in other words more content + social media sharing = higher traffic and higher rankings.

So as you can see content marketing has many advantages, it helps you generate more traffic to your site, convert more of those visitors into leads, increase your search engine rankings and most importantly, is a lot more cost effective then using television or radio mediums to send out your message.

I hope this article has helped you understand why you should be using content marketing in your business and why you should be budgeting to add this to your marketing mix. If you have any questions, suggestions or comments relating to this article I would love to hear them. This site has been developed for you so your feedback will only help me produce more content that you will find interesting and useful.

Victor Chuma

Victor Chuma

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