Content marketing is the strategic use of content to showcase the value of a business, its products and services to potential clients. Content marketing requires that the business identifies the most strategic day of the week and time to post content in various sites. It also requires that the length of the content is ideal for the specified target audience. Many businesses just post content on their websites which may imply that this content does not reach the intended audience. This is a business case for content marketing: building website value.
Authentic content can build trust
Clients and consumers are attracted to organisations that can give them valuable information on a constant basis. If the information provided freely by the business could have been charged for by other parties, the business gains the trust of the consumers. Organisations can therefore take advantage of this and produce high quality content on different topics of interest that can then be posted on websites and social media platforms. High quality content, posted on a constant basis, will keep clients hooked and the level of subscription to such publications as newsletters, weekly posts and journals will increase gradually and therefore increase the value of the website.
Content can increase client engagement
Content that arouses the client’s curiosity and piques their interest can be a great conversation starter. Through comments on different posts, the clients can express their opinion on the products and services on offer, give suggestions on areas of improvement and even seek clarification on features that they do not understand well. This gives the business the chance to engage in meaningful conversations that can result in a long lasting relationship between the two parties. A high engagement level directly increases the value of the website.
In the modern era, it is possible for clients to even share the content with other potential clients through different social media sites and platforms. Therefore, as the company creates the content, it should put this into consideration and create mobile friendly content that can be shared with ease across different social media sites. This can be beneficial in reaching clients that the business did not even know existed.
Differentiation from competitors
Content marketing could be a differentiation point for your business website. If competitors are not using this resource strategically, your business could take advantage of this to pull in potential clients. But how can the business do this efficiently? The content could be used to create awareness on different products and services on offer to different audiences. Each audience will only receive information on the products and services that they use to enhance efficiency. The content, if not posted on the website, could have a link to the website where people can find out more about the products and services offered.
Content has a high return on investment
The strategic use of content to create brand awareness and build trust in the market has been proven to have a high return on investment in different industries. When the content created uses the correct keywords, is optimized for search engines and is targeted well, the return on investment can even be up to four times higher than that of other marketing efforts by the organisation.
Whether the ultimate goal is to increase the value of the website, to increase client engagement or even create awareness for the products and services, the business can easily achieve it through strategic content marketing.
