If you’re trying to grow your small businesses, you absolutely need the help of a content marketing service. Why? Once upon a time, ads were the way to get your business out and into the consumer market. While they are still a viable option, as this infographic shows, more than 200 million people used ad blockers in 2005.
This means that if you’re relying only on ads for promoting your business, you’re missing out on a massive audience of people who might be interested in your product, if only they knew it existed. They don’t, of course, because they have ad blockers and won’t see your placements.
So how do you get around this problem? Through targeted content. Targeted content isn’t flagged by ad blockers, so if your content matches what these consumers are searching for, it will show up in their feed. With great content, you’ll gain more audience members and potentially more business by tapping into a market that was previously inaccessible to you.
Why You Need Great Content
Unlike ads, which exist solely to encourage a consumer to purchase a product, content marketing works to build your brand and develop a relationship with your purchasing public. As Neil Patel explores in this blog post, content marketing is the way to encourage repeat customers, grow your business through word-of-mouth, and increase audience interaction with your brand.
Great content achieves this because it facilitates a two-way relationship with your consumer. Rather than just selling a product and generating revenue, content marketing allows you to give your customer something back in return. Customers are more likely to trust a business that they feel views them as individuals and people with values that are respected and will respond to your brand in a more favorable manner.
What Type of Content Do You Need?
According to the Content Marketing Institute, there were three common goals utilized by content marketers that lead to their successful campaigns in 2017. These three elements were:
Prioritizing Quality Content Over Quantity
Rather than rush to supply content in bulk, 76 percent of content marketers concentrated on delivering regular, quality posts that engaged their audience and held their interest.
While they may not have posted several times a day, or even daily, they did post frequently enough that they didn’t lose their audience and spent the time developing content that was relevant to current events, trends or interests.
This works in several ways: One, your audience doesn’t lose interest in reading your content through feeling bored or overwhelmed by your posts. Two, you lessen your risk of losing your audience through repetitive posting, and three, high-quality content is more likely to be discussed and shared, which increases your audience.
Consider the Impact of Your Content
Over 71 percent of successful content marketing strategists stated that they always consider the impact any given content may have on the consumer’s perception of the business before publishing it. This helps to protect your brand image and instill a deeper sense of relationship with your consumer.
It’s true that when you begin to publish content, you should always take into consideration that it may affect the general public’s attitude about your business and brand. For this reason, it’s always advisable to ensure that you or your marketer spend the time to fact-check any information that is sent out.
Create Content for Your Audience
This one seems the most obvious, but it is also the most overlooked area of creating content that benefits your business through growth and recognition. Your content can be outstanding, but if it’s not covering information your audience will be interested in, it won’t be read.
For this reason, 69 percent of content creators polled stated that they create content with their audience in mind. Rather than simply focusing on what the business or brand is offering, they analyzed what the purchasing audience was interested in, and formatted content to align.
That’s not to say that you shouldn’t promote your brand through your content strategy. You should if you want to realize actual increases. It means that you can’t lose focus on the original goal of getting people interested in your content in the first place. After all, you can’t promote your business if you have no audience.
With proper content marketing, even small businesses can increase their client base. Over 70 percent of consumers responded to a poll conducted by Demand Metric and stated that they would rather learn more about a company or business through an informative, engaging article than a splashy ad.
With more consumers turning to content to base their purchasing decisions on rather than sales-driven ads, it’s imperative that you include some form of content marketing strategy into your blogs, social media and other networking efforts. It’s becoming one of the most rewarding ways in which to reach your consumer base and interact with your clients, as well as gain visibility for your brand.