Understanding Why Market Content
The answer to ‘why market content’ is rather straightforward: 200 million Internet users worldwide use ad blocker software. Furthermore, this number is growing by the day.
This single piece of evidence forcefully brings out the reality that product-pushing advertising is old school. People shy away from interruptive promotions and salesy messages. In today’s digital era, content is king and businesses must create and market content strategically to stay ahead in the conversion numbers game.
The trend now is to seek authentic, insightful material from the brands people follow. Brands today have to be authoritative as well as empathetic. In order to connect and engage with consumers, it is imperative to publish enticing stories, give out genuine advice and share interesting, useful information. It ultimately crystallizes to content: relevant, valuable and high-quality content that understands the concerns/challenges of consumers and seeks to provide solutions to their pain points in a natural, unobtrusive way with confidence and clarity.
The following figures further corroborate the fact that content marketing is gaining credibility:
- 78% of CMO’s think custom content is the future of marketing
- 65% of your audience are “visual learners”
- 6x more conversion
- 86% of B2C marketers use content marketing
- 95% of B2B marketers use content marketing
- 3x more leads than traditional outbound marketing
- 3x more leads than paid search
Reasons why you may not be marketing your content:
- Lack of knowledge about the benefits
Ignorance is not bliss anymore. You will probably not contemplate content marketing and allocate funds until you know the returns and benefits regarding cross-media capability, adaptability (more when you can), industry leadership, trust, sale, influencer status, brand building, company perception, competitive advantage, long-term establishment, etc.
- Lack of content creating resources
To stay ahead in the conversion game, you need to regularly publish SEO-friendly, actionable content with the right voice and vocabulary and woven around selected, niche topics. But to publish content, you first need to create it. Your managers and staff could be competent in their job, but they may not be cut out for creating good content. If you don’t have an in-house team of prolific writers, content curators and experienced copy editors or if you don’t hire the services of an external agency, you will not be able to produce quality content, consistently.
- Lack of evolved marketing strategies
The inability to utilize interdependent marketing tools, link business functions cohesively, and make the most of digital assets & sharing.
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