What is Content Marketing and Why Does it Matter in 2022?
Content marketing is a way for businesses to attract leads, convert them, and keep them engaged. Read on to find out why it’s important to do it in 2022.
Articles, e-books, videos, and any information you get from a brand— whether entertaining or educational— can be called content and it’s designed to make you aware of the brand and keep you engaged.
Some forms of content remind you that the brand is there on the market. Other forms of content motivate you to make an on-the-spot purchase.
So what is content marketing and why is it important in 2022?
What is Content Marketing?
Content marketing is a marketing strategy that involves the use of articles, videos, and other forms of content to attract, engage, and convert leads into customers, and retain them.
This approach helps the brand do the following:
Promote brand awareness and top-of-mind awareness
Establish credibility in the market
Encourage purchases to drive sales
Motivate leads to make their first purchases
Businesses often use search engine optimization (SEO), social media, and email marketing to forward their content to their target audience.
Why Is It Important?
The following are reasons why content marketing is an important strategy that businesses should use in 2022:
Content marketing works. According to 42% of B2B marketers, content marketing works and they’re effective in producing results.
They help you get more leads. Businesses with blogs report getting 67% more leads than other companies.
Content determines buyers’ next steps. According to a report, 47% of buyers view three to five pieces of content first before engaging with a brand’s sales rep.
Content helps build loyalty, nurture audiences, and drive sales. According to a report, 78% of successful organizations use content marketing to build loyalty, nurture leads and audiences (64%), and generate sales and revenue (57%).
Content marketing can help you establish and nurture your relationships with your prospective and existing customers. When the recipient of your content thinks of your company as credible, trustworthy, and responsive to their needs and interests, they’re more likely to choose you among your competitors when it’s time to buy.
How Content Marketing Works
Every buyer has a different set of needs and expectations at every stage of the buying process. Knowing the right content to send helps you nudge them to move forward to the next stages.
For example, a buyer at an awareness stage may need to know more about how your brand’s products and services can address their pain points, challenges, and questions. A buyer at a consideration stage may need to know more about the specific features or functions of your products and services and how they differ from what’s available on the market. A buyer at the closing stage may need to know how choosing you can benefit them in the long run.
Sending them the right content at the right time is crucial in closing these deals. Some tools are built and designed to help businesses automate this process.
Here’s an example of how you can engage your leads and customers through email with ease:
How to Get Started
To make content marketing easier, here are things to take note of:
Know your audience. The first step to making a content marketing strategy is to know who you want to reach and how to reach and engage them effectively. This requires you to determine their needs, preferences, and interests, among others, so you’d know what type of content to send them.
Get a team. Hire professional writers and editors to make your content for you. Remember, a small error in content, typography, or grammar can make you lose your credibility and discourage prospective customers.
Determine your distribution strategy. Know where your target audience is hanging around, when they’ll be most active, where they’re more likely to click on your content, and what type of content works best for them.
Use tools. To make the entire content marketing process easier, use tools and technologies designed for it. Some can help you distribute your content automatically with just a few clicks.
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