Content marketing is the creation, publication, and online marketing of content, specifically written to interest a target audience. It used to be considered optional for many businesses—but not anymore.
Writing and publishing stories related to your company’s area of expertise should be at the heart of your marketing campaign. To show expertise in your field, you should be producing stories to share with your current and prospective customers. By publishing digital stories that provide your customers with real information about a topic of interest, you enhance your brand. It’s also good for establishing your business as one that is a trust-worthy source for important, relevant information.
78%
of customers prefer getting to know a company via stories rather than ads
68%
of people spend time reading about brands that interest them.
82%
of consumers feel more positive about a company after reading custom content.
How does content marketing work?
Improves brand reputation and builds trust
The marketplace is busy with a lot of competition and distraction. One way to differentiate your business from all the others is to establish relationships with your audience built on trust through content marketing. Through stories written to educate, entertain and influence, you will win brand loyalty, grow your audience and ultimately get more conversions.
Helps influence conversions
Content marketing helps turn lookers into buyers because it establishes a conversation about a topic of mutual interest. A well-crafted story or article gives consumers the information they need to make an educated purchasing decision.
Improves SEO
If you want customers to visit your website, search engine optimized content marketing can help get them there. When you publish stories about your business and provide quality content with strategic keywords, search engines connect customers interested in what you have to sell to your site. In other words, content that leverages SEO builds a road that leads to your digital doorstep.
Generates new leads
When you publish a quality story online—one that offers information people want and need—you’re not only talking to existing customers, you’re also reaching potential customers. A piece of content can be used strategically in multiple marketing channels like web, social media and print. Strategies that use digital ads to send potential customers to relevant landing pages. These pages are specifically designed to generate new qualified leads– your ROI will thank you.
Makes you a subject matter expert
Continually publishing content with engaging and helpful tips for your target audience will make you a subject matter expert. As a leading marketing agency in health and wellness, we enjoy publishing content that is beneficial to healthcare providers and healthcare seekers. Once you position yourself as a an expert, you will win customers and influence decision-makers. People like learning from experts, trust them and buy from them.
Builds relationships with customers
If repeat sales are an important revenue stream for your business, content marketing can strengthen your relationships with first-time customers. By offering valuable information that a new customer wants and needs, you establish yourself as an expert and build trust– then you’ll be well on your way to the second sale.
For more information on content marketing or healthcare marketing in general, talk to a Werremeyer specialist.