Unwanted advertisements clogging up social media channels have made us all a bit leery of online marketing. Very rarely is anyone looking for a post that’s salesy and in your face. This is why content marketing is not only a successful marketing strategy, but also offers value to your audience. Content marketing should address a question or fulfill a curiosity related to your business or non-profit, that provides your audience information it can either connect with or learn from and gives them a reason to seek your small business or nonprofit out.
What is Content Marketing?
Anything your business or nonprofit creates and publishes online is content. Online content can include blog posts, videos and social media posts. Content marketing is when a business or nonprofit is creating content to market their product or service. Successful content marketing occurs when your business or non-profit is putting out content that engages people, answers questions and helps them. It is an inbound marketing strategy that instead of telling people to buy a product or service, focuses on solving a question or problem that someone is having, while leading them to look at your business or non-profit and its products or services as part of the process.
10 reasons to use content marketing for your business or non-profit
1. Content fleshes out your website
Yes, your website should have pictures and advertisements. But it should also provide information and an authentic story. This will differentiate your businesses or non-profit from the rest while filling your website with strategic and valued content that should speak to your target audience.
2. Quality content builds trust
Unfortunately, the internet is full of misinformation and while it has provided access like never before, it has also fostered a sense of falsehood and caution. Because information and stories can be shared virtually and are rarely backed by credible sources, a lot of what has been published is not true or inaccurate. This however has created an opportunity for businesses and nonprofits to get online and share the truth through providing quality content. This content will help to build trust by showing your audience you know what you are talking about. By nurturing this credibility through trustworthy content your business or non-profit can become an authority or expert in its field, which will help it become the source your audience will turn to for the facts.
3. Content reinforces your brand identity
One of the most effective ways to authenticate your business or non-profit from the competition is through cultivating a brand identity your ideal customer will relate or identify with. Producing content is a key component of this. Your brand identity not only consists of your logo and aestheticism, but also the narrative tone, or voice, and subject matter of what your business or non-profit says. Having a cohesive brand voice across all your platforms is a critical part in establishing your brand and making it recognizable.
4. Content creates organic traffic
Organic traffic is when your post or page has shown up for a keyword search on Google or another search engine and was then clicked on, bringing this clicker to your site. Organic content allows you to take advantage of organic search. 97% of consumers use popular search engines to perform a local search for products or services before making a purchase and over 80% perform product research with search engines before deciding to purchase. In today’s world it is essential to ensure that your marketing strategy is enabling your business or nonprofit to appear during relevant searches.
5. Performance results are easy to analyse
Content marketing does not have immediate results. While it does take time it is also easy to monitor. You can find tons of data on your organic content. By monitoring it you can learn what is working and where you may need to make some adjustments. By perfecting your content marketing strategy over time, your online strategy can become a highly effective tool for gathering leads and converting them into customers.
6. Content marketing attracts your ideal customer
By catering your content to the needs of your ideal customer you will have a better chance of attracting them to your business or nonprofit. Creating content that answers or solves a problem will attract them to you over other companies or organizations. Content marketing is one of the easiest ways to build a relationship with your ideal customer while also establishing your brand as trustworthy.
7. Content marketing generates leads
Content marketing is the most cost effective way of generating leads. Statistics have continually shown that while costing less, content marketing has better returns than traditional marketing does with lead generation. You’ve gotta admit, spending less for better results is a pretty enticing reason on it’s own to at least give content marketing a shot!
8. Content establishes and maintains your social media presence
Having content is key for social media since without it your business or nonprofit doesn’t have anything to publish and share. This means your profiles will sit empty online and provide no value to an audience that will have nothing to engage with and will soon disappear. Establishing and maintaining a social media presence for your business or nonprofit builds onto your brand, working alongside your website and other marketing materials to create a brand identity that people can relate to or identify with.
9. Content motivates a response to a call-to-action
Content can be posed to inspire people to take action. This action can consist of a share or comment on a social media post, a subscription to your email list and even a call or direct message made directly to your business or nonprofit. Implementing a call to action technique can make the difference of an engaged audience and a disengaged one.
10. Gain repeat website visitors
By continually producing valuable content your business or nonprofit is providing new visitors a reason to become repeat visitors. It also provides a reason for repeat visitors to continue coming back to your website or social media accounts for more. People who are returning are more likely to engage with your content and interact with your brand on social media. These people are building trust with your business or nonprofit and are more likely to trust you, become a lead and then a customer. They are also exposing your brand to their networks and may soon begin recommending you to their friends.
Getting a content marketing plan into place will undoubtedly increase the awareness of your small business or nonprofit. Content marketing is an effective means to connect with both leads and customers. The trick to content marketing is to offer high quality and valued posts to rise above the competition’s content. It is better to have less content that is high quality, than a lot of content that offers little value. If your business or nonprofit is looking to implement content marketing but doesn’t have the time or appetite to designate inhouse resources, or for you to take it on yourself, see our services page, or connect with us today!
Need a solution to your social media content creation and scheduling woes, but you don’t want to break the bank?
Empty Desk Solutions is now offering an entire year of social media content written, designed, and PUBLISHED for your business or non-profit!
We’ve managed over 150 clients’ social media channels, and one thing keeps coming up… Everyone wants social media content consistently! But you know what else keeps coming up? All the things! Here are just some of the reasons we created this brand new offer for you:
☞ Time: Creating content takes time, and you don’t have any more time than the rest of us.
☞ Value: You know that top-of-mind branding is key in today’s social media crazed world, but you know you don’t need to spend insane amounts of money to achieve it.
☞ Cost: You know that content services can cost thousands of dollars per month but you just can’t justify that cost.
☞ Effort: You know that you would love to ‘set it and forget it’ with your social media content (i.e. you don’t want to log in every day to post something and spend countless hours surfing for ideas).
☞ Professional: You know you should leave it to a professional, but sometimes large agency rates are just not affordable for smaller marketing budgets.
☞ Tools: You know you need the right tools to make it happen, but they are expensive! (hint… we pay over $1000/month in tools ALONE to do what we do. Save that cost!)
☞ Peace of mind: Approve all of your content in one big batch and then our team will schedule it out over the course of the next 365 days!
Interested and want to learn more?
Brittany Hardy Owner Brittany Hardy is the Owner of Empty Desk Solutions, a boutique marketing company located in Port Moody B.C. Brittany is passionate about helping small businesses achieve their growth goals with marketing solutions that are both effective and affordable. After many years of working in retail management and then as the Marketing Manager for Canada’s largest mortgage company, Brittany decided it was time to pursue a life-long goal of creating her own business. Naturally she likes to help others and decided there was no better way to do this than to use her creative talent to help others who want to do the same thing. With three young children, Brittany believes in balancing work and home life and continues to find new ways to support and employ other mothers who want to start their own businesses or stay at home with their children. Social media marketing continues to evolve for small businesses and Brittany and her team are passionate about helping these businesses navigate how they can benefit from these networks. Brittany has been a finalist for the Women of Worth awards, the Tri-Cities Business Excellence awards, and has most recently been featured in Small Business BC and in the Huffington Post. Social Media Links: Facebook ⎜LinkedIn ⎜Twitter⎜Google Find us on Instagram: @brittanyebh ⎜ @emptydesksolutions