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There are many digital marketing tools you could use to reach your audience including organic and paid social media, email marketing, video hosting, and content creation.All these digital marketing tools have their merits, but when done right, content marketing can get excellent results.
Statistics show that almost 80% of consumers prefer getting to know a company through articles, rather than advertisements. Therefore, content marketing is becoming one of the best ways to attract and convert customers.
Companies prefer content marketing
Organisations the world over are seeing the benefit that content marketing has and are applying this practice in their business. Statistics show that, in 2019, all over the world companies \will be spending a sizeable chunk of their budgets on content marketing:
- In the United States, 84.5% of companies who have a staff complement of more than 100 employees will make use of content marketing.
- When surveyed, 55% of digital marketers say that generating blogs for their websites is one of the main features of their inbound leads strategy.
- Long-form content, in other words content that is typically between 700 to 1000 words in length, is favoured above all other lengths of copy.
Here’s whydigital marketers have decided to put so much faith in content marketing and why it gets the best results.
Content marketing builds trust
In today’s day and age, businesses need to connect with their leads and customers, not just talk at them. Creating authentic content is vital to building trust and trust means better results for your sales and conversion. About 70% of consumers think that companies who provide good, custom content are interested in building good relationships with them. And if customers trust the company they will more likely become loyal to the business and – as such – stay with the organisation for years.
Content marketing improves your brand reputation
Your leads and customers develop an opinion of your company based on the content you produce. When you produce content that is customised for your audience and is engaging, educational and valuable, your brand’s reputation will improve in their minds.
The more value you provide, the easier your customers will trust you and your brand. When you provide excellent content, people will start seeing you as an industry leader and influencer.
Another way to develop your reputation as an expert in the industry is to develop a well-thought-out PR strategy. The purpose of such a strategy is to get the recognition among your audience – specifically your potential audience – that you are a leader in your industry and should they come to you in order to fulfil your needs they will be guaranteed of getting these met.
Content marketing drives engagement
According to the Content Marketing Institute (CMI) 72% of marketers state that content marketing increases their engagement rates among their audience members. And if ones customers are engaged they are more in touch with your brand’s message, they buy into it and, thus, are more likely to make a purchase from the company.
Content marketing pushes up your conversion rates
Another reason why content marketing gets the best results is its ability to convert leads into customers. Content marketing means conversion rates that are six times higher than with other digital marketing tools.
Research also shows that 61% of people who read recommendations on a blog or in an article decided to make a purchase afterward. Content marketing also increases marketing leads, which mean more conversions and ultimately a jump in turnover and profits.
You can re-purpose your content marketing
There are many tools in the digital marketing space for disseminating content. However, just because you’ve published a blog doesn’t mean that you can’t re-use it. For example, you can use the blog to create a presentation on SlideShare, you can narrate this blog as a podcast, open a Soundcloud account and post this onto this platform. Alternatively, you can create an infographic from this blog content and post it to Instagram. Creating an integrated marketing strategy, that has many legs to it and reaches many different audiences, doesn’t need to take a lot of time. All it needs is a bit of ingenuity.
As you can see, content marketing is a great way – from an effectiveness point of view in terms of costs and efficiencies – to get your company’s messaging to your audience. All that is necessary is a bit of creativity.