Content Marketing - What Is It And Why Should You Care?
Content marketing consists of blogs, images, graphics, videos, ebooks, social media posts, emails and just about anything that contains information that you communicate to the wider world - your business audience. And yet, whilst I always aim to keep things simple, content marketing is more than this - very importantly...
it is a long-term strategy that uses content to build a relationship with your audience to reach your business aim.
As content marketing is about building a relationship, much like a day-to-day conversation is about listening to the other person, content marketing is all about your customers.
It’s about providing them with the particular information they might want to know, the information they might need in order to feel happy to purchase from you.
Why is it a Long-Term Strategy?
Two main reasons:
#1 Google - it takes time to rank in Google, to build links and for the algorithm to recognise your website as a good source of information. The great thing about content is it stays out there, building links and views over time.
#2 Building trust - human nature dictates that it takes a while to build trust with people, they’ll want to see consistent useful information from you.
Why Does Content Marketing Work?
Technology allows us all access to an incredible world of information, which’ll only continue to grow and evolve. Attention span is short and available information is vast. Things have changed - people don’t want to be sold to anymore.
Content marketing allows you to promote your business without selling yourself. You stay top of mind as it gives you a reason to stay in touch and gives your customers a reason to be interested! People are looking for content, they’re looking for answers to their questions and 70% of people would rather learn about a company through an article than an advert.
Most would agree that communication with your customers, prospects and your wider audience has always been essential, and that in today’s digitally connected world it’s more important than ever. Content marketing increases communication - on your customers' terms. You’re putting the information out there, making it available to them, so they can pick it up as and when needed.
So, What’s in it for you?
If it’s all about your customers - what exactly is in it for you and your business?
In short - increased profit.
You’ll see increased interaction with your customers, you’ll better understand their needs, build better relationships, increase sales and get more word-of-mouth referrals. It’ll help you attract more customers and ultimately customers come to you more invested. You’ll retain more customers and the extra level of service you provide as a result of content marketing will set you apart and allow you to raise your prices.
Although content marketing is extremely cost-effective it's also time-consuming. However, it’s easily outsourced and that’s one reason why 73% of businesses hire someone else to manage their content. If you’re a business in the equine industry, we'd be delighted to assist with your content marketing, we'd love to hear from you - get in touch here.