Most of the marketers today understand the potential power of content to engage potential customers. However, many of those so-called marketers still underestimate the commitment required to deliver content that their target audience will discover and truly value.
Consumers today are exposed to more online content than ever before, so it’s even more challenging to rise above the noise. To compete and at least stand a chance in this new digital environment, brands need a long-term content strategy.
Content Marketing is Not Advertising
Many businesses still treat online content as an ad campaign, but the goals of content marketing are completely different. If you expect instant results from online content, you’re approaching it in the wrong way, and this will ultimately harm your brand. Content marketing takes commitment – marketers shouldn’t think about it as an ad campaign.
The Problem with Ads
The issue with pouring money into online advertising is that there’s no long-term value for consumers. Ads just don’t give consumers the same long-term benefits as quality content.
Consumers are no longer comfortable with being interrupted as they search for information online. Ads are a distraction – they remind us of traditional mass media advertising when brands try to convince us to buy things we don’t want.
Unless you run a business with an unlimited ad budget, the most cost-effective way to engage consumers is through content marketing as it gives power to brands of any size. You can inspire and connect with consumers in a less intrusive way, but in a way that still drives potential leads along the sales funnel toward a sale.
Content marketing also has the power to develop brand advocates (in contrast to advertising). A loyal following of people who enjoy your content is much more likely to trust your brand and talk about it to others. Of course, you may get a lucky sales spike with an ad, but brand advocates can help your business grow for years to come.
Today’s marketers tend to abandon marketing campaigns in favor of constant communication due to the simple fact that consumers want to read or view content when it suits them. They’re searching for solutions to their problems at all hours of the day, from locations all over the world. What they want is to find answers when they’re ready for them, and they expect a mix of content, from social media content to more in-depth content like white papers and case studies.
You should make sure you have a diverse mix of content online, ready and waiting for your next customer.
It’s important to start building a body of content that reaches your target audience on the right platforms.
You must become the go-to company for expertise, knowledge, and practical solutions. When you build these relationships, the hottest leads will come to you. This route to converting leads may take longer, but in the long run, it significantly drives down conversion costs.
А long-term content strategy is like a savings account – the value may not look like much in the early days, but after a few years, you will begin to see the impact of your investment.