The Importance of Content Marketing to Your Business Strategy

August 24, 2018

The Importance of Content Marketing to Your Business Strategy

The Importance of Content Marketing to Your Business Strategy

Content marketing helps companies attract new customers and increase brand loyalty by sharing information. Information can be produced in various formats including blogs, case studies, email newsletters, images, infographics, podcasts, questions and answers, or video.

Content marketing can be used by companies for any of the following purposes:

  • Attract attention to a product.
  • Create and engage a community of users.
  • Expand its customer base.
  • Generate leads.
  • Increase brand awareness.

While the concept behind content marketing sounds simple and straight-forward, there are several important aspects to consider when developing a content marketing strategy:

  1. Consider Your Audience's Attention Span. It is no secret that people are bombarded with an overload of information on a daily basis. According to a recent Harvard Business Review article, the average viewing time of online content is just shy of two-and-a-half minutes. During that time, your audience is making many rapid-fire decisions, including if they will keep reading content, abandon content or click on provided links to learn more.

    Takeaway: Keep your message short and concise.
  2. Keep It Simple. You likely have heard of the KISS (Keep It Simple, Stupid) principle. This is particularly true in the world of content marketing. You can do this by highlighting important keywords, using bullets to make important points stand out, implementing subheadings to break out key sections, and focusing on one idea per paragraph.

    Takeaway: Keeping your message simple and concise will increase your return on your investment.
  3. Market Wisely. According to various sources, case studies are the most influential type of content a company can publish. Consumers want to know how other buyers are using your product, and a short, concise case study is the perfect format.

    Takeaway: Knowing how other organizations have successfully used a company's product, service, or process is more influential than more cerebral topics.
  4. Remember All Formats. According to statistics, Americans spend 86 percent of their time online via a mobile phone and almost half of all online sales are done on a mobile device. With over 230 million smartphone users in the U.S., it is imperative for businesses to have a robust mobile strategy in place. However, experts warn not to underestimate the importance of marketing to desktop users as well.

    Takeaway: Create content that performs well on multiple formats.
  5. There are Seven Days in the Week. Traditionally, content marketers have focused on publishing information during the workweek. However, data collected by the Harvard Business Review indicates that visits to websites were fairly evenly distributed across each day of the work week with only a slightly higher audience on Tuesday, Wednesday, and Thursday. This shows the importance of sharing interesting, high-value content seven days a week.

    Takeaway: Keep up the momentum you create through content marketing by sharing valuable information every day of the week.

Content marketing is about delivering high-value content at the right time and in the right format. If done properly, the payoffs can be enormous. If you are unsure where to begin, or if you are interested in conducting a market research study before launching a campaign or after to evaluate your effectiveness, please contact us to learn more.

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