Marketers’ plans have been flipped on their heads given the developments of the global pandemic. Some industries have had to pare back their business strategies during these times, while others remain full steam ahead. Regardless of the current COVID-19 situation, content marketing is a viable avenue for growth, and should not be discounted (or stopped altogether!) when considering the benefits it can provide for your business.
Simply put, content marketing puts your brand in front of current and potential consumers online; even those that don’t know what you have to offer. It spans a wide variety of media, including blog posts, social media content, how-to videos, and more. According to SEMrush, companies that use content marketing are able to generate 97% more backlinks and 434% more search engine results pages. This ultimately creates more leads and conversions for your business, at a fraction of the cost of traditional marketing campaigns such as those seen on billboards or television.
It can be intimidating to propel your business in a new direction, especially if you’re not sure of how to fully implement a content marketing strategy. If you don’t know where to start, consider the following:
- Where do you currently engage your customers/buyers? Are there any platforms where your brand can expand its presence? (I.e., LinkedIn, YouTube, or even your website)
- What makes your company and its offerings unique? Be sure to showcase those aspects in your content.
- Have current consumers had questions about how to use your products? How-to blogs and videos are a great way to get your feet wet in the world of content marketing.
- What hasn’t worked for you? You might need to change your approach.
- What are your competitors doing? You don’t want to poach their ideas, but you should know what you’re up against.
It’s possible that your company serves a certain portion of society, and you may think it’s too difficult to cater to a certain niche. However, a content marketing strategy will help you define your customer, their needs, and expose opportunities for improvement within your own company. Don’t be afraid to network! Content marketing isn’t a one-sided effort. Interact with your following, get to know them better, and find out what they want from your company. You might find their feedback to be a great resource for future content.
It’s not about putting blogs or whitepapers on your website for the sake of appearing active online – the best strategies seek to achieve a set of goals through positioning the brand as a valuable entity (especially with particular offerings). Over time, you will find your niche’s audience coming back for more, sharing your posts, and furthering their relationship with your business.
Remember: Your content marketing strategy is not a sales pitch. It’s a closer look at your company, your employees, and what solutions you have to offer – all in a neutral manner. Tone down the sales tactics, and think of your content as a starting point for future conversations. If you’re trying to attract new customers, positioning yourself as a thought leader within your industry will pay dividends.
Competition is fierce, and brands can’t afford to not be producing content marketing. As mentioned, your competitors will likely have an online presence, and could be eating into your audience and potential sales. Whether you’re repurposing old content, sharing whitepapers, or giving how-to advice, every little bit helps. Because we’re currently behind our screens, any online outreach is of the utmost importance. Content marketing will help your company grow in the months and years ahead, and you’ll be thankful for these efforts.
Need help getting started with B2B content marketing? Download our ebook: Content Clarified: Understanding How to Capitalize on B2B Content Marketing.
