1 February 2022
Content marketing has not been a new tool for marketers for a long time, but from year to year its strategies and accents are updated and supplemented, and sometimes changed in a drastic way.
This is also happening now when the whole world is actively switching to online. It would seem that this had taken place long ago, with the development of the Internet. But not at all – it is the pandemic that has made crucial adjustments in it.
So, in 2021, 43% of marketers increased the budget for content marketing, and 66% expect that it will grow again in 2022. According to the latest CMI report on content marketing, the key areas of investment in content marketing for the coming year are video, digital and real events, own media assets and paid media.
For starters, let’s figure out the definition again. If traditional marketing is to TELL the world that you’re great at what you’re doing, then content marketing is to DISPLAY this. In other words, content marketing is not direct advertising with aggressive slogans ‘Buy our product’. This is a set of marketing techniques based on the creation and/or promotion of useful information in order to gain trust and attract potential customers.
Let’s figure out why content marketing is not just important, but vital for your business.
1. Content, unique content!
Constant changes to search engine algorithms, such as Google EAT, Page Experience and Core Web Vitals, as well as anti-spam initiatives, continue to raise the bar for copywriters and marketers who want their content to be searchable.
To do this, you will need to spend more time researching, planning and implementing new unique content for your audience. It is necessary to become part of the world of your customers. And provide them with consistent, attractive information and interaction in all activities of your business. This will allow you to create unique content and, in turn, increase the loyalty of your customers and the general image of the brand.
2. High Return on Investment (ROI)
Content marketing has proved to be more effective than traditional marketing tools. It brings many more visitors and potential customers to the company website, which increases its attendance, and, accordingly, increases a lead generation and the number of conversions. Thus, a thorough content marketing strategy leads to the thoughtful engagement of potential customers.
According to the results of the CMI study, content marketing generates three times more potential customers than traditional advertising methods, and costs 62% less.
At the same time, do not ignore the paid publishing of content on specialized B2B portals, which also have a high ROI. For example, the Booster package by Kompass increases the efficiency of the online company presentation 50 times more compared to a free profile visibility.
3. SEO as a major part of content marketing
Up to now search engines are the main technical reason for creating catchy content to generate traffic to websites. This is how they use published information to connect a company to its next customer.
This does not mean that you have to enrich your content with keywords only, like it was in the early 2000s. Today search engines have been working on processing relevant information under a specific search query. Therefore, as we wrote above, the content should be professional and unique.
In addition, backlinks to your site from thematic resources have an important voice in a thoughtful strategy. For example, under paid Booster package, a company can publish information about products and services (text, photos, videos, etc.) with links to detailed information on its website. And this, accordingly, increases the site ranking for search engines.
4. Your customers are waiting for your content
Almost 70% of Internet users constantly read about brands that are of interest to them. In addition, Hubspot reports that 79% of online shoppers spend at least 50% of their time searching for specific products.
Users explore not only company sites – search results from Google and other search systems provide links to high influencer portals as well. Among them is the oldest international platform Kompass.com, publishing B2B information about companies from more than 60 countries worldwide. And the more information you publish about your company on this portal, the more reputable you look to your prospects.
5. Trust of your customers
One of the powerful tools to get trust of your customers is high quality content. They read about you – and your brand comes to life for them. This by all means strengthens your business reputation and brand awareness.
Again, if your customers view information about you not only on your company website, but on different thematic platforms and communities, your company immediately scores major points in their eyes. For example, visitors look at company news on Kompass.com and through this channel get the message, promoting your new products or services. Guess how much will the interest to your company grow?
6. Marketing funnel
Let’s assume your customers still don’t know about you. You need to use a way to identify and qualify potential buyers, understand the stages of the purchase, where they used to belong. All this will allow you to develop strategies, bringing visitors closer to purchase decision and developing a sales forecast.
Now all these steps are available…. again, with content marketing! How does it work? In three phases.
Stage 1. At the top of the funnel (TOFU) you publish information that allows the client to understand which solution is best suited for their needs.
Stage 2. In the middle of the funnel (MOFU) you publish content with different solutions of customer tasks – so that they can refine their request and get closer to the final purchase decision.
Stage 3. At the bottom of the funnel (BOFU) customers simply need a small push, which can be in the form of a special offer, discount or promotion.
Still any questions left? Then the Digital Marketing Campaigns service of the International Kompass System will help you develop this strategy.
7. Understanding the Customer
In order to understand your ideal client, you need to launch several studies.
To begin, study the analytics of your site: all data on demographics, traffic sources, keywords, and so on. To do this, use the Google Analytics service.
Next, talk to your sales team. They know exactly what their typical and ideal clients are. You’ll probably get important insights you didn’t even think about!
The third step we recommend is to explore the market. To do this, use the tools of the International Kompass System. The most powerful of them is EasyBusiness, which allows you to segment and target the audience, using more than 60 search criteria.
What’s next? You have a portrait of an almost perfect client – or maybe the most ideal one. You are already beginning to understand what information the client is interested in, what he likes and shares, what he views more often. Draw up appropriate conclusions and keep experimenting.
- Strengthen your relationship due to outstanding content. After all, you know that building a business relationship with a new client costs 16 times more than maintaining the loyalty of an existing one.
- Create content that your customers will appreciate. According to research of BIA Kelsey, more than 60% of small and medium-size enterprises say that half of their income comes from regular customers.
- Increase loyalty with a quality content. After all, you mean to turn every client into a powerful follower of your company!
Thus, a well-directed content marketing system will keep attracting more and more new customers, ensuring their loyalty to your brand.