Is Content Marketing Right for You?

By Taryn Anderson Jun 5, 2019
  • "Content isn't 'stuff we write to rank higher' or 'infographics' or 'long-form articles.' Content is anything that communicates a message to the audience. Anything."
    — Ian Lurie, CEO, Portent, Inc.

 

Any given moment that you are online, content is coming at you from all sides. Everywhere you click you’ll come face to face with it — from videos and Facebook posts to articles and websites and tweets. Content is everywhere. You can’t avoid it, and neither can your future customers. 


You know content is everywhere, but do you know if content marketing is the right approach for your business? Content marketing, which helps you communicate to your audience through the distribution of valuable and relevant content, works to keep customers loyal to your brand. It helps your company meet certain goals; e.g. retain customers, boost brand awareness, or drive sales. 

To discern how appropriate content marketing is for your business, consider the points below.

Not Enough People Know Your Brand Exists

  • Content marketing is a powerful way to improve brand visibility, and lets others know you’re on the scene. Proper content marketing will boost traffic numbers, generate brand awareness, and build brand authority. 

You Don’t Want Your Social Feeds to Be a Snooze Anymore

  • According to one study, conversion rates are almost six times higher for content marketing adopters than non-adopters. But these conversion rates occur only if the content engages the audience. Boring content will not lead to sales.

Ask yourself these questions: Is my content useful? Are my posts relevant to my services or products? Is my content original, and can it stir emotion? If you decide to have a content marketing strategy, you will be pushed to understand your brand’s goals and to pursue these objectives by developing valuable and interesting content. 

You Need to Build Customer Trust

  • Are your competitors regarded as industry experts? Are you looking to replace them and hold that coveted spot instead? If you create content and share it with your target demographic, make it clear that you are your field’s authority and leader. Consumers will only hire the people they trust.

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