Content marketing. Chances are you’ve heard this relatively new buzzword at some point during your brand marketing discussions over the last few years. However, while the term was coined fairly recently — its inception dates back to 2007 – the idea behind it is steeped in marketing history. For years, marketers have been utilizing storytelling techniques in order to develop a brand identity and sell products.
With the digital landscape constantly evolving as technology changes and as more and more consumers turn to an online market in order to obtain their goods, content marketing is a critical tool that businesses can use to generate interest in themselves and their products. How do companies know that the information they post will reach its intended audience? By employing a content marketing strategy to drive the right traffic to them.
According to a 2013 Axonn Research study of content marketing trends, nine out of 10 companies were building content to attract and engage customers last year. Companies that utilize content to improve search engine optimization (SEO) and promote online engagement ultimately increase brand awareness and create a rapport with customers. By delivering content that provides valuable information, companies are rewarded with sales and customer loyalty.
In order to increase brand awareness, it is essential for businesses to develop a long-term content strategy to distribute important, relevant information across a variety of mediums. This can include online — in blog and social media posts, email newsletters and websites — and in print. Without a strategy in place, content marketing could yield short-term spikes in company awareness, but likely won’t translate to long-term success.
In its 2014 B2B (Business to Business) content marketing survey, the Content Marketing Institute determined that brand awareness has been a top goal for B2B content marketing during the last four years. Additionally, 58 percent of B2B marketers planned to increase their content marketing budgets this year. Currently, B2B marketers spend an average of 33 percent of their budget on developing content. A similar B2C (Business to Customer) survey by the Content Marketing Institute indicated that brand awareness topped customer loyalty and retention as a content marketing organizational goal. This shows that content-led marketing campaigns — especially those with a thought leadership strategy to influence future decision makers — are more important now than ever.
Why? Because content marketing has a long shelf life. If the goal of today’s thought leaders is to develop lasting relationships with tomorrow’s customers by engaging them in industry-relevant conversations, content marketing is the means by which they attain that goal.
To manage their content marketing strategies effectively, more and more companies are outsourcing their content marketing to firms like Market Mentors. At Market Mentors, we are experts at developing solid content marketing strategies. Ask us about how we can implement a content marketing strategy to increase your brand awareness and drive attention to your company or product.