The importance of a content strategy

Content marketing is an effective way to attract potential customers for your business through useful information. Information drives the internet highway and using it to target a prospective market can pay off in a big way. Your marketing plan should include a content strategy since the goal of marketing is customer engagement, increasing brand visibility, driving targeted traffic and so forth so that together, they can maximise the return on marketing investment.

The reason why content marketing works for both B2C and B2B marketing is it attracts potential customers without being pushy unlike traditional marketing. Websites must feature high quality content in order to rank well on search engine result pages, which in turn, will bring back targeted traffic that is likely to convert into leads. Besides content on their websites, businesses must also leverage other ways such as blogs, social media marketing and marketing messages to distribute their content.

A content marketing strategy is critical to a business’ success. Here are some points to consider:

  • When content is shared, it increases brand awareness. Engaging content can prompt the reader to share it on their own social media profiles, via email or through word of mouth.
  • Content is great for SEO, as well as link building. Aptly, content is crowned King by the search engines as it is through this that organic traffic is generated.
  • Content is important for generating leads and sales as most buyers base their buying decisions on online research.
  • When content is syndicated across social networks, forums, discussion sites, blogs and other interactive social media, it can drive more purchases.
  • Content generated by users in the form of reviews and ratings on social media sites and blogs can increase sales.
  • Content can be featured on a variety of platforms, such as mobile devices, to make it even more effective as part of your marketing strategy.

There are many ways to publish content and share it. The process begins with relevant, quality, branded content creation that is published, promoted and invites interaction. It must be worth sharing and linking to.