Why Content Marketing Is At The Heart Of Online Success

There’s more than one reason why content marketing is at the heart of online success. At the most basic level, updating your website, blog, and social media platforms with content is the key to maintaining, and elevating, your search engine rankings. But at the most deep and meaningful level, quality content marketing insures your clients, prospective clients, and the general public meet YOU! That’s right; if you can’t be out there meeting everyone yourself, your company’s content serves as a living and breathing ambassador for your company. Therefore, the content you create really matters.

In fact, if you’re doing your job right, your emails and Facebook postings will be addressed as if your customers and clients already know you. Twitter feeds will flow like good conversation between friends. When that happens, it’s a sure sign your web presence is so unified, and personable, that you’ve managed to make your followers feel like insiders.

The Anatomy Of Content Marketing

We love this infographic from Content Plus, likening the art of content marketing to the human body. So let’s take a look at all the ways content marketing is the heart of your online success, starting from head to toe.

You need a good head on your shoulders. High-quality content marketing starts with a good plan. You need to think, brainstorm, and analyze in order to set goals and create a digital marketing strategy to accomplish them. You need to know how to analyze your success using benchmarked measurements. Knowing who your clients are, and where prospective clients might be, will help you craft site content, blogs, and post relevant social media blurbs that meet them where they’re at, and draw them through the sales funnel.

  • Eyes: Having a blog makes your site 55% more visible to customers.
  • Mouth. Word of mouth is a significant factor in consumer decision making. In fact, 60% of Twitter users are more likely to recommend a brand they follow.

Make sure your marketing strategies are working for you. If they aren’t, hire professionals to lead the way.

Let your heart speak to theirs. As we mentioned above, the best way to build a brand persona and create a loyal following is to create content that speaks to the hearts of your clients. You want to answer their questions, provide a sense of security, and become a character in their life so they feel connected to your products and services, via your content personality.

  • Blogs = heart. Surveys show that buyers are 63% more influenced by blogs than magazines when they’re inspired to make a purchase.

Are you reaching out? When someone is looking for directions, you wave them over and show them the way. When done correctly, your content marketing is doing the same thing; it reaches out to all those Google searchers, waving them in to answer questions and address their concerns. The more arms you have reaching, the better.

  • Blogs increase reach-ability. On average, blogs provide a website with 434% more indexed pages. That’s a whole lotta reachin’ going on there!
  • Social media waves them in. 67% of companies find customers via Facebook, 61% via LinkedIn, and 53% via Twitter.

Stand on a solid website. Customers feel most comfortable via websites and blogs. Articles are more successful than traditional ads when customers want to get to know a company. In fact, 60% of respondents feel more comfortable using a product or service after reading customized web content.

So, there you have it. Make the the time and invest your resources to generate heartfelt, genuine content. It will make your customers feel connected and you’ll reap the benefits in leads and revenue generation.

Published September 26, 2013 by Luke Severn.
Categories: Content Marketing