The goal of every business is to acquire new customers to serve. In order to do that, the business has to market its name and its brand to instill it in the minds of as many potential clients as possible. All publicity is good publicity as they say.
The old model of marketing involved gimmicks and catchy slogans to get people interested in checking out the product or the business, but that has become an antiquated tactic. The current brand of customer demands and expects to get more for their attention.
It is for this reason that many brands have begun to leverage a new marketing approach: content marketing. This is a strategic approach to marketing in which a business creates and distributes valuable, consistent and relevant content in order to attract and subsequently retain a specific target audience. Content marketing is useful for increasing the recognition of a business’s name and how far it casts its marketing net. Commonly, this content is distributed through the heavy use of social media. This helps increase the business’s visibility on a more macro scale.
This is such an effective strategy because by releasing content that is high quality and rife with value, a business can establish themselves as informed, knowledgeable, and forward-thinking in their field. Their ideas will be seen by many. The more eyeballs fall on their content, the greater the chances that they retained the attention and interests of at least some of the individuals who consumed it. With more useful content put out, the business may soon find that they have a loyal following that relies on their content.
Further down the road, content marketing helps to develop relationships with customers. Content that delivers knowledge and value to people will keep those people coming back for more. Therefore, providing people with great content creates brand loyalty.
When SEO is leveraged in content marketing, the impact can be even more prominent and consistent. The most important thing from the SEO aspect is to move up in the search engine ranking. It is no longer good enough to simply stuff content with keywords and climb up the search engine algorithm. Content is now the king of SEO. Users are smart enough to quickly discern something that is thrown together for the sake of attention and something that provides valuable information.
Users will intake the content, and even share their thoughts by commenting on it. This establishes a line of communication with potential future customers. Using these comments, a business can develop new ideas for further content to put out, which will bring back loyal audiences and draw in new ones. This makes it easier for the SEO team to get more quality in their website material, prompting a better ranking in the search engines. Also, this inspires more unique and targeted content as it is addressing things people want to know about (as evidenced by their inquiries in the comments).
Those businesses who are the most successful are ones who give their customers what they want. By engaging users with great content, they get a better idea of what users are interested in through their feedback and turn their focus on those things. It could involve original new content marketing ideas or adjustments to the product or service. They say to know your audience. There simply is no better way to catering to them than knowing what it is they are seeking to find from you.