Content marketing is when businesses and other organizations create and share online materials such as articles, videos, and posts to attract customers and build brands. In an interesting article, Entrepreneur Magazine gives four reasons as to why it’s a good idea for businesses to invest in content marketing.
The first reason is that content marketing will help support an overall digital marketing strategy. Whether a business is running a pay-per-click (PPC) campaign, looking for search engine optimization (SEO), or growing social media presence, content marketing will fit right in.
For example, when seeking to attract customers, publishing blog articles answering questions common in the industry may actually help potential customers, and attract them to do business with the publisher.
Another reason why content marketing can be successful is that it attracts traffic to a website. And often it is a high-quality traffic.
A third reason to pursue content marketing is that there’s little risk involved. Lower risk comes when materials are published on marketers’s own sites, so there are no advertising costs, and associated risks, as with Facebook or Google ads. Content can also be posted on Facebook, Twitter, and other social media for free.
Finally, everyone else is doing it, claims the Entrepreneur article. At this point, it is estimated that 88 percent of business-to-business (B2B) organizations are doing it, and so are 76 percent of business-to-consumer (B2C) establishments. So, doing content marketing is a way not to be left in the dust.
For content marketing to succeed, it must be useful to target audiences, but it doesn’t have to be expensive. It also may not be so time-consuming, depending on what it is.
Overall, a business can prove its expertise with good materials, so good quality is a must is order to gain new customers.