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Content marketing seems to be the innovative advertising strategy that all agencies talk about today, and it's no surprise: its cost is 62% lower than traditional marketing and it generates 3 times more leads, according to Demand Metric. However, its origin is much older than we think, being a technique that has been applied for many years. What is it really about?
When we talk about content marketing we also talk about storytelling, the telling of stories that go beyond showing the characteristics and qualities of a product. Content marketing is a (long-term) approach focused on the creation and distribution of valuable content to attract a specific audience and improve the chances of a return on investment. This is achieved by creating a powerful connection with your audience through personalized information, according to their interests and expectations.
When we tell stories, we appeal to emotions and these engage the audience in a much more efficient way than talking about facts and figures. Do you remember any commercials that made you cry? Have you bought any products after their advertising campaign made you laugh?
Maybe, maybe not. The truth is that content marketing is based on storytelling to create valuable sensations that people will remember along with your product or service. An article in Forbes assures that storytelling is a way to make a brand more human: "We are genetically connected to love and respond to stories, and a memorable brand story is exactly what people need to connect with your business, have a lasting positive impression of who you are and what you stand for, and become loyal customers.
Its tools can be very varied: books, blogs, videos, comics, computer graphics, ebooks, games, landing pages, social networks, etc.
However, one thing that has changed in the science of content marketing is the technology used in it. Nowadays, there is a whole universe of ideas and strategies to apply this technique in a much more accessible way for all kinds of companies. The Internet has allowed, according to a Scoop study, 80% of SMEs know the great benefits of storytelling.
How content marketing drives a brand
El Corte Inglés is a great example of a business that has kept up with technological advances and the best marketing techniques. This department store company (created in 1940) not only launched its website and opened its doors to e-commerce; it also developed a quality technology blog that captures the constant attention of new users. This translates into leads and sales opportunities.
The same is being done by banks like BBVA, international franchises like Starbucks (achieving specific experiences according to location, such as their blog in Peru) and even tool brands like Caterpillar, which managed to connect its audience with experts in machinery and construction techniques. They provide solutions, become experts and receive leads and loyal customers.
According to a study by Aberdeen Group, the conversion rate in web pages is at least 6 times higher for those who adopt content marketing, compared to those who do not apply this strategy. Your company, now more than ever, needs to become an authority in its niche and develop its own storytelling.
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What benefits does content marketing bring to my company?
We already know that the most successful brands have adopted content marketing as the basis of their marketing strategies, but the benefits of this go beyond an emotional story behind the products. An article published in Rocket Content states that among the most well-known advantages of content marketing are the following:
Increased traffic to your website
Your website is the door to new customers, and search engines like Google will be the way to lead them to your digital space. That's why a good content strategy must carry a SEO optimization that will allow you to get to the top of the search list.
Brand recognition
Your valuable content can help diverse users with topics that are of interest to them, but it doesn't end there: at the time of purchase, they are more likely to lean towards a brand that they already know and that has already provided them with useful information at an earlier time. 80% of customers prefer to learn about a company's work through personalized content.
Increased engagement with your company
Beyond recognizing your brand and having an idea of what it represents, what we look for with content marketing is to build a close relationship in which your audience comes to you when they need it and chooses you over your competition. According to Social Media Week, 9 out of 10 clients would be willing to "reward" brands for their authenticity, and this reward translates into purchases, loyalty, recommendations and more.
Market education
A brand of refined sugar may not need to "educate" its audience about the uses this product has and the benefits it can bring to their kitchen, but the same is not true of other lesser-known products and services such as power generators, Ayurvedic massages or Platelet Rich Plasma treatments. After locating your buyer's frequent doubts through a SEO analysis, it is time to answer them and help them make the purchase decision.
There are other benefits such as boosting lead generation, increasing lifetime-value, reducing customer acquisition costs and others that, like the first mentioned, translate into increased sales. This is where the ultimate goal of your marketing strategies lies.
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Every brand has a story to tell. If you don't already know yours, it's time to venture into creating stories that delight your audience to increase your profits. Let Innova Marketing Solutions give you expert advice and contact us today to get the most out of your business through digital platforms.