I’m Already Marketing! Why Do I Need Content Marketing?
Content marketing is driven by one big idea: if you produce and share fantastically useful content, your community will be more likely to become customers, remain customers, and send you more customers.
H&R Block’s website doesn’t just pitch their products and services. A prominent Tax Answers section invites users to ask their own tax-related questions and read answers to popular queries. Their blog includes insights from “CPAs, Enrolled Agents, attorneys and former IRS agents with years of combined experience in tax policy and research.” Free tools allow visitors to estimate their taxes and find out when to expect their refund from the IRS.
Contrast that with old-school interruption marketing: forcing your target audience to watch a commercial, read a billboard, or close a popup window. We all hate interruption marketing. That’s why people buy TiVos, install ad-blockers, and subscribe to Netflix. Interruption marketing is expensive and diminishing in effectiveness as irritated consumers find ways to skip and hide ads.
The balance of power has shifted to the customer. Smart brands embrace that, focusing their marketing energies on producing content their community freely and gladly bookmarks, downloads and shares.
Here are some of the benefits you’ll enjoy once you create and implement a content marketing plan:
- A stronger customer relationship with your brand once they see you are honestly trying to help them instead of just shilling your product
- A well-earned reputation as the thought leader in your industry
- Increased traffic to your website through higher SEO rankings, inbound links and social shares
- Educated and empowered repeat customers who become brand ambassadors
- Fewer customer service complaints and calls
- Opportunities to engage with prospects seeking to educate themselves about their buying decisions
Read on to learn how to craft a content marketing plan that will help you build a strong relationship with your community.