What are the benefits of content marketing?

One of the most important questions to answer as a business owner or person in charge of generating leads and sales for a business, is “will your clients come to you or will you go to them?”.

An inbound marketing strategy is vital to keep a healthy flow of leads coming to your business and ultimately drive profits through lead conversion and a successful strategy will include a combination of search-engine-optimisation, social media marketing and content marketing in order to attract a specific audience that are ready to purchase your goods or services.

Content marketing is the core to any successful inbound marketing strategy because without the content, there is nothing for you to optimise and nothing for your audience to share across social media.

Whether you are focused on a B2B or B2C target audience, high-quality content is key and the key benefits are:

  • Content provides the platform for your SEO efforts, without content there would be nothing to optimise!
  • Well written articles prove your expertise and set you apart from your competitors and build loyalty and trust in your services
  • Highly shareable content results in additional value through brand awareness and increases your domain authority when linked-to from other websites
  • Technical content gives you credibility within your industry
  • Optimised content generates traffic to your website and improves lead generation
  • Opens a new channel of communication between your business and your audience
  • Provides additional value to your marketing campaign without large financial outlay

What are the main challenges when implementing a successful content marketing campaign?

One of the main reasons many small business owners fail to deliver high-quality, consistent content marketing is due to lack of time and resources. Content marketing is a highly skilled form of marketing that requires ongoing efforts to improve and increase your websites visibility.

Some of the core things to remember when you set about implementing any content marketing campaign are:

1. Write content that is highly relevant, appropriate and valuable to your audience

If you are going to implement your own content marketing strategy in-house, then you need to understand that the more relevant your content is to your audience, the more successful it will be.

How do you know what content is relevant?

Understanding what content is most relevant to your audience is a challenge and takes time. You need to profile your audience, carry out research and understand your existing traffic data to figure out exactly who your audience is and then what content will be most relevant to them. Always put yourself in your customers shoes and take notice of any questions you are asked when you speak to your existing customers.

2. Understand exactly how your content should be formatted and what you need to do in terms of optimising your content to ensure that it is competitive

The best content marketing not only reads well and informs the audience on the right subjects, but technically it is formatted and optimised in a way that is recognised by search engines and bots. This should not be overlooked. Writing interesting content is one thing, but knowing how to structure it so that an algorithm understands it is a totally different story!

3. Know where and when to post your content to ensure that it is being read by the right audiences

Once you have written your content you need to be publishing it across your platforms. However, you must ensure that it is being published on the right platforms that reach the most appropriate audiences and at the best times. Good content can be wasted if implementation is not properly planned and it ends up being read by the wrong people.

A blog, content hub, resources pages are good ways to publish and manage your content but don’t forget it can also be linked across other platforms and used in wider campaigns such as email marketing and social media posts.

 4. Ensure that content is produced regularly and consistently so that your audience can rely on your content

Have patience with your content marketing campaign and ensure that you keep producing content regularly. Inbound marketing strategies are long-term and will take time to register with search engines, so keep implementing your content and measuring your response rates.

As time goes on, high quality consistent content will develop a following and people may want to subscribe to receive it (via email for example). This is when it is vital to keep up your campaigns and develop loyalty with that audience.

5. Once you have implemented content, track and measure its success in order to refine it and understand your ROI

Tracking content with analytics is vital to understanding what is working and what is not. Constant refinement comes from repetitive analysis and deep-learning of what your audience interests are.

Every business has the ability to successfully market their products and services digitally, with a carefully planned inbound marketing campaign that provides answers and solutions to your prospective client’s questions and challenges.

The beauty of content marketing is that your customer is finding you before you find them and therefore their initial contact with you is built on trust and understanding of your services.

At Youbiqutiy, we implement content marketing campaigns for clients across many different industries. We ensure that we understand your business and your brand fully before we come up with a long-term plan that will deliver results.

We use a number of industry-leading tools to find what people are looking for and write the best content to provide the answers, that not only reads well to humans but also to search engines!