Traditional marketing tactics aren’t as effective as they used to be. Audiences are savvy to marketing messages and do not respond to them in quite the way they used to… So how do you get in front of the right audience without pushing marketing messages? Content Marketing, of course!

In short: Content Marketing is an inbound strategic marketing tactic that focusses on creating and distributing valuable, relevant, and consistent content to attract, excite and drive profitable conversion from a clearly defined audience.

Businesses need to be showing up in the search results pages online, this is where your audience is looking for more information on the products or services you have to offer.

Creating content about the things your audience is searching for online will improve your search rankings online and ultimately help you to drive more traffic.

Why is Content Marketing important?

Content marketing is designed to answer your audience’s questions and helps to build trust and credibility in the service you have to offer. When done well, Content Marketing can develop relationships, improve conversions, and generate leads. 

Use Content Marketing to:

• Educate your audience about the products and services you have to offer
• Build credibility and trust with your prospects and customers
• Drive conversions

Creating content that is valuable to your audience will drive organic traffic growth. Content online sticks around for a while, so the content you create will continue to drive organic traffic for months and years to come. 

Content Marketing works, that’s why 82% of marketers actively use it as part of their marketing strategy.

Content Marketing and the Zero Moment of Truth

The internet has changed things, and it has had a huge effect on how people research and shop for products or services online. 

Developed by Google, the Zero Moment of Truth (ZMOT) is identified as part of the ‘new age’ shopping behaviour, where extensive research is performed online before making a purchase. Having access to the extensive content and purchasing information leaves buyers feeling empowered, and if they’re not satisfied, they won’t stick around and wait for you to provide it.

The Zero Moment of Truth is the stage of the buyer journey when your content should be answering all of their questions, demonstrating your experience and credibility and driving conversions that lead to purchase.

It is estimated that 60% of the purchasing decision is made during the Zero Moment of Truth.

The most common types of Content Marketing

Social Media Content Marketing – There are over 4.6 billion social media users globally, and around 53 million in the UK, so it’s no surprise that social media is high up on the most common types of content marketing. With several different platforms available, there is something for everyone, creating opportunities for you to share content with them.

Blog Content Marketing – Good blog content can not only see you leap up the Google search results, but drive traffic and aid conversion. The ideal platform for company news, educational articles, and informational download.

Video Content Marketing – It’s no secret that video content has been a standout trend over the last few years. That’s because 81% of marketers believe that video marketing has had a direct, positive impact on sales. Video Content Marketing can be a great way to tell a story, provide information about a product or portray testimonials and company credibility. 

Paid Ad Content Marketing – Working in synergy with content marketing, paid ads are a great way to propel your message and get it seen in the places you want it to be. Paid ads ultimately make your content accessible to a broader audience and can be the door-opener you need to raise awareness or generate new business leads.

Looking to start a Content Marketing strategy for your business?

We can help.