Content marketing campaigns require constant attention. Marketers are all too familiar with the repetitive nature of content creation. The act of publishing business blogs, white papers, or videos can easily morph into a time-consuming and exhausting project. As a result, project stakeholders experience fatigue, content quality suffers, and content creation declines or stops. So, why do businesses attempt to implement content marketing initiatives in the first place? The answer is simple: because content marketing works. Here’s why content marketing works – along with the biggest reason why it often doesn’t.
Why Content Marketing Works
- Search Engine Optimization (SEO). When done correctly, content marketing drives website rankings, domain authority, and increases organic search traffic. Links still matter; however, they are becoming more and more of an antiquated part of the SEO equation. Don’t take our word for it. Check out SEO fact or fiction? from Yoast SEO.
- Macro and Micro-Targeting. A winning marketing strategy will always take a business where prospects and customers are already looking for information. Content marketing is about connecting people with the right types of information when they need it most: when they’re searching for specific solutions or seeking knowledge to improve their current situation. This places your audience in control “to pull down your content when they want it, and in the way they prefer to consume it.”
- Deepening Relationships. Content marketing tactics work to establish relationships with prospects and customers before they purchase or consume what you’re selling. Eric Enge claims, “in many cases, your efforts will build relationships with people who will never become customers. Those relationships can still have great value if they help spread your content far and wide.” On the other hand, your efforts will build relationships with people who do become profitable customers.
Content marketing is an extremely effective, strategic method of reaching and influencing a targeted audience before competitors do. Market share is no longer gained at the point-of-sale. It’s gained by winning the trust, minds, and hearts of customers well in advance of a purchase occurring.
Why Content Marketing Doesn’t Work
Marketing stakeholders know they need to consistently publish content that drives profitable customer engagement. However, project fatigue is the biggest contributing factor to the failure of content marketing campaigns. Don’t set your content marketing activities to the side. Don’t attempt the project all by yourself. There are affordable content marketing solutions available to businesses in need of support and assistance.
Whether you already have a content marketing strategy that isn’t working or would like to build one from the ground up, we’re here to help! 8020 Digital Marketing is a professional content marketing agency with over 10 years of business blogging, content strategy, and content creation experience. Contact us to request a free consultation and evaluation of your current content marketing efforts! We’ll develop a sustainable, manageable approach to content marketing that works for you and helps your business remain competitive.