The Growing Importance of Content in today’s Marketing Scenario
You must be living under a rock if you have not yet heard about content driven marketing or content marketing yet. These are widely popular terms in the business world these days. They seem to have taken the business world by storm.
So, what is content driven marketing anyway? And why has it become so important in today’s marketing scenario? These are the questions that we are going to answer for you today.
Let’s start with the meaning of content in the marketing context. Content here refers to any online material like a video, a blog, a social media post, a picture, etc. Content marketing is the creation and sharing of relevant and valuable content to a target audience in a consistent manner. What it does? It helps in attracting, acquiring and engaging the target audience resulting in a profitable customer action like purchase or subscription.
What we need to understand here is that content marketing is not a blatant promotion of your product or service. Rather, it is the creation and sharing of a content that provides some value to your audience. Always remember, Content is not about you, it is about your customers. It is about something that they are interested in, something they want to know.
Now that we have understood these terms, let’s first understand how content marketing came into being and why is it growing in its importance?
How Content Marketing came into being?
Internet changed everything. With search engines, social media, websites, ecommerce, the marketing techniques evolved. The marketers understood the value of internet and began advertising and promoting themselves online. Search Engine Marketing, Social Media Marketing, and Website pop-ups, all these are the techniques we are quite familiar with.
But, as the use of internet widened, the effectiveness of these techniques decreased. The audience today is smarter than the marketers thought them to be. A study conducted in 2011 suggested that about 70% of people prefer to get their results from articles and other content rather than corporate advertisements.
When marketers noticed that their advertisements were not being given the attention they need, they started finding new ways. That is how “Content Marketing” came into being. Instead of overt promotions of their products, marketers began to create the content that is sought by their target audience.
Why is Content Marketing Growing in Importance?
The focus has shifted from SEM to SEO. SEO is an unpaid technique that increases the visibility of your website or webpage organically. Wondering how it works? When a person types a certain keyword, Google shows the websites and webpages that are most relevant to the given keyword.
Over the years, content marketing has become a necessity. Whether you like it or not, you need it to survive in the market. To drive traffic to your website, you need to produce content that is most relevant to the search terms of your target audience. The content has to be of superior quality. It needs to attract as well as engage your audience. You just have a few seconds of your customers’ attention to leave an impact.
Good quality content goes a long way. It increases your website traffic as well as builds your company’s reputation. Good content is a permanent asset for you. You can build a relation of trust and confidence with your audience through your content. Your content would help you increase your reach and gain recognition. The sales revenue will also increase significantly after employing proper content marketing strategies as reported by several studies.
Content Marketing is here to stay. Many studies have found out significant increase in the profits of the companies that engage in Content Marketing. Companies that are yet to include content marketing would need to do so very soon. Or else, they would perish.