Andrea Aker is CEO of Aker Ink PR & Marketing, a full-service agency that helps companies increase awareness, thought leadership and leads.
In an on-demand, digital-first world where one’s first instinct is to “Google it” as soon as a question arises, savvy businesses are heeding the call with robust content marketing strategies.
Content marketing involves creating content for online distribution and promotion, typically in the form of blogs, articles, videos, social posts and other digital media. It’s often an integral part of a search engine optimization (SEO) strategy, yet this is just where the benefits begin. Indeed, the 2024 HubSpot State of Marketing Report states that content marketing was among the channels with the biggest ROI this year.
Here’s a look at how marketers can use content-based strategies to address common business challenges.
Boosting Search Engine Rankings
Many businesses are reliant on search engine traffic for survival. A company has a clear advantage over competitors if it can rank higher in search engine results pages (SERPs), as most people won’t keep scrolling once they’ve found what they’re looking for.
To capture traffic and rise in the rankings, high-quality content that draws in visitors with pertinent topics is critical. Google evaluates content using the E-E-A-T rater, which stands for experience, expertise, authoritativeness and trustworthiness. While precise word count isn’t a factor, effective SEO strategies involve consistently publishing in-depth and well-written content, often in long format, through the E-E-A-T lens.
Demonstrating How A Product Or Service Works
When a business leader is so close to a product or service, it can be difficult to see how prospective customers see the value. Perhaps it’s not immediate. Similarly, new concepts generally need proof that they work, as they could fall into a “too good to be true” bucket.
How-tos, product demos and other tutorials are a mainstay in marketing strategies, though they can be overlooked. Simply telling someone to do something isn’t the same as showing them how to do it.
Customer feedback surveys and website traffic analytics can help illuminate where frustrations or knowledge gaps occur, pinpointing where content can support understanding and value. Companies can consider housing demos and related content in an online knowledge hub or media center for easy access.
Proving The Efficacy Of Products And Services
Whether the new kid on the block or an industry heavyweight, companies must continually prove value to rise up—and remain up—in a crowded or niche marketplace. There is always a shiny object vying for their customers’ attention.
While demonstrating how a product or service works is key, marketing and sales professionals must take it a step further—providing real-life examples of how the offering is providing a benefit. Case studies, testimonials, product/service reviews and product/service comparison charts help prospects make decisions that lead to a purchase. In fact, 53% of marketers say case studies/customer stories and videos deliver some of their best results, according to data from the B2B Content Marketing Benchmarks, Budgets and Trends Outlook for 2024.
For instance, a B2B healthcare technology provider can develop a blog and demo video about how a platform works and then provide prospects with case studies detailing how other clients have used the platform to achieve greater efficiencies and return on investment. In another example, marketers for a beauty product can create an infographic comparing ingredients and value with competitors, in addition to producing videos that demonstrate how the product should be applied.
Generating Leads And Filling A Prospect Funnel
Digital lead generation is a science spanning multiple specialties. Commonly, a prospect is driven to a web page to fill out a form. That form can have two purposes: either get the visitor to purchase or reach out at that moment or capture contact information so the individual can be marketed to in the future. Yet how does a company compel someone to give up their contact information? How does a company build enough trust and value? Quality content.
In this scenario, content is used to summarize knowledge, data and education that the visitor can’t easily find elsewhere. The content is compelling enough to enter an email address or click a download button. I’ve found this is especially effective in the B2B and professional service space, where instant discounts and product samples aren’t practical.
A whitepaper covering a burning industry topic, in-depth guide on achieving a business outcome or a product/service tutorial with exclusive information serves as a lead magnet, concurrently filling a funnel while boosting thought leadership and awareness.
Heading Off Customer Service Inquiries
Are customer service and account management teams getting hit with the same questions over and over? Vetting and resolving such calls, emails and direct messages takes valuable company time, money and resources.
A content strategy can be built around a company’s most frequently asked questions, heading off inquiries and providing customers with immediate answers and value.
To put that into action, a marketing team can interview customer service representatives to develop blogs and videos around each question, strategically linking to the content in website and email communications. Likewise, sales pros can provide the most common questions they receive ahead of the purchase, resolving hesitancies to seal a deal. Frequent communication among departments is important to fuel topic generation.
Creating Thought Leadership Within A Niche Or Industry
Thought leaders are known and trusted experts in their industry. Target audiences turn to them for advice and guidance. This is a powerful position, as thought leaders can spark movements or trends, guide purchasing decisions and change minds.
To build thought leadership, one must demonstrate their knowledge. This is achieved by creating and distributing compelling and engaging content. Whether written, visual or audio, experts who create followings around quality content can garner the influence needed to drive multiple facets of business development.
Content marketing has emerged as a critical component of multi-faceted marketing strategies aiming to educate, generate leads and increase awareness. Humans are inherent storytellers and receivers, and spreading strategic stories at the right times and in the right places can help businesses resolve challenges and penetrate their markets.
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