Corso on Demand: Digital Marketing for Beginners

Most businesses’ websites struggle with conversions due to the overload of content and the ever-changing landscape of SEO. With Google constantly innovating and enhancing its algorithm to combat website spam, it’s an evolving beast that makes it nearly impossible to get noticed online without paying for ads.

Thanks to the rise of content marketing, businesses can now offer customers the information they want in the way they want it. And, with the right strategy in place, they can ensure that their website content provides value and attracts, builds, and retains profitable customer bases.

Why Is Content Marketing Popular Now?

Odds are, if you’re reading this, you already know what content marketing is. You generate content regularly for your own business and maybe even pitch in on a blog article or two for fun. You may even have heard of content marketing’s biggest proponent, Gary Vaynerchuk. But, here’s the deal:

Whether you create video tutorials, write how-to guides, or curate podcasts, you’re creating content to feed a need or to entertain your audience. But, beyond that, you’re using content to build trust, educate, and inspire action.

Let’s revisit the three Ps of marketing: Product, Price, and Promotions.

With your product, you’ve got something concrete that you can sell. You’ve got a Netflix or Amazon Prime membership or a bottle of Dom Pérignon to promote. The product will likely be the same for every customer, but the value and the experience will be what makes you stand out.

With your price, you’ve got the financial consideration a customer has to make when buying your product. You may have a free trial or a discount code to offer, but the price a customer has to pay is constant.

On the other hand, the promotions piece is all about drawing a customer in with special offers, promotions, and incentives. Often, you’ll find businesses that promote products that are on sale, for a limited time, or even for free.

Thanks to content marketing, these three factors – product, price, and promotions – can work in harmony to satisfy a customer’s desire while also bringing in the revenue you need to grow your business.

What Is Content Marketing?

To further your understanding of content marketing, let’s dive into the four Cs of the strategy:

  • Create
  • Consistency
  • Conversation
  • Cohesion
  • Continuous Improvement

You’re creating content to have an effect – to make a difference in your customer’s lives. That means everything from creating helpful blog posts to entertaining videos to providing customers with the information they need to make smart buying decisions. Ideally, you want to establish a tone of voice, offer useful tips and tricks, and add value to your customer’s lives. In other words, you want to engage them, educate them, and hopefully, bring them back for more.

But while you’re educating and entertaining your potential customers, you want to also be generating leads and establishing connections with other businesses. That’s where the conversation piece comes in. On your website or in your social media channel, you’re engaging with your customers, potential customers, and other industry experts to expand your reach and establish credibility. Thanks to content marketing, your content will live on your website, but it will also live across your social media platforms, such as Twitter and Facebook. And, perhaps most importantly, it will live in the form of conversations that you can join or participate in.

What Are the Benefits of Content Marketing?

If you’re reading this, you’re already familiar with the many benefits of content marketing. Here are just a few:

  • Improve SEO performance across your platforms.
  • Builds trust with customers.
  • Gives you a steady stream of engaging content.
  • Differentiate yourself from competitors.
  • Provides you with a steady stream of leads.
  • Raises your profile in your industry.

Let’s take a closer look at each one.

Improving SEO Performance Across Your Platforms

While SEO, or search engine optimization, hasn’t changed much in terms of the general rules of thumb, Google has always been the search engine of choice for many businesses. That means your site will likely perform well if it’s built according to best practices and utilizes relevant keywords throughout your content.

But, if that same content appears on other platforms – like YouTube or Facebook – it will improve your overall SEO performance. Platforms like YouTube feature prominently in Google’s search results, so if your video content appears there, it will naturally rank well in search results.

If you want to improve your SEO performance, consider creating content for one platform, but distributing it to other platforms, as well. That way, you’ll always keep your visitors across all the platforms, and you’ll continue to attract potential customers to your site.

Building Trust With Customers

As a business, you already know the power of having a brand. You have a strong reputation that you’ve worked hard to establish over time. But having a strong brand doesn’t matter if your customers don’t have confidence in you. You can build trust with your customers in a number of ways, including establishing credibility, offering transparency, and demonstrating value.

When users think of a company or brand – even if they have never heard of you before – they will form an opinion about you. That opinion will become a belief, which will eventually turn into trust. If you want to build trust with your customers, establish yourself as a company they can trust. Make sure you communicate in a way that is calculated to build and maintain trust.

Gives You A Steady Stream Of Engaging Content

Whether you’ve got a fresh piece of content or something you’ve been working on for a while, content marketing provides you with a steady stream of engaging content. Thanks to social media, the world now has access to whatever content you want – whenever you want it. This is an incredible advantage over traditional media outlets, which have to plan newscasts and edit existing material to fit deadlines.

If you want to attract and keep your customers, continue to deliver value and interesting content to them. The key is not to overdo it and burden yourself with tutorials and FAQs that are just to keep the page active. Instead, create helpful content that will actually be appreciated by your customers.

A helpful guide, for example, will likely be more beneficial to your customers than a How-to article on the most recent innovation in your industry. With a steady stream of engaging content, you’ll continue to attract and retain valuable customers.

Differentiating Yourself From Competitors

Even if you have a fairly unique product or service, you’ll always have competitors doing the same thing. But thanks to content marketing, you can position yourself as the expert in your industry by creating comparisons and contrasts with your competitors. If you want to differentiate yourself from competitors, create content to inform or illustrate a contrast between yourselves and the competitors.

Providing Customers With Useful Information

Even if you’ve got an incredibly in-depth knowledge base that you’ve accumulated over the years, you’ll still occasionally find yourself struggling with customers who have specific questions about your products or the overall operation of your company. In those cases, content marketing can become quite valuable. Create content such as FAQs, guides, and how-to articles that answer those specific questions.

For example, maybe you’ve got a customer who is looking for a quick how-to guide on hiring freelancers to write content for your business. You can answer that question in several ways: