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Why you must invest in content marketing for your business in 2021

5 min read

When it comes down to driving leads and nurturing potential customers, nothing is better than content marketing. Unless you have a fat pocket and you are willing to pour thousands of dollars into running paid acquisition campaigns, then content marketing is a must. 

Content marketing has become one of the most successful methods and has a high success rate in its deliverance. 

For this article, we’ll be going through a review of content marketing itself and the benefits of creating consistent, high-quality content, and how you can measure success, more importantly WHY you need it.

Churning out high-quality content constantly leads towards influencing your reader’s decision making far more than any other method. Remaining consistent in branding messaging is one of the many factors that decide the growth and success of your business. Plenty of well-known brands have become skilled at presenting their brand consistently and at every customer contact.

When it comes to content marketing, your created content needs to be able to hold a unique and identifiable style and pitch across every possible distribution channel. As a matter of fact, according to a post made by Forrester, a consistent customer experience will ensure your company builds a trusted brand. 

Remember, in order for a customer to trust your brand, you must find a way that will allow them to build trust. 

What’s the best way? Through educational long form content marketing.

Consistent posts of content will guarantee your business establishes its credibility, develop trust among customers, and enhance your reputation.

Now that you are aware of the importance of creating consistent content, you need to understand why content marketing is beneficial for you. Let’s go over some of the top benefits of content marketing:

Content Marketing Benefits

Here are several benefits you can expect when using content marketing.

1. Surge in audience retention

This is also known as content nurturing. 

Think about it, your goal is to not only retain an existing customer, but possibly convert them into a more higher value one through upgrades, add-ons, and many more.

There is no better way to do this than dripping your customers with content that can help them use your product/service more effectively.

Appreciable content is a crucial asset. It can develop a positive experience for any potential customer and drive them to come back for more juicy content. This will be your meal ticket for gaining your audience’s attention and continually reinforcing a positive brand influence. 

2. Form trust with your followers

Making content helps your business develop a relationship with your followers. You will be able to answer any questions they may have about your business and interact with them. 

When you establish value without taking anything away from them, your followers will begin to trust your advice and recommendations. In the long run, when your content ends up in the appropriate places, at the right time, with the correct audience, it’ll increase your brand’s reputation. With the amount of quality content your followers see, the more likely they’ll hold a positive association with your brand. 

3. Generating leads

This is probably the one people care about the most right? Who doesn’t want more lovely customers..

Content marketing is a fantastic way for your brand to generate leads. When your customers look at your content, they’re more likely to become interested in making a purchase from your business in the future. Furthermore, Call-to-action (CTA)  embedded in your content can generate new leads for your sales team. 

When creating content, you’ll typically make something that provides the audience with useful, free information. This allows you to place CTAs in any location within your content, whether it be inline or at the bottom of the post. The more enjoyable your content is, the higher the chances they will click the CTA. 

4.Boost SEO efforts

SEO is the bread and butter for Google rankings. 

The more quality and consistent content you manage to churn out, the better your SEO will become. 

The thing that most folks are confused about is that they think writing blog articles and producing content is magic that should work instantly. 

This is false…

Content marketing is an investment that takes time to grow. Think of it as planting a seed and watching it turn into a tree. It requires time, BUT you will never get anywhere if you don’t plan the seed to start with and it will not grow if you don’t add water to it frequently..

Put in the work and produce quality content. The results will show and you will outrank your competitors with the right content marketing strategy.

5. Develop authority 

Building quality content will assist you in developing your authority online. If your brand is already established as a credible source for getting information, you will end up ranking much higher on search engines. 

Furthermore, your customers will become more inclined to trust your words if they view you as an industry expert. Your content should show off your expertise in the field you’re involved in and provide valuable answers to your audience’s questions. 

Generally, content marketing is crucial for the success of your business. But how can you make it successful for your business?

There are ways you can evaluate the quality of your content. One beneficial method of assessment for quality is content scoring. As more companies begin to increase their content marketing budgets, there’s never been a better time to integrate content scoring metrics for your marketing campaign. Content scoring is an innovative content marketing metric that has assisted marketers with prioritizing only content assets that have a high chance of generating and converting leads. 

Along with applying a scientific approach of assessment to writing, content scoring is a reliable and predictive method for evaluating any potential engagement with a piece of content before you decide to publish it. 

Improving the quality of content you provide is crucial to the success of your content marketing campaign. The quality behind your content is relative to your audience’s interest. By having a greater understanding of your customer’s needs, you will be able to offer them content with higher impact. However, improving your content is a slow process, and you need to continually measure and analyze your audience’s responses to understand and improve on the factors that matter. 

How to Score Content

Content creators and writers will usually have a troublesome time trying to quantify the required elements for their content and their followers. By scoring the content, you will be capable of objectifying that process and utilize the same element repeatedly to develop successful content consistently. 

Here how you can score content: 

1. Set up a scoring criteria

Coming up with an effective content scoring system, you need to first establish a foundation built upon the engagement metric that has held the most impact on your content. In some cases, it can be page views, for others, it could be the shares they’ve gained on social media. 

2. Make a campaign

Now that you have managed to identify which metric matters the most, build a campaign and include the successful content that meets the metric threshold. For example, let’s say you decide that 1,000 pageviews are your best performance, include every piece of content assets that meets that criteria. 

3. Track content performance

Take measure of how each newly published content you create is performing. With certain content assets meeting your required success metric, make sure to include them in the campaign. Continue including more content to develop a small size of high performing content. 

4. Appraise what is working

At this point, you should have your best performing content segregated. From here on out, you want to start analyzing what makes this content perform for your customers. Albeit it’s challenging to quantify, you can discover patterns within your content that can be replicated in future content. 

5. Repeat 

While these patterns will change consistently, this manual process will ensure you have an effective manner to score your content and take action on your insights in the coming future. 

Conclusion

The process behind this can come off as tedious, and it only scratches the tip of the surface for an authentic content scoring system, but it is a thorough and critical process to integrate. Content scoring will ensure your brand has a benchmark in place for itself, allowing you to better understand a customer’s purchasing stage and expectations. 

Once you’ve managed to establish the type of content that works for your specific customers, you can seamlessly replicate this success for as long as possible. 

We get it. It can be extremely difficult for a smaller company to implement all these content marketing strategies and that’s what we’re here for. 

At SumoDash, we’re passionate about helping you grow your business through content marketing efforts. 

If you’re looking for an all in one done-for-you custom content marketing plan and implementation, then please reach out to us and we’ll take good care of you!

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