Today, the average amount of daily screen time a person spends on a device has increased to seven hours and that time has more than doubled over the last two years. Before the pandemic, the average user spent only three hours engaged with their devices, but as consumers were stuck inside their homes during the lockdowns their screen time increased.
Capturing your audience and their finite amount of time, with engaging content, is paramount to your overall marketing strategy and your business’s growth. Developing a comprehensive content marketing strategy will allow you to share useful information with your consumer, establish your brand as an industry leader, and build trust with your audience.
What Is Content Marketing?
Content marketing is a strategic approach to developing and publishing relevant, valuable, and consistent media that is used to attract and engage with your potential consumers — with the ultimate goal of driving customers’ purchasing behavior.
The objective of your content is to not explicitly promote your brand but it should stimulate interest in your business’s products or services. Think of it this way, when a consumer is researching a product or service they need or want, they are looking for information. How does the product/service work? What is the benefit to them? What makes one product different or stand out against the other options in the marketplace? Put yourself in your consumer’s shoes and create content to answer their questions they may have or didn’t even know they had. Be the subject matter expert, help people understand your products, services, and expertise.
Content Marketing Examples
- Blog Posts
- Case Studies
- Email Newsletters
- How-To Guides
- Product One-Sheets
- Social Media Posts
- White Papers
Building Effective Content Marketing Strategies
With a content marketing strategy, you have outlined a blueprint for what media is needed to share your brand story, products, and services. Look at the full year, what media is best published when based on your business cycle(s), then back up from that date to figure out the production schedule required to design that piece of content. Executing a comprehensive content marketing strategy takes time, effort, and diligence to be successful.
As previously mentioned, content marketing is crucial to your overall business objectives, as it provides information to your target audience to help your company and brand build trust. The media you share will deepen relationships, increase actionable conversions, and generate sales qualified leads. In our modern world with vast information available at our fingertips, consumers have high expectations for quality and consistent content from brands that they favor.
The Symbiotic Relationship Between Content Marketing and SEO
Content that is relevant, valuable, and executed consistently will additionally generate keywords that search algorithms use to help increase your Search Engine Optimization (SEO) which ultimately helps your ideal customer not only find you but to see your brand and your company’s website as an industry leader.
Content Marketers report that 61% of them will repurpose and/or update existing media as one of their most efficient tactics to keep the content fresh and valuable to their audiences. As this data point indicates, it’s not just the constant churn of developing new content. Build into your content plan to review past media, perhaps an update is needed, or maybe past pieces of content are still relevant. You can gain a lot by reviewing and reusing your previous content. This can also help to give your SEO a boost and help your business stand at the top of the hill with search engines.
Content marketing should be mission-critical to your overall business strategy. Growing your brand presence in the marketplace, developing an engaged target audience, and driving profitable consumer actions is why content marketing is one of the most effective strategies for your business.
JB Consulting Systems is a boutique consulting firm that can help your business develop a rich & engaging content marketing strategy. Contact Us for an introduction and let’s discuss your content needs. We are here to help every step of the way — Give us a call: (800) 317-1378.