What is Content Marketing?

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content marketing

As more and more people become immune to traditional advertising methods, such as newspapers and television, and turn to the web as their first step in product research, content marketing has ignited a new path for marketers and business owners to reach new customers.

Content marketing is the strategic creation and distribution of valuable, relevant content tailored toward a clearly defined audience to drive growth and profitability. Quality, consistent content built around relevant keywords across multiple platforms will have a profound impact on your success.

Dwindling are the days of “pitchmen” and admen, or “madmen,” who try to convince consumers to buy a specific product in a minimal amount of time and space. With content marketing, brands can tell their stories completely and present products in a way that is useful and relevant to consumers.

Why Should I Use Content Marketing?

Research by the Content Marketing Institute shows that most major brands are using content to reach new and existing customers. Organizations such as Chevrolet, Pepsi Co, and Microsoft have embraced content marketing to drive new leads and increase sales.

Business large and small use quality content to engage customers and keep them loyal to their brand. Check out these examples of effective content marketing techniques from some of the biggest brands in the country.

To get more granular, there three major reasons brands use content:

  1. Grow sales and increase profit
  2. Reduce costs from traditional advertising methods
  3. Build customer loyalty through storytelling

With the explosive growth of search and social media, content is more important now than ever. In addition, developing quality content is relatively affordable. In fact, all businesses, no matter the size, can influence search results and social sharing with content. Content is the ultimate leveler in the marketing space.

To be effective at content marketing, you need a plan. Click here for more information on how to develop a content plan.

All Marketers Need Great Content

No matter how you want to tell your story, content marketing should be involved. It goes hand-in-hand with traditional marketing methods and shouldn’t be thought of as an outlier.

Other Uses for Content Marketing

It’s important to note that high-quality content can be used for more than just branding. Here are a few other important reasons business should be developing content on a regular basis:

  1. Search engine optimization: If your customers can’t find your business on the web, that’s a huge opportunity lost. Even brick and mortar locations should be using content marketing to help customers find them. Marketers refer to this as Local SEO.
  2. Reputation management: Everyone is a critic. With the growth of anonymous, web-based review sites, business owners feel the pain of a negative reputation quickly. Responding to harmful feedback quickly and professionally as well as knowing how to remove negative posts is crucial to a business’ success.
  3. Improved conversion rate: Maybe your traditional marketing methods are successful and customers are easily finding your store or website. But how do you guarantee that traffic converts into a sale? Content is a great tool for conversion rate optimization (CRO) by using storytelling to increase sales and boost clicks.

If you have any questions about content marketing or want to know more about how content marketing can help your business, contact us today for a free analysis.

Jeramy Gordon is the founder and Chief Content Officer at the Lorem Ipsum Company. He has been creating successful content strategies for almost two decades and believes in the power of high-quality content. He lives in Orange County, California, with his wife and two children.

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