What is Content Marketing and Why Does It Matter?

In the heyday of traditional marketing, attracting and retaining customers was an intimidating task for local business owners to accomplish, especially given the larger budgets of big corporations. Today, there are many different avenues for business owners to interact with consumers, and social media makes it easier than ever for business owners to reach potential customers through strategic tactics like content marketing.

Content Marketing also referred to as inbound marketing, involves the creation and distribution of relevant content that provides value to your business’s target audience. Content marketing can be shared with consumers in numerous forms: infographics, ebooks, white papers, case studies, how-to guides, etc. The main purpose of content marketing is to offer consumers value by presenting a solution to their needs, thus influencing the buying cycle.

Content Marketing and The Buying Cycle

The main difference between traditional marketing methods and content marketing tactics is how each strategy affects the buying cycle for consumers.

The Benefits of Pull vs. Push in Marketing

Traditional push marketing methods, such as flyers, billboards, or commercials, aim to influence the comparison and purchase stages by promoting products or services as superior alternatives. Content marketing, or pull tactics, aims to increase consumer awareness and provide helpful information about the product or service your business offers as a solution. The beauty of content marketing is that it may lead consumers to recognize a problem or need in their lives that they would have otherwise been unaware of. This will draw them into your business when they are ready to buy, rather than knocking on doors or cold calling to try and convince someone to buy something from you now. Utilizing content marketing tactics in your business’s strategy also introduces several benefits, many of which are long-lasting.

The Benefits of Content Marketing

Content marketing serves as a means for your business to attract, inform, and engage with consumers. Here are some of the benefits that can accompany an effective strategy:

Brand Awareness

By publishing valuable content, you increase the likelihood that consumers will discover your business and offerings while searching for solutions to their problems. By making content available to consumers, your business will communicate an awareness of consumer needs, humanizing your brand with a personality that is friendly and helpful, as well as creating the opportunity for customers to form a relationship with you.

Brand Equity

Content that is relevant to the needs of consumers and offers them a valuable solution establishes your business as a thought leader in your industry, which helps build a trusting relationship with consumers. Attaining this level of credibility will lead consumers to prefer your goods and services over alternative solutions since they are aware of the unique value proposition offered by your business: that you are the experts in your field.

For example, consider why avid cyclists prefer smaller specialty bike shops over big box stores. The level of knowledge and expertise that the smaller shop offers is something that cannot be easily replicated by the bigger box stores.

This example is similar to how content marketing can work to increase thought leadership and brand equity for your business. By sharing your expertise in the form of content, you will boost your credibility with customers. They know that they can come to you for solid advice because you have provided them with relevant, helpful information in the past.

Effective Long-Term Results

By mixing time-sensitive and evergreen pieces, your content library remains relevant over time. High-traffic content will also improve search engine rankings, and the consistent release of content can serve as a continuous source of interested consumers.

Content Marketing: The Main Sell

Content marketing is a powerful strategy for engaging consumers and introducing them to your brand. By delivering value before they even visit your store, you build strong relationships and brand loyalty, leading to long-term customer retention.

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