4 Reasons Why Content Marketing Matters In 2022
Many marketers struggle with the concept of content, even though it’s a word that gets thrown around a lot. Some also find it difficult to create quality content that has measurable, bottom-line value. But why is it the case?
When it comes to content creation, marketers frequently struggle in three areas:
- Identifying what their target audience perceives to be high-quality material.
- Identifying the key performance indicators (KPIs) that will be used to assess the effectiveness of their content strategy.
- Creating a content marketing approach that is in sync with their sales funnel.
The final point is crucial, and it bears repeating: your content marketing plan must be tailored to your sales funnel!
The content marketing funnel is a method that entails developing highly targeted content based on a user’s position in the sales funnel, with the goal of influencing them to make a purchase. It’s a method of advertising that necessitates a thorough understanding of your target market and their purchasing process.
It is, however, something that can be learned. Here’s everything you need to know about the benefits of a content marketing funnel, including why it’s more important than ever in 2021.
Why Does Content Marketing Matter?
Both in terms of how it’s defined and the type of value it delivers your company or brand, “content” is a broad phrase. Content is where creative ideas live, but its true, tangible value is often a fuzzy area. You may also be afraid to devote time and resources to generating website content because its impact on your bottom line is tough to quantify.
When done successfully, content marketing adds measurable value to your company’s bottom line, and you’ll be able to track its specific impact through data points. The beauty of content marketing is that it may benefit your company in a variety of ways, including:
Reason #1: Lead generation
Isn’t that what we’re all here for? One of the most natural ways to convert your site’s viewers into leads, also known as prospective buyers, is through content marketing (or prospects for short).
This, however, is easier said than done. Because user privacy is becoming more of a concern, consumers are wary about being promoted to. Due to the growing resistance to traditional marketing messages, marketers must become more inventive in their approaches to capturing a user’s attention.
Content marketing is an excellent approach to accomplish this. In many circumstances, content marketing is not only the catalyst for the customer journey, but also the means by which the consumer progresses from awareness to purchase. This is accomplished through the content marketing funnel, which we’ll go over in more detail in a later article.
Reason #2: Brand awareness
Free advertising is possible with great content marketing.
Word of mouth has always been a significant weapon for marketers, and having high-quality content on your site will get people talking in the age of social media. If a person appreciates your material, they may share the link on social media, bringing your brand to the attention of a new audience.
You can entrench your brand in the consciousness of your target audience by attracting their attention with relevant and high-quality content. Users will begin to seek out your material on a regular basis and will promote you to others, increasing the buzz around your business. As a result, content marketing can become a dependable component of your brand recognition plan.
Reason #3: SEO
A prevalent misunderstanding is that you must choose between SEO and content marketing. In truth, they work well together: SEO is concerned with the technical optimization of your site in order to increase your search ranking, whereas content marketing uses the same SEO techniques to the user attribution process.
Your content strategy is the driver, and SEO is the gasoline that runs the car of content marketing. You’ll see greater traffic as more people debate and share your content—and Google will notice. Page rankings will improve if your content is optimised for search engines and your target audience, especially for keywords and themes that you’re targeting.
Keywords, audience-specific themes, and connecting opportunities should all be part of your content marketing strategy. These fundamentals will assist you in attracting the correct kind of traffic to your website. You can increase the impact of both techniques by incorporating SEO tactics into your content marketing strategy.
Reason #4: Understanding your audience
Content marketing aids in the discovery and comprehension of your target audience.
Buyer personas and ideal customer profiles are created based on the types of people you think will be interested in your products or services. Analytics provides you with information on who is already visiting your site. To maximise the impact of your content marketing approach, you’ll want to learn more about your ideal customer and target them specifically.
Proper analytics and tracking on each piece of content can provide you with useful information about your target audience, such as:
- Search terms they used to get to your page
- The type of device they used
- How long they stayed on a page
- Which topics generate more traffic
These insights can aid you in gaining a better understanding of your target audience’s preferences and interests. You’ll be able to attract your target clients more effectively this way.
As purchasers have more authority over their purchasing decisions, content marketing will be more important than ever in 2021.
You’ll be able to establish a no-brainer business case for content marketing if you keep the four reasons above in mind. Consider these factors when you create your content marketing funnel to guarantee that your content strategy has a significant influence on your business.
We’ll go through how to create your own great content marketing funnel plan in a future article.