Why is Content Marketing important?

Consumers today are more informed than ever, thanks to the internet. With all the options flooding the market, consumers have gained more power and look at companies for valuable information, advice and guidance. Content can help consumers decide. Companies can use content to pull prospects down the funnel by providing relevant information about their product or service offering. Take a look at what statistical data says about content marketing:

  • Companies that produce blogs generate more leads by 67% and receive 30% higher growth rates.
  • On average, consumers view five pieces of content before they engage with a company.
  • 75% of B2B Marketers claim that content marketing positively impacts their company’s engagement and lead generation strategy.

How does content marketing work?

As the saying goes, content is king and for a sound reason. Companies use content to attract prospects and close deals. Earlier, we mentioned how consumer behaviour has changed. Unlike before, a lot of research now goes before consumers decide to buy a service or product. This makes content marketing crucial to a company’s success.

Mincing the content process is not as complicated as one might think. To simplify, here’s an example of how companies use content to fuel their sales funnel.

Awareness stage

In the awareness stage of a sales process, content is built around the customer’s concerns, pain points, challenges and questions. At this stage, content is not meant to sell but to educate consumers.

What types of content are best for this stage? Articles & Blog posts, E-books, Videos, Newsletters

Examples:

  • A travel agency writes about how you can spend a weekend in Paris in the summertime.
  • A digital marketing agency creates a guide on “What to consider before redesigning your website in 2022?”
Consideration stage

The consideration stage combines the deployment of both educational and marketing content. At this stage, content is supposed to help consumers gain awareness of functionalities and features to look for in a product or service. More importantly, it should discuss how these features can address their pain points. Of course, the content for this stage should lean towards what solutions you offer rather than just going broad for the sake of educating. 

What types of content are best for this stage? Articles & Blog posts, Checklists, Guides, Case Studies

Examples:

  • A software company creates a comparison chart on what to consider before you build or buy the software. 
  • A tech company writes a case study on the impact of automation in increasing efficiency within a company.
  • A niche event organizing company features successful events organized with a limited budget. 
Closing stage

Finally, almost there. Content marketing plays a crucial role in closing deals. In this stage, content focuses on sales and driving why your solution is the best choice out there. 

Companies usually make the mistake of simply outlining how great their offer is when the central message in this stage is supposed to be showing your expertise, knowledge, and differentiation.

What types of content are best for this stage? Case Studies, Tailored content, Guide, Product Video, Research reports or Whitepapers

Examples:

  • A tech company showcases their expertise by featuring commentaries about its cutting-edge solution and the diversity of challenges it can overcome. 
  • A risk management firm creates a whitepaper that shows that companies that engage in strategic risk planning shaped by its offering are likely to experience significant growth rates and added protection against uncertainty.

In reality, these stages are more abstract and require careful thought and consideration. It is important to remember that content marketing is more than just producing mass content for the sake of doing so.

Content Marketing is used by leading brands for good reason- it works!

Companies leverage content marketing to convey expertise within their sector or industry. If done consistently, content marketing can establish and nurture a company’s relationship with its target audience. Comparable to a car that needs fuel to function, companies need content to drive sales funnels.

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