Content marketing, sometimes known as brand journalism, is the process of creating and distributing quality content that gives your target audience what they want and need while positioning your business as trustworthy experts – while hopefully building a loyal customer base.
Shopper habit reviews reveal that 84% of buyers research their purchases before committing, and the average buyer consumes five to ten pieces of information during this research. Good content marketing aims to place you in front of people making those decisions, and make your business the one that people think of first for your products or services.
Content creation should be informative, creative, and consistent. Give your potential audience what they want by finding out their pain points and most often-asked questions, and providing answers.
Have you ever had your heart set on making a purchase, and then read an article that changed your mind? It probably succeeded because it gave you new information from a more reputable source.
Another brand’s content reached you, gave you that information, and you trusted it enough to change your mind.
To become a trustworthy source of solutions for your customers’ problems, your content needs to be consistent, both in quality and in frequency. And to effectively impact your search ranking, you need to create enough new quality content each month to satisfy the current Google algorithm.
Content marketing has made great leaps, moving away from brands cranking out hundreds of short pieces overstuffed with their SEO keywords. To please search algorithms, content has to meet quality standards and is ranked based on user behaviour. Today’s content marketing is focus on engaging users by solving their pain points and showing a more human side of your business.
If a visitor quickly bounces from your page to return to their original search, that tells Google that they didn’t find what they were looking for. Instead of just keywords, search is now also driven by phrases, and by user experience. Content that satisfies the reader’s query is considered the most valuable, and ranked the highest.
Content marketing isn’t limited to text, either. The visual content, navigation, and overall user experience of your blogs, services, and overall site play a huge part in whether it succeeds with your audience. It can be overwhelming, but that’s where we come in.
Our experienced copywriters and content strategists can help combat the strain of finding time to create quality, strategic content by researched topic recommendations, or by producing and publishing it for you, so that you can focus on your business and your customers.