74% of companies say that content marketing is increasing their marketing teams’ lead quality and quantity. Yet 87% marketers surveyed by Forrester say they struggle to produce content that truly engages their buyers.
So why does good content have such an impact, and how can your brand maximise it’s potential with content marketing? Read on to find out…
Why is content marketing so important?
61% of consumers are influenced by custom content. Why? In the simplest terms, the answer is: Empathy. Forget what you want to tell your audience, and focus on what they want to learn. As well as providing insight, you also need to engage, and entertain your audience. Consumers have an increasingly short attention span, and need a reason to continue reading. Customer content shows that your brand is interested in building good relationships with customers, not just driving sales.
As we talk about in Content Marketing 101, you need to ask yourself these questions:
Does this content help the reader?
Is there actionable advice or tips included?
Would I want to share this (as a consumer)?
Am I proud of this work?
If the answer to any of the above is no, it is time for edits. After all, good content is something consumers want to interact with. This makes it effective; as there is 6x more engagement with content marketing, compared with more traditional marketing strategies. After all, approximately 200 million people now use ad-blockers. And the reticence to pay attention to ads is growing all the time.
How can you use content marketing to best effect?
Create a plan.
27 million pieces of content are shared daily worldwide. So for your content to have impact, you can’t just throw it out there, and see what sticks. Having a plan will avoid wasted energy and knowing what you want to achieve will help to clarify what is, and is not performing. Formulate a clear plan of what you think will work. Execute this, and allow time to see results. If elements don’t work, they can then be edited or amended.
Building a loyal following can sometimes take time. But don’t get discouraged if you don’t see results of your new strategy in the first month, and don’t give up before it has time to deliver. Patience is important with content marketing because content tends to be a longer play and can take time to achieve results. Don’t give up on a strategy unless you’ve given it time to perform.
This can’t be said enough. In the white noise of endless below-par content, the best way to grab attention is to connect with your target audience. Show your brand’s personality. And rather than appealing to the masses with quantity of content, focus on quality, and what will be most useful to them.
How do you maximise the reach of content marketing?
33% of survey respondents disagree with the statement: ‘I follow brands I am loyal to on social media’. So creating content directly on your brand’s website and social channels, may not have the best possible reach.
However, eumom has a highly engaged community of over 300,000 mums. Native content created for our site, is relevant to our audience, and has value for them. This is the key to cutting through the noise. Our content team are experts at developing engaging content that our readers will enjoy. And with years of experience, we know how to create the insight brands need with the entertainment factor our audience wants.
According to a 2015 IBM Digital Experience Survey, 56% of marketers believe personalised content promotes higher engagement rates. Because personalised and original content helps consumers remember a brand, it also encourages more lasting engagement. This introduces a positive relationship, that can benefit both the customer, and the brand.
Great native content will:
— Drive Brand visibility
— Deliver engagement
— Enable conversions
— Enhance a brand’s SEO
And as 93% of mums are either jointly or solely in charge of family finances, if you want your brand message in Irish homes, you need to talk to Irish mums.
Let us know if you need help connecting your brand with Irish mums. We’re in a perfect position to be of service!