Being present on the internet is the crucial first step to gaining visibility. Each new search made by potential customers within your industry presents a fresh opportunity for your company to seize their attention and, consequently, earn their trust.
The transition from this stage to making a purchase is remarkably brief!
Having a website is no longer merely a “good start” but has evolved into a fundamental prerequisite for any company. This marks the initial stride toward establishing a robust digital presence, and it is not a luxury but rather a market imperative.
Yet, how many people are still unaware of your business, individuals who could potentially become customers?
It’s improbable that they will discover your website since, in 90% of cases, they would have to input your name into the Google search field for that to occur.
For these and other reasons, Content Marketing stands out as an exceptional means to fortify your online presence and render your business more “discoverable” to your target audience.
However, the challenge lies in the fact that this argument alone often falls short in convincing your boss, marketing director, or even the CEO that investing in it will yield favorable results for the business.
Therefore, we have outlined the primary reasons that make a Content Marketing strategy the optimal choice for bolstering a business’s online presence, accompanied by various benefits that enhance the value of this positioning.
Establishing the company as a market reference
Consider the companies you currently regard as industry leaders. What do they all share in common?
It’s likely not just a well-crafted Facebook page, an intriguing logo, or an effective slogan.
Becoming a reference point is a process cultivated through a strong relationship and positive interactions between the brand and the consumer. And what better way to fortify this connection than by assisting your potential customers?
Through Content Marketing, you tackle your audience’s key concerns, heightening their confidence in your brand, products, and services, thereby imparting more credibility to your business.
The more you comprehend about your industry and convey that knowledge to your audience through informative, educational, and valuable content, the more you evolve into a point of reference.
Each new piece of content represents an additional opportunity to be discovered
Currently, what is your sales team’s capability to effectively address what your company does and the benefits of its products?
Even for a multinational, this capability is limited not only by the number of people but also by operational costs and business hours restrictions.
On the other hand, each new content integrated into your strategy is a fresh chance for thousands of people to encounter your brand and resonate with it. This can happen every day of the week, at any time.
No other initiative will provide as much visibility for your business as a strategy of this kind, especially at such an affordable cost.
By the way…
Cost-effective investment
All Content Marketing activities are measurable and, best of all, in real-time.
With this, you can precisely identify which content and actions are genuinely yielding a significant return for your business, allowing you to calculate exactly what that return is.
This approach significantly reduces the costs associated with your strategy. After all, you can direct your time and investments toward actions that truly add value to your business.
Moreover, Content Marketing is naturally a low-cost strategy, especially when compared to other approaches and, above all, in terms of visibility.
Imagine how much investment would be needed in ads or commercials to reach the same number of people who access Google daily, with interests related to what you offer. In concrete terms, according to a survey by Demand Metric, a leading global marketing research company, it was found that a Content Marketing strategy can cost up to 62% less than other strategies.
Sales Impact
Content marketing is a strategy aimed at attracting, educating, and converting leads into customers. To achieve this, it utilizes the production and distribution of relevant and valuable content for a company’s target audience.
In the sales context, content marketing can significantly impact a company’s results in three main ways:
Attraction of Qualified Leads
Content marketing enables companies to attract qualified leads—individuals already interested in the products or services they offer. This is achieved by producing content tailored to the needs and interests of the target audience, increasing the likelihood that consumers are receptive to commercial offers.
For effective implementation, content marketing should be well-planned, considering factors such as defining the persona, selecting content themes and formats, content distribution, and result measurement.
Education of the Target Audience
Content marketing can also be used to educate the target audience about a particular product or service. This is achieved through the creation of informative and educational content that addresses topics related to the company’s industry.
Educating the target audience is essential for enabling informed decision-making about the purchase of a product or service. Additionally, it can enhance people’s trust in the brand and product, potentially leading to increased sales.
Conversion of Leads
Content marketing is instrumental in converting leads into customers by providing information about the company’s products or services, addressing lead queries, and encouraging decision-making.
To convert leads into customers, content marketing should focus on generating sales opportunities, utilizing clear and concise calls-to-action (CTAs) that motivate leads to contact the company or make a purchase.
Examples of Sales Impact
A software company can employ content marketing to educate leads on the benefits of using its products, thereby increasing demand and, consequently, sales.
A service-oriented company can utilize content marketing to generate qualified leads by producing informative and educational content related to its industry.
A retail company can leverage content marketing to promote its products and services through the creation of creative and engaging content that captures the attention of the target audience.
Post-Sale Support and Customer Loyalty Assistance
Content marketing is a strategy that can be employed to uphold customer relationships post-sale, thereby increasing the likelihood of customer loyalty.
This is achieved through the utilization of content to:
- Provide Support and Information
Content can be used to address customer inquiries, offer usage or maintenance instructions for products or services, and provide valuable tips and advice.
- Promote Satisfaction
Content can be employed to demonstrate the company’s commitment to customer satisfaction by sharing success stories or testimonials from satisfied customers.
- Create Value
Content can offer value to customers by sharing relevant and useful information that helps them solve problems or achieve their goals.
Significance of Customer Loyalty
Customer loyalty holds significance for businesses for various reasons, including:
- Lower Costs
Acquiring a new customer typically incurs higher costs compared to retaining an existing one.
- Greater Returns
Loyal customers tend to spend more with the company and are more likely to recommend its products or services to others.
- Enhanced Reputation
Loyal customers are more likely to maintain a positive perception of the company, contributing to its overall market image.
