Five Ways Content Can Help You Grow Your Brand
Content marketing is a powerful, proven tool that will help grow your business. Over 70 per cent of marketers believe content marketing increases consumer engagement and generates three times more leads than traditional marketing approaches. And according to a recent survey of CMOs, 85 per cent indicated that online content plays a major to moderate role in their vendor selection.
But despite content marketing’s efficacy and popularity, it can feel like an abstract concept to many businesses hoping to leverage its advantages. Crafting content can in fact seem like a daunting task for brands. Yet, content that aligns the core interests of audiences with a brand continues is the key to building a strong voice in any market.
How Does Content Help Grow Business?
1. Content makes brand positioning clear on all channels
The main purpose of any content strategy should be to strengthen your brand’s positioning and make a strong connection with the market. Your brand’s positioning should clarify how your brand will make a difference in your customers’ lives. It should also differentiate you from the competition and present a persuasive argument as to why you should be the obvious choice for the audience. For example, if a business wants to communicate that they offer a service that will save its customers time and money, it should ensure its content focuses on how well they understand the problem, and how it specifically relates to its audience.
Your brand content should show your audience that you understand how to solve their issues. The content also reminds viewers what space the content creator works in, and the kinds of problems they are skilled at solving.
2. Aligning teams around the “Why”
It may not be the first thing you think of when considering your content marketing strategy, but any business owner knows that it’s nearly impossible to grow an organisation or brand if your team isn’t fully aligned around a purpose. Creating content together as a team has a natural bonding effect brought out through the shared creative process. Team members also share in the pride of knowing their company produces great content, effectively uniting a team behind that common purpose and unifying its voice in the marketplace.
3. Strengthening relationships with existing clients
In today’s fast-paced landscape of marketing channel complexities, it’s easy to forget that the first frontier of brand building and business growth is your existing clients. Content is a potent way to engage with existing clients, communicating to them again and again that they are understood and empathized with, and that you want to learn from them. Content can be used as a channel for communication and conversation, opening new avenues for feedback and generating new insights. For example, articles or podcasts can be shared with clients without a push for a transaction, adding value to their lives, deepening the relationship with them and ultimately building trust.
4. Generating new business leads
Generating new business leads is likely what you are most interested in when investing in content marketing. Lead generation is often equated with business growth, and although not the only important factor, it is normally a strong indicator of whether your content marketing strategy is gaining traction. Content is a critical tool at every stage of the customer journey and can be instrumental in triggering the audience’s interest, ultimately persuading them into the conversation.
How does content generate leads? In its simplest form, content provides the answer to a crucial question, or it could offer a new perspective on an old issue. It’s also an effective way to convince people to share their data in exchange for more of the content they value. When content grabs an audience’s attention (via infographic, video, etc.) it creates a substantial opportunity to open calls to action through “Contact Us” options or lead viewers into providing data in exchange for longer-form content through additional prompting.
5. Collecting data about your audience
An impediment to your brand growing its footprint is the assumption that you know your audiences completely.
“We know exactly what your clients want” — probably not!
Content can be a veritable data magnet that doesn’t intrude on the privacy of clients. Content marketers can start by recording the preferences of their audiences and quickly establish what content resonates with them and why. Figuring out why people respond to a specific article over other content can give you clues about their mindset. Drawing on those insights when creating future content is a big part of making a content marketing strategy successful.