The Importance of Content in Marketing
Marketing is an amalgam of efforts from targeted advertising to email blasts, but the most underrated – and incredibly effective tool is Content. Unfortunately, this is often overlooked by marketing teams. When you can’t put an exact dollar sign on it, it’s tough to communicate to your team just how important content is to your overall marketing strategy. There’s no real measure of ROI. You can’t see a fast short-term return. Content is part of the long game. And it’s worth the investment. Content generates leads for your overall marketing plan. Unique, compelling content (something Google is looking for in ranking these days) is what persuades a website visitor to submit their email for a free eBook or sign up for newsletter. If the content doesn’t grab the reader’s attention, they won’t sign up. The content needs to be fresh and interesting. Your team can view the longer term results of this in website analytics and use this data to shape future content. How many people ultimately made a purchase after reading the newsletter or downloaded content? Track how many customers indicate that the content affected their decision to purchase. Marketing and sales people can note how often the content is referenced. If the content is educational in nature, it can be used during a sale to support the process. The benefits you can’t track include mentions by others. You never know when something from your content will pop up in someone’s conversation or presentation as an example. This is free advertising stemming from your articles, blog posts, guest blog posts, eBooks, newsletters, and other content. With Google using unique content as part of your search results ranking, you will be miles ahead of the competition. There are many companies who outsource writing to non-native English speakers with poor language…
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