Content Marketing


hy Content Marketing is so Important to Your Strategy

Consistent, high-quality, and engaging content impacts audience decision-making more than any other marketing technique.

You have heard it time and time again, consistency is key! Your marketing strategy is no different. Consistency in brand messaging is one of the many factors that determine the growth and success of your business. Successful brands know how to portray their brand consistently and at every customer impression.

Your content needs to carry a unique and brand identifiable voice across all platforms. In fact, research shows that a consistent customer experience helps build a trusted brand.

Content consistency establishes your credibility, builds your trust, and strengthens your reputation. Consistency is the secret ingredient to making customers happy across their entire experience with your business.

Well, we know that the content your brand creates must be consistent with your brand identity. But why is content marketing so important in the first place? Here are the top benefits to consistent and strong content marketing:

Benefits of Content Marketing

1. Establish trust with your audience

You only have a few moments to capture a prospect’s attention and keep it. Your content should answer their questions and build their confidence in your product. Creating content that is easily read and understood helps a business build a relationship with its audience. When you create value without expecting anything in return, your audience is more likely to trust you and your recommendations.

The trick is to have your content show up at the right place and the right time with the right audience. All of this will improve your brand identity and encourage a positive reputation. The more quality content customers see, the more likely they are to have a positive association with your company.

Providing great content creates a positive experience for your prospective customers and compels them to come back from more. Having thoughtful, engaging content is the ticket to capturing your audience’s attention and building positive brand association.

2. Generate leads

All the work above is great for laying a foundation, but of course, what good is it without leads? When your audience comes across your content at the right place and the right time and they feel the information they find is valuable, they are more likely to be interested in purchasing from you. Additionally, calls-to-action placed directly in your content can generate new leads for your sales team.

3. Improve conversions

The content you post influences conversions. Customers are more likely to purchase from you once they have connected with your content and trust your brand. Providing high-quality, consistent content helps your audience connect with you and gives them information they need to make an educated purchasing decision. Additionally, your content should always include calls-to-action and guide your prospect on what they should do next.

Athenix can help your business create content to provide your audience with useful, free information. We include calls-to-action in your content which makes data capture easy to track and adjust campaigns, as necessary.  The more engaged a visitor is with your content, the more likely they are to click your call-to-action and move onto your landing page with data capture.

4. Better social media engagement

Having a large social media following is a great first step. However, once you have the attention of your followers, how do you get them to engage? Engagement can come in all sorts of forms, but the bottom line is to create content that trends well. If your business does not see much traction on social media despite having a huge follower base, it’s time to use content marketing to your advantage. Quality content will help your business gain traction.

5. Improve SEO and search engine rankings

The more consistent, high-quality content you produce, the better it'll be for your SEO efforts. If your content is developed with content strategy, your visibility online will be strong and your ability to build trust with your audience will keep them engaged. All of this will help your content rank higher in search engines.

Your audience is more inclined to trust you if they view you as an industry expert. Your content should demonstrate your expertise in your field and provide valuable answers to your customer’s questions.

We hope you have learned that overall, content marketing is important. Now you are probably wondering how you can be successful at it?

First step is assessing the quality of your content. Content scoring helps you set a benchmark for your goal- more likes, page views, followers, leads, conversions--moving you closer to understanding your customer, their buying stages and expectations. Once you've established the type of content that works for your target demographic, you can easily replicate your success over and over again!

Creating a content marketing strategy is one of the most important steps you can take for your marketing team. Take an audit of your current content and figure out what works for your business. If you're starting from scratch and want some guidance, contact us! We are happy to perform a content strategy audit at no cost to you to pinpoint your strengths and identify where you can improve.


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