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Yasi ZhangContent marketing is a business strategy that leverages content to attract and retain customers. It’s not just blogging; it’s about the creation of valuable content for your target audience. As a marketer, you know how difficult it can be to break through the noise and cut through with your message. You need something more than ads; you need honest conversations with potential customers. Content marketing has been proven time and again as an effective way to do this — but only if done right! If you are looking for guidance on how best to use content marketing in your own business or want examples of brands who have successfully used it, then read on!
1. Content marketing is the most cost-effective way to reach your target audience
Traditional media such as TV and billboard advertising cost thousands or more. It targets everyone, people who might be your customers and people who are not your customers. It is not only efficient but also does not help your brand connect with your target audience. Direct advertising can only do as much as presenting your brand, nothing more.
On the other hand, when people search for information, a solution to a problem, they will find either articles or videos online. If your articles or videos are shown to them, you attract the right audience. Instead of pushing your brand to everyone, now the right people find your brand through content.
Not only can content attract your target audience, but content can also keep generating leads or building your brands over the long run. Especially evergreen content, such as how-to or educational information, is still relevant to people after one, two, five, or ten years.
2. Content marketing helps you build trust and credibility with your customers
Have you ever read a piece of article and learned something new from it? Or are you looking for a piece of how-to information to solve a problem? Then you might have discovered a series of other related articles published by the author or company that helps you understand the matter even better. Maybe you are thinking of how to create content pillars. Then you find an article explaining to you a step-by-step guide of how to create content pillars. After reading it, you have a complete solution to your problem. As a result, you might trust the ‘voice’ of this author or company more. If they offer a related service, you might want to call them and find out how they can help you.
This is a typical inbound marketing journey for content consumers. Contents are living proof of how you can help your potential customers learn something or solve a problem. Once they find your content helpful, they trust you. Once they trust you, they are likely to buy from you. Therefore, content marketing is a great way to build brand authority and trust with your potential customers.
3. Content marketing can help you generate leads and increase conversions
Once your potential customers have heard of you and built trust with you, the next step is to capture their contact information to become your leads. Besides how-to and informational contents, practical guides and templates can be used as lead magnets. You might have already seen the free webinars, free reports, or free templates on websites where you need to give your contact information in exchange for the resources. That is how lead-magnet works. Companies have to be aware that lead-magnet does not always generate leads. Some website visitors just want to download the resources with no intention to buy. Therefore, when you devise the sales funnel, think of what kind of content brings value to your potential customers to help them understand a particular topic. If you put an industry report online that people want to read and learn but has no relation to the services you are offering, this lead-magnet is not efficient. If you’re going to use content to establish authority, an industry report might be a good choice.
Content for establishing brand authority and content for lead-magnet are pretty different. You need first to understand your marketing goals, then develop content pillars that serve those goals.
4. Content marketing increases customer engagement, which builds loyalty
Another type of content is for customer engagement. This type of content is usually in the form of customer testimonials or something that goes “behind the scenes.” Examples include a tour of your company’s facilities, an interview with one of your team members about their work.
The goal here is to get customers talking about you and what they like most about your products/services. Engaging content can encourage your readers or viewers to express their opinions, through which you understand how to serve them better. It is always crucial to hear what people are talking about your brands to adapt your offerings or sharpen your brand positioning.
5. The ROI of content marketing is high — it’s a low-cost investment that pays off in the long run
Paid advertising is an effective method to target your potential customers. But it is short-lived. Once the campaign ends, you lose your touch and are back to square one. Content marketing is a long-term strategy that brings constant traffic, leads for weeks or months after publishing it.
Content marketing is an integral part of any blockchain start-up’s overall digital presence. Once you publish evergreen content, be it blog, video, or podcast, it stays on the internet forever, which means there will always be readers, viewers, or listeners who find your content and get to know your brand. When deployed tactically, you can keep generating leads through those contents.
The investment of the content is the creation part, you might need content writers, video editors, or podcast producing services, but once the content is live, it stays. A great content piece is crafted carefully by understanding your target audience’s pains and gains, extensive SEO research, and good quality production. It might seem easy that everyone can write an article, to write a blog article that helps you achieve your market goal is not easy. But the upside is that once a piece is well created, it is working for you consistently.
6. Why Every Blockchain Start-up needs to do content marketing
Content marketing is a business strategy that leverages content to attract and retain customers. There are multiple content formats to choose from: the social media content, blogs, videos, podcasts, eBooks, guides, whitepapers, and much more. It’s not just about publishing; it’s about creating valuable content for your target audience. As such, any company in any industry can benefit from this tactic — but only if done right!
We’re here to help you figure out how content can be used for your blockchain start-up and what kind of ROI you should expect from it. Let’s talk about this together! Book a 15 minute call with us today so we can get started on creating an awesome plan for your company right away.”
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