With decades of marketing experience and brand building, Emedia Creative specialises in generating qualified leads.
If your marketing team is unable to show the return on investment your content marketing is delivering, you should be asking why.
The most significant advantage the digital landscape has given marketers is the ability to attribute sales across their marketing channels.
This means you can accurately tell what your marketing investment is returning and which marketing tactics should be dialled up as a result.
It’s the process of planning, creating, sharing, and publishing strategic and engaging marketing to reach your target audience or persona. It’s at the heart of Search Engine Optimisation. A large part of this audience can be found on social channels like Facebook and Instagram. It is estimated that the growing audience comprises of 3.7 billion global users every day.
Quality content marketing is effective in breaking through the advertising noise that we all face to reach our target audience. Social media marketing and content creation will improve brand awareness to engage prospects and customers without a hard sales pitch. The way we make our purchasing decisions has drastically changed over the last five years. The salesman is no longer the gatekeeper of information. By using high-quality content like blog posts, case studies and social media in a set content calendar, you increase your opportunity to generate leads. Quality content creation and website copy will help with your search engine optimisation.
Research by Hubspot shows, 70% of the buyer’s investigation is done online before reaching out to a sales team. This means your high-quality content needs to be a part of the research that takes place while your prospect is learning about their challenge via a search engine result.
Having a robust content marketing strategy that brings together all your marketing material provides any business with a massive advantage over competitors. From your prospects very first interaction with your high-quality content right through to the sale and beyond. Great content will keep them coming back to discover more and leave your business top of mind.
It doesn’t matter what you, as the business owner, or your marketing agency think about your content. Leave the judgment to your potential customer’s engagement. They will decide if the content is relevant and useful or not. The data will provide evidence. Use the evidence to create more leading content that your target market is thirsty for. Keeping a close eye on the wins and losses is a highly recommended method to shape a long term quality content strategy for success.
High-quality content alone will not guarantee an audience. Content amplification is required to get your marketing machine humming. You need to define your target audience and customer persona and get inside their minds. It’s estimated that the average adult now receives over 4,000 commercial messages a day. We are all time poor and suffer from communications overload.
Traditional advertising and marketing does not work like it used to. Most customer journeys now take place across several channels which is describes as “Omnichannel”. These can include influencer marketing, video content, blog articles, social media marketing and email promotion.
Facebook and Google data show that the right message accounts for 80% of the return path to your website. Consider that on average, 95% of your website visitors will never make contact with your business. The right content creation and website copy will provide another chance for you to engage with that prospect on a return visit. Generating effective marketing that will tap into your prospects’ emotions and impact your bottom line, requires a specialised team of content creation experts. Experts who understand search engine optimisation and online presence. In order to deliver the range of content marketing services required for a successful campaign, a team of experts will need to be assembled. It is no longer possible to have a single marketing manager control every aspect of the digital landscape.
A thorough content map to guide the marketing team will take into account, strategy, planning and campaign management. Knowledge in areas such as UX design and analytics for demand generation is essential. Then there is content engineering, where frontend designers and backend developers work with video editors and copywriters to produce a range of material that is valued by your target persona.
Developing leading content requires many experts to pull it all together. A successful campaign relies on an entire team with specialised digital marketing skills.
Content marketing helps your business in the following way:
These content marketing services all combine to help increase conversion rates, build brands and improve your revenue.
According to the content marketing institute, content marketing generates over three times as many leads as outbound marketing and costs 62% less.
Companies that use content marketing regularly see 3.3 times more visitors per month within their first year of introducing an integrated CRM to track their leads. They also see 3.5 times more leads per month within a year and a whopping 79% increase in sales revenue.
Now that you understand why you should invest in content marketing, let’s look at some marketing tactics to help you decide which types of content you want to create. Creating content around the customer journey will help to lead them along a path from prospect to customer.
At the first stage “Awareness” the prospect is looking for help or a fix to their challenge. e-books, tutorials and informative blog posts should help to educate and clarify.
The next stage in the customer journey is the “Consideration” stage. The prospect has a better idea of what needs to be done and is searching for a potential provider. In this stage, case studies, comparison tables and customer reviews will keep your prospect’s highly engaged.
The third stage is ready to “Purchase” stage. Content like a product service page and video testimonials will provide the confidence and reassurance your prospect is seeking.
The content mapped out across these three stages should position your company as the experts and the logical solution to your target market’s problem.
Every piece of content should support and drive your overall business objectives. Planned to elevate and promote activities such as trade shows, sales, awards, marketing campaigns and even recruitment. The best way to achieve this is with the use of a content calendar.
A calendar will enable planned marketing pieces that work towards a strategic goal.
Our content marketing agency in Sydney can help you develop a calendar to prioritise your efforts and ensure aligned communication across the entire organisation. Your team will work on the most important, highest value content at any given time.
Find out how we can help boost your content marketing today.