marketing is a way of attracting and engaging existing and potential customers
through content creation. It is an integral part of inbound marketing. Inbound
marketing is marketing focused on the customer and not on the business.
marketing ensures that instead of pitching your products or services, you are
providing truly relevant and useful content to your prospects and customers to
help them solve their issues.
business or brand has content (either they know it, or not) that it can share.
Leading brands in the world like Apple and Coca-Cola have taken advantage of
content marketing. They have tied all their marketing to focus on the everyday
life and emotions of their customers and this has in turn increased both their
sales and brand image. Maggi Nigeria recently began to make “do it yourself”
short videos which resonates more with their customers and has increased how
their customers relate with the brand.
are three main benefits available to brands who employ content marketing, and
Increased sales - which is usually the endpoint.
Cost savings- if content marketing is done properly, it cuts off some of your
budget on marketing generally especially traditional methods.
Better customers who have more loyalty – Generally, and from research,
customers are more loyal to a brand that consistently (apart from its product
delivery) provide valuable content that are relatable.
marketing helps you build brand in the following ways:
1. Establish a Clear Identity: Developing consistent
content allows your audience to build a memory structure around who you are and
what value you have to offer.
content makes people like and share your content. This gets more people to talk
about your brand in a positive way. When you create something that’s
interesting, entertaining and valuable for your audience they tend to share it.
And then their audience shares it as well. That way you can reach a broader
audience and enhance your message. This is something you might not be able to
do with other forms of traditional marketing.
3. Enhance Your Credibility: As you post personal
stories about your brand, your credibility will increase as users begin to know,
like, and trust your brand. Also, when people start talking good things about
you, they tend to forget the bad stuff that might have been earlier perceived.
The content you produce will shine through any of the bad reviews you might
have received in the past and will help you recover your image.
4. Improve Customer Loyalty and Retention: Great content
makes people love your brand, and that’s why they never want to leave as a
client. It’s proven that content marketing helps you keep your customers longer,
which is great for the long-term stability and growth of your company. The
content you share helps build stronger relationships with your clients. They
tend to value what you’re offering more, beyond just your core services and
products. This extra offering you provide via your content makes customers see
your brand as something special and unique. This combined with your great
service or products is what makes them stick around.
5. Attract the best talents and employees do a better job:The
content you publish builds a positive buzz, not only in the eyes of your
customers, but also for your future employees as well. By reading your blogs
and watching your videos, potential job seekers experience your company, your
values and viewpoints. Then when the right opportunity comes on board, people
will want to join your team. Also, when people create content for your company,
they reconnect on an emotional level with your values. They tend to care more
about what the company does, and they are more motivated to do their job right.
As a result, their performance also increases, and we all know that an increase
in productivity often leads to more revenue.