The Importance of Content Marketing for Business Success

With so many diverse industries and niches out there, it’s natural to assume that every business will benefit from a different set of strategies. Some need consistent advertising to get the right kind of exposure, others require influencer marketing at its finest in order to build up their reputation. All of them, however, need and depend on content marketing in all of its different formats.

Content covers so many versatile options, from blogging, social media, internal communication efforts, all the way to email marketing and user-generated content like reviews. It’s absolutely essential for SEO and boosting your position in the SERPs, and it defines your standing in your industry. 

As such, content is irreplaceable and no matter if you operate in the B2C or B2B world, you need a consistent output of quality content to make sure people notice, remember, and engage with your business. For companies constantly putting content on the back burner – this is why you need to start taking your content marketing more seriously.

Establishing and growing audience trust

People are tired of pushy brands and their fake promises. They don’t want to waste time on businesses that publish salesy content without any value, and they rarely engage with companies that aren’t transparent regarding their operations and partnerships. Content helps tell your brand’s story over time, talk about your efforts and values, and show your audience how your brand is making a difference.

Trust-building is at the basis of establishing loyalty, so you cannot expect the latter without first investing in the former. Publishing articles and interviews about your business, posting regular updates on how you’re doing better, and sharing valuable advice with your audience free of charge allows you to earn trust slowly, but strategically. 

One blog doesn’t make any difference. But if you publish regularly and consistently, and you’re truthful regarding your business processes, you’ll be able to establish a strong reputation in your community and beyond.

Enhancing your SEO strategy

With such oversaturation in the digital world, and so many new businesses trying to steal the spotlight, search engines need more content to evaluate if your brand is worth your customers’ time and money. To put you on the first page of search results, let alone on the first five results, Google and other engines need to sift through piles of content – so providing optimized content packed with relevant keywords gives you a clear advantage.

  • Content creation is the only way to introduce keywords your industry is famous for. Use it to tell search engines what your business is all about. 
  • Regular content publishing helps with building consistency and covering relevant, trending topics, which search engines appreciate.
  • Content diversification attracts more people to your site and social pages, so search engines have more material to assess your brand’s importance.

Lead generation

High-quality writing and visuals are the core of any content strategy, and they allow your business to attract prospects, and even more so, qualify them for your business. This is one of the key reasons every business needs a comprehensive content marketing strategy, as generating and qualifying strong leads ensures business growth for the long term. 

When people research terms and issues they are interested in, they should come across a piece you have written or published that will give them the most relevant, up-to-date answer. Add important links, CTAs, and informative visuals to your blogs, and you’ll be much more likely to attract precisely the kind of leads your business requires. Post videos that are instructional and useful, and your brand will gain the attention of even more leads in your industry. 

More conversions and higher profits

One of the most essential business opportunities supported by content includes boosting conversion rates. When you post content that is aligned with your business goals, on the right platforms at the right time, your content output will attract the right people that are already interested in what you’re offering. That alone is enough to inspire higher conversions.

However, if you add quality CTAs that are clear and don’t require complex action, your customers will be much more likely to follow through. Original content that enhances your authority and sends customers down the right path consistent with your marketing goals helps inspire purchases, sign-ups, and other types of conversions.

Cost-effective for brand awareness

Content creation takes time and creativity, not to mention ongoing analytics and learning, but it’s significantly more affordable than paid ads and sponsored posts alone. You might gain a few clicks or some kind of interest through those targeted ads, but quality content that’s updated consistently and in line with your core brand values is much more potent in preserving your budget while delivering results.

By researching which types of content work well for your audience, you can harness the power of digital marketing at the fraction of the cost if you were only relying on paid ads. Content sets the stage for raising awareness around your business, and it slowly, but surely works towards building trust, all of which elevates your chances of earning return customers. 

Content is the core of every marketing strategy you choose. You need good copy for ads, as much as you need excellent blogs to rank your website better. Depending on how well you optimize your content and how you utilize its many forms to boost your reputation, your content creation efforts will be much more streamlined and effective over time.

Keep track of your current content strategy to understand where you can introduce improvements. Maybe you undervalue your content simply because you’ve been pouring your efforts into the wrong, or less effective funnels. Leverage content analytics and metrics to track the performance of your content, and you’ll quickly understand how you can let content work in favour of your business.

Guest Blogging – One of the Best Ways to Get Powerful Backlinks

As a blogger or business owner with a blog, getting exposure to online audiences is one of your top goals.

What can you do to ensure that you are being seen online?

My recent guest, Mark Samms of Ninja Outreach, points to guest posting as one of the best ways to get in front of more people.

Guest posting is also one of the top ways to obtain something we all want: those valuable backlinks.

What You Need to Know About Google, Guest Posts, and Backlinks

During our conversation, Mark said that guest blogging will help you get exposure to other people’s audiences and point them back to your website.

How does this mesh with what some people have been saying lately about SEO, guest posting – that it is, in essence, dead?

Mark pointed out that it’s important to recognize that piecing together a 500-word article and just trying to get as many links in that article as possible going out to different sites is not what he means.

A guest post that will offer you the exposure you need, as well as backlinks, is one that has a lot of reference points and citations. It is one that offers a lot of value to the reader.

Google actually picks up on the difference between these two types of blogs. The first, it won’t rank very well. The second – the blog that Mark terms “excellent” – will be recognized by Google as quality work and will rank higher.

Google algorithms look at references, citations, engagement, and how long a person stays on the page they’re reading. Based on this information, Google will determine which piece of content is quality and which is not.

It’s perfectly alright to link to some content on your website – like a service or informational page, or another blog post you’ve written. Just be sure to limit these types of links. Google will not look kindly on your post if you don’t include some high authority links.

And this is where backlinks come in.

When you put high quality content online, readers will start to view you as an authority. Other writers will link to your article in their content.

They’ll do this for a couple of reasons.

First, they do this because they want to offer their readers the very best. They want to be a source of valuable information and look for sources that provide the same level of value.

Second, they feel that linking to a high quality source like you will actually make their blog seem more credible, and rank higher in Google searches, too.

Guest Posting – One of the Best Ways to Be Seen Online

The great thing about guest posting is that it puts your excellent content in front of readers you might not have otherwise been able to attract.

And when you write high quality SEO Specialist content, you’ll find that more people will start linking to your blogs. This is yet another way to boost your online rankings and be seen by more and more people.

If you haven’t tried it yet, you should definitely make it a part of your 2018 business plan.

Would you like to learn more about how to get better backlinks through guest blogging? Follow Mark on Facebook, or read the Ninja Outreach blogs for helpful tips.

 

How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

How HR Tech Companies Should Build Their Sales Funnels To Create More Customers

When it comes to growing your HR Tech company, there are a million things that will come up as ideas and plans and “must-dos” in order to get more customers.

But it really comes down to this…

Building a systematic process that you can rely on that will turn strangers into happy, loyal, paying customers.

This is not easy, but as long as you know your customers and your product, it doesn’t have to be complicated. And the more “noise” that gets added to the conversation, the further you are going to get from creating your path to success.

Your company might be able to gain some initial traction from your existing networks and connections, and leveraging some sporadic word-of-mouth, or maybe the novelty of being new to the market, but that will only get you so far.

That’s where your system comes into play.

3 Stages Of Focus To Get You Customers

The 3 main questions to focus on for the highest impact are simple:

  1. How are we getting the attention of our target audience?
  2. How are we turning that audience into permission-based leads? (meaning they have signed up and self-qualified as an ideal customer and given you permission to build a relationship with them)
  3. How are we educating and motivating people to be excited to buy from us?

After those 3 things are accomplished, then you can build on top of them to grow at scale. But until you have these steps down and working profitably, you’ll be suffering from the dreadful sickness of Random Acts of Marketing. This leads to wasted time and money.

Not to fear! There is a simple cure…

A cure that will send out your dollars and efforts to bring back more of their friends. This cure is a systematic approach to launch, test, and improve your customer acquisition.

1. Getting Attention & Awareness

In this “top of the funnel” stage, you want to put yourself where your customers are hanging out and consuming information so that they start to find you and pay attention to what you have to say.

Online, this commonly takes place by publishing articles on your blog and then sharing them on social media using hashtags that are common for your industry. Then going out and connecting with your ideal customers on their preferred social media channels and striking up conversations with them with the main focus being to open a relationship and provide them value upfront.

As a byproduct, when you integrate SEO (Search Engine Optimization) into those blog posts, they’ll also help you start ranking on Google when people are searching common terms related to your products and services.

And with social media being the plumbing of today’s word of mouth, your blog content will help to fuel the sharing of people talking about you.

Get active in the online communities where your target customers are hanging out. Join in on the conversations and start adding value by listening and helping address the problems that they are having.

This activity will lead to visibility which will lead to opportunity.

2. Generating Permission-Based Leads

Now that you have their attention and your ideal customers are on your website (reading your blog posts), it’s time to move them along their customer journey and convert them from a visitor into a Lead.

This doesn’t necessarily mean that they are going to buy your brilliant product today, but it means they are a qualified candidate for becoming a great customer and successfully using your product.

Did you know that only 3% of a market is active buyers at any given time?

That means you need to focus on building those relationships with the other 97% so that when they become part of the 3% active buyers, you are there and ready and have already earned their trust and demonstrate your credibility.

This is how marketing is meant to be and how to make the sales process seamless.

3. Converting Leads Into Sales

You have driven awareness of your brand in your target market.

You’ve earned their attention.

You’ve gotten their permission to continuously provide them value before they become an active buyer.

Here is where you butter your bread.

With your follow up.

Once you have someone on your email list, it’s time to educate and motivate them, patiently and systematically, to meet with you when they are ready.

Send them messages regularly (at least once a week) that will add value to their life. Maybe that’s a quick email with a link to an article they’d find interesting, maybe it’s a new utility that will make their lives more convenient practically.

By sending out these emails, you are building a relationship with them so they Know, Like, and Trust you. The keys to making sales easy.

You’re also being persistent in a friendly way, so that when the time comes for them to move to their active buying stage, you are there with an easy way for them to get started.

Do You Have A System For Creating Customers?

By now, you should see the value in implementing a system for creating customers. Another byproduct that we didn’t touch on, but is very valuable, is that when you have a system, you can TEST what’s working and what’s not.

The elements in your system may not always be home runs. Most likely, very few will be. And it’s important to know this is not a one and done attempt. The system is reliable. The elements are what you need to test and improve.

Most social media ads fail on their first run, but that collects data for you to make the next campaign work. Maybe the original kind of blog posts you’re writing aren’t getting the attention of your audience. The offer you are making on your website might not convert a visitor into a Lead because it’s not intriguing or valuable enough from their perspective. Your email offers might not be irrefutable enough to motivate active buyers.

But when you have a system in place, you can see where there is a drop off and make improvements.

The system is the track to get your car on the road. Once you start driving, it’s easy to course correct.

But you can’t steer a parked car.

So take the time to focus on your 3 simple questions and put a system in place so that you can start testing and improving your customer acquisition and growing your HR Tech company more reliably and more profitably.


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