Why content marketing should be the foundation of your marketing strategy


Not a day goes by that I don’t talk to a start-up entrepreneur who wants to discuss marketing and how to get results fast. So let’s put that aside from the start: Marketing takes time.

There are some tactics you can use that will generate a relatively short-term return on investment (ROI), but real, lasting results take time. Simply put, whatever you achieve in the short term will decrease as fast as it will increase. You want to play the long game. This is true even if you are tempted to try things that are less organic, but which may look good on the surface, like buying likes or followers. Do not do that.

Instead, here are five reasons why you should start generating content on your own business blog ASAP:

Search engine optimization (SEO) is really one thing.

I know social media is all the hype these days and no one is talking about research anymore, but they are wrong not to. A quick glance at the numbers will show you that research drives just as much traffic as social media, at least for now.

Once you are convinced of the importance of research, the question now is how to take advantage of it. I’m obviously oversimplifying here, but the more inbound links to your site the better. How do you get people to connect with you? Well, some SEO experts will tell you to buy links. I say listen to Google and produce great content that people want to talk about and relate to.

Be social on social media

Let’s break down what social media means. The “media” part is obvious, but what about the “social” part? Do you engage with people like you do offline or do you use Twitter as an RSS feed or glorified sales platform?

I once heard a speech from the guy who invented the “Like” button on Facebook. He explained that he wanted to give people the opportunity to express their appreciation for someone else’s content. What did it do? We spoiled it by begging for likes.

What if instead of asking me to follow you, give me a reason to click “Like” or “Follow?” What is the best reason for someone to do this? Fill your feed with quality content, yours or someone else’s, and that’s how you increase your social media count.

Public relations is not the same as content marketing.

Let’s clarify one thing: When you or a member of your team writes an article about the industry on the company’s blog, it’s called content marketing. When a reporter writes about the company, it is called public relations (PR).

So why does content help public relations? When you introduce a reporter, the first thing they’ll do is Google your name or company name. When there is no Internet footprint, it raises a red flag.

However, when he or she encounters all of your content, suddenly you are a colleague, and not just a company introducing that reporter. Just like he or she produces content, you produce content.

Content changes the whole dynamic between you and the journalists.

Your user acquisition can be much smoother.

Whether you’re serving ads or gaining users in some other way, content makes the whole process much easier.

It’s pretty straightforward. If I come across an ad for a business that I’ve never heard of, I might click, maybe not, but even if I do, it’s a very cold click, and converting will be quite a challenge.

If, however, I see this ad and I’m like, “Oh, I know this business. I read her blog, listen to her podcast, or follow her on Twitter, ”the chances of me signing up are considerably higher. Simply put, content elevates your brand.

Developing business with a stranger is not as fun as it is with someone who trusts you.

Finally, last but not least, content marketing helps with business development. Imagine going out to dinner with a potential client and the person sits across from you with a look on their face that says, “What are you selling this time?” “

Now compare that with the expression on her face that says, “I love your content. You clearly know your business and I want to work with professionals. So how do we get started?”

This is where there is the difference between cold business development and hot business development. This is the difference between a business that produces content of value for the industry and a business that focuses solely on its own promotion.

So the result in case it is not clear? Stop reading this and start producing your own content.

The opinions expressed here by the columnists of Inc.com are theirs and not those of Inc.com.

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