Marketing Strategy

Why Is Content Marketing Important?


December 22, 2023
 min read
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Content Marketing: The one strategy that has proven to be the linchpin for sustainable, long-term growth. It's not just about creating content; it's about understanding the profound impact that high-quality content can have on your business. Let’s delve into the multifaceted value that quality content brings to your business and why prioritizing content creation should be the cornerstone of your digital marketing strategy.

The Landscape: Content Consumption is Exploding

Over the last decade, we've witnessed a seismic shift in content consumption patterns, driven by the explosive growth of social media and the ubiquity of mobile devices. Consider this: a staggering 152 million hours of YouTube videos are watched daily, and an astounding 2 million blog posts published every day. Surprisingly, articles and blog posts are shared 8 times more than their visual counterparts.

This surge in content consumption underscores a critical truth: modern online audiences crave dynamic, visually compelling multimedia content experiences. To remain relevant and resonate with the contemporary consumer, brands must adopt a digital-first content marketing strategy, where video, podcasts, and interactive formats take centre stage.

The Opportunities: Content Fuels the Buyer Journey

So, what precisely is content marketing? It's the strategic creation, publication, and distribution of relevant, consistent content through owned, earned, or paid channels to attract, engage, and retain well-defined audiences. Its ultimate goal? To drive profitable actions further down the sales funnel.

High-quality content plays an instrumental role in fueling the buyer journey:

A funnel illustration showcasing the different stages of a content marketing strategy
Define your content marketing strategy through the different stage's of the audience journey

Brand Awareness Stage

The top of the funnel blog articles, guides, and industry research reports act as guiding lights. These articles help the audience uncover insights, trends, and opportunities that sparks a journey of discovery. 

  • Early-Funnel Blog Articles: At the start of the customer journey, these top of the funnel blog articles serve to create awareness for potential customers. These articles are crafted to spark curiosity, addressing industry trends, challenges, and opportunities. By providing insightful and valuable information, brands position themselves as thought leaders, setting the stage for a lasting connection.
  • Guides: This content type take a deeper dive into relevant topics. These comprehensive resources not only showcase expertise but also act as go-to references for those seeking in-depth insights. The goal is to not just inform but to empower the audience with actionable knowledge, fostering a sense of trust and reliability.
  • Industry Research Reports: Conducting thorough research and presenting findings in a comprehensive report not only positions the brand as a credible source but also contributes valuable insights to the industry. This stage is about more than just awareness; it's about becoming a go-to resource in the field.

Consideration Stage

From dynamic product demo videos to authentic customer testimonials and fair competitive comparisons, this is where possibilities take center stage. Dive deep, explore, and envision the impact of product or service solutions – the consideration stage is where choices become clear.

  • Product Demo Videos: As prospects transition to the consideration stage, they take a closer look at what a product or service can offer. These videos provide a visual experience, allowing potential customers to see the product in action and understand its key features.
  • Customer Testimonials: Real voices, real experiences – customer testimonials play a pivotal role in building trust. Testimonials offer authentic narratives, showcasing success stories and creating a connection that resonates with potential customers.
  • Competitive Comparisons: In the world of choices, transparency is paramount. By presenting a fair evaluation of your offerings against competitors, brands not only demonstrate confidence but also provide the necessary information for an informed decision.

Decision Stage

In the decisive moment, free trial sign-ups invite the audience to experience solutions and services firsthand, while product webinars provide an interactive session. The decision stage is where uncertainties dissolve, and confident choices take root.

  • Free Trial Sign-Ups: The decision stage marks a pivotal moment, and offering a free trial is like extending a welcoming handshake. It allows potential customers to experience the product firsthand. Free trials are the bridge that transitions prospects from consideration to commitment.
  • Product Webinars: Webinars at the decision stage serve as interactive classrooms. These live or pre-recorded sessions delve into the intricacies of the product, showcasing its functionalities and answering questions in real-time. Webinars provide a platform for direct engagement, addressing concerns and solidifying the decision-making process.
  • ROI Calculators: ROI calculators are tools that empower prospects to assess the tangible benefits they can derive from an investment. By quantifying the potential return on investment, brands offer a clear and compelling case for why their solution is the right choice.

Customer Retention

Customer success stories unfold narratives of triumph, while loyalty and advocacy programs turn customers into cherished partners. The retention stage isn't just about staying; it's about thriving together, creating lasting connections and shared victories.

  • User Community Forums: Beyond the point of purchase, user community forums become the heartbeat of customer engagement. These forums serve as virtual gathering places where users can share insights, seek advice, and connect with the brand and other users. The sense of community nurtures long-term relationships and brand loyalty.
  • Customer Success Stories: By showcasing how your product or service has made a positive impact on customers, these stories inspire confidence and serve as testimonials for ongoing and potential users.
  • Loyalty & Advocacy Programs: These programs not only reward customer loyalty but also turn satisfied customers into brand advocates. By incentivizing continued engagement, brands amplify their reach through passionate advocates who share their positive experiences.

The key is to strategically map relevant content assets to each stage of the customer journey, guiding audiences seamlessly from initial awareness to becoming loyal brand advocates.

The Bottom Line: Why You Can’t Afford to Ignore Content Creation

Beyond simply fuelling the buyer journey, prioritizing content creation offers a myriad of benefits that deliver tremendous value on your marketing investment:

Thought Leadership & Trust

High-quality content establishes subject matter authority and expertise, building trust and credibility with customers. According to the Content Marketing Institute, 68% of consumers feel more positive about a brand after consuming content from it. Thought leadership articles not only share insights but also position the brand as a trusted authority. By consistently producing thought leadership content, a brand establishes itself as a go-to resource, fostering credibility and influencing industry conversations. This continuous contribution increases topical authority eventually leading to an increase in the page ranking leading to higher conversion rate.  

Organic Reach & Reduced Costs

Quality content attracts earned media coverage, social shares, external links, and search visibility, effectively minimizing dependence on traditional advertising channels. It creates a ripple effect, expanding the brand's visibility. This organic amplification not only establishes trust but significantly reduces marketing expenses. The power of compelling content to organically reach and resonate with audiences is the key to maximising impact while minimising costs.Remarkably, over 60% of marketers say their top goal is to increase organic traffic.

Audience Insights & Optimization

Data-driven insights from content performance offer a wealth of information about audience interests and behaviours. Unlocking the potential of audience insights is the cornerstone of effective content optimization. By delving into the data generated by content performance, brands gain invaluable knowledge about audience preferences and behaviours. These insights guide strategic decisions for more targeted and personalised content. Understanding the intricacies of audience engagement enables precision in content optimization efforts, ensuring that each piece resonates authentically. Leveraging this information allows for more targeted content optimization and personalization efforts, contributing to a 20% increase in sales opportunities.

Future-Proof Marketing Assets

Evergreen, useful content delivers value for months and even years after its initial creation and promotion. This long-lasting impact protects marketing investments, ensuring continual returns over the long term. Their longevity safeguards marketing investments, offering consistent returns over the extended horizon. In the dynamic digital landscape, characterised by rapid trends, these assets stand as resilient pillars, providing perpetual value and establishing successful brands. It's a strategic investment strategy that leaves an indelible mark on influence and relevance.

Embracing Content Creation at Scale: 5 Keys to Success

1. Document an Editorial Strategy

Mapping content to buyer journeys with clear formats and cadence is foundational. A study by the Aberdeen Group found that companies with a documented content strategy are 3 times more likely to succeed. 

Begin by outlining content goals, target audience, and key themes. Establish a clear editorial calendar, detailing publication timelines and content formats. Tools like CoSchedule or Trello aid in seamless planning and collaboration. 

Define content formats, tone, and style guidelines to maintain consistency. Integrate keyword research tools such as SEMrush or SERanking for SEO alignment. Establish a feedback loop for continuous improvement, employing tools like Google Analytics and Google Search Console to measure content performance. Comprehensive documentation, utilizing tools that streamline the process, ensures a cohesive and purposeful editorial strategy, driving content success.

Devhaus best practice: Set your overarching theme as your North Star. Define a clear theme that aligns with your brand and resonates with your audience. Use Google Search Console for queries, augmented with an SEO tool for keyword research. 

2. Build Multi-Channel Distribution

Focusing on both owned (your properties) and earned (external) channels broadens your reach. A Nielsen study revealed that consumers exposed to a brand on multiple channels exhibit a 24% higher conversion rate.

By diversifying across platforms, you capture a wider audience and strengthen your brand presence. Utilise social media, email marketing, and strategic partnerships to ensure a seamless, omni-channel experience. This not only enhances visibility but also maximises opportunities for engagement, increases the likelihood of conversion and long-term customer loyalty.

Devhaus best practice: Build a network of professionals for content distribution. Use a platform like Lemlist for your outbound efforts for sharing content. Implement a robust marketing automation tool that allows seamless coordination across channels. 

3. Leverage Technology Infrastructure

Leveraging technology infrastructure is pivotal for a streamlined content operation. Invest in a robust Content Management System (CMS) to efficiently create, organize, and distribute content. Collaborative tools like Slack enhance team communication and project management. Implementing advanced analytics tools like Google Analytics provides valuable insights for data-driven decision-making. 

Devhaus best practice: Devhaus recommends a comprehensive tech stack, marrying creativity with efficiency. Embrace technology not just as a support system but as a strategic enabler, propelling your content initiatives forward with precision and impact. Take a look at our comprehensive tech stack. 

4. Maximize Impact

Every content piece should undergo optimization for search engines—no exceptions. Optimal rankings and visibility hinge on effective optimization.

In the dynamic landscape of search algorithms, adaptability is key. Devhaus recommends aligning with the latest Google emphasis: E-E-A-T, where the extra E signifies 'experience'. Elevate content by delving into authentic experiences. Be specific and personalized; don't merely instruct on planting tulips but narrate your personal tulip-planting journey, sharing the lessons learned. Google rewards content that transcends mere instruction, embracing narratives that resonate authentically. In the Devhaus ethos, optimization isn't just about visibility; it's about crafting an immersive experience that lingers with the audience.

Devhaus best practice: Every content is written with the E-E-A-T framework as the guideline. This not only increases establishes your brand as an authoritative voice in the marketplace, it also increases topical authority. 

5. Data Analysis Fuels Optimization

Data analysis is the engine driving content optimization. By scrutinising performance metrics, brands gain profound insights into audience behaviours and preferences. Tools like Google Analytics or Mixpanel offer a granular view, enabling strategic content adjustments. A/B testing hones in on what resonates best, refining strategies for maximum impact. Devhaus emphasises a continuous cycle of analysis, ensuring content evolution aligns with audience dynamics. 

Devhaus best practice: We recommend integrating all tools to understand user behaviour and user journeys. At Devhaus, we have integrated Segment that enables us to define steps in a user's journey based on event behaviour and traits. 

The Bottom Line

In conclusion, adopting an efficient content marketing engine isn't just beneficial – it's imperative for exponential business growth. For long-term sustainable growth, companies must prioritize consistent content creation, distribution, and optimization. Quality content attracts and nurtures high-value audiences better than any other marketing investment, establishing lasting competitive advantage while future-proofing ROI.

The synergy with Devhaus goes beyond transformative solutions—it's also financially accessible through Branding & Strategic Marketing Grants. Get your branding project subsidised up to 70% and leverage these grants to mitigate professional services and platform fees. 

The realization of strategic marketing with Devhaus isn't just a service; it's a strategic collaboration. From CMS setup to data visualization, each facet is meticulously crafted to align with the intricacies of content marketing success. 

To explore subsidized, high-impact market growth initiatives tailored for your business, book a strategy session here. Let's uncover new horizons together. If you feel you need more hands on deck to explore the other grants. Please indulge in our Grant Navigator.

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