The Importance of Content for Building Your Business

What does the term ‘content marketing’ mean to you? Have you considered the value of creating relevant content for your audience? Or, do you find that you’re drawn to the strategies that increase awareness?

While the internet has made accessibility available to most anyone, it has also generated a crowded landscape. Because of that, your audience has become immune to traditional marketing techniques. People aren't engaged in ads the way they used to be.

That's exactly why content has become so valuable. Traditional marketing serves only to deliver a message, whereas content seeks to offer valuable information. The challenge, then, becomes getting your content noticed.

Do you want to master the art of content marketing? Keep reading to find out how.

Content is King

Commercials are arguably one of the greatest inventions in modern advertising as a way to deliver a crafted message to a captive audience. Commercials on television was how information was delivered to the masses back when everyone watched TV, and may still be an appropriate method for an older audience.

As more and more people consume media in less traditional ways, but that are fast becoming the norm, a different approach is necessary.

Even as advertisers continue to practice the old model on new platforms, the results aren't anything like they used to be.  Ad-blocking software is an easy and popular way to prevent unwanted adverts, which, essentially, prevents your message from being delivered.

The solution to this is marketing through content. Instead of trying to capture attention with a commercial, more and more marketers are looking to provide valuable information in the form of content. When you craft informative, relative and entertaining messages, consumer engagement naturally increases.

This content can be in the form of articles, lists, videos, podcasts, and so on. The important thing, is that the content is a reflection of your business, product or service. As long as the customer is receiving something of value, then they will be engaged.

Marketing Finds Your Audience

Creating great content is the first step. Marketing is the second.

It doesn't matter how great your content is if no one can find it. In today’s crowded landscape, standing out from the crowd has become more and more difficult.

That's where a strategic marketing campaign comes in. You must first identify your target audience and then figure out the best method of delivery..

There are many paths this can take. Social media is among the most popular and efficient methods for many businesses. If you have a large following already, then just posting to social media may be enough to create engagement.

If you desire to be found organically in keyword searches on Google, following SEO standards are necessary.. This should already be considered at the content-building stage. Using Google’s keyword tool will help you to identify the terms your prospective audience are searching for, and will aid in optimizing your content.  The SEO approach is a good, albeit slow, method for marketing that has long term results.

For more instant results, paid ads, such as boosting an ad on Facebook, can be effective and cost-efficient, with ads costing as little as $1/day. If you have enough information on your audience to target them, a few ads can go a long way in creating interest.  

If you have created your content successfully, then retention isn't an issue. Your audience will be hungry for more information.

Why is Content Marketing Important?

The future of effective marketing is in engagement. The digital domain has democratized access. Where business to consumer relationships were once purely transactional, they're now more direct. Audiences have been empowered to expect more.

Content Marketing is the key for you to effectively deliver the value you provide, and that your audience deserves.

Your job: Bring it to them.  

For more great ideas about marketing your agency online, check out our Life Insurance Marketing Tools content library.

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