Does your content marketing leave something to be desired?
If so, you’re not alone.
84% of organizations have a content marketing strategy, but only 11% say it’s strong.
So, What is Content Marketing?
Content marketing is the process of creating unique content for varying channels, such as blogs, infographics, videos and more. Its overall goal is to attract, educate and retain new customers. It’s an important method of marketing because it can change and transform to meet business goals and challenges. When executed successfully, it can establish authority, leadership and expertise, while also promoting brand awareness and credibility.
But what if there were a way to take your content marketing strategy to the next level?
It's no secret that content marketing is becoming increasingly important for businesses of all sizes. To keep up with the competition, you need to produce quality content that will engage your audience and compel them to take action. Check out these tips to see how you can change the game using content marketing today!
Content Marketing is Changing the Marketing Game
Content marketing is changing the game when it comes to how companies reach the public. It’s no longer enough to simply create an ad — now, companies need to actively seek out their audience and ensure that the content they're making is relevant and engaging. While traditional advertising typically focuses on raising brand awareness, content marketing cultivates relationships by delivering value to readers. This shift has resulted in some fantastic marketing initiatives, and we're only just beginning to see the potential of what content marketing can do.
So, how exactly is content marketing changing the game?
Let's take a look.
Value: Companies can deliver more value to consumers by using content marketing. For example, brands can become a valued source of information for consumers through thought leadership and educational content. Instead of feeling invasive, this high-quality type of marketing is a welcomed form of advertising because it focuses on the consumer instead of the brand.
Engagement: Another way that content marketing is changing the game is by becoming more engaging. Thanks to technology, audiences can now interact with content in previously unimaginable ways. As a result, you can create truly immersive experiences that will engage and delight your audience.
Why Is Content Marketing Important?
These days, it's all about content marketing.
Traditional marketing efforts are quickly getting left behind as consumers increasingly turn to the internet for information about the products and services they want. Creating valuable content is now the best way to attract consumers and turn them into loyal lifelong customers.
Consumers are in control. Thanks to the internet, consumers have access to a wealth of information they can use to make informed decisions about their purchases. This means that they no longer rely on marketers to tell them what to buy — they can make up their minds by doing their own research.
Content is king. To succeed in content marketing, you must create high-quality, valuable content that your target audience will want to read and share. This is much more difficult than it sounds, but it's what separates successful content marketers from the rest of the pack.
Today, marketing is all about relationships. Gone are the days when marketers could simply blast their messages out to as many people as possible and hope that some of them would stick. Nowadays, it's all about building relationships with your customers and creating a community around your brand.
Why Content Marketing is a Game Changer
In a world inundated with ads and commercials, brands are looking for new ways to stand out from the competition. That's where content marketing comes in. It’s quickly becoming one of the most popular ways to market businesses because it offers many benefits that traditional methods don't.
Here are just a few of content marketing's many benefits:
Content Marketing is the Present and Future of Marketing
Content marketing is taking over the marketing world. From small businesses to enterprise companies, everyone is starting to see the benefits of creating helpful, informative content for their audience.
So, how exactly does content marketing represent the present and the future?
For starters, traditional marketing is becoming increasingly expensive. With content marketing, businesses can get creative and engage prospective customers in new and innovative ways.
Additionally, the rise of the internet and social media platforms has changed how companies market themselves and how consumers find and receive information.
Content marketing provides a more targeted approach that will increasingly allow you to meet your end goal faster. By learning what to track and measure, you can stay on the right path and ensure you’re getting the most out of your content marketing efforts.
Content Marketing Saves Money on Costs
One of the biggest advantages of content marketing is that it requires a relatively low investment in time and money. With a little effort, you can produce high-quality content that will reach your target audience without breaking the bank. For example, one study found that content marketing generates more leads than outbound marketing while also costing 62% less.
With licensed content, it’s possible to reduce these costs even further. Many teams struggle to create consistent high-quality materials. However, by partnering with an organization such as NYTLicensing, your team can curate news and other important content for a fraction of the cost it takes to produce them. Additionally, since only 19% of households pay for online news, the information your team showcases will likely be new and unique to your audience.
Content Marketing Attracts New Traffic and Increases Sales
Content marketing is one of the most important tools in today’s digital economy. Due to the pandemic, more workers are working either fully remote or in a hybrid environment, making digital channels more important than ever.
Not only does content marketing help you attract new customers and increase sales, but it also allows you to build a strong relationship with your audience. By creating newsletters, emails and white papers, you can communicate with multiple segments of your audience at the same time. This helps you attract new customers while staying true to your overall strategy.
Content Marketing Builds Your Reputation, Receptibility and Trust Amid Economic Uncertainty
In 2023, many business leaders are preparing for a recession. 44% of decision-makers noted that they will be less receptive to sales calls, while 64% said the procurement process will become more challenging. Many decision-makers will also consider cutting nonessential items from their budgets. However, 91% of those same leaders noted that noncritical providers can proactively take steps to increase their chances.
Thought leadership is a great way to improve brand perception while building relationships in uncertain times. While decision-makers may be less receptive to direct sales, offering strategic advice and information is still important. 61% of thought leaders noted that thought leadership was more effective at demonstrating the value of services than product-oriented marketing.
Let's take a closer look at how these concepts work:
First, you're building your reputation as a thought leader in your industry by producing quality content that educates, engages and entertains your target audience. Your audience will begin to see you as a reliable source of information and an expert on the topics you write about. This is how you establish yourself as a trusted authority figure. And trust is essential for any business relationship — especially in the digital world.
Second, quality content will make your audience more receptive to your message. Suppose they find your content valuable and relevant, especially educational editorial content. In that case, they're much more likely to listen to what you have to say — whether it's about your products, services or something else entirely. This is how you increase your receptiveness and get people to pay attention to your words.
Finally, quality content builds trust. When your audience sees that you're providing high-quality information they can rely on, they'll be more likely to do business with you. This is how you create lasting customer relationships — relationships that are built on trust. And when it comes to business, there's nothing more important than trust.
Examples of Content Marketing
Rather than relying on traditional advertising methods, content marketing focuses on creating informative and entertaining content that will capture consumers’ attention and encourage them to learn more about a product or brand. Below are some examples of companies who have leveraged content marketing to build trust and cultivate relationships:
AdvisorStream Leverages Licensed Content to Educated Audiences
One company that has successfully used content marketing is AdvisorStream. AdvisorStream is a financial technology company that provides content recommendation software to financial advisers. Rather than simply trying to sell their software, AdvisorStream provides valuable information that helps advisers grow their businesses. This approach has helped it build a loyal following among financial professionals, and it’s now one of the industry's most popular providers of content recommendations.
Wegmans Offers Extensive Menu Planning Guides
Another example of successful content marketing comes from Wegmans, a grocery chain based in the northeastern United States. Wegmans has been consistently ranked as one of the best grocery stores in the country, and part of its success can be attributed to its excellent customer service. However, Wegmans also understands the power of content marketing. For example, the company offers an extensive menu planning guide on its website, which helps customers plan their meals and save time while grocery shopping. This type of content is not only helpful to consumers but also helps promote Wegmans as a destination for quality food and customer service.
Fidelity Uses Educational Content
Fidelity is one company that's seen success with content marketing. The financial services giant launched its Insights site to provide educational content for its customers. The site features articles, videos and infographics, and covers topics like saving for retirement and investing in stocks. Since launching the site, Fidelity has seen a surge in web traffic and customer engagement.
Nike Showcases Its Shoes in a Powerful Documentary
Finally, Nike's Breaking2 documentary is a prime example of how you can use content marketing to promote a brand. The film follows three elite runners attempting to break the two-hour marathon barrier and provides viewers with an inside look at the training, dedication and commitment required to be a top runner. While Nike's primary objective was to sell more shoes, the film also helped cement the company's reputation as a provider of high-quality athletic gear. As a result of its success, Breaking2 has been credited with helping increase Nike's sales.
The bottom line?
Content marketing is quickly becoming one of the most effective tools for businesses looking to reach new customers. You can build loyalty among consumers and position yourself as an industry leader by creating informative and entertaining content.
Final Thoughts
Like most businesses, you're always looking for ways to stay ahead of the competition. Content marketing is one way to do that. Creating and distributing high-quality content can attract new customers and keep existing ones returning for more.
That's where NYTLicensing comes in. We offer outsourced, trusted content to fit your content marketing needs. So whether you're looking for blog posts, eBooks or white papers, we can help.
Outsourcing content is the best way to build a strong content strategy across an extensive range of subjects. And with NYTLicensing, you can be sure you're getting the quality content you need to stay ahead of the competition.
Contact us today to learn more.
Frequently Asked Questions
These days, everyone is talking about content marketing. It's no secret that it’s one of the most effective ways to reach and engage customers. But what exactly is content marketing, and how is it changing the game? Here are some frequently asked questions about this dynamic field.
How is content marketing different from traditional marketing?
The biggest difference between the two is a focus on creating valuable, relevant content versus pushing products or services. With content marketing, you're looking to build relationships with your customers by providing them with information they can use. Traditional marketing takes a more transactional approach, focusing on getting customers to buy what you're selling.
Is content marketing growing?
Yes, content marketing is on the rise. In fact, according to recent reports, it's one of the fastest-growing markets in the world. This is likely because more and more businesses recognize the importance of producing high-quality content. As a result, they're investing more money and resources into content marketing initiatives.
What types of content are most popular?
There's no definitive answer to this question since it varies depending on your industry and audience. However, blog posts, infographics and videos are some of the most popular types of content. That said, it's always important to experiment and see what content performs best with your specific audience.
What's the best way to measure content marketing success?
This is another difficult question since there isn't one "right" way to measure success. Instead, it depends largely on your goals and objectives. For example, if your goal is to increase brand awareness, you might want to track web traffic or social media engagement. On the other hand, if your goal is to generate leads or sales, you'll want to focus on metrics like conversion rate or cost per lead. Ultimately, choosing the right metrics for your specific goals is important.
How do I get started with content marketing?
The best way to get started with content marketing is to start creating useful, relevant content that your target audience will find valuable. Then, once you have a body of work to share, start promoting your content through social media, email, newsletters and other channels. And remember to measure your results so you can continue to improve your effectiveness over time!
