More than 70% of consumers prefer to learn about a business while reading materials that are of interest and benefit them rather than being bombarded with advertising. If you put yourself in your buyers position, you would no doubt feel the same way. This is where content marketing comes in. By continuously offering useful and unique content you can show that your business is focused on the end user, their needs, and building a trusted and credible brand in the eyes of even the most demanding and cynical buyers. This sets you apart as a thought leader and increases targeted website traction as your content is read and shared by potential buyers, helping to fill your pipeline with quality leads.
What about new businesses or very specific markets? Content marketing helps you give a voice and add substance to your brand in the market place. Sharing content that relates to your target market can act as a ‘preview’ to your services and give a taste of your industry know-how. Interactive material or information on consumer pain-points can give consumers a chance to engage with your brand before making a purchase. Essentially, you are taking away the uncertainty of engaging with a new and unknown business by letting the consumer engage with you freely and in their own time.
To find out more about the benefits of content marketing, download the Streetwise Guide to Content Marketing eBook.