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Why Good Content Matters for Your Marketing Strategy – Entrepreneur

Content marketing

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Franchise marketing has many moving parts, including SEO, paid search, social media and much more. But one of the most important, if not the most important, aspects of a well-developed digital marketing strategy is content — the stuff you write and share to tell and sell your brand or business’ story.

Good content is not only informative, but it’s engaging. It prompts the reader to want to learn more and, if optimized correctly, can tell you who the reader is and how they found you. High-quality content is a marketing game-changer, with experienced franchise digital marketers placing a premium on it and well-informed clients understanding its value. In short, if you aren’t relying on it as part of your franchise marketing strategy, you’re walking away from money.

Related: The 5 Skills You Need to Become a Successful Content Writer

More than words

At its heart, digital franchise marketing is about building trust between a brand and its best customer. It’s about forging a relationship.

Now, imagine trying to do that without using words. It wouldn’t be easy. Thoughtful, consistent, reliable content — web pages, pillar pages, blogs and eBooks, just some examples — are words and a means to connect with people. Meaningful content is storytelling. It’s the language you use to humanize your brand or business and share its history and purpose. Good content reminds consumers there are people behind the brand name, people just like them, allowing a better connection between your customers and what it is you have to offer.

Related: 7 Trust-Building Tips To Use In Your Business

What is the value of good content?

Consumers today are far pickier about how they receive brand or product information, preferring to exert more control over the process. Old-school outbound marketing efforts like print, TV ads and direct mail campaigns aren’t reaching the audiences they used to, and skilled inbound digital content marketers know this. They know how to use words to attract and engage readers, tell a brand’s story, highlight its differentiators and delight readers with helpful information that compels them to want to find out more.

Relying on well-produced content isn’t just an intelligent way to make connections and see brand growth; it’s also highly cost-effective. Content marketing costs 62% less than traditional marketing efforts and generates approximately three times as many leads. In fact:

  • 60% of consumers are interested in seeking out a product after reading about it.
  • 70% of people would instead learn about a brand through content than advertising.
  • 78% of people feel they’ve developed a relationship between themselves and a brand after reading custom content.
  • 90% of consumers find custom content a helpful way to learn more.

In short, rich and robust content allows your marketing dollar to go much further and delivers …….

Source: https://www.entrepreneur.com/article/431725

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