On an average day, you may be walking home from work, and pass a few massive billboards. Logos appear on every passerby's shirt, and even when you browse the internet on your phone there are more ads to be found. The bus stop and the bus are both covered in ads. We are over saturated with advertisements to the point where we can almost tune it out. Pop-ups ads, banners, commercials-- those all are just things to avoid. This is why content marketing is so important.

What is Content Marketing 

Content marketing creates something with substance.  It is tailored to the audience, and it is not just another call out to buy an item, but more so something interesting that will strengthen your brand by encouraging others to share it with their friends.  

We ignore ads and skip commercials, but we send funny pictures and links to our friends on social media, regardless if it is from a brand or a relative. This is what we need to keep in mind for content marketing. 

The Statistics

I love statistics, because they speak louder than words. Here are a few reasons why content marketing is the way to go. 

• 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company 
• Interesting content is a top 3 reason people follow brands on social media
• Social media sites and blogs reach 8 out of 10 of all U.S. Internet users and account for 23% of all time spent online
• Blogs give websites 434% more indexed pages and 97% more indexed links
• 7 in 10 consumers prefer to learn about a company through articles, not ads

Read more about the statistics and see the research here and here. 

Tactics

Whether you are on board or not, we know that content marketing is useful for businesses. You know what it is, who loves it, and now we need to figure out how to do it. 

• Blogging: This is a great way to stay in touch with your audience, provide news updates, and give helpful resources. If you write a great blog, people will read it. If they really love it, they will share it or even quote it. 
• Photos, info graphics, and memes: Nothing gets shared to the point of going viral quite like a good photo or meme. Most audiences love humor and inspiration. Info graphics, like the one above, provide resources and other blogs may use it or share it. 
• E-Books and White Pages: This is helpful to provide educational resources for your clients or others in your field. Just like with info graphics, you never know who will quote your work or share it! 
• Video: Whether it is instructional or entertaining, videos spread the same way photos do. This is why YouTube is essential for business. 
• Podcast: This is the new version of the radio except you can download, link and share this content. Get your best voice ready and share some insight with you audience. 

People want something quality that they can relate to, learn from, or laugh about. If you give this to your customer base, they will spread the word. Best of all, it is typically free. Remember, if you pay it is advertising, if you inspire it is content marketing. 

Read about more ways to execute content marketing here. You can also utilize some tools to help with the process. 

Who is Doing it Right

Some people are still shaky on it, and some people are doing it right. Let us review a few businesses that are great at content marketing. 

Magnolia

Magnolia started as a photography shop and later began selling electronics. This was a family owned business started in 1954. 

Here is where it gets interesting, though. The idea to start a mini magazine educating consumers on electronics, set up like a blog, took off. Best Buy later bought the company for $86 million. 

Foiled Cupcakes

This small cupcake shop did not have a store front and their website had a glitch. Customers couldn't even order the product. 

Everything turned around when the owner turned to Twitter. She went from 0 to 2,200 followers in 6 weeks which attracted national attention. This increased target sales by 600%, and the shop became a Chicago legend. 

Read more examples of businesses leveraging content marketing here.

If you decided content marketing is right for you, or you just want to find out more in general, contact a Blue Archer Professional.