Tag Archives: Content Marketing

11 things that make your content marketing successful

11 things to make your content marketing successful

In this blog post you’re going to learn about 11 things that can make your content marketing successful.

Content marketing success is not a random phenomenon.

The approach to success is very scientific and methodical.

Just like in any business or any strategy, you have to be persistent and you need to have a clear idea of what you’re doing and through what you’re doing, what you intend to achieve.

If you are clear about that plus, if you are persistent, success can never be random. You are bound to plunge into it.

Why use content marketing to promote your business?

I have written a lot about the benefits of content marketing and why you should use it to promote your business. Some of the links I could quickly find are

Some of the reasons why you should use content marketing to promote your business include:

It provides useful information to your customers and clients (and shoppers) that they can then use to decide whether they will need to do business with you or not.
It definitely improves your SEO, especially organic search engine optimization.
Helps people use your products and services in a better manner once they have purchased from you.
Gets you more leads and attracts prospects and customers to your website or blog.
Builds your brand.
Establishes your reputation.
Keeps your prospective customers and clients engaged.
Helps you maintain a positive buzz on social media.

Why content marketing sometimes doesn’t work?

There are many reasons content marketing doesn’t work. In this blog post I have listed the mistakes that you should avoid in 2019.

But this blog post is not about why content marketing doesn’t work. It is about the 11 things you can do to make your content marketing successful, and here they are:

1. Create/write useful content

Create useful content for content marketing success

Useless, aimless content is neither useful to you nor to someone else. And if your content is not useful, why should someone appreciate it?

The entire purpose of having an operational content marketing strategy is that you promote your business on the strength of your content.

Your content derives strength from people.

When you are writing content (or when you are getting it written by a content writer) make sure you publish only useful content. It must help your visitors in one way or another. It must solve problems. It must provide solutions.

Why is it important that you publish useful, high-quality content?

Your content marketing success solely depends on how people react to your content. Even your search engine rankings these days depend on how people react to your content.

Drab, uninspiring, useless content is not going to get any attention.

Useful content, on the other hand, grabs people’s attention. People react to it. They share it on their timelines. They link to it. They spend more time on your website, bringing down your bounce rate that in turn, improves your SEO.

2. Publish original content

Publish original content

If you are publishing what everyone else is publishing, there is no motivation to come to your website or blog. People will come to your website or blog only when they find something that they cannot find somewhere else.

Constantly coming up with unique topics can be a problem.

But your opinion is always unique.

For example, I am constantly writing about content writing and content marketing and there must be thousands of other individuals doing the same.

Still, what I am saying here is unique because I’m using my own “voice” and my own writing style to express my own opinion.

Even when you are curating content – linking to external content – give your own take, the way I do sometimes.

These days when I don’t have time to write a completely original blog post, I link to an external article or blog post and then write some words on my own. I present my only unique view on the topic, even if couple of sentences.

3. Be consistent and persevere

Persevere and be consistent for successful content marketing

I don’t know about other people, but this is a big drawback that I have experienced in my own clients. They initiate their content marketing with great enthusiasm, even have the clarity about what sort of content they need to get written and publish, but then, within a couple of months, and sometimes even within a month, they lose track and no longer want to publish new content.

Now, you may say that being their content writer I should be able to convince them that content marketing success cannot be attained without consistently publishing high-quality content, but the problem is not with clients who hire me as their consultant (and hence, would heed to my suggestion), the problem is with people who hire me just for my content writing services.

Though, I give them my unsolicited advice, and then it’s up to them.

Anyway, the point is, they pursue content marketing for a couple of months, don’t see results, and then abandon content marketing midway.

Content marketing is an ongoing process. New content is constantly being pumped into the World Wide Web.

Unless you publish new content, your old content is going to be pushed into oblivion by your competitors and even by those who are not directly competing with you but are constantly publishing new content that can be remotely related to your content category.

People mostly abandon content marketing because they think it is an extra expense whereas, it is a necessary expense, running expense, just as you continuously have to spend money on running your infrastructure.

4. Make your content accessible for content marketing success

Create mobile accessible content

People these days are not just using PCs and laptops to access your content. They’re using all sorts of mobile devices.

They may access your content on their mobile phones, on their tablets and even through smart speakers like Amazon Echo and Google Home.

Your content should also be easier to read. Avoid creating long sentences and thick paragraphs.

5. Maintain a content publishing calendar

Maintain a content publishing calendar

The lack of a content publishing calendar can also derail your content marketing. Constantly coming up with new content writing and content publishing ideas can be a difficult task after a while.

Whether you are writing and publishing content on your own or your content writer is doing it, you definitely need to maintain a content publishing calendar so that you have things in the pipeline for the foreseeable future.

You can use an Excel sheet. You can use Trello. You can also use a mind mapping tool (which I use).

6. Learn to repurpose your existing content

Repurpose existing content

Backbone of a successful content marketing strategy is publishing content on an ongoing basis and sometimes, it becomes difficult to publish totally unique, original content even from the perspective of your own website or blog.

What do you do?

You repurpose your existing content.

Here is an older blog post you would like to read: How to repurpose old content.

Repurposing your existing content means creating new content out of your old content.

You can do this in the form of a weekly or monthly recap – creating summaries of all the blog posts you have written in the month of January, for example.

If you have been researching and gathering data to write and publish multiple blog posts, perhaps you can use this data to create infographics.

You can create podcasts from your existing blog posts, web pages and articles.

Similarly, you can create slides, animations and YouTube videos.

7. Try to improve your search engine rankings to ensure success of your content marketing

I always write on my blog that your search engine rankings should be a natural outcome of your quality content and you shouldn’t focus much on it aside from taking care that the search engines can easily crawl your website, it loads fast and you provide meta information to make it easier for the search engines to understand the nature of your content.

Having said that, it helps to have your main keyword in the title of your web page or blog post.

Strategically placing your main keywords also helps.

Again, don’t make extra effort. Focus on good writing but make sure that you use your keywords and search terms when you are creating content.

For example, since I want to attract clients who are looking for content writing and content marketing services, these are the phrases that I often use.

Just as content marketing is very important for better SEO, search engine optimization also fuels your content marketing.

If people are able to find your content on search results, more people can access it and there are more opportunities for inbound traffic.

8. Create an active presence on social media and social networking websites

Remain active on social media for content marketing success

Social media and social networking websites can be great content distribution platforms.

For example, everybody is on Facebook, Twitter and Instagram these days.

Most of the content consumption happens through these platforms.

Your social media and social networking platforms (your accounts, your profiles) can be a great source of targeted traffic to your website or blog.

Share content from your website or blog on social media. Publish original content. Build an audience.

It takes time. Ongoing engagement will be needed. So, there is no need to hurry. But, consistently make an effort to build an audience.

9. Use email marketing to disseminate your content and keep the people in your mailing list engaged

Email marketing is an integral part of content marketing

Billions of emails are sent to and fro every day. More people use email than Facebook, Twitter and Instagram combined. Email marketing can be the backbone of your content marketing success.

How do you use email marketing to implement a successful content marketing strategy?

If you continuously publish high-quality content, your visitors wouldn’t like to miss it. But, they cannot visit your website or blog every day. Give them an opportunity to subscribe to your updates.

When they subscribe to your updates, send them an email whenever you publish a new blog post or a new web page.

Send them useful information that they can use to better utilize your product or service.

Keep in touch with them. Ask them how you can help them.

But basically, you can use your mailing list for successful content marketing.

10. Use analytics data to steer your content marketing in the right direction

Use analytics for successful content marketing

Without analytics data it is just guesswork.

Analytics tell you what content your audience wants and then you can write and publish your content accordingly.

Even when you are trying to cover keywords and search terms for your SEO, analytics will tell you whether your SEO-content is working or not.

You can track individual links. You can track a group of web pages and blog posts. You can track your social media updates.

Your email marketing service (I use MailChimp) will have its own analytics features that will let you know how well your individual email campaigns are performing.

11. Have well-defined KPIs

Clearly define your content marketing KPIs

Key performance indicators are very important.

Although, as I often write on my blog, by the end of the day what matters is how many sales you have made, content marketing is more targeted and segmented.

Content marketing doesn’t directly increase your sales, it creates positive circumstances that in turn, increase your sales.

So, your KPI might be getting more subscribers for your email updates.

It can be increasing the number of unique visits.

If you want to target a particular geTorres of theographic area, you track whether your visitors from that particular geographic area are increasing or not due to your content marketing efforts.

You may also aim for bringing your bounce rate down.

Before and after data is very important for tracking your KPIs.

KPIs tell you how successful your content marketing strategy is at the grassroots level. This is how the sum total of your content marketing brings you success.

Concluding remarks on making your content marketing successful

To implement a successful content marketing strategy first most you have to understand and accept that it is not a one-off activity.

The second thing is, before it can bear fruit for you, you have to keep the momentum going even when you feel there is no return. This is because in the beginning, there is actually no return.

For the initial months, you will simply need to focus on creating and publishing lots of high-quality content, distributing that content using all available channels to you, and building a platform and a presence.

Then, it is this platform and presence that begins to generate business for you, more leads and more sales.

Content marketing in the beginning is like laying bricks and building other structures of a house or a building. You cannot use that house or building before you have built it.

Hence, unmitigated quality, distribution and engagement and perseverance definitely ensures content marketing success and through that, business success.

Content marketing mistakes: are you still committing them in 2019?

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You must avoid these content marketing mistakes if you are still committing them in 2019.

You will be surprised to know the sort of mistakes businesses and entrepreneurs commit while implementing their content marketing strategy even in 2019.

This blog post lists a few content marketing mistakes people are still committing.

Main content marketing mistakes to avoid

Not targeting the right audience
Not having the right content strategy
Not leveraging analytics
Not putting the consumer first
Using too many buzzwords
Mixing up content marketing and SEO

Let’s quickly explore these common content marketing mistakes that even my own clients commit, or are on the verge of committing…

Content marketing mistake #1: Not targeting the right audience

The problem is, when you ask someone whom you are trying to target, the person is going to say, duh! my customers and clients.

This makes sense in the broader sense because ultimately, we all want new and sustaining customers and clients, but if you don’t know who really your customers and clients are, your content marketing strategy is going to go waste.

You need to segment your audience:

Those who don’t know that they need you.
Those who need you but don’t know that you exist.
Those who need you, also know you but aren’t sure about you.
Those who need you, know about you, want to do business with you, but just need more convincing, or maybe more education.

These are different audiences and you need to create content targeting them.

Content marketing mistake #2: Not having the right content strategy

If you’re simply publishing content thinking that it will improve your search engine rankings, you don’t really have a content marketing strategy in place. You are simply throwing mud on the wall hoping that some of it will stick.

Having the right content strategy means knowing why you are publishing particular content, whom you are targeting, and what is the intended result.

KPIs.

Content marketing mistake #3: Not leveraging analytics

Web analytics can be scary in the beginning, but they hold a wealth of information. Whether you’re using Google Analytics or an email marketing software like MailChimp, keeping a tab on your analytics can help you steer your content marketing in the right direction.

Without analytics, it is all guesswork.

Content marketing mistake #4: Not putting the consumer first

People do this because in most of the cases, they put SEO first, which turns out to be self-defeating.

If you put SEO first, neither your search engine rankings improve, nor you get more business.

Just today I was explaining to one of my clients: put people first. Write, create and publish content that is useful and relevant to your customers and you will automatically improve your search engine rankings.

Content marketing mistake #5: Using too many buzzwords

I’m not averse to the idea of using buzzwords as long as they are relevant, but don’t overdo.

It depends on your audience actually. Fashion industry has its own language. Technology has its own.

What you need to keep in mind is, if it is difficult to speak, it is difficult to understand.

Content marketing mistake #6: Mixing up content marketing and SEO

This I have touched upon in mistake #4.

Many people find content marketing attractive because they think it is going to improve their SEO.

Content marketing is not SEO, although, most of the major SEO companies and organizations have turned to content marketing because content marketing leads to better SEO.

Google has been changing its algorithm in such a manner that its entire ranking system is based on the sort of content you have and the way people react to your content. This cannot be achieved without consistent and well-directed content marketing.

What are the benefits of content marketing?

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Benefits of content marketing

In this blog post you are going to learn about some indisputable benefits of content marketing.

I have never advertised my content writing and content marketing business.

I have “boosted” a few posts on Facebook and recently I also “promoted” an update on Instagram just to see how it affected my followers rate (I got just one follower), but other than these, I have never used the conventional tools, even AdWords, to promote my business.

It is just content marketing.

When and why did I start using content marketing to promote my services?

In the very beginning itself. Back then, there was no concept of content marketing, but I knew that if I published my tutorials and articles on other article-publishing and tutorial-publishing websites, it would bring traffic to my own website.

Blogging wasn’t invented yet and I used to manually create HTML, PHP and ASP pages on my website, linking to them from a single web page (just like we have the blog home page these days linking to the latest blog posts).

I didn’t have money to spend on banner ads or link ads and to be frank, I never even found them attractive. Promoting my services through content always fascinated me. I got a high.

I promoted my web design services through content marketing in the very early 2000s and then post 2005, I have really started using content to promote my content writing services.

I was so enamored with text that once I had my website just made of text, not a single image.

Text-only content writing website

Of course, in between I have lost track, gotten distracted or gotten busy in other pursuits, but whenever I have come back to promoting my website, I have solely relied on this form of marketing and promotion.

What are the benefits of content marketing?

Listed below are some indisputable benefits of content marketing:

Brings down marketing costs

Conventional advertising and marketing can be costly. You pay for every view. You pay for every click. You pay for every exposure. You pay for every engagement.

With content marketing, yes, you pay for good quality content, but it is a one-time cost. Some pieces of content work, and some don’t, but the collective benefit that you get from it is far more potent than the benefits that you get from conventional advertising and marketing.

You need to spend more on conventional advertising and marketing because people notice you as long as you are paying. Otherwise, it is “out of sight out of mind”.

Improves your conversion rate

Since, through content marketing you are building relationships and not simply promoting your products and services, your conversion rate is better.

By the time people decide to become your paying customers and clients, they thoroughly know about you and whatever you are offering. Through relevant content, you have educated them, you have informed them, you have also helped them.

Makes it easier to find you

One of the most important parts of content marketing is spreading your content on different platforms.

When you publish your content and then post the links on social networking and social media platforms like Facebook, Twitter and Instagram, people like it or share it on their own timelines. Hence, people on their timelines can find your content.

Other bloggers and publishers who appreciate your insight link to your content through their own blog posts, articles and web pages, giving you more exposure.

You also publish your content on other platforms exclusively, making it easier for people over there to find you.

Improves your SEO naturally, organically

Although this is one of the most common reasons why my clients come to me for my content writing and content marketing services, I always advise them to let their search engine rankings improve naturally, organically, based on the strength of the goodness of their content.

But this is a reality: if you persist with relevant, meaningful content marketing, it naturally improves your SEO. You don’t have to separately focus on improving your search engine rankings.

In fact, over the past decade, Google has been incorporating changes into its ranking algorithms to make sure that only those websites and links rank higher that have relevant, high-quality content on them.

Brings more inbound traffic

Since content marketing makes it easier for people to find you all over the web and since it also improves your search engine rankings organically, naturally, you get more inbound traffic.

The best quality of inbound traffic is you are not telling people to visit your website or check out your link. People come on their own.

When people come to your website or blog on their own, they are more receptive to your message. They’re already tuned into what you’re trying to tell them. Hence, they convert easily compared to those who are drawn to your website through some advertisement.

Encourages engagement

The more people engage with you, the more they become familiar to your presence, and the easier it gets for them to do business with you.

Even when people come across your website (through an advertisement), they don’t do business with you because they don’t know you. At the moment they don’t trust you because you haven’t engaged them in meaningful interactions.

Without content, they haven’t gotten a chance to be helped by you, to appreciate your presence on the Internet.

Builds brand awareness without intrusion

Through content marketing, people come across your brand when they are accessing quality content rather than ads they will gladly ignore or block.

With every business available with just a few clicks or a few taps, brand visibility is very important. Whether you want to buy a highly expensive iPhone or one of the cheapest Android phones, they both are immediately available to you.

When you publish and broadcast/disseminate useful content people begin to relate your brand with quality content and hence, establish a positive association. This further boosts your conversion rate because people who already have a positive perception about your brand readily become your customers and clients.

Educates your customers

There are many products and services that need education before they can be used, for example CRM.

For a very long time I have been planning to start using a CRM to keep track of customer queries, lead nurturing and following up. Unfortunately, no online CRM service has beginners tutorials on how to start using CRM for a very small business.

I’m pretty sure whichever website is able to explain to me, I’m going to use its service.

Another example is content marketing. Still, there are many people who don’t understand this concept. So, they need to be educated. They need to be told the benefits of publishing high-quality content on an ongoing basis.

Builds and fosters stronger customer relationships

Many companies claim that more than 40% of their business comes from existing customers and clients. This is true even for my own business. In fact, more than 50% of my work comes from my existing clients.

Through well-crafted content marketing (especially email marketing), you can constantly keep in touch with your existing customers and clients by providing them valuable information.

You can also keep your existing customers and clients engaged through social networking platforms.

Remember that it just takes a few seconds for a customer to switch to another product or service. This switch is so important that many businesses offer a year of service free of cost just so that people move to their service from the other service.

But if you have built a strong relationship through quality content, your existing customers and clients won’t make that switch, even when prompted.

Builds your communication platform

It isn’t true that only big businesses and media houses can have their own communication platforms. Even smaller businesses can develop an audience that pays attention to their messages.

The communication platform can be your blog or your mailing list or even your social media or social networking profile – wherever your audience comes to access your content.

The benefit of having a communication platform is that you have an audience whenever there is something critical you want to say and it is very important that a certain number of people get the message.

Suppose, you’re introducing a new feature in your product and you would like to tell people the benefits of upgrading.

You want to make new offers.

You need to do damage control if someone has been leaving bad reviews just to tarnish your image.

Search engines need a place to regularly crawl and index new content and if you have a vibrant platform, the frequency of crawling and indexing increases.

Establishes you as an industry expert

Naturally, when you regularly share your knowledge, wisdom and insight, people begin to believe that you are an industry expert.

If you are an app developer and you regularly share your programming techniques and other app development experiences through your blog, whom do you think prospective clients choose when they need an app developer? Someone who is totally mum about his or her app development profession or someone who constantly communicates and engages with prospective clients?

Generates long-term, lasting traffic

As described above, your content is a constant source of traffic. As long as your links exist in the Google index, as long as people are able to find your content, you are going to get traffic on your website or blog.

Once you have increased your content wealth, once many people have linked to your content, once many people have shared your content, your links are all over the place.

Depending on where you are, if you search for “email writing services” you will find my link somewhere on the first page on Google. Now, the position has been there for more than 1 ½ years now, even longer. This link has been constantly generating quality leads for me and I don’t have to pay for it.

If I needed to advertise on AdWords, I would have to pay for every click Google sent my way. Through the above-mentioned link, whether I get 100 clicks every month or 10,000, I don’t have to spend money. It is an ongoing source of traffic for me.

Brings down your bounce rate

Your bounce rate is how many people leave your website without checking out other links your website or blog, after directly coming to a particular link.

A higher bounce rate is bad for your SEO. It is also bad for your conversion rate.

Quality content makes people stick around. If they like what you have published on the current link, they would also like to check out other web pages and blog posts on your website and this tells Google and other search engines that you have relevant content, and hence, your links should be ranked higher.

Helps you grow your mailing list

The benefits of having a mailing list that you have built on your own can only be realized when you have built a mailing list for yourself.

Since building your own mailing list requires effort, persistence and perseverance, most of the people fail to realize its importance.

Having your own mailing list is very important for engaging your prospective and existing customers and clients.

A persistent content marketing strategy and email marketing strategy are interlinked. Without high-quality content it is not possible to build your own mailing list unless you engage in other tactics like offering a case study in lieu of subscribing to your email updates, or offering a very useful e-book, or something like that.

When you publish quality content people expect the same content in your email updates and hence readily subscribe. Also, since your content is so useful, they don’t want to miss it. If you promise them that as soon as you publish something on your website or blog you’re going to send them an email update, they readily subscribe.

Gives you an edge over your competitors

A good thing about content marketing is it democratizes marketing. There was a time when only big businesses with lots of money could use marketing, but with content marketing, business of any size can use it.

Yes, you do need some money to generate quality content, but more than that, you need ingenuity and persistence.

Your competitors won’t be able to gain even a fraction of visibility with conventional advertising and marketing that you can gain with strategic content marketing.

With helpful and relevant content, you make it easier for people to do business with you rather than with your competitors.

I gave you an example of CRM above. Whichever website explains better how to leverage its CRM, is going to get more customers.

Reduces your support cost

Content marketing also involves publishing lots of helpful content on your website and blog, for example the detailed FAQs section.

People may have many questions. They may have many issues. They might be confused about using your product or service.

Normally they contact your support. But these days, contacting support is a hassle in itself and most of the people want to avoid it.

Helpful content on your website can provide all the information people need to be able to use your product or service properly.

When people contact you for support, you can prepare a list of questions and queries that they have and then publish their answers on your website.

The next time if another person has the same question, rather than calling you or writing you an email, he or she can simply check the section that contains answers to the most commonly asked questions.

Builds a community around your business

Apple built a community around its business and look how great the company does.

Amazon has encouraged a community of “skill” developers for its range of Amazon Echo gadgets and now they are selling millions of these gadgets.

The same goes for Android-based mobile phones. The examples are innumerable.

Building a community builds a support system. The community helps you refine and evolve your product or service. You instantly get feedback and since your community is devoted to your brand, you mostly get positive/encouraging feedback.

You want to introduce something but before making it available in the market, you would like a few people to test it. You can use your community for that.

Concluding remarks on the benefits of content marketing

Over the years I have learned that content marketing benefits only those who understand its benefits. Yes, it is like “Laws of Attraction”.

If you want to use it just because you have read a few blog posts and articles on content marketing and you think a nice strategy can be implemented without spending some money and effort, you are going to waste your effort and lose your money.

You benefit from content based marketing only in the long run, when you have nurtured it and allowed it to blossom into in its own entity.

You cannot “trick” it into bringing you business success. This is the reason why it works for everyone who seriously pursues it.

What makes content marketing successful?

Your understanding of it. Otherwise, you’re going to implement it halfway through and then lose interest or courage, or both.

It is an ongoing activity. Just like your other business activities, it has to go on.

For example, if currently you feel that you need to publish 2 blog posts every week, you may have to publish these 2 blog posts every week for an indefinite number of years if you really want to benefit from content marketing.

What’s the purpose then, you may ask?

Because it increases your business and even if you go on publishing just 2 blog posts every week, compared to the growth of your business, the cost of publishing these 2 blog posts will move towards negligible.

What impact does visual content have on content marketing (infographic)

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Although on a day-to-day basis when I’m providing my content writing and content marketing services I don’t deal with much with visual content (images and videos), these days, I do provide images and basic video to a few clients because I am handling their social media marketing.

Visual content – images, photographs, animation, infographics and video – is a big part of content marketing these days.

This is because multimedia content is easier to access these days due to abundant connectivity and speedier connections. People are no longer worried when they have to download media files. Anyway, that’s different issue.

Here is an infographic on how businesses are using visual content for content marketing and what impact it has on their overall marketing strategy. The infographic is from this blog post on Social Media Today. (I was having some trouble uploading the entire infotographic file so I have divided it into different files).

As you can see in the infographic, according to the first stat, 91-100% content contained visual content.

7% marketers use videos and presentations and 37% use original graphics such as infographics. Original graphics drove the most engagement, which is understandable because with videos, often it becomes difficult to engage.

Why content marketing is an integral part of marketing and advertising

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Content marketing is an integral part of marketing and advertising

Traditional marketing and advertising is one way – you send out marketing messages to put your brand in front of prospective customers and clients and then leave it up to them whether they want to buy from you or not.

These days content marketing is an integral part of marketing and advertising – instead of simply broadcasting marketing messages, you engage with your audience.

This can be done either through entertainment or education. Or both.

In one of my previous posts I talk about a Netflix series called “Yeh Meri Family. It’s a story of a teenage boy whose father is a mutual fund investment consultant.

It is an engaging storyline and throughout the season (only the first season is out yet) you watch the series as if you watch any other series. Unless you are told, it never even registers that subtly, you are being sold the idea of investing in mutual funds.

Content marketing and traditional marketing and advertising are intertwined because, as this Business Standard article states, traditional modes of communicating with consumers have collapsed.

The article has some interesting stats vis-à-vis India. There are more than 1 trillion media touch points. This is not interesting. What’s interesting is, More than 90% of these touch points have come into being only over the past 5 years, due to an average household having multiple mobile screens and hence, multiple modes of media consumption. Traditionally, there used to be just one TV.

The article further states that there are 3 media consumption attributes that dominate watching pattern:

More personalization
No prime-time (people can watch anytime anywhere)
High propensity to skip (because the choice is unlimited)

There are 3 reasons why there can be no marketing and advertising without content and content marketing:

People find information using search engines and for that, you have to take SEO seriously and for SEO, you need high quality content.
People come across information (even search for it) on social media websites and it’s only high quality content that gets the attention on social media.
People receive information through email marketing which, again, depends on high-quality content that is valuable and informative.

This Lyfe Marketing blog post cites statistics that reveal that 78% consumers prefer getting to know a company or a brand via helpful articles and blog posts rather than simple ads. 70% also believe that organizations that invest in good content are more interested in building meaningful relationships with consumers, customers and clients.

Search engines are a big source of traffic for most of the businesses these days because most of the businesses have gone online.

Due to the abundance of content, consumers first prefer to read a lot about a product or service before purchasing it. People do this instinctively.

For example, if you buy a phone, you will read about it, you will also watch YouTube videos of the model you want to buy.

When you come across a new product and you feel it may be useful, you read about it, you watch videos of people using it and giving their opinion on it. This is content.

Content marketing also democratizes the realm of marketing. When it comes to advertising, there is no limit. There is always a competitor that can out-advertise you.

Content marketing on the other hand is solely based on relevance, quality and usefulness. Your competitor cannot beat you with publishing lots of content unless that content is of high quality.

If your competitor publishes 50 blog posts of no particular value (only covering keywords) and you publish high-quality 5 blog posts that your customers appreciate, that is more beneficial.