We are in unusual times. Who knew everyone around the world would be working from home, Kids doing school from home, and worst of all restrictions on movements. In the current unusual scenario with uncertainties in business, online presence has become like oxygen for business survival. Just being online is not enough, as without engaging your customers, you will run out of oxygen. Here is where content comes as your oxygen supply – Extraordinary times call for exceptional measures.

What Is Content Marketing?

As per Oxford Languages – Content Marketing is a type of marketing that involves the creation and sharing of online material (Such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its product or services.

Is Content Marketing Important?

A BIGG YESS!! “Content isn’t KING. It’s the KINGDOM” – Anonymous.

Research says that 70 percent of marketers believe in investing in content. More than 70 percent of businessmen who have wisely invested in good content have achieved success. Content marketing has gone from a new raw concept to an essential powerful tool for most businesses. As the content created by you is your content; and helps build your online business reputation.

Content Marketing for Small and Medium Enterprise (SME) –

Small and Medium Marketers are not in-fluxed with cash like the big giants and hence, do not have the big bucks to spend on marketing. SMEs do not need to spend big bucks for marketing as consumers’ survey revealed that instead of paid marketing, more than 70 percent would prefer to read about a product or company through an article.

Content Marketing is an effective, inexpensive marketing strategy and businesses can earn high ROI from every penny spent.

Hence, content optimization is essential for consumers to find you online. Here is where the Inbound Marketing strategy developed by Brian Halligan, CEO of HubSpot can help.

What is Inbound Marketing?

It was a concept developed by Brain in 2006 but picked up momentum in 2012. Inbound Marketing is a strategy that creates valuable content and experiences specially tailored for the consumers. Hence, while outbound marketing is more of unwanted Content, Inbound Marketing focuses on connecting with the consumers and trying to solve their problems.

Inbound Methodology believes in empowering the consumers with the knowledge to reach their goals along with you. You can apply Inbound Marketing in three ways –

• Attracting Strategy – attracting consumers with beneficial content and advice that establishes your validity with the consumers, creating valuable content. Creating and publishing valuable content such as blogs, Content offers, and social media posts. For example, publishing free research content or product information giving useful tips and solutions and offers and discounts. The content has to be incorporated with an SEO strategy that allows your content to appear on the first page of a search engine. 

• Engaging Strategy – presenting valuable content with insights and solutions for the consumers’ needs and goals, thus engaging and attracting consumers to buy from you. Your job does not just end with providing valuable content but following up on leads is also crucial as this helps develop a long-term relationship with your consumers. Inject as much information as possible to build confidence in consumers to provide value to the consumer. Remember to sell the solution and not the product, which will help you gain consumer confidence.
• Delighting Strategy – it should not stop at attracting and engaging. Consumers also take into account after-sale service. In the end, providing all the support, the consumers require post purchases. Ask for feedback from consumers that can help you serve them better, and remember to respond to their feedback.

Once consumers are happy with the product and services, it attracts more consumers and keeps the business rolling. Remember, happy consumers, are your brand advocates.

It is an effective marketing strategy for SMEs. The conversion of a reader to a customer is the return you are rewarded from Content marketing.

Besides being cost-effective and helping with high ROI from Content marketing, there are numerous other advantages that you can gain from this form of digital marketing which SMEs can enjoy –

• Multiple-use – Content is valuable as your content can have various usage such as – blogs, posts, email ads, and the Pay Per Click Model (PPC).
• Consistent content – remember, consistent content will pay in the form of high ROI. For example, did you know consistent and good content marketing generates three times more leads than traditional advertising – this is the power of content.
• SEO – again, excellent and robust content with good keywords will display your page right on the top of the search engine page. You can also constantly update your existing content with the latest updates to keep it updated and fresh.
• Need of the hour – although the internet is flooded with content, studies show that consumers are still hungry for good valuable content as more than 20 percent of readership has shifted online, making good content always welcomed.
• Trust Builder – great, valuable, and consistent content generate trust towards your company as you are giving life to your brand and creating a positive reputation.
• Strengthen Customer Relations – good content provides value to consumers, increasing brand loyalty and strengthening your relationship with your consumers, thus encouraging repeat sales and growing opportunities for more consumers.
• Sets you apart – how can SMEs differentiate themselves from big giants – great valuable content. As said earlier – good, helpful, consistent content, and you can take on the world.
• Repeat Read – great content attracts repeat reads from visitors and eventual conversion as customers.
• Include backlinks – backlinks are essential criteria for a search engine to rank your website. Often good content is displayed by another website that will show the link or share it with others, which increases your website viewership.
• Expertise – valuable content can establish you in the eyes of readers as an expert in your segment or field, increasing trust with the consumers.
• Future returns – consider great content as an investment as it lasts forever on the internet. Good content is consistently ranked higher for years to come, generating returns for years to come.