Everyone is doing it!!
According to the Content Marketing Institute, 88% of marketers now use content in their marketing strategy. If you’re not doing it then your competitors are. They will be the authority in your space. Theirs will be the voice that gets heard and remembered.
If that’s not enough to convince you to get started, here’s another 6 reasons to invest in content marketing…
1. It is the driving force behind all marketing activity
The number one reason is that content marketing really does drive all other marketing activity. It can fuel your social media, giving you valuable updates you can post for your followers, and likewise for your email marketing activity. You can even use your best content as a landing page, to drive more conversions in a paid advertising campaign.
2. To build authority
Delivering regular, consistently high quality content marketing will accelerate your journey to becoming the voice of authority. It will position your company as a thought leader in your area of expertise. Put simply, it will help your company stand out from the crowd.
3. It is not a fad!
78% of large organisations now employ someone to manage their content marketing strategy (Source: Content Marketing Institute). The advantage of having a dedicated resource will keep you focused on delivering a regular stream of the right content and will allow you to react quickly to new topics, channels and technologies. Your dedicated resource could be an employee or a third party organisation who specialise in content delivery.
4. You have nothing to lose
You choose how much time and money to invest in your content marketing, if you’re just starting out, then start small, perhaps with a monthly blog or quarterly email newsletter. However, always remember that the more you invest, the better the results. Only quality content will make a positive impact
5. To fill your sales funnel
Different content can be used to feed your customers and prospects at each stage of the sales funnel. Use blogs to generate awareness and capture the attention of cold prospects. Invite them to subscribe to your newsletter as they become more interested in your offering. Then you can use case studies and white papers to keep them engaged in the buying process.
6. Content marketing drives targeted traffic to your website
Finally, having a wide variety of content will increase your chances of showing up in search results and driving more organic search traffic to your website. These visitors are more likely be relevant to your business since, through their own searching, they are connecting with you at a time when they need information about what you have to offer.
At Rapport Digital, we help accountants and accounting firms across the UK plan and deliver on-going content marketing strategies in a wide variety of market sectors. If you have any questions on how to get started, please get in touch.