Written by: Albert Gibosse
Content marketing is one of the most effective ways to reach new customers. It drives traffic to your site, helps establish you as a leading voice in your industry, and gives audiences useful, actionable content that they need to solve their problems.
Heightened Brand Affinity
One of the most beneficial bonuses offered by content marketing is increased brand affinity, in which consumers feel passionately about and share the values of a company or brand.
As the saying goes: “Brand affinity is the Holy Grail for marketers.” Individuals with high brand affinity are your superfans, and they’re arguably your most valuable customers. They love what you sell, frequently tell their friends and family about how great you are, and will vouch for your products without any prompting or coercion whatsoever.
Prospects who feel an affinity for your brand will be much more likely to become a customer if they’ve already learned about you through your content.
As you become a trustworthy voice in your industry , by producing high-quality content, you enable your audience to develop or identify shared values, which are central to the idea of brand affinity. While content helps drive traffic to your site, it also affords you the opportunity to demonstrate what your values actually are as an organization, and projects transparency as part of company culture.
Click-through rates are dramatically higher when audiences know your brand well.
HOLISTIC SEO STRATEGY
SEO (Search engine optimization) is much more than keywords. Utilizing a holistic SEO strategy will help you move beyond keywords to create information-rich pillar pages towards educating, informing, and delighting your new visitors the moment they land on your site, also further ensure that your business and your products rank for the right topics and search queries.
Also read: Cores of a Robust Inbound Marketing Strategy
A robust inbound marketing strategy features a well-defined brand personality (e.g., logo and supporting elements) that you can showcase for the visual representation of your brand, content, and social media presence. A well-developed brand identity makes possible a style guide that saves time, prevents mistakes, and ensures consistency across the entire organization.
Benefits of content marketing image search[Content Marketing Improves Visibility Through Image Search]
Optimize every single image you include in your content so they can appear more prominently in image searches. Every image represents a “free” opportunity to rank for certain image queries, which may drive significant traffic to your site over time.
Optimizing images is extremely valuable for original data visualizations, infographics, charts, and any other visual assets that could be used elsewhere by other sites and publications.
Optimize Images for Search
Content marketing image metadata – data about data – includes attributes such as an image’s alt text. This field can access through a CMS such as Drupal or WordPress and is used by web browsers to identify the contents of an image. This functionality is often used by individuals who browse the web using screen readers, which are software programs that enable visually impaired people to understand visual content. Likewise, the alt text field can also be used to help your images appear more prominently in image searches.
Helps You Grow Your Social Media Audience
Publishing your content on social media help grow your audience. The initial investment of time and effort will surely pay off but takes time and perseverance.
Content marketing allows you to create highly refined remarketed audiences based on your site traffic, a super-effective technique for increasing your conversion rates. Using behavioral signifiers can be extraordinarily valuable, especially when you segment your database by intent or conversion funnel stage.
Content remarketing enables you to create custom lists of all sorts of segments, which can be fed into ongoing campaigns or various nurture pathways. This works great by using lists of people who read your blogs on a regular basis, but have yet to download any of your guides, or downloaded the resources but had not yet converted.
Remarketing also enables you to utilize content analytics to repurpose content data for your other marketing campaigns.
Before you start, you need to decide which kind of remarketing segment you want to create – PPC, Facebook, Google Display Network etc. – as this will affect which kind of tracking cookies you’ll be using. One important note, however, whereas Google Analytics tracking codes are so versatile andcan even include visitor behaviors, AdWords tracking code can’t.