We’ve discussed lead generation and its most prominent forms: content and email marketing. We’ve already gone into detail on the merits of email marketing. But we’ve yet to discuss content marketing. Content marketing is just as important as email marketing. Businesses are definitely starting to acknowledge this and as a result content marketing is skyrocketing in popularity.
According to the Content Marketing Institute, content marketing is used for lead generation by 83% of B2B marketers. While lead generation typically entails a lack of interpersonal relationships, content marketing operates differently. By providing valuable information to your audience, you further enable yourself to connect with your fans. This content thus acts as a means of building deeper relationships with fans. It helps generates legitimate leads by permitting the development of relationships with people. It’s that interpersonal twist that really differentiates content marketing from other digital marketing mediums. Nothing is better than loyalty, content helps you achieve that.
Not only does content permit you to develop relationships with fans online, but it also helps draw more attention to your website. We mentioned the role of SEO in content marketing campaigns. Essentially, by providing trendy content on your website, you create more indexed pages on your website and capitalize on external interest. This all leads to increasing your chances of being noticed via organic search. This is especially important today as search engines serve as a critical starting point for online transactions. According to Pinpoint Market Research and Anderson Jones PR, 93% of B2B buying processes begin with an online search. This just stresses the extreme influence search engines have on e-commerce transactions.
Content marketing revolves around providing useful information to your fans. It requires constant updates and attention to detail. But when done properly, content marketing campaigns can have a profound impact on your client base and online success. So start writing!
