The What and Why of Content Marketing

With the surge in content marketing over the past several years, it can feel like there is always content to be considering, developing, promoting or even consuming. In fact, people now spend nearly half their days consuming content in one form or another.

With such a heavy focus on the consumption of content, it is more important than ever for marketers to create and distribute quality content. In order to stand out from all the other content floating around, content marketing should become a focus of your strategy, if it’s not already. Content marketing doesn’t have to be scary or overwhelming. It’s a great way to market yourself to potential customers by giving them something they can use for entertainment or information, and hopefully something they will remember you for later.

“Content is King”
The expression “content is king” has been around for decades, but what does it really mean for marketers and businesses looking to expand their efforts into the content arena?

Simply put, content marketing is the use of creating and sharing online material to educate or inform readers, without explicitly promoting the brand’s services or products—or using content to market your business.

Content marketing can come in several forms, including blogs, videos, podcasts, social media posts, infographics and more. No matter what type of content you use, including a call to action can inspire a prospective customer to either learn more about you or take action to buy the product or service you are promoting. This creates a way for your content to become a valuable tool for both the prospect and your company, as it can create leads and sales. At the very least, you can gather email addresses in exchange for certain forms of content (like ebooks and white papers) so you can follow up with those prospects at a later date.

When it comes to content marketing, quality is more important than quantity.

Even if you are pushing out piece after piece of content, if it’s not any good and no one is reading it, there isn’t really a point to creating it in the first place. By focusing on creating high quality pieces, you can better position your content marketing efforts in your industry.

Just like any marketing effort, goals and metrics for measuring those goals are imposed on content marketing. Sometimes, these goals may simply be brand awareness or traffic generation. But other times, those goals can go even further: generating more leads or even converting leads into customers. No matter what goals you set for content marketing, it’s important to be able to measure the time and money spent on these strategies.

Why is content marketing so important for your business?

Content marketing may look a little bit different if you’re selling products versus services, or if you are in a business to consumer market versus a business to business one. Either way, it’s an important part of your marketing program that may be overlooked or underutilized right now. Content marketing may take patience, but it has been proven to be one of the most effective ways to educate prospects and turn them into customers.

Some of the most important reasons it matters for businesses today include:

Build trust and authority.
If customers or potential customers feel they can trust you for reliable information, they are more likely to buy from you. Conversion rates on content marketing pieces are almost 6 times higher than other types of marketing.

It’s more cost effective than outbound marketing and advertising.
Some studies say it can cost just half of what is spent on traditional efforts. In a world where everyone is trying to save money whenever possible, content marketing can have a huge impact on the marketing budget while still bringing in quality leads.

Bring in high quality leads.
Content marketing has a higher conversion rate of turning people into leads and leads into sales than paid marketing tactics.

If you’re ready to explore the ways content marketing can position your business as an industry leader and attract more customers, Evoke Idea Group can help. With more than 23 years of marketing and design experience, the team at Evoke Idea Group knows how to use the strategies in content marketing to grow your business. Get in touch today for your complimentary consultation by emailing hello@evokeideagroup.com or calling 630-879-3846.

About Evoke Idea Group

Evoke Idea Group is a full-service design and marketing creative agency providing award-winning marketing communications and graphic design solutions since 1996. For more than 20 years, we’ve helped mid-to-large sized B2B and B2C companies, marketing departments and breakout companies captivate and convert customers through print and digital campaigns. We’re based in St. Charles, Illinois (approximately 40 miles west of Chicago), but serve a wide range of clients on a national, regional, and local basis.

We are in the business of bringing awareness to brands and helping to grow companies through strategic marketing, advertising, web design, video and graphic design services. Our fresh, creative approaches are translated through: graphic design, logo design, website design, advertisements, infographics, digital marketing, social media marketing, web banner ads, print materials, flyers, case studies, sell sheets, posters, brochures, branding and identity, brand guidelines, packaging, trade show booths, exhibit graphics, video, and animated motion graphics.

Our full-service advertising agency provides freelance marketing communications and graphic design solutions in St. Charles, Geneva, Batavia, Aurora, Naperville, Wheaton, Glen Ellyn, Hinsdale, Oak Brook, Elgin, Schaumburg, DeKalb, Joliet, Chicago, Chicago Suburbs, DuPage County, Kane County, Lake County, Will County, McHenry County, DeKalb County, Cook County, Illinois, Wisconsin, Indiana, Ohio, Michigan, Iowa, Arizona, Northern Arizona, Flagstaff, Prescott, the Midwest, USA and worldwide.


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