30/03/2020
There's no denying that content reigns supreme, even during this time of uncertainty. In fact, if we were to reconstruct Maslow's pyramid into a hierarchy of digital marketing; content would be the first block. Why? Apart from the millions of people around the globe who are spending hours of their time online; giving you a larger core audience, communicating brand identity and values remain very important.
With our hearts set on helping small businesses transition into this new era, we’ve compiled a shortlist of reasons why content marketing matters now more than ever. Hopefully, it will help you further consider why you need a content marketing strategy, and how it could help you in the long run:
1. It’s the key component of all your current communication:
Billboards, pamphlets, roadshows, festivals, farmers markets, conferences and daily meetings are a thing of the past-ish for the next 3 weeks at least). Where else would potential customers, and suppliers receive key communication pertaining to your brand except directly from you? Cancelled events mean there’s a greater need for you to double up on communication, not only to remain consistent but so that your audience remembers who you are and what you stand for.
2. It allows for direct communication with your clients: No more using “what we meant to say was”, or “this campaign just doesn’t speak of what we stand for a brand” as an excuse. That’s because you'll be the driving force behind all communication. Whether you choose to blog, use LinkedIn, Twitter, Facebook, Instagram, Tiktok or mailers; you now have full reign over the communication that your clients receive. It is your job to make sure that it’s clear.
3.It’s still a great way to generate leads: Done well, this could be a great way to lead potential consumers through the buyers funnel. Not only will you be building rapport with your clients and creating community with them( breaking bread so to speak), but you’ll have direct access to the lead generating process and won’t necessarily be relying on call centers, or third and fourth parties to generate leads for you because you’ll be able to do it yourself.
4.It gets people talking & spreads like wildfire Remember that viral video you tagged your friend in? Or that lovely blog forwarded to the group chat? You do, do you? Now imagine that it was your brand, service or product. That’s how easily ideas and content spread, and now more than ever, with people spending more time online than not, content is spreading ever the faster.
5 It Lengthens the Customer Journey:
Gone are the days when the customer journey began and ended with a purchase. Now that we consider returning customers just as valuable (even more so) as entry-level customers, making sure they're always happy should be at the top of your list. And what better way to keep them in the loop with than through your communication channels? We couldn't have one either.
Now that you know that you're aware of why content marketing is important shall we walk you through how to do it effectively?
Be sure to check-in throughout the week as we'll continue sharing helpful tips.
Til next time,
Guard your vibe