Consistent brand messaging is one of the many factors that determine the growth and success of a business, and the top brands know how to maintain their message at each and every customer touchpoint. But what comes next? Well, this also applies to your on-going message across platforms and mediums. Your content should maintain a unique voice and style across all channels, at all times. There are dozens of benefits to implementing a quality content marketing strategy, but let’s talk about what we consider the top three that are really going to affect your ROI: creating awareness, nurturing trust, and increasing lead generation and conversion.
- Creating brand awareness
Top quality content is going to help you reach the largest audience possible. It has the power to impact thoughts and evoke feelings. It inspires customers to make an initial purchase, and also to return for another. Creating brand awareness through authentic customer engagement is a crucial step in creating an effective marketing strategy.
When your content shows up at the right place, at the right time, and within the right audience, your brand reputation ultimately improves. The more meaningful content your audience sees, the more likely they are to have a positive reaction to it and interaction with it.
- Nurturing brand trust
Think of content as one of your greatest assets. Consistent content helps you build a relationship with your audience and create trust with your potential buyers. When you provide expertise within a certain industry without asking for anything in return, you’re proving your value with your audience and building lasting trust. These people will become your core audience who will ultimately buy into your purpose and become brand champions. They are crucial to the success of your business and, with a strong content strategy can also become repeat customers; keeping them engaged beyond their first interaction with your brand is dependent upon how robust your content strategy is.
- Increasing lead generation and conversions
Placing calls-to-action (CTA) within your content is a great way to generate leads – guiding readers to a specific landing page within your site, or even just prompting them to complete your contact form. We recommend what we call VVVO strategy: meaning value, value, value, offer. This is an effective way to draw your audience in with quality value. Once that initial trust is established, you present them with an offer. It’s a great way to capture prospect information, drive even more engagement, and ultimately immerse them into your sales funnel.
These are just three of the many benefits to prioritizing regular, consistent content within your marketing strategy. As technologies develop, new mediums arise and others decline, content remains the crux of marketing strategies and one of the most cost-effective marketing pillars across industries. So whether through freelance or project-based writers, or bringing on a full-time content writer to your team, ensure that your content is authentic, consistent, and connects with your audience when and where they are most likely to engage with it.