Why is content marketing so important?

October 24, 2017

Content marketing can easily be considered to be the most effective way to reach out to your target audience. It is certainly not a new concept when it comes to digital marketing, but it is definitely one of the most important ones.

Content marketing has changed the way interaction takes place between a brand and its customers. And with the popularity of social media, it has become all the more important for brands to communicate on a more personal level to win the trust and loyalty of customers.

So, why is content marketing important?

a. Content Marketing Provides an identity to the brand

When you have a business, you have to make people aware of it and show them what the business has in store for them. Through the content that you (a brand) generate, the audience is able to recognize the unique voice of your brand as well as the character and culture associated with it.

In other words, content works like an invitation that will allow people to relate with you and your business in a better way. Content marketing can be used to drive traffic to your business website and if it interests people they will always come back to read articles and blogs that you put up in future.

b. Builds a loyal customer base

 

Building Loyal Customers through Content Marketing

Source: Idea Factor

 

Giving relevant and good information free of cost can provide your brand with a strong base of loyal followers and customers. Meaningful content always ensures that customers invest their time in your brand. Good, high quality content published at regular intervals will definitely have your followers come back to your website again and again.

c. Helps in building trust

When you publish high quality and relevant content, it helps your audience build a level of trust with your brand. As you keep putting out more and more content, the more qualified your brand becomes in the eyes of the audience. This trust in your brand not only leads to happy and loyal customers but also to an increase in sales.

d. More sharing and feedback

In this age of social media, if the audience likes your content, they will share it through their personal social media accounts. The more people like, comment and share the content, the more exposure your brand will receive. Content can spread through the Internet at a very rapid speed, reaching people that you couldn’t have otherwise.

Moreover, content that gets circulated on social media will always have feedback. The opinion of your customers is very important as it helps to analyze their behavior, attitude and needs. There is also an underlying psychology behind the content creation. Good content will always lead to discussion, publicity and eventually customer loyalty.

e. Content Marketing works great for SEO

 

Content Marketing & SEO

Source: DOZ

 

Good quality content is the driving force for SEO. If you come up with an article or a blog and infuse it with keywords related to your brand, there are very high chances of positive repercussions. The organic traffic funneled through SEO also helps in boosting conversion rate through content marketing.

f. Content Adds value

No matter what business you are into, you have to publish pertinent content if you want to be at the top of your game. People visit your official website and social media pages to know more about your brand and get some valuable insights. Be it video snippets, guidelines or amusing pictures, meaningful content will ensure that your audience keeps coming back to visit your website/social media pages at regular intervals.

g. Helps in generating new leads

Quality content will always create brand awareness in the market. As more and more people get to know your brand, the possibility of generating new leads and increasing sales will be higher. Content Marketing helps to attract people who have not yet used your product/service.

Leads Through Content Marketing

Source: Hubspot

 

As the saying goes, ‘content is king’ and content marketing truly has made its way to be the most important force in the court of marketing. High quality, unique content that is meaningful, useful and entertaining is the key to success for any business.

Ittisa has a dedicated team for content marketing and we ensure that your brand is always talked about. Leave us a message below and we’ll get back to you shortly.


World Wide Writing: Steps to web friendly Content Marketing

November 9, 2015

When writing for the web, you know it has to be good enough to attract the right audience. There’s no use to carefully crafted words when nobody ends up reading it. Content marketing for the web is entirely different from printed matter, web users prefer to scan through thousands of available content; hunting for information they’re after unlike word to word reading on print. Effective digital content marketing is creating relevant and consistent content that appeals to the target audience and successfully retains them. Here are 5 steps to creating content that sells online:

SEO Focused Content Creation

The first step to creating competent content is to understand user needs and behaviour. Prior key word research will help focus content writing for your specific purpose. Keyword research goes a long way in finding the balance between audience needs, product/service offering and how the audience search the web. Put yourself in the shoes of your target audience and think about what they’ll search for. Train your writers to optimize content for search as they write. This will result in organic search and ranking on search engines. When SEO (search engine optimization) is seamlessly incorporated into content it is no more an added obstacle but just an integral part of the publishing process on the web.

Make it Simple and Snappy

As small of an advice as this might sound, it is one of the most significant step that people take for granted while creating content for their websites. Reading from screens, whether from tablets, computers or phones; can be tiring to the eyes and slower than reading printed material. Accordingly, simpler the writing simpler it is for your audience to absorb the information. Avoid using jargon and complex sentence structures, but do try and use shorter words and active voice wherever possible. Listicles are popular for a reason. When writing, try and break your topic down into points with descriptive sub headings making it succinct and easy to scan through.

Add Highly Relevant Links

Including internal and external links to your precious content is just another step to get your readership to increase. Internal links are those that gets linked back to content on your own website pertaining to the topic the reader has been searching for. This helps to keep people on your website reading your best content. Whereas, external links are those that is linked to works of other people. As a content producer, you’re duty is to ensure that your reader gets maximum knowledge on the subject in a short span of time. The only thing to look out for here, is that both internal and external links are made using bold descriptive text which enables readers to easily find the links while scanning through.

Content Originality

Creating original content should be the number one priority for any website. Copy pasting can only get you so far. Original content receives followers on its own, if promoted. Content originality does not always mean coming up with a new topic, it might also refer to the freshness or the change in perspective with which the content is presented. Proof of your originality will always entice readers to come and take a look. Use real life examples, success stories, user tweets and so on to back up your content.

Technically Correct

The digital age and audience is unforgiving of any errors committed by their favourite brands, which leaves no space for mistakes in your website content. Do a thorough research on any topic and double check it before you reproduce it into content for your website. Don’t forget to proofread and edit your writing, something as petty as grammar mistakes might just take the light off of what you are trying to say.

The steps mentioned here are few of the simplest you can use to ensure active content marketing, yet they are overlooked by many websites leaving them with substandard content that has few or no readership. As content creators for the web, the most important thing to remember is to write content that educates and imparts knowledge to the readers with true passion.


The Psychology and Creation of Shareable Content

September 17, 2015

What makes you stop by, when you scroll through hundreds of posts everyday online and hit the Like or Share button? Have you ever stopped to wonder what made people share it? Is it because of the content, aesthetics, or headline?

We answer these fundamental questions regarding the psychology and creation of shareable content.

The psychology of sharing content:

To effectively create shareable content, you should have a better understanding of the audience’s mind set. Remember there is a person behind the computer screen, reading content suitable to them and sharing it with others like themselves.

The primary reason that people share content online is to be useful to others. They also want to share content to express who they really are, to nurture relationships and to get involved online.

Most content shared online have a wonderful headline invoking positivity and emotion. CoSchedule Headline Analyzer tool will quickly tell you how to improve your headlines with proper choice of words.

According to the NY Times Insights Group study, the following are the key motivations for people to share things online, be it photos, videos or blogs:

1. To define oneself to others
2. To bring valuable and entertaining content to others
3. To grow and nourish relationships
4. To get the word out about causes and brands we care about.

How to create shareable content:

1Create positive content: 

Content with a positive vibration seems to be shared more compared to the negative stories. Bad snippets stick to your mind more than the good ones because of our brain’s negativity bias. But if you want to create viral content it has to induce positivity to the audience.

Usage of superlatives in headlines interests more readers. Posts focusing on positivity and happiness are also good ways to reach out to the audience.

2. Create emotional content:

Emotions are considered most important in marketing as they remain tied to base evolutionary processes and have kept humans safe for centuries. Hence, they’re so basic that we’ll always be wired to pay attention to them – often with surprisingly powerful results.

3. Provide useful and practical information:

Any content that you provide must be useful in life application to the audience. It must be problem solving, provide little tips or any practical strategies useful to your daily life.

Involving your audience with questions, or surveys is more important to make them learn something. Keeping it simple helps saves time to you and your audience.

These pointers, while quite a few in number, are well worth keeping in mind before shaping content. At Ittisa, we spend time thinking before we post. We ask ourselves questions – will it interest the audience? Will they ponder what we share? It is only after due consideration that content ought to be shared, for it to be successful, or as the term today goes, “viral and shareable”.