The key to content marketing success is developing a strategy that suits your goals and aligns with your brand.
When content marketing made its debut, brands in publishing and journalism-related industries were quick to jump on board. After all, it gave them a unique opportunity to showcase their writing skills while establishing themselves as industry leaders. But it didn’t take long for content marketing to become an effective tool across virtually every industry.
It’s easy to see why: Compared to other forms of marketing, content marketing can be a much more cost-effective way to achieve your goals. In fact, according to Content Marketing Institute, “while content marketing costs 62 percent less than outbound marketing, it generates more than three times as many leads.”
With this statistic in mind, it’s no surprise that many brands have implemented content marketing without first considering how and why it is useful. Establishing how content can specifically help you reach your goals ensures the most substantial returns from your efforts.
The key to content marketing success is developing a strategy that suits your goals and aligns with your brand. I’ve identified three of the most crucial, high-level outcomes that your brand can achieve through content marketing:
Producing valuable content for your target audience helps to establish your brand’s authority within a specific industry. When consumers search for a particular topic or question, they are looking for information that can help them solve problems or make better purchasing decisions. Determine what your target audience is seeking, and create engaging content to suit their needs. Brands that provide the most value to consumers will consistently come out on top.
One company that uses brand publishing to strengthen its authority is Midwest Industrial Supply, Inc. This industrial supply company consistently produces content based on industry-specific current events to help potential clients stay up-to-date with relevant goings-on.