Content marketing is more than advertising, it is all about demonstrating to your clients who you are, rather than just telling them.

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It has evolved the manner and way businesses interact with their customers. Since the rise of social media, brands now have to become closer and more communicative with their customers if they want their trust and loyalty in return.

Simply broadcasting advertising messages is no longer the only method available and it’s not advisable if your customer has gone to the effort of including you in their ‘social’ circle.

Today – it is essential to give out advice, engaging stories and information that is of genuine use or appeal.
Whilst there are numerous companies still adjusting to this idea, as well as the undertaking required to build content; because they cannot always quantify the ROI involved within the process, so here are various reasons why content marketing is important:

 1   It creates a community of loyal customers

Giving good information that is free can build a tightly-connected community of customers who are loyal to your brand which they have chosen to follow. By giving your customer community valued content for following you, they have a  reason to invest time in your brand. If you publish content at regular intervals, followers effectively ‘check-in’ with your brand.

2   It will make your brand an authority

Quality content delivered on a regular basis makes your brand an authority on your topic. Becoming an authority is essential as it builds trust and trust is something that customers make purchasing decisions on.

3   You get to know your customers

Content – when provided through social media enables for feedback. It means you can evaluate your customers’ attitude and get to know their needs and demographic better. Content at its most effective can inspire conversation, allegiance, trigger thought and get everyone talking.

4  Generating content enhances SEO

Quality content is gold for SEO. If you decide to create a blog with quality content and link it to your brand name this can have positive effects. Long gone are the days of writing bad quality keyword-loaded material on websites and blogs. Context, meaning and genuinely good, appropriate writing will not only be selected by customers for a read but also by search engines for inclusion as a chosen ranking.

5  Content adds value

There is a new rule in business – that whatever business you are in, you now need to also be a publisher to be competitive. People anticipate your company, your website and your brand ambassadors (whether that’s managers, staff, hired freelancers or even customers) to deliver insight or entertain. People want to go to your website and social media because they get something beneficial back from the experience. Using video for short films, posting pictures that are amusing, delivering convenient and beneficial guides will make your website deserving for customers to return to, not only occassionally, but as a routine as well.

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