Why Are We ‘Doing’ Content Marketing?

As a content marketing agency, we are often approached by brands who know that they should be doing content marketing but will still ask the question Why Are We Doing Content Marketing? In this article, Contentworks is going to help you to understand why your business needs content marketing and how it can help you meet your goals.

What Are The Content Marketing Channels?

  • Search Engine Marketing
  • Your Website via Search
  • Forums & Directories
  • Your Blog
  • Third Party Blogs
  • Sponsored Content
  • Online PR
  • Offline PR
  • Display Ads
  • Offline Ads
  • Email Marketing
  • Social Media
  • Offline Events
  • Influencer Marketing
  • eBooks & Landing Pages

Who knew there were that many right? Each channel requires superb content marketing and a consistent yet individual approach.

So Why Do You Need Content Marketing?

You may have heard the saying “Content is the reason search began in the first place”. Content marketing is not just another industry buzzword. It’s at the centre of all successful marketing activities and it’s here to stay. Also, your boss wants you to invest in it but there’s a reason for that.

Exercise One

In the following exercise, pick the top three needs that best match your organization’s current goals or departmental KPIs.

  • Increase Deposits/ Sales
  • Improve Brand Visibility
  • Repair Reputation Issues
  • Increase Leads & Enquiries
  • Promote Customer Retention
  • Generate Positive Online Buzz

Did you pick your three needs? You are probably wondering what your customer retention or reputation has to do with content right? Note them down and read on.

Exercise Two

How many of the following positions do you currently have filled on your marketing team?

  • Content Strategist
  • Content Manager
  • Reputation Manager
  • Content Writer
  • Social Media Manager
  • Content Analyst
  • Researcher
  • PR Manager
  • Content Editor
  • Blog Manager

Make a note and let’s find out what all this means.

How Does Content Marketing Relate To Your Goals?

Still with us? We know the average attention span is 12 seconds so you’re doing great. Now let’s take a look at what content marketing means for your goals and your organisation. Remember what you picked in the previous exercises:

Increase Deposits/ Sales – Great content marketing persuades prospective clients to deposit and fills them with the confidence to deposit higher amounts. In fact, 92% of consumers regularly research products online prior to making a purchase. Content marketing achieves this through educational articles, social media relationship building, website content and a positive online reputation. For this you need a Content Manager, Social Media Manager, Reputation Manager & Content Writer

Improve Brand Visibility- A successful content marketing strategy is all about consistent branding and getting your company, its products and its thought leaders known in your industry. This can be done through forums, guest posts and social media marketing. For this you will need a Content Strategist, Content Writer & Social Media Manager.

Repair Reputation Issues – 65% percent of global respondents trust online search engines the most when conducting research on a business. Content marketing can repair a negative reputation through testimonials, reviews and positive responses. For this you will need a Social Media Manager, Reputation Manager & Writer

Increase Leads & Enquiries – Superbly written content, social media and slick PR will increase your leads and enquiries. Whether it’s through catchy blog articles, inspired thought leadership or press releases you will reach a new audience. For this you will need a Content Writer, Social Media Manager, PR Manager & Content Strategist.

Promote Customer Retention – Retention happens when your content marketing meets and answers the needs of your existing clients. This may be through email marketing, eBooks, videos, education or articles. Your customer retention is key to reducing churn and maintaining a happy client base. To achieve this through content marketing you will need a Content Manager, Reputation Manager, Social Media Manager and Content Writer.

Generate Positive Online Buzz- When your social media channels are buzzing, your brand is too but sadly most corporate social channels are lacklustre and just so yawn inducing! Not to mention all those negative reviews dragging you down. Your brand needs consistent, well written content on its channels to help you to stand out from the crowd. For this you will need a Social Media Manager, Reputation Manager and a Content Writer.

Wrap It Up!

So now we hope that Contentworks has shown you how your organisation needs content and also the level of manpower required to do it properly. The thing is… only 33% of organisations have a documented content marketing strategy and 57% say producing content consistently is their biggest struggle. At Contentworks we offer fully managed content marketing solutions to meet your KPIs and budget. Plus, we have all the team members you need so you save on staffing costs.

Chat with our team now to find out how you can take your content marketing to the next level.

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