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In the 21st century, being present on the internet is a decisive factor in the business world. And that's exactly why content marketing is much more than just a trend, consolidating itself as a practically mandatory strategic tool in the market. So, understanding more about the wonderful world of content marketing has many benefits for your agency.
Since ancient times, humans have told stories to survive. As technological changes have taken place, styles, formats and ways of telling a story have also changed along the way.
And it was following this evolution of technology that digital marketing became an indispensable resource.
It is no longer news to entrepreneurs that the market is increasingly competitive and consumers are even more demanding. Therefore, it is necessary to fill the gaps in traditional methods and start investing in innovation.
This is the only way to stand out in the turbulent sea of competition and achieve positive results for the company.
Content marketing is an innovative resource that makes all the difference when it comes to brand visibility.
Betting on the power of words, together with the right strategies, is to ensure that your agency becomes a relevant reference in the market.
So, how to use content production to sell your product and at the same time add value to customers? With that in mind, we prepared this post to help you understand what content marketing is and how the methodology can be extremely beneficial for your agency.
What is Content Marketing and why invest in the method?
A lot is said about content marketing, right? At least once you must have heard or read somewhere about the concept. But what, in fact, is content marketing and why is it essential to boost your sales?
Basically, the methodology concerns the production of content on a certain subject to win customers.
With this marketing strategy, your agency can engage the target audience through relevant content that adds value to customers.
Content marketing is the best way for your agency to have authority in the market, offering interesting content that solves consumer problems.
The process is fundamental to guiding the customer along the shopping journey, transforming the user experience.
The main objective of content marketing is to ensure the constancy of positive results for the company. Thus, the business gains more notoriety and guarantees credibility in the corporate environment.
The benefits of Content Marketing for your agency
Now that you understand what content marketing is and its importance to promote your agency in the competitive market, it's time to learn more about the benefits of the methodology.
It is no wonder that content marketing is one of the most used strategies by companies these days.
There are several benefits and investment opportunities that the method offers in its various applications.
And that's why defining exactly what your agency's goals are is the first step in ensuring good Marketing planning. In view of this scenario, we highlight below the main benefits of the strategy for your agency.
Recognition, credibility, and authority in the market
One of the biggest advantages of content marketing is your agency's recognition of the market.
When the company invests in a good production of content that is relevant to the target audience, it increasingly becomes a reference name and authority on the subject.
Brand Awareness is essential for more people to come to your agency, recognizing your services through interesting content.
Being always present and willing to help the consumer is the best way to be remembered in times of need.
This also creates a bond of familiarity with clients, increasing your agency's interest and credibility.
Lead generation and sales growth
Another advantage is increased lead generation. Here, it’s worth noting that leveraging your content views doesn’t necessarily mean you’re generating leads.
Therefore, investing in specific and personalized strategies for the consumer profile is essential for this lead to be boosted and, consequently, loyal.
It is by offering in-depth content such as e-books, guides, webinars, and others that your agency will conquer new audiences.
The exchange system is essential for lead generation, as getting contact with potential customers is a great business opportunity during the sales funnel.
Thus, it is also possible to increase your sales. Nowadays, offering a differentiated and relevant shopping experience to your customers is extremely important.
Therefore, content marketing is an indispensable tool for anyone looking to improve the sales process.
Customer engagement and loyalty
Audience engagement and customer loyalty are other benefits that make all the difference in your agency.
Maintaining a close relationship with your customers is essential to increase engagement and contact with the public through excellent service.
When the customer feels satisfied with the shopping experience, the tendency is for him to wear the company's shirt and become a great promoter of its service.
Such action is essential to increase your customer network and still ensure a good reputation in the market.
It is by producing content that solves the public's problems that your agency will be remembered by consumers when the need arises.
This is essential for frequent after-sales maintenance, ensuring greater customer loyalty.
The Content Marketing Framework
As we saw in the previous topic, we realized that the content marketing strategy has as its main objective to carry out a survey of all the necessary points, and thus, document them before effectively putting the “hands-on”.
For this reason, this strategy has a structure, which is basically the summary of what we have seen so far. Check out:
Planning: in the planning stage, which is basically the base of the content marketing pyramid, here we must make it very clear which collaborators will be involved in the strategy tasks, and how they will be able to reach all the indicated goals, whether short, medium or long-term;
Persona definition: when we develop a persona, we can notice that the creation and production of content become much more efficient and starts to make sense — since we already know who is going to read this content. In addition, it also becomes even easier to lead them through the sales funnel, until they perform efficient conversions for the business strategy;
Content Creation: as the name suggests, here we have effectively reached the production stage. Practically, they can be created in different types of formats — as long as they are fully suited to the company's persona. E-books, infographics, audios, videos, emails, blog posts, and many others can be created to generate maximum proximity to personas, and thus, increase brand reach;
Distribution: In addition to producing content, we also need to create strategies to promote it in the communication channels where your persona is. Examples to cite are social networks, and email marketing lists, for example;
Measuring results: In order for us to be completely sure that content marketing actions are working as expected, it is necessary to analyze the results obtained from the strategies created, such as social interactions, SEO, networking, paid traffic, etc.
Inbound Marketing and Content Marketing: why are they complementary?
Without a doubt, content marketing is of paramount importance for fundraising strategies with the elaboration of this production. However, who is it that “encourages” the reader to take action? These are inbound strategies.
In other words, it is within inbound marketing that we find content production strategies.
To understand this relationship even better, we will explain in this topic the way in which the basic principles of inbound marketing make all the difference in your content production strategies.
However, to talk about this relationship in an even more didactic way, we must first understand what the inbound methodology is about.
In general, we can define that inbound marketing is nothing more than any type of marketing strategy whose main objective is to attract, that is, to make people interested in a non-interruptive or invasive way.
Unlike advertisements that tend to be quite incisive and basically throw the ads in the face of users who are not even prepared to make a decision regarding that content seen.
The purpose of inbound, along with content marketing, is to subtly attract people.
In other words, you simply let that person come to your agency on their time. So you essentially “lose permission” for your brand to deliver a message to the user.
This is precisely why inbound marketing tends to be popularly known as attraction marketing.
In summary, what you basically need to understand is that in order to do content marketing, you basically follow the inbound marketing line.
In other words, it's about attracting your audience and, over time, earning their trust to become your brand's promoters.
