Why Content Matters

Good content drives meaningful conversation with customers

Good content is crucial in a web-driven market. You need to participate in the conversation of the Web to engage with your customers. Good marketing is a product of good storytelling. You need to connect with customer in a way that resonates and creates a compelling reason to do business with you (or at least give you a second look) as opposed to the other guy. That’s why good content means more business.

Having a meaningful conversation with your customers means you have to have a story to tell. That’s content. Conversation with customers is the result of superior content delivered through the right channels to promote interest. You use content to generate web traffic, and then you use content to convert traffic into leads, leads into prospects, and ultimately prospects into customer. At each step of the sales cycle, it’s the content that tells your story and keeps visitors coming back for more.

And it doesn’t matter if you are targeting consumers of business customers. According to the latest research from the Content Marketing Institute, use of strategic marketing content is on the rise across the board – 54% of B2B marketers are increasing their content marketing spending and 55% of B2C marketers are increasing their content budget. Tactical spending will vary between B2B and B2C programs (as shown in the bar chart), but all marketers agree that social media, blogs, and in-depth articles are where they need to focus their content marketing efforts.

The same studies show that both B2B and B2C content marketers are facing the same challenges:

· Lack of budget (59% of B2C versus 39%of B2B marketers);

· Producing enough content to meet the need; and

· Producing content that engages customers and executive decision-makers.

That’s why many companies are outsourcing content creation – according to the Content Marketing Institute that’s 46% of B2C marketers and 44% of B2B marketers.

That’s why content matters, and that’s why we are providing a new resource to support content marketing programs. We understand storytelling, and how to engage customers and prospects with messages that speak to their needs and concerns. And we can usually create expert content faster, and more cost-effectively than in-house resources.

The ongoing challenge with any marketing program is creating fresh content to keep the program going. That’s why more organizations turn to experts like Write On Content for fresh material to feed their programs.

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