Do I really need to create content?

If you’re constantly updating and producing new content, you are part of the 86% of B2C markets who are and 91% of B2B marketers using content marketing.

If you’re not, it’s likely your customers are engaging with content produced by your competitors on social media and through articles shared on their platforms.

Content Sharing: The creation of content isn’t an end to itself. Once you produce your content it needs to be shared with your audience across all your marketing channels, such as blog posts, social media and guest articles. This will increase your touch points with your audience to build your brand exposure.

A study from the Interactive Advertising Bureau shows that purchase intent is improved by 90% when consumers view a consistent message across a range of marketing platforms.

By planning your content strategically, you will build a streamlined campaign that will deliver a strong brand message and tell your story. This will optimise the customer experience and encourage brand loyalty. Likewise, creating consistent and continuous content, will encourage your audience to actively search for and engage with you. As a result, you will receive further insights and analytics about your customers which, over time, will help you shape more effective marketing campaigns in the future.

Connect with your audience: Traditionally, businesses relied heavily on television, print and radio advertising to try to reach customers. Digital marketing allows brands to connect and build a relationship directly with their audience. It is more cost effective than traditional media and builds a closer relationship with your audience over time. With the never soaring rise of digital consumption, consumers have today become more empowered to interact with businesses directly.

Understand your audience: When creating content, it is important to follow the advice of Google and make pages for users, not search engines.

This will allow you to better understand your audience and their pain points to help you build a stronger emotional connection with them.

Brand engagement: International beauty brand Sephora is the perfect example of engaging with its audiences in a new paradigm on multiple platforms.

Instead of its employees’ creating the content for its blog, Sephora allowed its customers to become the content creators; from leaving reviews to sharing tips and discussing its product line. Alison Stiefel, Sephora VP of Campaign and Content Marketing says “We have a very active and engaged audience that is constantly sharing and supporting each other.”

Content needs to be fresh, relevant and constantly driving traffic back to your website. The more content you publish, the more inbound traffic you will create. It is important to regularly review your content, keep it fresh and up-to-date.

“Content needs to be fresh, relevant and constantly driving traffic back to your website”