Top 3 Reasons Why You Need Content in 2021
Did you know that in 2019, 91 percent of organizations in the world use content marketing? Now, the numbers are even larger, thanks to the rapid acceleration of digitalization since the wake of the pandemic. Essentially, content marketing has become, in the words of best-selling author, Seth Godin, “is the only marketing left.”
For years, content has remained king of marketing strategies because it connects you with your audience, generating leads, and improving conversions. In a survey by the Content Marketing Institute, 52 percent of the participating companies reported that they are extremely successful in using content marketing.
Customers expect unique, consistent, and high-quality content from brands. If you do not have an effective content marketing strategy in place yet, it is high time you should. Read on to know the top three reasons why.
1. Great Content Builds Relationships with Buyers
Relationships are built on trust. Whether you are in a B2C or B2B organization, you need to earn it by giving your viewers something of value. It could be an informative piece that educates your audience on a relevant topic or even a funny social post for their daily dose of humor.
Among all commonly-used content marketing archetypes, thought leadership content works better for industries in finance, technology, and healthcare, where audiences seek the valuable insights and industry-changing trends that thought leaders bring to the table.
Once you start making your viewers’ time worthwhile, they will come back for more and get to know your brand and your services. The more time your audience views your content, the more familiar they will be with your company, forming that crucial bond and loyalty between brand and customer.
2. Thought Leadership Content Raises Brand Recognition
By creating consistent, unique content aligned to your brand, you build a library of engaging resources that establishes your identity. When your work is recognizable, you will be on top of the mind of someone who needs your products or services.
Effective branding means you need to stand out amid the competition. Content marketing, especially thought leadership, lets your personality shine through. Because thought leaders each have their own style, tone, and approach, they can truly differentiate your company from the masses, even in an overly saturated industry.
For instance, if you seek to convey an intellectual persona that is not too uptight, your thought leader can inject humor or pop culture references. Not only will that show your customers a trusted industry expert, but it also makes your brand more relatable and approachable. Case in point: Elon Musk starring in The Simpsons.
3. Content Gets You the Most Out of Your ROI (Return on Investment)
Although content marketing costs only 62 percent less than traditional strategies, it generates up to three times more leads. By being cost-effective, content marketing levels the playing field. All you need to do is to develop a comprehensive content strategy for a favorable outcome.
With the inherent omnichannel quality of thought leadership content, you can further maximize your ROI as it can get shared virtually anywhere. Their expert advice and quotable insights can be easily referenced across all media channels: television, news outlets, social media, websites—the list goes on.
If you are searching to get tangible, positive results from your content marketing strategy, consider using thought leadership. Effectively applied, it levels the playing field and offers limitless ways for your brand to achieve authority, brand loyalty, increased leads, and higher ROI.