There are many content marketing evangelists out there and you can certainly add Kuno to that list. We’ve witnessed and documented through real deployments and analysis the positive affects a content marketing campaign can have on an overall inbound strategy, not only for us, but for our clients, as well. If you’re still on the fence, deciding whether or not to deploy content marketing, consider the below four reasons to finally execute.
In 2011, Google ushered in many algorithm and indexing updates that mostly favored frequently published, unique and popular content. The end result is that content marketing is required in order to drive traffic from the greatest number of keywords to a website. It is also the catalyst that drives natural link building.
Good problem-solving and/or entertaining content is natural link and syndication bait; other websites and blogs want to link to it. Content marketing drives referral traffic, which tends to convert at a three to five times greater conversion rate than organic search traffic.
Mike Volpe, CMO of HubSpot, once said, “Without content a social media campaign is hollow.” Without real problem-solving and/or entertaining content to post in social media, what would a brand share? Other people’s content or conversation would be the resulting content. This neither tells the brand’s story nor converts community members to leads in a scalable and trackable fashion.
If you don’t tell your brand’s story someone else will. In fact, it’s being told right now online. Brands can choose to either lead the conversation, which builds trust, positive sentiment and brand equity, or trust that job to others with little or no stake in the brand’s success.
While the above list only includes four reasons to deploy content marketing, it could be much bigger. Content is the life blood of the Internet. The days of the static brochure website are over and content marketing is required to move from a generation one website to a generation two or three website. With consumers becoming more advanced and demanding it is up to brands to quench their expectations with content. The writing is on the wall and the time to start is now. For help enhancing a content marketing campaign download this blog post optimization playbook.