Is Content Marketing Effective? | Melotti Media

Is Content Marketing Effective?

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Businesses of all industries, sizes and shapes ask this very question all the time.

Content marketing has grown in popularity over the last few years and marketing budgets have been diverted more and more to the creation of content as the years go on.

There’s a reason why too. Content gets results.

But is content marketing worth it? And where does it get its worth from?

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What is Content Marketing?

Content marketing is a type of marketing which involves identifying a target customer and their core needs, and then creating, publishing, distributing and monitoring content across different media to make your brand and product relevant to them.

Today, your customers (whether they’re B2B and B2C) are interested in things that are going to offer them effective solutions, when they need it. They’re too time poor to worry about irrelevant messages, which is why they’re so shut off to messages that don’t interest them.

This is where content marketing has its greatest strength.

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Content marketing focuses on utilising the power of relevant content through:

  • Attracting attention
  • Generating potential leads
  • Expanding your customer base
  • Generating or increasing sales
  • Improving brand awareness and credibility
  • Establishing key opinion leadership
  • Engaging a community of users

What is Content Marketing about?

Content marketing has been around for a little while. It really drove the Marketing practice forward because it shifted the focus gently away from constant direct selling and more towards engaging and informing to educate and earn trust.

Sure – it’s less aggressive and takes a lot more time, but that’s also its strength. People welcome and are actively on the hunt for useful content. But they’re not doing the same for adverts!

(If you don’t believe me, watch what you do when an ad comes up next time you’re on YouTube – how many times do you click that skip button?).

In other words – content marketing is more in tune with today’s customer

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That’s where a lot of the value originated from: a customer focus.

​People want to learn more about a business, a brand and its products through FAQs, website and articles, rather than advertising.

Content marketing is about fulfilling this need by creating useful information, videos, blogs, articles and so on, to provide coveted value. But with all of the digital churn for bigger, better and faster, there has been a temptation for Marketers to stray away from this original purpose, and instead focus solely on keywords and number tracking.

I’m not saying that this digital side is not important. Knowing trends and tracking numbers are important to earn ROI and results. But they should be tools to guide your efforts to create better content and improve your relationship with customers; not overtake them as a priority.

That’s like the tail wagging the dog!

Content marketing is effective – definitely. But only when the customer remains at the heart of why you’re creating marketing content in the first place. Everything else flows on from there.

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The business value of content marketing

Content Marketing is worth it because it provides an excellent customer experience for your audience at every touch point.

​So, yes – content marketing is certainly effective!

Your customers are what keeps your business running, alive and healthy – and to neglect them would only be at your detriment. We produce content, not because it’s trendy or because it’s something that others are all doing – we do it because our audience is hunting for answers.

If we’re the one to give it to them, then our brand gets onto their radar and we become a potential solution they actually want to know more about on their terms.

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When is content marketing effective?

Content marketing is effective when:

  1. Content is being produced with the customer’s pain points in mind
  2. It is viewed as a long-term strategy and not a quick fix
  3. It’s used a part of a bigger marketing plan that involves
  4. It’s supported by an overarching strategy
  5. It’s regular and consistent
  6. It’s across many mediums, in an omnichannel way
  7. It provides value that makes your brand relevant
  8. Is easily accessible and user-friendly
  9. It offers guidance to your customers
  10. Is interesting, engaging and sought-after.

How Can Melotti Media Copywriting Help You?

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.

You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!

For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
 
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