Is Content Marketing Worth It?

Content Marketing.

It's been a popular marketing technique for a few years now and it definitely has a lot of impact on your customers because of the real value it offers them.

However, while the demand for content continues to rise, many businesses are not focusing their efforts on it, which has many of them asking: is content marketing worth it?

Well, let's get some answers to this popular question.

What is Content Marketing?

Content marketing is a unique approach to marketing, which focuses on offering free pieces of media in exchange for their attention, with the overall goal of driving brand recognition, traffic and ultimately, revenue.

Content created and offered must be insightful, interesting and engaging to your audience for them to want to interact with it.

Unlike other forms of marketing that force messages onto people, content marketing provides media that customers actually want, so that they're far more open to the branded message within.

Basically, content marketing understands that your customers today are "prosumers" who take a very empowered and active role in their purchase behaviour today, and therefore seeks to earn their attention by offering relevant media that they actually care about.

What's an example of content marketing?

It's all around you everywhere!

Brands and businesses are doing it every single day to earn your attention rather than force it, which is a far better way of communicating with people (especially today).

This blog, TheCopywritingBlog.com.au, is a great example as you're interacting with it right now!

I'm providing free information and insights into what I do as a professional marketer and copywriter so that I can demonstrate my expertise to earn your trust, as the reader.

To that end, it's a great marketing technique, as instead of me sending you ads that disrupt your day-to-day and force your attention (which will probably be unwelcome), I'd much prefer to create blogs, videos and other content that you will hopefully find WHEN you need it, so it's actually useful.

If you do stumble across my articles (like you have right now), it will be when you're ready to engage with me, and not when I'm forcing it on you. Therefore, I have a much better chance of you interacting and hiring me than I would if I had have used more traditional marketing.

That's because content marketing aims to engage potential and current customers at a time when they're most open to it. That's how content marketing works.

How does Content Marketing work?

As shown in the example of my Melotti Media blog, content marketing works by creating content which presents itself when the customer actually wants it, and is therefore more willing to make a purchase, or take a positive form of action.

So, does any of this make content marketing worth it?

As a marketing consultant, businesses ask me this all of the time.

Now, as a content marketing copywriter, I would always say yes, however it's not me just saying that to keep myself in business!

Content marketing is essential for all businesses today.

​You'll hear people around saying "content marketing is dead" because the space is saturated. Sure, there is truth to that, for sure.

So, why do I still fight for content marketing? Because your customer demands it and it therefore works. It provides a great customer experience for them which paints your brand in a favourable light to them.

Do I think content marketing is worth it?

Yes.

Content marketing is worth it because, regardless of everything else, your customer wants it.

This is because it effectively meets their needs, giving them a great customer experience.

It then earns their attention and warms them up to your business.

In other words, content marketing is the opposite to approaching your customer 'cold' (like cold calling), because your content 'warms' their interest towards a topic or pain point, which you then provide a solution for in the form of your products.

For example, a hardware store won't sell many pieces of wood or nails by throwing ads in people's faces and hoping they care. However, if they create videos and articles about how to DIY build your own cubby house for your kids, and then sells the wood and nails as a means to an end, suddenly we have sales.

Why is Content Marketing worth it?

For several reasons.

(1) First and foremost - your customer wants it and is looking for it. If you don't produce engaging and interesting information across multiple media and channels, your competitor will.

That alone should be enough of a reason, however there are many more.

(2) Content marketing piques people's interests whereas traditional ads do not.

(3) Content marketing educates customers to get familiar and make them more likely to make a purchase.

(4) Content marketing makes people feel like their valued with two-way communication

(5) Content marketing attracts potential customers in very cost-effective (if not free) ways

(6) Content marketing encourages positive word of mouth through sharing

(7) Content marketing offers SEO benefits and increases your website traffic

(8) Content marketing is highly targeted towards your specific audience

That's quite a list of compelling reasons. 

But just remember, all of these only apply if you're creating quality content that customers will find real value from. If not, then NO, it's not worth it.

Is the market saturated with Content Marketing?

Absolutely! It definitely is.

But, so what? Should that stop you? NO WAY. Why? For three reasons:

(1) Your customer's demands for content isn't slowing (in fact, it's increasing)

(2) Embrace the challenge because it provides an incentive to always be the best in the market

(3) Even better, because it's hard, your competitors won't be able to keep up with you.

Make content marketing a priority this year, and if you don't have the expertise or time to do this, hire a professional marketing copywriter to do it all on your behalf. That way, you're meeting your customer's needs and still able to focus your time on what you do best.

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
 
Click here to view the Copywriting FAQ page for all you need to know ​​​