In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
What are we actually talking about when we talk about content marketing?
We are talking about a communication channel that simultaneously advertises a product or company, but also clearly caters to changing user and consumer behavior.
Content marketing is therefore a tool for meeting the needs of both brands and consumers. And when their wishes are fulfilled and satisfied, this in turn benefits the company.
But what exactly does this mean?
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Content marketing and user behavior
Content marketing has a major advantage over traditional advertising in that it results in less wastage. This is because content marketing allows you to present your product or service in a way that is tailored to your target audience.
In recent years, the evolution of e-commerce has brought about significant changes in the behavior of Internet users. The range of products and services available online is vast, and users have the freedom to choose specific products and services. They have recognized that there are reliable sources on the Internet that offer concrete solutions to their problems.
This is precisely where companies can start with strategic content marketing: the classic case of "meeting people where they are."
This means that the content produced can satisfy your target audience's desire for information. Offer them a solution to their problems. And all this while marketing your product.
Good content removes the traditional image of marketing as intrusive advertising and ensures that potential customers come to the company. This fulfills all the criteria of classic inbound marketing without the company having to generate attention like a market crier.
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Benefit from content marketing as a company
Companies that offer their customers high-quality content that addresses their needs will, first and foremost, generate more traffic. This improves their visibility. And the more visible a company is on the web, the greater the trust potential new customers place in it.
Ideally, the content produced is so good that customers and users share and comment on it. This also boosts visibility and builds trust. At the same time, it allows companies to set themselves apart from their competitors.
But content marketing isn't just beneficial for the company at the typical sales funnel level. It also makes sense from an economic perspective. The costs of professional content marketing can often seem daunting at first compared to traditional advertising via banners and ad clips.
Unlike the alternatives, however, content marketing can reduce costs in the long term thanks to its sustainability!
This is because companies benefit from good content not only at the moment it is made available, but also in the long term through so-called evergreen pieces. This retroactively reduces the cost factor per visitor, while the return on investment per content piece increases both now and in the future.
A smart content marketing strategy is not designed for short-term goals. Investments in content marketing pay off for both the customer and the brand.
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All the facts once again in the video
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