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10 Ways Content Marketing Can Help You Grow Your Business

Content marketing is marketing focused on creating, publishing, and distributing content for a targeted audience online. It takes shape through the standard formats like blogs and social posts, but also in the form of ebooks, white papers, infographics, podcasts, videos, and more. Anything brands can use to convey relevant information is content marketing.

Here are 10 ways content marketing can help you grow your business:

  1. Brand awareness — more content = more opportunities to reach new customers
  2. Bring expertise — highlight what you do through storytelling, not direct price point sales
  3. Creativity through content — express your brand’s creative side through shareable, informative content
  4. Drive social engagement — social shares can create explosive growth, but that doesn’t happen overnight
  5. Track your ROI — you can measure the human equity (time and knowledge) invested into content creation and track the results
  6. Website — new standard for web is content first; we’re way beyond the “About Us” page driving business
  7. Paid media — didn’t think of it as content? Surprise! All of your ads are content, and native ads are especially valuable for driving content-interested traffic to your website
  8. Video — easier to produce than ever and more important than ever – YouTube, TikTok, Instagram, LinkedIn, Facebook, every social network is creating opportunities to use more video
  9. Diversity of content — edit videos into shorter segments and tie them into blogs
  10. Communicate with your audience — open dialog is important, so celebrate your audience successes and respond to the negative and positive feedback

1. Brand Awareness

cellphone with social media apps on the screen

More content is key. Assess what you’re currently producing and ask yourself, is it enough? More than likely, it’s not. The key to improving your brand awareness in content marketing is consistency. Create a schedule and keep to it. Ensuring you’re hitting your posting goal is the first order of business. Next is seeing what’s working and adjusting your topics and content styles to match the content that resonates with your audience.

Brand awareness is important because it’s the first step in the marketing funnel. A positive brand experience helps connect to your audience and start a journey down the funnel from awareness to customer.

2. Bring Expertise

What content should you be creating? Share what you know. Stick to your expertise. Your information and knowledge are something someone is looking for online right now! Have a frequently asked question that you always get? Write a blog. Don’t have time? Create a video, upload it to YouTube, download the transcript, and post it as a blog on your website.

Your expertise is why your business succeeds, so bring the knowledge to the people.

3. Creativity Through Content

How can you get others to share your content? Create content you would share. Is it informative? Does it look good? Is it easy to share? These components get tricky pretty quickly, but there are tools out there to help. Canva is a great tool to help novices create shareable content, and helps experts create great content. Remember, for creativity, you’re the litmus test. If you wouldn’t share the post, why would your audience?

4. Drive Social Engagement

Social media can be a powerful tool and so much more than just posting a picture on Facebook. For a productive and successful social media strategy, follow these steps:

  1. Create a schedule – content schedule will be the foundation of how often you will be posting and the mix of content you will post
  2. Set a boost budget – organic social media needs a push, and spending a few dollars on will help
  3. Measure for success – track your success, look at the ad results, and duplicate your successes

5. Track Your ROI

laptop on desk with data on the screen

Content marketing is similar to any other marketing effort when it comes to ROI. You need to measure your dollars spent against dollars earned so you can make informed decisions about which marketing tactics are working the hardest for your money. Sometimes, the tactics we love aren’t the ones returning the best investment, and tough decisions need to be made.

How do you track content marketing? If you’re not sure, reach out to Infinity, and we can help. You’ll want pixels set up to track clicks, tools like Hotjar to track site clicks and mouse movements, and, finally, a dashboard or tool to bring all of your marketing and CRM data together into one place. This allows you to have a holistic view of your marketing efforts.

6. Website

Your most valuable asset for your online audience is your website. It contains (hopefully) all the information a user needs to find your services and/or products. Creating effective websites has become more complex than ever due to Google’s search algorithms and search updates.

SEO, quality content, and a good user experience work together to boost your website up the Google rankings so you can compete for the top spot. A site’s speed, mobile experience, and ease of use are the main factors to improve your site’s positioning.

7. Paid Media

You may not think about your ads as content, but anything you’re putting out in the world where your audience can see or find you is content. Print ads, billboards, TV commercials, radio reads, banner ads, sponsored content, and influencer marketing are all integral components of a comprehensive content marketing strategy.

8. Video

cell phone on tripod recording a video

Video is easy to produce — no need for fancy equipment, all you need is a smartphone. Shooting the video, editing, and posting will require some learning to get it right, but once you have the video it’s easily shared across your website, YouTube, TikTok, Instagram, LinkedIn, Facebook, and any other social network where you have an account.

A major advantage for video blogging is while you may not have the time or comfort level to write a blog, you can share your expertise through the video and post it directly to a blog post later. Big time saver, and it’s easy to convert your video into a transcript to use for the copy on your blog post.

9. Diversity of Content

Video is important, but it’s not the only tool you need to have in your toolkit. Great photography can’t be overlooked; infographics, audio segments, blogs, and your core website all combine to create a robust content experience for your audience. By diversifying your content, you’ll be able to learn what’s connecting with your audience, and you’ll be able to capitalize on and go deeper with those content wins.

10. Communicate with Your Audience

customer leaving a review on her cellphone

While traditional media (TV, radio, print) is a one-way content transmission, digital offers the opportunity for feedback and two-way communication.

Digital allows you to speak directly to your audience, but it also allows them to speak back. Engaging in these conversations can be daunting and rewarding. Infinity’s social team spends time with all of our social clients sharing the best practices for these audience engagements. Often, they can lead to new sales or new testimonials and even turn a negative review into a positive one.

Do not overlook the importance of connecting and communicating with your potential customers.

If you’d like to learn more about content marketing and how Infinity can provide expertise, a strategic partnership, and conversion results to your business, we want to hear from you today.

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