When choosing how to promote your brand or service, the right form of advertising and marketing plays a significant role. You want to choose a marketing channel that will generate the best return on investment (ROI) for your company. More and more businesses are turning to content marketing to help them get the most out of their investments. What is this form of marketing, and why is it proven to have the best ROI?
What Is Content Marketing?
Content marketing is a type of advertising that stimulates consumer interest in a specific service or product. Using online venues such as social media to share relevant and valuable information, this type of marketing targets a specific consumer group and generates awareness of a particular service or product.
Keep in mind that marketing in this form does not specifically promote a brand. Instead, it takes a general approach by simply promoting the service or product. What makes marketing like this different from general advertising is that it targets a specific demographic and delivers relevant information.
2 Reasons It’s Proven to Have the Best ROI
This type of marketing is proven to be highly effective, generating the best ROI for businesses that utilize it as their primary mode of advertising. There are many reasons that can be attributed to its success. Let’s talk about two of them.
1. It Raises Awareness
There are four main steps involved in the buyer cycle: awareness, research, consideration, and buying. General advertising is great at targeting the last two steps of the buyer cycle. However, with content marketing, there is more of a chance for positive consumer action because it initiates the buying process by targeting the first step of the buyer cycle. It serves to make the consumer aware of their need for a certain product or service.
It also provides valuable information that will assist the buyer during their research of the product. This will drive them to take the needed action of buying or investing in the product. When the consumer is aware of their need for the service or product, they are more likely to act.
2. Delivers Relevant Content
The main reason most forms of advertising fail is that they target a broad and indistinct group of consumers. The generic TV ad for a household cleaning product is broadcast to anyone and everyone who happens to be watching that TV channel at that specific moment. The percentage of viewers who are interested in household cleaning products simply cannot be determined. The company thus risks losing money by running an ad that may not even result in consumer action.
With content specific marketing, however, engaging content is delivered to a specific group of consumers, making it relevant. Let’s use the same example for the household cleaning product. If the general need for maintaining a clean household is touched on in a blog post for stay-at-home mothers, this raises awareness around the eventual need to buy a household cleaning product. It delivers relevant information to a specific demographic. Because the content is targeted to a specific consumer group that will probably be interested in household cleaning products, there is a much greater chance for consumer action.
Boost Your ROI
There are many more proven benefits of content marketing. At Socially Posting, we offer a wide array of content marketing services that will help your business achieve its best possible ROI. Contact us at Socially Posting today to learn more about our various marketing services.