Traditional advertising still plays an important role, but many companies are embracing the world of content marketing to attract a new generation of consumers. If you want to generate leads and increase online traffic, you’ll want to begin retrofitting your website immediately.
What Is Content Marketing?
No, it’s not a print advert or 30-second commercial, so what is content marketing? It’s information — high-quality, relevant information for your particular industry. You’re not trying to sell a product or service directly. Instead, you’re building up your brand as a trusted source of information, and when people have questions, they’ll come to your website to find answers.
The information you publish largely depends on your industry, but how you present that information is entirely up to you. Many companies are publishing blog posts on a regular basis while others are focusing on social media to involve customers.
Build Your Company’s Reputation
Content marketing works because it isn’t simply about attracting customers for a holiday sale. Over time, your content will create brand awareness, which can help earn customers for life.
If you want your company to grow in 2014 and beyond, you need to maintain a company blog. Whether you cover current trends, new products, temporary promotions, or other content, it has to be relevant to your industry, and you should publish a new blog post at least once a week.
Consumers don’t just purchase goods and services — they also gobble up information as fast as they can. The faster you can supply new information, the more consumers will visit your website because their appetite for information is insatiable.
Nearly all content marketing examples include a strong blog presence. Although it’s only been online since 2008, Airbnb.com has emerged as one of the most popular property sharing services in the entire world. The website has an attractive blog featuring multiple articles every week. Site visitors can learn about travel destinations, vacation tips, and resort trends before planning their vacation, and the well-written blog posts paint Airbnb as an expert.
Where Did Traditional Marketing Go?
Over the past decade, PPC, or pay-per-click, advertising has dominated the online marketing industry. You design an ad, give it to an ad company, and pay the company every time somebody clicks the ad. Other variations include paying for impressions and conversions, but you’re almost always trying to sell a specific product or service.
Traditional advertising hasn’t gone anywhere, and it’s still one of the best ways to generate leads in a very short amount of time. However, you stand a better chance at developing long-term customers with content marketing. If you publish useful information, they’ll return to your store simply to find out about industry trends and new products.
The Final Result
Content marketing will increase website traffic, but some posts will generate more traffic than others. Volvo released one of the best content marketing examples of 2013. In an online video, Jean-Claude Van Damme performed a daring split between two Volvo trucks, and the video quickly went viral. In just four months, it’s generated 71 million YouTube views, and although the video wasn’t cheap to produce, it’s gotten millions of people to talk and think about Volvo.
While you want to increase website traffic, you also want people to talk about your company. Content marketing remains inexpensive while achieving both of those goals, and it will continue working well past its initial release.