The key to mastering creative content marketing is to understand it. Learn what makes the strategy tick and how it became the industry standard.
If you own or operate a business, it is very likely that you’ve been hearing a lot about content marketing over the last few years.
How did creative content marketing become such a talked-about concept among digital marketers?
Because it works. Companies have learned that the best way to get through to customers and convert leads is through innovative content that customers care about.
Gone are the days of pushy cold calling, sleazy advertisements, or spending thousands of dollars on promotional gimmicks that people see right through.
This is why creative content marketing strikes such a chord with companies and their consumer bases:
Creative Content Marketing is One of the Best Ways to Reach Customers Today
Remember those pesky advertisements that would pop up every time you entered any website? Those ads do wonders for a website’s revenue, but are widely despised by consumers.
In fact, it’s very likely that they would choose not to peruse the website or purchase a company’s product because of the fact that they were inundated with irrelevant ads.
This model no longer works, because millions of people employ some form of ad blocker. Not only are they not seeing those ads, but those ads aren’t making the same amount of revenue that they used to.
Web ads just don’t have the same pull and power as they used to, so companies have had to innovate new ways to reach consumers.
A creative content marketing strategy is based around the concept of usefulness. If what you have to say or show your consumer is useful to them, they will indulge you by clicking on your content.
That’s how you build credibility in your market.
There is a Measurable Increase in Lead Conversion as a Result of Good Content
People love to read high-quality content that aligns with their needs or interests. They are naturally lured into learning more about your products and services if your content speaks to them.
That’s the most important part. It’s not enough to have just any content on your website for SEO’s sake. It has to be consistently creative, intelligent, and professional. Eventually, people become loyal customers.
It’s not easy to achieve this over a long period of time. But if you can manage to continuously crank out high-quality content, you are in for a big payday.
Why is this? Because people gradually begin to associate good content with the services you provide. If your content is impressive, then your products must be too.
It’s the root of what all content marketing managers seek to work towards. Favorable brand perception is very valuable, especially in markets where companies are selling similar products.
If your content resonates with a potential customer, they will spend more time on your website. Over time, they might click on other articles or blog posts. Then, they might get curious and wonder what your company is all about.
This is how content directly leads to sales. To turn potential customers into paying customers, they have to know that you exist. Content can get you there.
Why More Companies Value Creativity
Content marketing is a popular way to gain new customers for your business. Because of this, it is more important than ever to stand out among your competition.
As stated before, it’s not enough to publish content that is stuffed with keywords and links just to get to the top of the search results.
You may get more visits to your website, but people who click on your content will immediately recognize its lack of quality, and associate it with your company.
Many business owners think that they can get away with this, only to have it backfire when the work they put in doesn’t yield substantial results.
Search engines reward websites with good content. It’s no longer enough to just adhere to SEO guidelines. The better your content is, the more it gets shared around your consumer base.
Companies value creative content marketing because of its ability to define a brand as fresh, witty, and current. This is especially the case if they are trying to reach a younger demographic.
Strategies That Work
There are a few creative content marketing strategies that have been proven to work and directly translate to profit.
Some companies publish content that is funny and smart. This is one of the better ways to ensure that your content is shareable. But it’s only a good idea it is appropriate for your brand.
If you provide a serious service, publishing humorous content could upset your consumer base.
Another way to produce great content is to consult the services of well-known experts in your field. Have them write a guest post for your website, or quote them in an informative article about your industry or field.
This will do wonders for your credibility, and many people in your consumer base will be impressed.
Yet another surefire creative content marketing strategy is to employ the use of visuals in your content. Find relevant pictures that can be used as attractive thumbnails, or take some of your own.
You should make sure that this extends to the rest of your website as well. You want your website to be appealing enough so that potential customers associate the quality of your website with the quality of your service.
Wrapping it up
Do not be afraid to experiment. Some of the best creative content marketing strategies have been employed by people who were taking a big chance.
The beauty of content marketing is that there are no strict limits to what can be considered content. You can use videos, articles, and even original music to help strengthen your brand’s image.
It all depends on how you want your consumer base to see you. What kind of company do you want to run? Do some soul-searching, and develop a strategy that speaks to your consumers while allowing you to control the narrative.
Know of a creative content marketing strategy that wasn’t mentioned? Feel free to add it in the comments section below!