Insights

The Power of Content Marketing to Optimize Your Audience

[fa icon="calendar"] Nov 25, 2013, 7:30:00 AM / by Katrice Svanda

Katrice Svanda

The Power of Content Marketing to Optimize Your Audience.png

Creating and marketing valuable, relevant, and engaging online content requires time, patience, and commitment.  We have all heard about the value of high search engine rankings. However, there is something more important that search engine optimization - that is, audience optimization.  You are probably wondering, how does content marketing optimize your online audience? 

Content is Only as Powerful as the Audience You Build with It

Your company’s online presence is made up of a content website, blog, and social media.  Your blog becomes an extension of your brand’s website by creating value both for your company and the readers.  An effective online presence is based on building relationships with an audience who is interested in your content.  Good content marketers use content marketing to drive not only traffic, but also engagement, loyalty and eventually brand advocacy.  The key is learning how to convert an online audience into marketing qualified leads, then into sales qualified leads, then into customers, and ultimately into brand advocates.  Content is only as powerful as the audience you build it for, if you can attract the right people to the right content at the right time.  People are more likely to buy your products and services because you deliver relevant content to them. Once your audience sees the value in your content, they will associate that value with your brand.

Content Marketing Leads to Trustworthy, Long-term Relationships

What most marketers do not realize is that you cannot buy a customer list; instead, you earn and build a customer list.  The secret to success is earning long-term customer loyalty and trust, which will ultimately lead to repeat purchases and referrals.  Focusing on the long-term gains by avoiding shortcuts will lead to long-lasting success. People do business with individuals who they know, like, and trust.  Before making the buying decision, prospective buyers have already gathered information about your products and services, searched for peer recommendations and reviews, and compared you to your competitors. Prospective customers want to learn and get answers to their questions - they do not want to hear a sales pitch. How you approach and engage the prospect is more important than what you are trying to sell.  As a content marketer, you connect with the prospect as an educated and trusted advisor, not a salesman.  

Content Marketing Traffic is Qualified and Engaged

Traffic from content marketing engages a more qualified audience who is actively searching for the information you are sharing.  You can build a profitable audience through customer-focused content as well as social media exposure and sharing.  Education-forward marketing enhances the sales experience without the prospective customers even realizing that you are building a relationship with them.  Prospects are looking for answers from an authority figure, and content marketing makes your brand the expert resource for a specific topic or field.  While advertising often feels like a manipulative sales pitch, content marketing feels more educational, authentic, and objective.

Research proves that effective content marketing results in a lower cost-per-lead to acquire new customers. This is less expensive and more rewarding than advertising because you have the ability to reach a more engaged audience and to build long-term connections with marketing and sales qualified leads.

Content Marketing Strategy is a Connected Triangle of Content, Social Media, and Search Engine Optimization (SEO)

Content development, social media, and SEO work together, not separately, to achieve effective content marketing.  Website content should educate your audience, address their questions, and enhance their lives by offering effective solutions.  Social media engagement enables users to share content on social networks and link from their own blogs and websites. This signals to search engines that your content is relevant and of high quality.  Content relevance leads to high search ranking because you are providing the right content to the right people at the right time.  Consistent messaging between online platforms, such as your website, social media, and blog, is vital in order to achieve successful content marketing and a cohesive brand identity. 

Gain a competitive advantage by using content marketing to optimize your online audience. Driving traffic to your website does not guarantee an immediate increase in sales. However, converting search traffic into qualified leads will improve your ability to build long-term relationships with prospective customers.  Creating and marketing your website’s valuable content requires a significant amount of effort, creativity, and skills. To learn how to create content that drives traffic to your website to convert leads into customers, check out our guide below.

Guide to Creating Lead Generating Content

About Digital Impact Agency

Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.

Topics: content marketing, inbound marketing, enterprise inbound marketing

Katrice Svanda

Written by Katrice Svanda

Katrice Svanda is a Founder and CEO for Digital Impact Agency, a Houston-based digital media and inbound marketing agency. Her background includes over 15 years of experience in the technology industry from marketing emerging technologies to participating in several technology spin-offs. Katrice has created successful marketing campaigns for business-to-business, business-to-consumer, and business-to-government.