Todays’ consumers are highly reliant on social media platforms such as Instagram, Facebook, LinkedIn, and Snapchat. This is why it is essential that brands are active across accounts. Consider these stats: On average users have about 8 social media accounts. An average of 2 hours and 22 minutes are spent on social per person per day. Out of the 5.11 billion people who have a phone, 3.26 billion access social media using it. People spend about 1/7th of their waking time on social platforms. Social media platforms allow marketers to reach their prospects in a myriad of ways. First, marketing teams can use these channels to distribute paid ads and sponsored content. Each platform has a way for marketing teams to create paid ad campaigns and segment users so these ads appear on the feeds of target audience members. While each platform is different, most have capabilities that allow marketing teams to place ads based on location, job title, interests, age, etc.
Search Engine Optimization (SEO)
Search engine optimization often goes hand in hand with content marketing. When the customer from the above example is conducting research for which gym shoes to buy, they will probably click on one of the first three results that appear on Google. With this in mind, the athletic shoes’ marketing team wants to ensure their article appears in those top results. This is done by optimizing content for user experience and ensuring the technical elements are in place to enable search engine crawlers to easily find and index this content.
Content marketing allows marketing teams to be proactive in answering their users’ questions. Marketing teams create content, videos, and other assets to answer questions or provide context to consumers throughout the three stages of the buyer’s journey: The awareness stage: Buyer realizes they have a need The consideration stage: Buyer determines a course of action to meet this need The decision stage: Buyer decides on a product / service to purchase to meet the need For example, a consumer might realize they need new shoes to wear to the gym. The marketing team for an activewear company may produce a piece about what features you need from a running shoe, as opposed to what you need if you focus on strength training. Looking at this content, the buyer determines they need a pair of running shoes that meets that criteria. Another piece of content might show the most popular running shoes and their price points. Once they are educated on these factors, they decide. The guidance offered by your brand throughout will likely result in them purchasing from you. Content marketing is often less expensive than other forms of marketing, while producing nearly 3 times as many leads.