It’s no secret that one of the most effective ways to reach new customers is through content marketing. By providing useful and relevant content, what content marketing does is that it attracts traffic to your website, helping to raising brand awareness. At the same time, though, there are also some long-term hidden (or less obvious) benefits that content marketing can do for your business:
1) Heightened Brand Affinity With Audiences
In 2017, the ‘voice’ of a brand is as important as what it sells. A brand that sells high-quality goods and services but has a terrible reputation will not last long. When it comes to building your reputation and connecting with potential customers, then, it comes down to content marketing. By providing high-quality content, you show that your aim is to help others, and that helps to build trust between you and your audience. You can also use content marketing to promote your brand vision and values in an easily-digestible format. Even if potential customers do not buy anything, they will still have a good impression of your brand, and you don’t waste time trying to convince potential customers one by one since the content is on your website.
2) Larger Remarketing Audiences
A second side effect of content marketing is that it brings you audiences that you can then remarket to. Compared to offline marketing, which is too broad (and expensive), and email marketing (which requires an opt-in), content marketing brings you traffic using that one single blog post or content offer. By analyzing your web traffic, you can then remarket to specific countries or segments. This helps you on a long-term lead nurturing basis, as you can publish content that slowly converts a visitor to a lead, and you only need to publish it once!
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