What Content Marketing Can and Can’t Do for your Company

Content marketing, if done correctly, has many benefits that outweigh its disadvantages and is a field that companies should not overlook.

What CAN properly-executed content marketing do for your company?

• Content marketing – if done correctly – can mean the world for brand loyalty in prospective consumers. In choosing the right mode of communication for targeted consumers, your company can actively control the relationship it builds with them – whether your content will be shared via video, blog, social media, or another platform. Content marketing can build a lasting relationship that is built on trust.
• Although it can sometimes be difficult to draw the connection, content marketing can increase SEO rankings. SEO rankings mean a lot for your business. Most people do not purchase or do business with companies before researching them first. If your company fails to appear on the first page of search engines, you will miss out on potential consumers. Writing content on multiple platforms in tandem with keyword analysis can do great things for your business – including the most important thing, driving conversions.
• Finally, if content marketing is strong, your company will eventually see a return on investment. Results do not happen right away. Creating properly-executed content is an ongoing process; it is also a process for your consumers as they begin to build trust with your brand. Eventually, your business will be able to say that the attention to detail in your content marketing allowed you to increase revenue; as consumers continue to come back to your products or services.

What CAN’T be accomplished with content marketing?

• Content marketing can’t make your company’s product or services appealing to everyone. Regardless of the number of platforms your team utilizes, your message will not and cannot reach everyone. For effective content marketing strategies, choose a couple of platforms; then choose specific target audiences for each. This will allow you to speak to those people who are most likely to engage with your brand.
• Even with the best, most effective content marketing teams, your company cannot create competent content without consistency. Unfortunately, if there are any obstacles along the path to consistently create content for all of your channels – such as a lack of human or other resources, or if there is not agreement and alignment on the type of content you need – you may lose time and money.
• Content marketing can’t guarantee a large following if you are doing the bare minimum to maintain your content marketing platforms. Hire an experienced team; investing resources into bonus services like paid content promotion and hire at least one dedicated team member for your social media channels. Staying on top of your content marketing will yield great results when it comes to increasing your customer following.