Content Marketing: Why Is Content Creation A Must For Australian Businesses?
Content marketing refers to the strategy in which different kinds of high-quality content, whether it’s through video marketing or social media marketing or another type of content, are used to reach and retain a target audience for profit. It can come in different forms, from blogs to videos to influencer posts to infographics. No matter how they’re made, the key similarities of these are their relevance and quality that make them appealing to the intended audience.
Content marketing in Australia is just as prevalent as it is in other countries. In fact, a 2013 study by the Content Marketing Institute (CMI) and The Association for Data-driven Marketing and Advertising (ADMA) found that 96% of marketers in the country rely on content marketing. Additionally, Australian marketing professionals allocate ¼ of their marketing budget to producing content. This shows that this strategy is and should be a priority among marketers in Australia.
If you’re one of the brands that have yet to launch a full-fledged content marketing campaign, here is why content creation is important for your business.
Content marketing establishes authority and trust
Through educational and effective content marketing tactics, you can build authority and trust in your brand. This is a proven strategy, as 65% of customers trust a brand more when they read educational content from them. You help position yourself as a trusted figure in your industry. Besides that, it’s also used to help customers. Sure, profit is the end goal, but empathising and addressing their pain points can attract loyal customers and improve your brand’s image.
Furthermore, content marketing within your own platform is even more beneficial. Don’t get us wrong, we still encourage you to engage in video and social media content marketing on the proper channels. But there’s something about posting content on your own website that ensures protection and ownership. You’re not beholden to any third party platform rules or mishaps that might wipe out your content. It’s completely and entirely the brand’s.
Content is a great way to use other marketing channels
Content is a crucial part of several marketing strategies by acting as their fuel. Think about it. What happens to your social media accounts if there’s no content to post? How will your blog prosper if there’s nothing to read? What good is a podcast or Youtube channel if there’s nothing to stream?
Effective content marketing is the driving force of these tactics. Without it, the existence of these social media accounts would be for nothing. Your brand won’t be able to take advantage of the reach these platforms have if there’s no content to reach the audience with. So make sure you have a steady stream of content to post on several platforms. Make sure these fit the formats of these respective channels as well for maximum benefit.
Content marketing increases visibility
For starting businesses in Australia, content marketing is an absolute must to get off the ground. This is because of SEO efforts that make your website visible to those with the intent to avail services similar to yours. In order to create content that will help boost your visibility in search engines, make sure you’re targeting the right keywords and writing relevant blogs with said keywords. Think of the type of content the people searching for these keywords would want to read.
Besides making use of keywords, the topic cluster strategy can also help. This emphasises the importance of grouping content together under a topic pillar, and focusing on specific long-tailed keywords to boost clusters of pages at the same time. This is done so web crawlers can recognise the semantic relationship between several content in one cluster, thereby boosting your website’s authority and granting you a high ranking in the results pages.
Content marketing is great for lead generation
Once your created content and website are more visible to the audience, this will open your business up for the lead generation process. This leads to what is known as the marketing funnel, which is the journey a customer undergoes when discovering a product.
The process happens in the following order: awareness, interest, desire, and action. Content marketing helps take customers in that journey. They become aware of your brand through a simple Google search. Upon reading educational content from you, they get the interest in what you have to offer. The desire comes as they do a deeper dive in your services, going through your content across various platforms. Finally, the desired action from the audience is to get them to avail your services once they’ve done enough research. Good content can help take your customers until the end of the marketing funnel.
Content marketing has long-term advantages and benefits
Lastly, all of these content marketing efforts lead up to long-term advantages for your brand. It can be a tiring and arduous process of conceptualising, creating, and publishing content for the public to consume. But through this strategy, you’ll build up a loyal community that will stick with your brand for a long time. You’ll also find that consistent efforts and optimisation along the way will help improve your content’s performance overtime. Studies that measure the ROI of content marketing find that companies who blog generate 67% more leads compared to companies that don’t.
Beyond that, it’s also much cheaper to go for a content marketing strategy compared to a campaign that’s driven by paid ads. Of course, this isn’t to say that you shouldn’t do paid efforts. But a steady organic content strategy over a long period of time can save you enough extra budget to spare compared to a paid ads approach.
Now that you know how content marketing and creation can do good things for your businesses in Australia, it’s time to come up with effective content marketing strategies. It may seem difficult for beginners, but with help from a content marketing agency in Australia, you can have the guidance and expertise needed to craft an efficient plan of action.
Work with the best marketing experts here at No Standing! Send us a message to get started on your journey to better content!
