The madness has officially begun. In less than a week, college basketball teams across the U.S. will compete in what has become one of the biggest annual sporting events in the country besides the Superbowl (which was a total bust). For months, coaches have been preparing their players for the “Big Dance” doing everything they can to gain a competitive advantage.
So what does this all have to do with content marketing? Simply put: Content marketing gives businesses the edge they need to thrive in today’s highly competitive market. Below are three ways content marketing can make you a champion.
- Keeps readers attention: Just like the 68 teams vying for college basketball’s biggest prize, there are hundreds of companies just like you competing for a small percentage of buyers. Creating and disseminating custom content is a great way to separate your business from the pack. In fact, 70 percent of people would rather learn about a company through articles rather than an advertisement, according to research from Demand Metric. However, content must provide value in order to keep readers’ attention. Videos, infographics, how-to’s, and top 10 lists are all slam dunks.
- Improves brand loyalty: Let’s face it: brand loyalty is hard to come by. Content marketing helps customers feel more invested in a company when they are engaging with them on a consistent basis. According to the aforementioned research, 82 percent of consumers feel more positive about a company after reading custom content, while 70 percent of consumers feel closer to a company as a result of content marketing.
- Increases sales: When the final buzzer rings, all that matters is which team has the most points on the board—and in business it’s all about having the most sales. Content plays an important role in the buying process. After all, most buyers are halfway through the buying process before they even speak to a salesperson. Content, such as case studies, whitepapers, ROI calculators, etc., can help move buyers down the funnel. In fact, 60 percent of people are inspired to seek out a product after reading content about it. Moreover, high-quality content makes consumers more likely to take action.
While you’re on the couch cheering for your favorite team (Go Uconn!) remember it’s not about having the next Andrew Wiggins of marketing on your team, it’s about having the best strategy. So get your playbook out and start drafting!