Routinely publishing custom content helps you to connect with your audience and grow meaningful relationships as you solidify your brand’s expert knowledge.
Content marketing is about much more than sprinkling a handful of blog posts every so often on your website. It involves creating consistent custom content your audience will find useful, interesting, and valuable.
Understanding the importance of custom content and why it matters to your business
It’s impossible to overstate the importance of using integrated content. Today’s consumers are not interested in generic content; they prefer unique information. Since custom content is branded and specifically tailored for delivery to your established customer base, it’s a powerful strategy for maintaining and growing those valued connections.
- Consumers crave good content.
Statistics suggest 70% of people prefer to learn about a company through content rather than advertising and 82% “feel more positive” about a company after they read custom content tailored to them. Sixty percent of those readers are inspired to seek out products or services from their custom content experience.
- Content heightens trust levels.
You’ve probably earned a level of trust with your existing customers, but custom content deepens those feelings of trust. Happy customers tend to give 5-star reviews, share content on social media, and generally express appreciation for their favorite brands. If you can earn this level of trust, your reach increases substantially. In a nutshell, with custom content, you can tap into and connect with a wider audience.
- Offering something for free builds goodwill.
Offering free information builds goodwill with your existing customers. Focus on what they need. Share your knowledge to offer them solutions. A little free advice can go a long way!
A customer’s journey doesn’t end after a purchase. You want them to return, and custom content is a good mechanism to help keep these relationships blossoming.
Ways custom content drives audience engagement
Custom content offers more benefits than appealing to your audience. It also significantly boosts your website’s SEO, provides links to your pages, and builds a following. All of this helps you improve audience engagement because people know how to find you.
- Custom content betters your site’s SEO.
The more high-quality content you publish, the stronger your search engine optimization (SEO) will be. Google and other search engines use algorithms to identify content that is useful to readers. Custom content improves your SEO, giving you a much better chance of landing on that coveted first page of Google SERPs which significantly helps drive web traffic to your site.
- Provides link backs to your website.
Custom-designed blog posts, white papers, and other types of content allow you to integrate links back to your website where you can help customers find your product/service pages and “contact us” page. Rank these pieces of content high enough on search engines and your visibility increases significantly.
- Increases the number of your social media followers.
Content marketing expands your digital footprint to build brand visibility. When people share your content, you increase your social media outreach. A growing social media following expands your influence, but you have to stay on top of your content game to remain successful. This means consistently delivering engaging and shareable content. If you can do this routinely, you’ll increase your chances for success exponentially.
Ultimately, creating and publishing content that offers consistent value helps set you apart from your competition.
How to see your return on investment with custom content
Generally, it’s five to 10 times more expensive to acquire new customers than to retain existing customers. Those existing customers also tend to spend on average 67% more than new customers. Based on the math alone, it simply makes sense to keep the attention of your existing audience and grow your relationships with them.
Focusing on existing customers helps keep your marketing budget down. Not only do you stretch your budget further, but also, if you partner with an experienced content marketing services provider, you can bring your costs down even more. Content marketing costs roughly 60% less than traditional marketing approaches, but generates triple the leads, delivering you a high ROI.
Start your custom content marketing journey today
Paid advertising campaigns are useful, but once your campaign is over, you lose your reach. On the other hand, the benefits associated with content marketing strategies are long-lasting. However, to succeed, you need to provide your audiences with fresh, up-to-date content.
Tempesta Media is a content marketing agency that offers a full range of managed services. If you’d like to know more about our content creation services, contact us today.
