Why should your company invest in a content marketing strategy?

Digital marketing and each of its tools are the present and future of any area of business or social intervention that wants to be current, competitive and impactful.

It is the image that brands are able to capture of themselves and project onto the market that defines their structure, scope and longevity, beyond becoming just another fad. From the smallest business ideas, to the largest companies and institutions, we know that the results – which are measurable – have a direct connection to the impact and dissemination of a solid, consistent and socially-committed image, through a content marketing strategy.

The so-called long content, created thinking not only about the business – but also about the wide range of interests and needs of its consumers and followers – are essential to obtain good results in SEO. That is, articles that are written in light of a set of simple techniques that, at the same time, are relevant, allow you to reach the top of search engine results. This is the immediate goal of any manager who has a clear idea of the advantages of investing in a complete and structured digital marketing service.

Content marketing: credibility that generates results

Nothing we say is by chance. Many statistics have been analysed, given that in digital everything can always be measured, and that’s the great advantage. We know, for example, that 80 percent of business decision-makers prefer to get information about a company through articles rather than advertisements. Content and its optimisation have evolved, but today, consumers are tired of the constant bombardment of information and advertising and use ad blockers: this is one of the reasons why a company with a good content marketing strategy ensures valuable content and in higher numbers than posts offering its products, for example.

One of the great powers of content marketing is to strengthen the bond with your audience. We also know that about 70 percent of searches and link hits are organic. This means that people click links on blogs much more than ads strategically placed on some sites.

We cannot forget, therefore, that any content marketing strategy must be well structured, making the most of search engine optimisation (SEO) techniques, the definition and framing of keywords and knowledge of the principles of journalism and writing for the web. The relevance of writing innovative and ‘fresh’ content adapted to the target audience, with up-to-date data, good research, using authority and expertise on the matter, personalised experiences and storytelling techniques, must also be taken into account.

People and brands build shared identities

The importance of content marketing can go even further. Today’s consumer/follower is increasingly attentive, educated and informed. They increasingly realise and feel the importance of making choices in line with greater global awareness. Brands that are able to offer a body of content and articles that are relevant to their audience, but which at the same time ensure an interesting information channel that can be followed naturally, enhance the loyalty of followers and gain credibility and consistency, which still goes a long way in the market.

The ability to create content with journalistic technique and to seek out those in the market who best know how to do so will add value to digital marketing, in terms of the best that can be extracted from the overall Communication means. Well-structured, transparent content, with good sources, which includes the ability to contradict, good research, is current and attentive, without giving space to misinformation, or the simplification of a joined up world, already have and will increasingly have their place in a future where consumers tend to create more critical mass and define themselves by the choices they make.

The identity of people and brands whose values are aligned, along with quality, specialised content, which is still accessible to the reader, will therefore be an asset in the coming years.

Digital is still in its infancy and, in addition to a focus on creativity, only its development in quality will distance it from the simplism, banality or superfluity of everyday fads from which it often suffers, even within its own intrinsic nature. Anyone who wants to be strong in the market, or in communities, must be strong in their ideas and purposes. Credibility is demanding and hard work, but the digital world can and must seek it more and more, and always feed and pursue an upward trend for the future.

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