Content marketing is not a novelty niche in the world of online marketing. It is a fact as we speak today, that if you have to ask about ten people about the benefits of content marketing, you will no doubt get similar answers from at least eight out of them.
In essence, the benefits of content marketing to Nigerian brands cannot be overemphasized. There is a common motto that depicts the significance of content marketing to brands in the diaspora, and it is one that is affiliated with Google which says, “Content is king”
The content that a brand dishes out to prospects would either make or mar its marketing campaign, and that is the one reason why top tier brands are taking their “bulls by the horn” by hiring the best content creators for their marketing campaigns.
One thing became pertinent ever since the advent of the influx of people into the social media world, and it is that brands and companies alike need to up their games when it comes to creating content that sells their brands at a first sight. This then leads us to our next question.
What Is Content marketing?
Content Marketing according to Marketinginstitute.com “is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action”.
Over time there has been a whole lot of confusion stemming from job descriptions curled out from companies in and beyond Nigeria. It is a known fact that content marketing is a sub-division of Digital marketing, but not “Digital Marketing as a whole”. Nigerian brands’ Human Resource Departments should do well in setting a clear-cut boundary when pushing out vacancies for their brands in other to get the best hands for their brands’ contents
The very best that most brands would most likely get is a” jack of all trade in digital marketing, such person might likely be a master of none”. Other sub-set or sub-division in digital marketing are but not limited to SEO/SEM experts, Growth Hackers, Ads Specialists, and Graphics designers.
Who is a Content Marketer?
A content marketer according to Demian Farnworth is” a professional who is saddled with the responsibility of the planning, creating, and sharing of tailored contents to attract and convert prospects into customers, and customers into trusted buyers”.
A content marketer should be able to relate to the psychology of the target audience. The content marketer engages in the basic function of marketing by developing content. There are different ways that companies market contents, it might be via Email marketing, Social media or via blog-post.
How content Marketing benefits brands in Nigeria
In this segment, we would be shedding more light on how content marketing benefits brands in the Nigerian market.
Engagement– Content marketing helps to engage more with clients and prospective clients. The type of content created by companies especially in the digital space should be fun and relatable with the everyday life of the target audience.
One brand in the financial sector that has mastered the act of churning our groundbreaking content in their ads work is Sterling Bank. They always come up with jaw-breaking content that sways the minds of their target audience.
Sterling Bank’s creative team seems to always have a content that relates to every event, and most importantly with the obvious realities in the lives of their audience.
The core aim of content marketing is to make the end audience understand that their choice brands also care for them, and this they can see from the kind of adverts that their choice brands unveil to them.
“Let’s use a case of a company which I’ll term “X” that deals in the selling of fashion accessories and regularly sending emails and writing blog posts on how to look good to their customers. Content shared also includes how to combine clothes and perfect wears for different weather condition”
“There is a case study of another company which I’ll term “Y” that is in the same fashion line, the only thing they do is urging customers to always buy their products without giving any tips about fashion”
If I am a potential customer and have had an encounter with both stores and they give the same quality, I’ll patronize store “X” and this is due to the obvious fact that their content marketing strategy shows that they are interested in me. While store “X” is more focused on driving sales to their store without taking the customers care into consideration.
Content is king, Engagement is the queen.
Position your business as an expert in your industry: Content marketing helps position a brand as an expert in an industry. The content marketing strategy of a brand should not be done haphazardly or any-how manner. It should be strategic and have a target audience at hand. A clue on how to go about this could be gotten on how Google positions its ads. They use a metric that is tailored to the user’s interest.
Content is the building block of every marketing campaign, it’s the first impression you make on your cold audience. The end-result of content is to impress cold audiences and establish authority and credibility for your business.
Content marketing should be done to make people learn about the industry, which in turn build brand reputation and increase the customer base.
Traffic: Publishing educating and informative blog-posts on your website help to increase traffic and also serve as a way to engage your customers. One of the most effective ways of marketing is “customer feedback”. Imagine a website that just published a blog-post on its website about the benefits people can enjoy using their products. And about 100 customers provided feedback on the blog-post on the benefits they gained using the products.
A new visitor (Cold audience) is likely to be impressed and make a purchase due to the organic testimonials or feedback provided by previous users of products than any hype or advertising the company might embark on to promote its product.
In fact, according to Hubspot, companies that published more than 15 blog posts per month got almost 3.5 times more traffic than those that only published 4 or fewer posts.
Consistent content publishing is the way to go to improve organic traffic on your website.
Content Marketing is cost-effective: Another major benefit of content marketing to brands in Nigeria is that it helps to save costs. It helps to cut away from regular spending on traditional media. Content marketing helps to relate directly to the customer base.
Good contents help to generate organic SEO and save cost that might be spent on other types of ads, this is not in any way condemning other ads but content marketing is cost-effective. For example, a fashion line selling babies’ cloth and have a blog-post on the blog section of the website on “the benefits of choosing the right cloth at summer for babies”.
A mother searching for information that relates to “Babies cloth in the summer” can decide to buy cloth from such a fashion store after going through the article.
With the various benefits derived from content marketing by business owners. It is easy to spot the reason why companies are investing in content and digital strategies. No matter the size, location or demographic customer base of a company, investment in content marketing is a good way to reach and engage present and future audiences.
Content marketing is the rave of the moment, and brands must understand how to utilize it to attract their choice audience if what they seek is maximizing profits instead of incurring more liabilities daily.