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9th October 2017

3 Reasons Why Content is an Essential Part of the Marketing Mix

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As a local business, your mix of marketing efforts is extremely important when it comes to generating more sales. Having a broad range of activity is one of the most effective ways to reach more people and appeal to your customers.

Content marketing can be the forgotten child of the marketing mix due to the time and effort it takes to create engaging content. Yet, it can be one of the most powerful elements of your marketing arsenal when done right. So here’s our top three reasons why content is an essential part of the marketing mix.

1) It’s not all about sell, sell, sell

Promoting your products and services is obviously key in trying to raise awareness of what your business can offer to win more customers. However, it’s important to realise the different stages a customer goes through to understand the types of messages they will want to read. Not everyone will be looking to buy straight away; they might be in the research stage and therefore won’t be interested in content solely trying to sell them something.

Content is a great way to offer some variety into your messages by informing, educating or entertaining potential customers. By using channels such as social media and your website, you can post articles, guides, videos and more to demonstrate your expertise as a business. This expertise can then translate into sales in the long-run as customers are more likely to turn to your business for a solution when they’re looking to buy.

2) Sharing is caring

People want content; they’re constantly tapped in to find interesting and useful information that will be relevant to them and people they know. So make sure your content is engaging and covers topics that will resonate with your customers so that they are more likely to share it online, helping you reach more people.

For example, a local mobile phone repair shop might offer advice on what to do if you drop your phone in water. A topic like this is relatable and relevant as most people will have done this or know someone that has before. By appealing to the interest of their readers, not only are they increasing the chances of their content being shared, but they’re also more likely to receive enquiries from people who have tried these tips but are still not able to revive their phone. In this way, they are helping to drive more sales to their business.

3) Create a first-class reputation

One of the best ways to attract more local customers is by positive association and content can be the creator of this positivity.

Posting useful information that acts as a solution for people helps to enhance your business credibility and reputation as an expert in your field. Think about the types of things your customers would want to read about, is it top cooking tips, latest high street trends or how to keep on top of your gardening in the winter months? The key thing is to create content that will keep people coming back for more, helping your business establish a strong reputation within the local community.

Ultimately, content has a multitude of benefits and can help your business raise awareness, engage customers and generate new sales all at the same time. So when considering content marketing and whether you should use it as part of your marketing mix, think about these three reasons and remember, the power of content should never be underestimated.

If you struggle to make time for content though, there are providers who can help to make this a part of your marketing mix for you, including our own sponsored content service.

For more information on content marketing and how you can make it work for your business, read the following articles:

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