Why you should bet on content marketing!

In this article you will learn what you should know about content marketing and what benefits it provides. In addition, we're going through what makes content engaging, and not least how you can achieve it. If you want more back for your marketing crowns and better customer relationships, you should read on.

This is the first article in an ongoing series on effective and engaging content marketing. Through the series we will appear in the universe of content production. Whether you want better articles for a blog, hitting video content, stronger newsletter or tips for how to make good content right from your mobile phone - this series is relevant to you.

What is content marketing?

Content marketing is as the name suggests, marketing and content. More specifically, the production and distribution of content. Content marketing is the Norwegian name of what you know as content marketing, it is an important subcategory of digital marketing.

What are you going to publish on different digital surfaces? And how can it give some kind of value? Effect? Profission?

Like traditional marketing, it's about presenting a strategy to increase the involvement of your customers. Content marketing still takes one step further.

The aim of this type of marketing is to build long-term relationships with your customers. And it's just these long-term relationships that can be of great use to your business. Either it is through increased sales or generally more brand awareness.

70% of us will much rather get information about a company through a good blog post, than from a typical advertisement or advertisement we get up on Google. Social media is another topical area that requires content all the time. 80% of Norwegians aged between 16 and 79 are active in social media, according to the SSB.

The numbers are talking to themselves. Content marketing is not a buzzordSo let's say that this is the same thing as that. It cannot be seen as some trend in the changing digital marketing world. Content marketing is the new standard for communication and influence.

If you want to hit your target, you also have to produce content they want to see.

What is content production?

A quote most of us have heard before.

Today, the statement “Content is king, distribution is queen” (Jonathan Perelman) has also begun to get footholds.

Production and distribution are closely linked in the context of the content marketing. Content production is the part of creation. Without the production we would have nothing to distribute.

For many marketers, this process might be seen as just creative. Unfortunately, it is not entirely in line with reality. Misunderstand us right, the process should definitely be both creative and play, but there's much more to it than that.

You can view content as the mean on the way to the goal. A tool to help you achieve something. So the content is a tool, so to get the benefits we want, we need to apply all of the functions.

An important component of content production is strategic and analytical. As with everything else in your company, it is important that content be anchored in a good strategy. What do you want to achieve with the contents you make? Remember, mean not goal!

So it's a good part of what we call content production that's about: analyse what works, perform keyword analyses, work with SEO, analyse target groups and segmentsSo let's say that this is the same thing as that.

Some of this is done before the preparation of content, which is done on the way, which is done afterwards.

So there's a lot to think about when you produce content. A lot that's technical and a lot that's aimed at search engines and robots. But up to the top it's important to remember that it's ultimately people we're going to now.

That's when the word involvement comes into the picture. We'll look at what involvement means and how you can make your content engaging afterwards.

First, we're going to share the benefits of content production that can give your business!

Three benefits of content marketing

We could play easily written a separate post only about the benefits of content marketing itself. Content is a broad concept that comes in many different forms and is distributed in a very wide variety of ways — there are therefore also huge benefits.

To make it affordable, we have chosen to pick out three advantages. We hope these will motivate you to focus on content production and apply this gold mine to a digital strategySo let's say that this is the same thing as that.

1 - Increased visibility of search engines

It has never been more important for companies to be visible online than in 2022. Especially on the results pages of large search engines. It's said that 68% of online experiences start on search engines, where Google (Google Search, Google Pictures, and Google Maps) accounts for around 92% of all traffic worldwideSo let's say that this is the same thing as that.

Content marketing is the way into successful search engine optimisationSo let's say that this is the same thing as that. Each blog article to be published indexed and evaluated by Google.

You can look at the indexing process a bit like the register in a library. Google index is a list of all the pages that Google is aware of. In a library you would have wanted your book to stand on a pretty and visible display, not located at the bottom of the warehouse where only very few, especially interested, find it.

Google is the way it is – you want the indexing to result in your page being considered relevant. You will that your page should be visible by the relevant keywords on the first page of GoogleSo let's say that this is the same thing as that. You get this with the right content.

It's something in the expression quality over quantity. For the purpose of content marketing, this is applicable.

The longer and better your articles are, the higher the chance that your content can rank on several important keywords. Thanks to tools like Google Search Console and Google Analytics, it has never been easier to figure out what your target group wants.

Setting up an analysis and creativity goes hand in hand is alpha and omega when producing content. We believe this is the key to success with content that is both visible and striking.

2 - Increased credibility

Not only will content marketing lead to increased visibility, but it could also lead to more trust in your company. 96% of most successful content market players believe that the strategy has led to higher credibility and trust among their customers.

Produces a lot of quality content and share your knowledge will increase your authority and a stronger brand.

Please! You can continue to appear relevant as well as as as a specialist, you should rule out whether you do NOT want results!

Can you make others link to your content? Then you'll increase the domain authority. The domain authority is about how many backlinks your website gets, i.e. how many connections there are from an external website and to your website.

This domain authority has ring-effects on how to rank search engines. Google wants to favorite the content that seems most credible.

3 – Increase conversions

Last but not least, it is worth mentioning the power of content marketing in respect of conversion;So let's say that this is the same thing as that.

Studies have shown that: the conversion rate for active enterprises in the field of content marketing is six times the rate of conversion; compared to those who do not apply this strategy.

The goals for what you want to use content marketing for can be many. Perhaps you want to inform, entertain, engage, help or learn away? Regardless of your goal, in most cases, your result will be that you create good value for your customers.

It is important to remember that customers are rarely concerned with your products, but rather with their own problems. Their goal is hardly to obtain your product, but to solve your problem product can help with.

Draw links to your products in the text you type. In this way, the content creates value for the customer, by solving their problems using your products. The contents make you a useful helper, rather than an annoying marketer.

Be careful, though. The boundary between the seller and the helper is hairy. The credibility depends on you being on the right side of just this limit.

The credibility of content = your credibility.

Is it possible that potential clients are left with the impression that the content is relevant educationally and credible, the way is short for them to believe in you and your service as well.

You always have to have a customer-centric mentality. Customer first, then conversionSo let's say that this is the same thing as that.

Exposure is key for success

We've talked a lot about good content and good contentSo let's say that this is the same thing as that. It's not that easy to know what's really good.

Something can be explained by numbers. How the contents rank in search engines, how much traffic it generates, how much stroke it causes, the average time spent on the page, the bounce rate.

All of this can tell you how much the content you've produced is good, how much it works. What it doesn't say about is why?

We believe the solution is in exposure.

When you manage to engage in content, that's when you can enjoy the benefits it has to offer.

Imagine you're wondering something. For example. what you can do to make it more sustainable. You sit down and type what you're wondering about in Google.

“How to become more sustainable?” ooooog enter!

You click in one of the first articles you see. One of the top results of the search engine. Then you start reading.

The article will catch you right away. You're meeting a story you're dealing with. As you get good tips, you feel that the author understands you. They've felt the same thing you do? Do I have to stop driving to be more sustainable? Can I still eat Avocado? Should I only buy clothes used?

Suddenly you've plowed through 2000 words without hardlyicing it. Not only have you come through, but you have received a lot of good tips. You have the feeling that the sender understands you. Joining their newsletter was a clear choice.

You got engaged.

Your exposure meant that you spent time on the page, that meant that you chose to visit the page several times and that meant that you signed up for newsletters.

How does engaging make content?

Although it may seem quite diffuse when you talk about “single-gaseous content”, there are several very specific things you can do. We can control the experiences and emotions of the recipients with some simple grips

1 - Focus on your target group

The first thing you have to think about when you're producing content is who you're talking to. In other words, focus on the target group. For some people, this might seem obvious, but it might be easy to forget.

In most cases, you are not your own target group. You already know the company well, maybe you're in the wrong age group or you have other interests than the ones you're trying to reach. Focusing on the target group is on creating the type of content they want, distributing in the channels they are present and using the instruments they respond to.

If you try to reach 19-year-olds who are interested in sports on a tick, you also need to examine what trends and instruments are taking these exactly. What you're getting to is probably going to be quite different from what you'd find if it was grandmothers on facebook that was the goal.

2 – Have a clear message

It's better that what you communicate is clearly and relevant to a few people than you try to reach a very large number of people with a diffuse message. Then the danger is that the content will not be relevant to anyone.

To ensure that the message is clear, you should have a clear picture of what you want to communicate from the beginning. Pyramidic is a tool that can help you communicate more clearlySo let's say that this is the same thing as that.

3 – Quality of quantity

Quality can be a lot different.

The first thing you should think about is if you don't have anything reasonable to say, don't say anything at all. Yeah, because it's actually like publishing something just to get it out is a bad progress method. Often, the content is not thought about with fuzzy targets. If much of the content becomes of this kind, customers will be anoyed and uninterested, instead of engaged and loyal.

The next point is to take a good time. It rarely comes very well out of doing things in haste. It appears that little thought is being given to whether the blog article you are publishing is ugly with typing errors or your video is cut together badly. Take a good time and review the product.

Tip: make someone else review the content before publishing! Play each other good.

The last thing you should make sure is that the information you include is correct. Mimre back to school and countless talk about source criticism. The damage to customer relationships can be so great if you first present something that doesn't really matter. Under this point, it might also be okay to consider a little whether the content is time-consumingSo let's say that this is the same thing as that.

4 – Tell a story

“Humans are curious by nature” – Aristotle

When we hear a story, we get curious, we want to know what's going on next. This is why we read books, get hung on movies and television shows and follow on the news.

At Tiktok, the word “Storytime” has become common in the comment field, this is because people become curious and want the whole story.

We like stories because we can relate to it.

Using history in your content will make you feel that customers relate to you and your brand. This is a powerful tool if you want to build long and emotional relationships with your customers.

There's actually physical evidence in the body that can tell us why we like storytelling. The other thing is that when you experience a story, the happiness of dopamine is released into the brain.

The benefits of history as a tool, as well as how to become a good storyteller, are one of the themes that will be covered in this series of articles. Remember that you can receive notifications when publishing these articles- What?

5 - Be Original

There's a struggle for attention in today's digital world.

The American Business magazine Forbes estimates that Americans see between 4,000 and 10,000 advertisements every day. It is reasonable to assume that the numbers are approximately similar in Norway.

As consumers, we are therefore very selective in which we choose to focus attention. We're still making priorities.

The selection process is more or less automatic, and our subconsciousness tells us what it is worth spending time on. Recurring content we feel we have seen before is quickly filtered awaySo let's say that this is the same thing as that.

The key here is to try to think outside the box. It's often easier said than done, but the gains are great if you can make something that stands out in the amount.

6 - Make the audience think

Getting the audience to think is a good thing in itself.

If you get this, you will not only capture the recipient's attention, but you will give them something they will remember for a long time.

Often, this type of content can also allow for more visible involvement in your channels. With reflection and thoughts will also be discussed. Here you can get good input and dialogs in the comment field.

There is no phase on how you move forward to get the gears started in the receivers' brains. This does not mean, however, that there are no very concrete measures you can do to facilitate discussion.

Our best actions:

• Ask open questions! By asking questions that do not have a clear answer, you allow the audience to be informed of possible solutions.
• Focus on what you're talking about. Sometimes the team itself can be enough to make the recipient think. Typical themes are themes where people have very varied opinions, things that are controversial or ethical dilemmas. For example, sustainability is a theme involved in a lot of ethics.
• Ask the readers for their tips. Although not all will comment on articles in social media or on a Blog Article, you still involve the audience in a way that will make them think.

When your audience takes time to think and reflect on the content you make, you will have their attention longer and their content will be easier to remember.

7 – Release passion!

It's easy to start smiling when they around you smile. It's easy to get angry when someone you talk to is angry. It's easy to get sad that the people you hang out with are sad.

We are affected by others' feelings. It's not a secret.

As much as bad mood or laughter infects, involvement is also spread.

Let the commitment and passion you have above what you produce content about, it will shine through. Your involvement also involves your audience.

Whatever your goal is, rock star or customer's favorite online store, content marketing is the way to go. Show what you have to do, be visible, increase conversions and build long-term relationships.

We will continue to examine how you become a good content market driver and how you can create content that engages. Keep up to date by registering in the mailing list below!