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The power of content marketing

Written by Veena Chandar on 27 Mar 19
The power of content marketing

Digital marketing continues to rise in popularity in line with the rapid increase of internet users. The global digital population has now reached 4.4 billion users meaning the majority of humans on the planet spend some of their free time online — with 77% of Americans (the third highest country of internet users) doing so daily. This can be largely accredited to the increased accessibility of internet access, not only through computers but through on-the-go mobile devices which allow constant internet connectivity.

Search engines have become the new encyclopaedias with Google, in particular, acting as the first port of call for all queries. Based on the 3.5 billion searches per day, there is a massive flow of organic traffic and conversions waiting to be driven to your website.

One of the key ways you can do this is by developing your content marketing strategy — an underutilised tool to boost traffic, improve rankings and drive candidate engagement. Here’s how and why you should aim to maximise your content marketing plan.

Increase your brand awareness & reputation for expertise

One of the major benefits of content marketing is raising awareness of your brand. By publishing knowledgeable content on an area that your business is involved in, you are also increasing your reputation as an industry expert in that field. If your brand is synonymous with accessible, useful and expert knowledge then others are going to feel warmly about engaging with your brand in the future.

To further support the benefits of brand awareness, the marketing rule of seven suggests that a prospect needs to see or hear the advertiser’s message at least seven times before they take action.  It’s been suggested that customers like to interact with a brand a few times before they actually make a purchase – and one of those ways can be through engaging with content.  

Good ROI and quality of traffic

Content marketing is one of the most cost-efficient ways of driving traffic to your website and produces three times as many leads as paid search per pound spent. It has lower up-front costs than paid search and provides consistent and deeper long-term benefits. Content marketing builds its own momentum and can be re-shared to keep driving traffic free of cost — a method which provides a great return on investment (ROI).

Those businesses that have adopted content marketing into their strategy see a hefty payout of a conversion rate that is six times higher than those without content do. Why? One key reason is that content marketing attracts engaged visitors who are searching for content related to your market and therefore more likely to convert.

Builds an audience of loyal consumers

Good quality content can help to build a loyal consumer base. Those you engage with your content can be more loyal to your brand and revisit your site more frequently.

Current and memorable content is also easily shareable and can benefit from ‘viral culture’ which has the potential to create a substantial boost in traffic to your website. Content doesn’t always have to take the form of a blog or article — videos are growing extremely quickly in popularity as over 500 million hours of YouTube videos are watched a day. In the same way, you can make informative and attention-grabbing infographics.

Supports other forms of digital marketing

Content marketing works happily in tandem with other forms of in and outbound digital marketing including social media campaigns and paid search. Content marketing supports your social media outreach by providing you with content to promote. You can also use pay-per-click (PPC) to direct more traffic to your content (which should be strategically embedded with compelling call to actions) for a less direct sales tactic.

The number of advertisements a person sees has risen by 3,000 per day in 20 years. That’s why people are much more receptive to the clever and subtle use of advertising found in content marketing — one that is resistant to ad blockers.

By offering free content without asking for anything in return, candidates are more likely to engage with your call-to-actions, especially if they find the information they received to be valuable.

How 4MAT can help build your brand

At 4MAT, we offer a full range of digital marketing solutions to build your brand and boost the performance of your careers or recruitment website. How can we do this? Through our in-depth knowledge of digital marketing practises for the recruitment industry. Contact us to see how we can help you today.

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