Content marketing still has a place in the marketing mix. Consumers are hungry for information online and look to online sources to help guide their decisions. In 2021 nearly 70 percent of online shoppers typically read between one and six customer reviews before making a purchasing decision, according to Statista. This points to the fact that consumers are influenced by the content they encounter in their buying journey.

Leading the Way

That’s where content marketing enters the equation. It’s a powerful means to inform and influence potential customers about how you can add value, while establishing trust. Plus, optimized content marketing can bring organic traffic from search engines like Google. This can translate to improved Google rankings, online visibility and more robust sales.

However, effective content marketing doesn’t happen by design. Both art and science, the brands with the most success know to approach content marketing from an inbound perspective. In other words, marketers have become adept at reaching their consumer base in ways that don’t seem too sales-y or formulaic. 

Custom Content Is King

While each brand has its own style, a storytelling framework resonates with consumers and lays a foundation for loyalty.  It’s rooted in intentionally tailoring your content to your target audience and their needs, instead of pushing out a message to a general audience. In contrast, an inbound content marketing strategy means your brand and products appear naturally during their fact-finding mission.

For example, if a health-conscious consumer is looking for information about adding protein to their diet, they might be researching protein shakes. If you’re a manufacturer or marketer of plant-based shakes,  you could write a blog post with recipes. Based on keyword research that produces search engine results pages, you could drive consumers to your e-commerce website naturally. 

In short, content marketing is still the secret sauce when it comes to creating brand awareness. Companies of all sizes can remain competitive in a crowded digital landscape while engaging with core consumers more effectively than ever before.