The online competition for attention nowadays is nothing like we’ve ever seen before. But it doesn’t mean you can’t set your brand apart from the rest.

Did you know that Google receives around 40,000 search queries every second? That means people do billions of searches every day. However, more than 50% of those searches don’t lead to any clicks. 

Meanwhile, YouTube users upload tens, if not hundreds, of hours of new video content every minute. And Facebook users’ pages share millions of pieces of content per minute. That’s because they want to fulfil people’s need for information.

What these show us is that there are many people in the world constantly looking online for answers to their problems, whether personal or business-related. 

So, what does any of this mean for you?

It means the virtual space has fierce competition. Everyone fights to stand out and provide the best solution to people’s problems. But getting the edge over your competitors will be difficult if you don’t leverage the right tools.

One of these tools is content marketing. And like it or not, it’s one of the driving forces of business success.

Don’t believe us?

Let’s look at how it can contribute towards growing your business.

The Golden Circle Concept

Simon Sinek, author and international speaker, coined the “Golden Circle” framework to explain how people communicate. According to him, “People don’t buy what you do. They buy why you do it.”

Sinek believes it’s critical to make this distinction. 

Most people engage in conversations with the “what” aspect and then work their way to explaining “how” they do the things they do. Businesses do this, too, and it can be a big problem for them.

Companies that are truly successful and have global brands, like Google or Apple, communicate differently. These brands flip the script and start with the “why” instead of the “what.” Then, they move into the “how” aspect of their products or services.

Why is this important?

Speaking to the “what” aspect of your business means dealing with the analytical part of the brain. But as humans, we respond better to emotional communication. In essence, we’re more inclined to buy based on our feelings and worry about justifying the decision later.

Focusing on the motivation, mission statement, and things of this nature – the “why” – allows you to establish an emotional connection when speaking to your audience. You can educate people and build your authority, start conversations easier, and then have the credibility to present your offering.

Content Is More Powerful Than You Know

The idea that content can make or break a business isn’t new.

Back in 1996, Bill Gates wrote an essay called “Content is King”. Back then, the Microsoft founder described his vision of a future in which the internet would be a central hub for most marketing content.

It doesn’t look like he was wrong. 

Over 73% of companies rely on various content marketing strategies to gain awareness, build authority, get leads, and generate sales, whether online or otherwise. That’s because people love a good story, whether for entertainment or when they’re searching for a solution to their problem. 

Now, since businesses depend on leads and sales to survive and thrive, content marketing becomes a core component of a digital marketing strategy.

To stress the point, think about the following statistics for a moment:

  • Content marketing can create three times as many leads as traditional advertising methods while costing around 62% less.
  • Upwards of 60% of consumers feel more motivated to research a product or service after consuming relevant content about it.
  • Content marketing can even increase web traffic by up to 55%.

Aside from that, the increased use of mobile devices has steered people towards consuming more content regularly.

Also, marketing funnels don’t really function or produce meaningful results without quality content. To emphasise this further, know that search engine algorithms value well-written content more than anything else.

There are more reasons why content marketing is vital to any business. But that’s not the main point here because almost everyone uses one form of content marketing or another.

What’s crucial to understand is this: 

Quality content, stories, and tapping into an audience’s emotions are what separate average brands from trusted and successful brands.

People get flooded with content every day, so finding it isn’t the issue. Thus, consumers will filter their search results based on quality, trust, and how much the message resonates with them.

Golden Content Marketing Rules To Live By

As mentioned above, businesses face fierce competition in the online space. Yet some manage to leave their competitors in the dust, and it doesn’t always come down to service delivery. The world probably hasn’t heard the best solutions to some problems yet, even though they might exist.

This is where content marketing plays a huge role. It can be the differentiator and main lead generator in any industry.

Therefore, it’s important that you craft your content marketing following the best practices.

  • First, remember the emotional component.

It can elevate your content and make it more appealing to your audience. So, evoke an emotional response to forge stronger bonds with potential customers and clients.

  • Second, don’t be afraid to be authentic. 

There’s so much content already out there that presents similar solutions to similar problems. To stand out, you need a fresh approach, which is why storytelling and unique experiences are like candy for the average consumer.

  • Third, you’ll benefit more from speaking to a target audience rather than everyone.

If you’re trying to market something, you have to present it to people who need what you’re selling. Otherwise, you won’t be able to craft meaningful enough content.

  • Fourth, understand that people may love your content and not do anything about it. 

You can’t expect your audience to know what you want them to do if you don’t tell them. And some of them need a nudge in the right direction. This is where CTAs, or calls to action, can help. Know that CTAs are critical elements of any content marketing strategy or campaign.

Your Story Will Sell

If your audience buys your story, it will buy your product. It’s as simple as that.

Why?

It doesn’t take long to explain what your solution does and how it fixes a problem or services a need. 

However, people need to know that you have their best interest at heart and that you’re selling from a position of authority and expertise. That’s why your story matters and why content marketing is one of the best ways to grow your business. 

Your content helps you build trust, credibility, connections, and lets you plant your foot in the market.

If you’re ready to make content marketing a bigger part of your game plan, feel free to schedule your free consultation with GMS and start working on a more efficient digital marketing strategy.