Traditional marketing or advertising campaigns, or even search engine marketing, involve a cost and an effect. You pay for the ads, get a result, and analyze the effect of the campaign. Usually, like with Google Adwords for example, your marketing will effectively cease as soon as you stop paying. But what if your advertising money can instead be used to build long-term value, through marketing that remains relevant and attractive for years? Here is why you should use content marketing, and why it is a valuable investment, rather than a cost.
Traditional advertising agencies often want to do social media campaigns
When a traditional advertising agency gets asked if they can do something digital, they will often suggest a social media and/or Google Adwords campaign. It is light, it is limited in time, and it also largely suits the advertising agency's way of working.
However, once the campaign is over, there is usually not enough time, commitment or resources to build on it, or maintain the level of interest your campaign generated. The money you spent is purely a cost, since it did not give you more than that temporary effect. The campaign ends, and so – effectively – does your marketing.
Content marketing is a process, but with a rewarding outcome
Content marketing is not a campaign or project, but a process that must be defined, planned, implemented and followed up on. Unlike temporary campaigns however, content marketing keeps attracting customers over time. By writing about the things that matter to your target groups, you are able to earn great search results on Google, and thus reach new customers.
Instead of a cost, think of content marketing as an investment in your company, your personnel, and your expertise. By producing valuable articles that make your company and business offering more attractive to your customers, they can get to know you better, and learn more about why they should do business with you. And as long as that article remains published, it can keep generating Google search traffic. You just need to find the right focus, and write the article in a way that makes it relevant and appealing to your customers and prospects.
Content marketing retains its value over time
Skapa has been working with content marketing for many years, helping customers in a wide variety of industries get their expertise out to relevant target groups. The articles we provide our customers with keep attracting readers year after year, with high rankings on Google.
When your content marketing is not limited to a short campaign, it can maintain its value for years. This especially when you write about your customers’ experiences and challenges, and how you contribute to facilitating their business operations. You are likely an expert at what you do, so show others that you are!
Content marketing provides ideal opportunities to do so, through sincerity and concrete knowledge. It is an excellent marketing investment, and a great way to continually reach customers with content they actually care about.
Do you also want to have top results on Google?
At Skapa, we are experts in content marketing. We help you create content that is adapted to your target groups and that resonates with your your customers. We develop a content strategy and plan for the production, publication and follow-up of your content marketing.
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