The most common metric for measuring the success of content marketing programs is sales
Worldwide there are close to 5 billion internet users, who spend around 7 hours a day browsing social media and digital platforms, according to the Digital 2022 report by Hootsuite, software for social media management.
This is a great opportunity for content marketing to show the brand’s and the product’s values organically and with quality information, in order to capture potential customers’ attention and make users feel closer to the company. A successful example of a good strategy was the one run by Oncosalud, a company that works on cancer prevention, diagnosis and treatment, through the slogan Your fight, my fight, in which it developed relevant topics, supported by specialist doctors, for different platforms, achieving great acceptance among its audience.
That is why, below, we will go over some of the benefits of working with content marketing to increase reputation, profitability and loyalty.
- Generates genuine interest in the brand. By receiving content of interest from the brand, users will want to learn more about it and its products or services, generating organic traffic and more leads with possible purchase intent. Let us remember that this is a process and, therefore, it is essential to constantly provide valuable and innovative information if the desired impact is to be achieved.
- Improves positioning. Content marketing strategies seek to make the consumer identify with the company, whether through a campaign, a slogan, or some specific action. This will make the customer associate the brand with a purpose beyond selling a product, and will gradually increase its positioning. It can also be accompanied by an SEO strategy, thus reinforcing its presence.
- Increases reputation and credibility. By working with texts, infographics, videos or any type of content that goes hand in hand with the company’s essence, but at the same time responds to the public’s interest or needs, trust will begin to be generated and this will be reflected in its reputation and credibility. In the new digital era, people want to feel brands as more human and committed.
- Builds customer loyalty. By identifying with the company, people will begin to make it part of their lives, share the content it publishes because it will be useful to their other groups, and be more present in the news it offers. This is a great opportunity to work on loyalty through personalized content exclusive to them, which can include special benefits, discounts or promotions.
Content marketing has become so important today for companies and entrepreneurs that 70% of professionals actively invest in it, according to HubSpot. This is because it is proven that with a good strategy it is possible to generate significant sales; and build customer loyalty while building reputation and positioning.
