Originally published October 7, 2022 , updated on January 17, 2023

How do today’s consumers discover a brand, product, or service? Is it from the websites they visit, the newsletters they open, the WhatsApp messages they receive, or from social media? How about all of the above? In today’s digital era, people consume content in a multitude of ways every day. And if you’re not creating content, you’re missing out. 

Content creation service companies are changing the digital marketing landscape by improving conversion rates and ROI of digital campaigns. How your company goes about engaging and communicating with potential customers in cyberspace (also known as digital marketing) is vital to establish a long-term connection and, ultimately, win a loyal customer.  

The content is key to informing, entertaining, and engaging your customers, which in turn, builds trust and results in the end goal – your customer taking the desired action.

Digital and content marketing are closely intertwined yet highly specialised activities. To maximise the ROI of your digital marketing spend, you should work with specialists in each field. Hence, working with a good content creation service and a digital marketing company will help maximise the results of your marketing campaigns. 

A Closer Look at Content Marketing

Content marketing is about creating and sharing textual, graphic, video, and interactive elements that inform and motivate your audience to move further down the sales funnel. It helps to build trust with your audience, ultimately converting them to subscribers and customers. The infographic shows how effective content marketing can be.

Source: Digital Marketing Community

Nothing turns off your audience faster than using content marketing to only talk about your brand. Instead, the content should focus on engaging the audience, building confidence, and offering value by solving problems. The reasoning here is simple: we take action when we trust and when it benefits us. 

At the same time, by storytelling and sharing other customers’ experiences, brand building happens almost in the background, cementing your brand in the customer’s mind. Ultimately, you create a sustainable relationship, which can lead to many sales or conversions in the future.

A Content Creation Service Can Increase ROI

So how does content marketing increase the ROI of your digital marketing campaigns?

• It helps you visualise the customer journey and encourages you to create evergreen content for each stage. For example: informational content creates brand / product awareness, client testimonials build confidence in the brand, and whitepapers establish credibility. With all three firmly entrenched in the customer’s mind, it makes the final stage – the call to action – that much easier to convert. 
• The content you create and distribute enables you to stand out in a crowded market. It differentiates your brand from the competition and adds value to your brand and its products and services.  
• Content marketing enables you to repurpose existing content elements. A blog can become a social media asset; an eBook can be used to illustrate a point made on your landing page, and so on.

As clichéd as it sounds, content really is king. Search engine bots rely on the content on your website pages to determine who and what you are, the success of your paid campaigns depends on the content in your ads, and the blogs and also the choice of words on your website help keep your target audience interested.

Let’s look at five reasons why working with a content creation service can help in amplifying the outcomes of your digital marketing plan. 

1. Content Informs your Audience

An effective content piece informs the audience about your business, answers their fundamental questions, and builds trust in your brand. It paves the way to move your leads towards conversion. Content can help you add value to someone’s life while you gain a customer, a win-win outcome for everyone.

Content that informs and converts your audience is often evergreen; it doesn’t date over time. A page titled “How do Mortgages Work” on a local bank’s website will be relevant to new homebuyers even five years later.  

2. Quality Content Ranks on Google 

Creating and distributing quality content is critical for ranking on Google’s first page. The world’s biggest search engine processes over 9 billion user queries daily and ranks the results based on relevance and the quality of content. Google ranks content quality based on several parameters, including the choice of keywords and their density, content authority and authenticity, backlinks from reputable sites, and user engagement with views, shares, and likes.   

Not all businesses have an in-house content team. Hence, working with a content creation service on an ongoing basis is advisable because over time, as more pages from your website start ranking in Google searches, your website’s domain authority will increase, thereby increasing your overall visibility on the internet. 

3. Use Content Creation Service for Social Media Engagement

The saying goes “a straight line is the shortest distance between two points”, and social media is the shortest line connecting a brand with its audience. Today’s consumers tend to spend most of their online time on these platforms. 

Each platform has unique content requirements based on the various platform rules and the “which content element works best” principle. So it’s important to do the research to know which piece of content works best on which platform. But that’s not all. If the lead is at the start of the purchasing journey, informing and building confidence is more important than trying to make a sale. Trying to make a sale when a customer doesn’t know or trust you yet isn’t a good approach.

Social platforms help you engage with your audience and build a one-on-one relationship. This connection with your audience is a two-way street, where the brand shares content to create awareness which, in turn, can drive traffic to your website for conversion. Your audience uses these platforms to interact with your brand and respond with positive and negative comments, likes, and shares. 

Comments from existing customers directly impact the decisions of your leads. They also have a direct bearing on your brand’s reputation – positively and negatively. So, your products and services shouldn’t only be en pointe, but you need to be prepared to manage your social community effectively.    

4. High-Quality Content Yields Conversions

Content marketing helps generate leads for your business and move these leads towards conversion. This customer journey is also called a marketing funnel, and the funnel has well-defined stages. A professional content writing service will help you craft content best-suited for each stage (see below). 

Source: LucidChart

Awareness

For the awareness stage, your content writing company will firstly help you optimise the content for SEO which will help your customer find your website. The content on your website and social media posts informs the customer about your product or service, offers product and service details, and makes customers aware of what your product can do for them. The content should be informative but entertaining to keep the customer interested.

Evaluation

The evaluation phase is where customers decide if they specifically need your product or not. This is where building confidence is key. Newsletters, eBooks, and whitepapers can all help establish credibility and move the customer closer to purchasing your product.

Conversion

The conversion phase. This is where you get the customer to take action. Having a strong call to action is imperative. There’s no point in getting your customer interested in your product, only to make it too complex or confusing for them to make a purchase. Giving a free trial or offering demos is also an excellent way to encourage conversion as it leaves the customer wanting more. 

Be sure to A/B test your content. In other words, don’t be afraid to test different ideas and strategies to see what works. This can be via trial and error or using the applications available. These changes can range from adding a CTA (call to action) button to your content to the words you use in the URL of your page or testing which subject line in your newsletter works best. Content management is thus an integral part of your overall conversion rate optimisation. 

5. Content Builds Your Brand Salience 

Content marketing enables you to showcase and position your brand as a leading authority in your industry. It can be effective for brand-building if the quality of your content builds trust and brand loyalty. 

Using various media platforms provides content in the form your customer prefers. For example, one customer may like watching instructional videos, while another prefers reading a blog or eBook. In addition, offering different content elements across relevant channels provides customised solutions for individual needs. Delivering high-quality content across various media formats is an additional step towards establishing your brand as an authority in your field.

The Benefits of using a Content Creation Service Agency – In Summary

Content marketing is an integral part of all digital marketing activities and is key for maximising the ROI of your marketing campaigns. Quality content gives your brand visibility and channels your leads towards conversion by building a relationship with them. Optimised content will also rank on Google and a good social media strategy will help build engagement with your audience on platforms such as LinkedIn or Facebook. 

Over time, this becomes a virtuous cycle that maximises your conversions and amplifies your domain authority. However, creating quality content is an ongoing and ever-evolving process, so working with a good content marketing company is a win-win solution for your brand.

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