By this stage in time, you don’t need us or anyone else to tell you how important content marketing is. You may or may not be using it to its full potential, but still…chances are you know it’s a big deal.
But have you ever stopped to ask the big question: why is content marketing so effective?
With so many other approaches to digital marketing out there, why does content marketing top the table?
Two very important questions, for which there are thousands of deep and unnecessarily convoluted answers. In truth, the explanation as to why content marketing is so effective can be summed up in just two words:
Value and influence.
Content of Value
The basic principle of content marketing is one that focuses on value. Whatever kind of content you produce and regardless of who you are reaching out to, you need to provide them with something of value. This is the only way they will look beyond your content to the brand behind it, slowly but surely building a sense of trust. And they build a sense of trust because content of value has influence.
Which in turn means that effective content marketing increases influence, which is just about the single most important thing a business can have plenty of.
When you think about it, the most successful businesses the world over are built on influence. Overtime, they increase their influence to such an extent that their target audience members practically eat out of their hands. The greater their authority and influence in their niche, the more power they have to grow, evolve and vastly extend their customer base.
You really only have to think of two brands to get the idea. One being a household name, the other being some random name you read on the packaging of an equally random product that you had never heard of. Which of the two would you be most likely to trust? Which would you be more likely to become a regular customer of? Or for that matter, give their product a try in the first place? More importantly, which would you recommend to your friends, family and colleagues?
The answer is almost always the same – the company or brand with the greatest influence.
Influence Through Value
There is a direct correlation between creation of value and greater influence. That being, the more value you provide, the more your influence grows as a result. Once again, it’s a case of thinking about which brands and even individuals in your life have the greatest influence over you. The brand you are loyal to instinctively, the people you look up to and so on. Chances are, the reason these companies and individuals have so much influence over you and the decisions you make is because you value them.
You may value what they do, what they stand for, the products they provide you with or anything else at all. Value breeds influence, which in turn breeds loyalty, which in turn breeds even greater influence.
So to answer the question once again, content marketing works because it is just about the only approach to contemporary digital marketing that focuses on value above and beyond everything else.