In the brand-consumer equation, content marketing = connection.
There’s a lot to consider when it comes to marketing for businesses of all shapes and sizes. On the surface, a marketing plan seems pretty straightforward, and it should be. But business is complex, people are complicated, and the marketing machine that connects them is often convoluted.
For small businesses and solopreneurs, marketing is often taken on by owners with limited budgets who are already wearing multiple hats. This forces them to prioritize what they consider the most crucial aspects of whatever marketing plan they may (or may not) have, and what’s left is placed on the back burner.
When you’re just starting out, and especially when you’re already overextended, it can be tempting to put all your eggs in the visibility basket. You want to be found on Google; you need the SEO; you want to generate leads in the least time possible. And you want it now.
You don’t have time to write the blogs. You can’t keep your head above water long enough to even think about creating content for social media. Your website works well enough, so you’ll get to it when you get to it. Newsletters and email marketing? Yeah, right.
Ironically enough, it’s the things you don’t think you have time for that will grow your brand awareness and yield the highest ROI.
That’s right. It’s time to invest in content.
Hubspot’s 2024 State of Marketing Report found that half of all marketers surveyed planned to increase their investment in content marketing this year. But why? Well, the proof is in the proverbial pudding.
According to Demand Metric’s “A Guide to Marketing Genius”:
68% of people spend time reading about brands that interest them.
80% of people appreciate learning about a company through custom content.
60% of people are inspired to seek out a product after reading content about it.
70% of consumers feel closer to a company as a result of content marketing.
78% of people perceive a relationship between themselves and a company using custom content.
And the real kicker: Content marketing costs 62% less than traditional marketing, yet it yields approximately three times as many leads per dollar spent.
That’s just the tip of the iceberg.
If COVID taught us anything, it’s that people desperately want to feel connected. In the brand-consumer equation, content is that connection.
Content is the first touchpoint between a business and its community. It’s what draws people in and ultimately converts them from audience to customer. Content teaches consumers about brands and products and empowers them to pursue a relationship on their terms. It builds loyalty, retains customers, and connects them to one another.
It’s what the people want… as long as it has purpose.
One of the classic blunders of content marketing is approaching it with no strategy—just tossing content noodles against the wall to see what sticks. It’s an easy trap to fall into, particularly when you’re trying to do everything on your own.
Opting into professional guidance, whether you’re consulting with a firm on a content strategy or looking for someone to manage your content marketing efforts long-term, eliminates the guesswork and allows you to focus on your business.
As a boutique, independently owned content marketing firm, Poesy Co. brings intimate, expert knowledge, inspiration, and craftsmanship to your brand at competitive pricing that complements your small business budget.
If you’re ready to invest in content and community, Poesy Co. is ready to tell your story.
Are you ready to become a poet?
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