I recently had a friend tell me, “Let’s only push content that we can back with money”.
I understand where he is coming from. It makes sense, right? Let’s only put our time and efforts towards content that will produce an immediate monetary return. Well, maybe not. Content marketing is a beautiful thing.
The Content Marketing Institute describes the term as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
It’s perfect okay, even beneficial, to update social channels and blogs with content that does not directly drive traffic to a macro goal conversion. Meaning, all tweets do not have to drive directly to products to be purchased. Consumers appreciate content that feels relevant, conversational, funny or motivational. As long as the content doesn’t seem out of place, consumers will appreciate the content marketing approach as opposed to constantly being pushed to make a purchase or complete a macro goal.
This type of marketing is actually good for your bottom line. According to research, content marketing produces three major benefits:
Customer loyalty (RELATIONSHIP BUILDING)
So next time you question whether you’re wasting your time blogging, tweeting, or posting about relevant content that simply engages with consumers and doesn’t directly drive a macro goal conversion, remember that the relationship comes first, then the money will come.