3 Reasons Why Premium Brands Should be Adopting Content Marketing
At Cream, we're great believers in content marketing. This blog is proof of that, as is the content marketing activity we engage in on behalf of our clients.But for many premium brand marketers, content marketing fits into the 'like to have' rather than the 'must have' category.This opinion is completely understandable. Content marketing comes with its challenges. To do it well requires a significant allocation of resources in time and money and it can be difficult to tie back your efforts to tangible results. As a result, even if marketers are convinced of its value, it can be a difficult sell-in to MDs and CEOs.For those of you looking for justification to ramp up your content marketing activities, here are some interesting insights from recent studies that will help you to make your case.Increased Prospect VisitsFrom an SEO perspective, content creation gives brands more indexed pages and more indexed links. According to findings from Content+, company sites with blogs get on average 97% more inbound links than those without, and quality inbound links are invaluable in increasing natural search rankings.And of course, by creating quality content and tagging it correctly, you're broadening the keyword set which will drive traffic to your site. By carving yourself out a larger slice of the online pie you'll reap the benefits in terms of additional qualified traffic to your site - 55% more on average according to Content+.Of course, the SEO benefits aren't the sole reason you should be content marketing, and content should be written for consumption by existing and potential customers rather than search engines. But if you're looking for a hard metric to justify a content marketing approach, then a greater number of prospects visiting your site is one that's hard to argue with.Customers Like ItAccording to research from Content+, 70% of customers prefer getting to know a company through an article rather than an ad and 60% of customers feel more positive about a company after consuming custom content on their site.Good content marketing taps into one of the fundamental laws of human psychology - the law of reciprocation. By doing your customers or potential customer a favour by providing them with useful content, you'll engender a positivity towards your brand and a feeling in the consumer that they need to do your brand a favour back - be that a purchase or a recommendation.Hence it's unsurprising that research by Brafton has revealed that 61% of consumers are more likely to purchase from brands that offer customer content.Your Competitors Are Investing In ItIn a recent survey conducted by eConsultancy of 1,300 brands, agencies and publishers, 90% of respondents believed that content marketing will become more important over the next 12 months and 72% of marketers agreed that content marketing was more effective than advertising for customer engagement.These findings point to more and more brands addressing the time and money issues that have been holding back their content marketing efforts. If you don't do the same, then your brand will be falling behind.We believe that for these reasons, content marketing will grown in importance. And that importance is magnified for premium and luxury brands due to their price points and their aesthetic appeal. The more consumers can engage, learn and 'play' with the brand, the more likely they are to purchase - and well designed content can play a key role in this process.And as premium brands increasingly engage in content marketing, it's our belief that the emphasis will change between content and the ecommerce sites that it's designed to drive traffic to.Instead of content driving site visits, the desire for customer convenience will mean that onus will be on brands to deliver ecommerce functionality at the point the content is consumed. Hence, we're likely to see more clickable video and imagery that can turn interest immediately into purchase.As a result, we're expecting the emphasis in investment to move from sites to content. You only have to look at the success of brands like ASOS to see the rewards that the investment in great content can bring. Those brands that follow suit will reap the rewards.