The Importance of Content in your Marketing Strategy

You know what they say… content is king.

Digital marketing has many moving parts. You’ve got email marketing, social media marketing, PPC, SEO, and the list goes on.

Usually, one can go without the other and have an OK chance of succeeding. You’ve got bad SEO? Well, fix it up with a good PPC campaign. Bad email marketing? Meh, retarget people on social media.

Whilst this isn’t how we’d approach marketing efforts. Usually, you can make things work.

You know where I’m going with this, don’t you? Yep, one thing you can’t work without is content.

If you think of digital marketing as a house, content is the foundation and cement that holds everything together. You can have the most AMAZING bricks, some real slick stuff. But if your glue is whack? No dice.

Why? Because before anyone even considers doing business or buying from you, they need to trust you first…

In a study by Dr. Robert Cialdini, he identified seven principles of persuasion: one of them being authority.

This is based on the presumption that people trust those who are experts in their field. Now it may seem obvious, but let’s put it into context.

“Physiotherapists, for example, are able to persuade more of their patients to comply with recommended exercise programs if they display their medical diplomas on the walls of their consulting rooms. People are more likely to give change for a parking meter to a complete stranger if that requester wears a uniform rather than casual clothes”.

It's human psychology, it never changes.

So, what are the key takeaways from this?

Don’t just boast about how great you are without proof; that won’t fly. Create content that does the talking for you.
By positioning yourself as an expert in your field through free, highly valuable content, you will answer questions that your leads are dying to get an answer for.

This builds trust and gives you a bigger chance of generating a conversion.