How important is creative content in achieving your marketing goals? Well, the short answer is - very. Why? Creative content is one of the most effective ways of connecting with your audience and as it’s an ever-evolving element of marketing, it’s important to keep up to date with the latest trends.
Not only can creative content help to build trust and authority between your brand and your consumers, it can also boost your website’s ranking in search results, create and increase audience engagement as well as generating leads. Sounds great, right?
Let’s start with the basics - what is creative content?
Creative content can come in a variety of digital forms: from blogs, videos, e-books and podcasts to newsletters, social media posts, graphics, copywriting and much more. For creative content to be strategic and instrumental in achieving your business’ objectives, it needs to be relevant and focused on the interests of your target audience - whilst also striking a balance between professional and personable topics.
Ok, so what makes it so useful in marketing?
One of the key successes behind content creation is that you are giving your audience something of value, creating something unique and engaging that can either educate or entertain them - the ability to tell a story through content is the key to standing out amongst your competitors and increasing engagement with your audience. For example, a blog focused on recent/upcoming trends within your industry or a how-to video on how to use a product will give your audience food for thought whilst also encouraging them to engage with you and your brand. This increased interaction and genuine interest in what you’re putting out there is what keeps your audience coming back for more whilst building your brand’s credibility.
“Consistent, high-quality, and engaging content impacts audience decision-making more than any other technique.” (HubSpot)
Can creative content help with new business leads?
Content creation can also help to target new audiences, especially through search engines. By identifying what your audience is looking for, you can tailor your content around that in order to get your brand found by means of Search Engine Optimisation (SEO). For example, if you’re a consultant and you wrote a blog containing keywords about your experience or your service offering, somebody who is actively looking for someone in your profession is much more likely to find your website just by searching for specific terminology. Creating relevant, topical content will make your business more discoverable online whilst increasing traffic to your website - but tactically creating content that you know will pique a new target market’s interest is where the new business element and building your consumer base organically comes into play.
Don’t think that content is just limited to your website though - social media platforms and email marketing are both great ways to share your new content and also track it’s success. Specific audience segmentation and targeting are also worth utilising here, enabling you to showcase specific pieces of content to the most relevant individuals/companies.
Creative content is one of the best ways to create a buzz around your brand whilst also communicating with your audience in different ways about different topics. Below are some of our top picks of businesses who are doing content marketing right.
Noone demonstrates what good content marketing is better than Hubspot. Their actual product is a business software but this isn’t what the brand is known for. It is recognised for being an endless source of information for marketing teams, sales teams and small business owners. They have a library of blogs, courses and e-books covering a range of topics; all of which are free!
Hubspot has proven itself to be an authority when it comes to understanding what businesses need and providing the resources that they need to succeed, and this is what positions them as a reliable authority within their field which in-turn keeps pulling their audience back in.
You don’t just have to write to make good content. Interactive content is becoming hugely popular, and Airbnb has done a fantastic job at tapping into this. Their Trip Matcher Quiz has proven to be a massive success. This quiz defines a customer's ‘travel personality’ and comes up with the perfect destination for their audience. The reason why this has been a success is: personalisation. It's a quick and simple quiz and picks one destination out of thousands, giving a unique recommendation to one person. It’s a fun way to keep their audience engaged with their content and increases the chances of conversion from visitor to customer.
3. CCM Group
You might call us biased, but even we can’t deny the amazing success we've had with our content at CCM. Plus, we think we might have cracked the code - and that is to put people and our values at the center of our content.
One of our most popular content pieces to date has been our CCM Through the Years blog series, which documents the stories of some of our longest standing employees of the company. From how CCM has changed over the years to what the best thing is about working at CCM, each blog gives our audience an insight into the company as well as the individual staff member themselves - which is a breath of fresh air amongst sales-focused and jargon-packed content that is so prominent across multiple platforms these days.
“More than 55% of marketers say they’ve gained new customers just by blogging.” (Oberlo)
Check out our CCM Through The Years blog series here.
Whilst we’re talking about our own activity as well as creative content, one of our most exciting launches this year has been our new podcast.
We sit down weekly with Trent Peek and Richard Ardis on Business, Interrupted as they talk about their experiences, their business values and the journey CCM has taken. So far our guests have included: Laura Brown, an experienced Senior Vice President in the events industry, and Jon Dixon, UK Marketing Director of Showcase Cinemas. So, watch this space!
Fancy a listen? Click here to see our latest episodes.
At CCM we are passionate about our business and love creating content that celebrates our achievements and our people, and we know that this approach works. If you’re interested in taking your content marketing to another level or if you need assistance with your content strategy, our Client Marketing specialists want to hear from you. You can contact our team at firstname.lastname@example.org.