In the fast-paced world of digital marketing, businesses are constantly looking for ways to gain an edge over their competition. One approach that has stood the test of time is content marketing. But what are the benefits of content marketing?
In this blog post, we will explore the top benefits of content marketing, from building brand awareness to increasing organic traffic. Valuable content is at the core of this strategy. Therefore, businesses are investing more than ever in this area.
1. Building Brand Awareness
One of the primary benefits content marketing offers is the ability to build brand awareness. Produce content of high quality that connects with your target audience. This will help you build your brand and demonstrate yourself as a thought leader in your industry. This increased brand recognition can lead to a more substantial customer base and improved sales.
Great content can also help you build brand awareness through search engines. Optimizing content for search engines increases visibility and potential customers. This leads to better search results and more people discovering your brand.
Related: Customer Trust as a Central Element for Brand Success
2. Boosting Website Traffic with Content Marketing
Another significant advantage of content marketing is the increase in website traffic it can generate. Creating engaging blog posts and other content can attract visitors to your website. These visitors may not have found you otherwise. This increase in organic traffic can lead to higher conversion rates and sales.
A well-executed content marketing strategy can also help you rank higher in search engine results pages (SERPs). As your content gains visibility, you’ll attract more organic traffic, improving website performance and business opportunities.
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3. Supporting Your Sales Team
Content marketing doesn’t just help you attract potential customers; it can also be a valuable tool for supporting your sales team. High-quality content can help your sales team address common questions and concerns, making their job easier and more efficient.
Provide valuable content that helps guide potential customers through the buyer’s journey. Doing so will empower your sales team to close deals more effectively. This can lead to better overall performance for your business and a stronger relationship between your marketing and sales departments.
4. Improving Conversion Rates
One of the critical benefits content marketing offers is its ability to improve conversion rates. By creating content that speaks directly to your target audience’s needs and pain points, you can better address their concerns and move them closer to making a purchase decision.
High-quality content can also establish trust between your brand and potential customers. Visitors to your website view you as a trusted resource. This means they are more likely to convert into paying customers, boosting your bottom line.
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5. Long-term Benefits of Content Marketing
Content marketing is a long-term strategy that offers lasting benefits. Unlike traditional, expensive, short-lived marketing methods, content marketing provides a more cost-effective way to reach your audience and generate results over time.
As your content library grows, so too does the value of your content marketing efforts. Over time, you’ll find that your content continues to drive organic search traffic, build brand awareness, and support your marketing campaign objectives, even long after it was published.
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6. Enhancing Your Digital Marketing Campaigns
Content marketing is a crucial component of any successful digital marketing campaign. By integrating valuable content into your marketing efforts, you can enhance the effectiveness of your other digital marketing tactics, such as social media marketing, email marketing, and paid advertising.
Great content can help to amplify your message and reach a wider audience, making your overall digital marketing efforts more successful and driving better results for your business.
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7. Higher Rankings in Search Engines with Content Marketing
As mentioned earlier, one of the top benefits of content marketing is its ability to help you rank higher in search engine results. Creating high-quality, keyword-rich content relevant to your target audience can increase your chances of appearing on the first page of search results. This increased visibility can lead to more organic traffic and potential customers discovering your brand.
Search engines like Google prefer high-quality content that provides value to users. Creating valuable content that answers users’ questions and addresses their pain points can improve your search engine rankings and gain a competitive advantage in your industry.
8. Building and Nurturing Relationships with Customers
Content marketing isn’t just about attracting new customers; it’s also about nurturing relationships with existing ones. By providing valuable content that keeps your audience engaged and informed, you can foster long-term relationships that lead to repeat business and increased customer loyalty.
This ongoing engagement can also help you gather valuable customer feedback and insights, allowing you to fine-tune your marketing strategies and better serve your audience.
Related: Beginner’s Guide to Cohort Marketing
9. Establishing Thought Leadership
Another significant benefit of content marketing is establishing your brand as a thought leader in your industry. Demonstrate your expertise and knowledge, earning the trust and respect of your audience: Create and share informative, insightful content.
Thought leadership can bring numerous benefits, including increased brand recognition, improved customer relationships, and new business opportunities. Set your brand apart from the competition and position yourself as a go-to resource. You should consistently produce high-quality content that showcases your industry expertise. By doing so, you set your brand apart from the competition and position yourself as a go-to resource.
10. Cost-Effective Marketing Strategy
Content marketing is a cost-effective way to reach your target audience and generate results compared to traditional marketing methods. While it requires time and resources, the long-term benefits of content marketing can far outweigh the costs.
Producing valuable content that addresses your audience’s needs can attract organic traffic and generate leads without expensive advertising campaigns. This makes content marketing an ideal strategy for businesses of all sizes and budgets.
11. Increased Shareability and Engagement on Social Media
Another benefit of content marketing is its potential to increase shareability and engagement on social media platforms. High-quality content, significant blog posts and articles can be easily shared across various social media channels, helping you reach a wider audience.
As your content is shared and engaged with on social media, your brand’s online presence grows, increasing brand awareness and recognition. Furthermore, engaging content can also prompt conversations and discussions around your brand, helping to create a buzz and generate interest in your products and services.
12. Personalising Your Marketing Approach with Content Marketing
Content marketing allows you to create a personalised marketing approach that resonates with your target audience. By understanding the needs and preferences of your customers, you can tailor your content to address their specific pain points and provide solutions to their problems.
A personalised approach helps create a connection between your brand and your audience. It increases the likelihood of them engaging with your content and converting into paying customers. Personalisation is a powerful marketing tool that can help your brand stand out from the competition. And foster long-term customer loyalty.
13. Driving Long-Term Results with Evergreen Content
One of the most significant advantages of content marketing is the ability to create evergreen content. Evergreen content remains relevant and valuable, providing long-lasting benefits to your business.
By creating evergreen content, you can build a content library that continues to drive website traffic, generate leads, and support your marketing efforts for years. A long-term approach can help you maximise your return on investment. It allows the creation of a sustainable marketing strategy that delivers consistent results.
14. Enhancing Customer Retention and Loyalty
High-quality content can also be crucial in enhancing customer retention and loyalty. By consistently providing valuable content that addresses your audience’s needs, you can keep them engaged and returning for more.
This ongoing engagement can help to strengthen the relationship between your brand and your customers, leading to increased customer satisfaction and loyalty. Loyal customers are likelier to recommend your brand to others, helping you attract new customers and grow your business organically.
15. Complementing Other Marketing Channels
Content marketing can also complement other marketing channels, such as email marketing, paid advertising, and public relations. Integrate high-quality content into your marketing campaigns across various channels. This allows you to create a cohesive and consistent brand message that resonates with your audience.
This integrated approach can help you maximise the impact of your marketing efforts, ensuring that your brand stays top of mind for your audience and driving better results across the board.
16. Enhancing Your Brand’s Reputation and Credibility
Lastly, content marketing can enhance your brand’s reputation and credibility. By consistently producing high-quality content that provides value and showcases your industry expertise, you can position your brand as a trusted and reliable source of information.
As your audience comes to rely on your content for insights and guidance, your brand’s reputation and credibility will grow, helping you attract new customers and retain existing ones. A strong reputation is essential for long-term business success, and content marketing is an effective way to build and maintain it.
The Benefits of Content Marketing: Conclusion
The benefits of content marketing are vast and varied. It offers businesses of all sizes and industries the opportunity to connect with their audience, build brand awareness, and drive long-term results. Create high-quality, valuable content that addresses your target audience’s needs and preferences. Tap into the power of content marketing and set your brand up for success.
As you develop and refine your content marketing strategy, remember these benefits to ensure that you’re making the most of this powerful marketing tool. Remember that content marketing is a long-term investment. It requires dedication and persistence – but the rewards can be substantial and long-lasting. From increasing website traffic to enhancing customer loyalty, content marketing can help you achieve your business goals and create a sustainable marketing approach that delivers consistent results.
So, take the time to plan and execute your content marketing strategy. Focus on producing high-quality, valuable content that addresses your audience’s needs. By doing so, you’ll be well on your way to reaping the many benefits content marketing offers and setting your brand apart from the competition in the digital marketing landscape.
With the rise of digital marketing, content marketing has become more critical than ever. As we’ve explored in this article, content marketing has numerous benefits. By leveraging these advantages, businesses can gain a competitive edge, foster customer loyalty, and achieve long-term success. The investment in content marketing continues to yield returns, making it an essential component of any successful marketing strategy.
What if we told you that you could convert more leads and predict customer behaviours? All you have to do is divide your audience into smaller groups. However, you have to find the right groups. In other words, you need to find cohorts.
Cohort marketing is a way of dividing your audience into groups that have similar characteristics. By doing this, you can get a better idea of what your customers want.
To learn more about cohort marketing and how you can implement cohort marketing into your advertising plan, keep reading. We’re going to share everything you need to know.
What Is Cohort Marketing?
Cohort marketing is rooted in cohort analyses. Both practices focus on the evaluation and understanding of a particular group of individuals. When it comes to cohorts in advertising and marketing, a marketer is going to analyse what a particular group responds best to.
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Based on the cohorts shared characteristics, activities, or thoughts, marketers can improve their campaigns. Specifically, they can gear campaigns in the right direction based on the audience of people that they want to reach.
What Are Cohorts in Marketing?
A cohort is a group of people that have something in common. They could be the same age, identify with the same gender, live in the same place, or have something else in common.
A marketing cohort is a group of people that have characteristics that you want to seek out. For example, a pharmaceutical company may want to market to a specific age group or a group of people with the same condition. These groups are cohorts.
Dividing your audience into these groups can help you create more meaningful marketing materials that are more likely to interest the group that you’re marketing to.
Why Is Cohort Marketing Effective?
Cohort marketing allows you to divide your audience into smaller groups. You get to focus on fewer people that have more things in common. Therefore, your marketing team will have a clearer idea of what kind of marketing materials to prepare. However, there’s more to cohort marketing than that.
Convert More Leads
As we said, your marketing team will have fewer people to think about. At the same time, they’ll have a clearer idea of the kind of person that they’re marketing to. Thus, they’re more likely to choose the right marketing materials and interest more customers in your business.
In the end, cohort marketing can lead to a higher lead conversion rate. Your marketing team will be making more targeted advertisements, leading to more interest in the targeted groups. This bulletproofs your marketing strategy.
If you see an advertisement that’s specially made for you, you’re more likely to react positively to it. The same idea goes for the leads that your marketers are going to target with cohort marketing. They are going to be more likely to react positively to advertisements that you’ve geared towards their interests.
Predict Customer Behaviours
If you divide your audience into smaller groups, it’s going to be easier to understand the habits and behaviours of each individual group. Thus, you’re going to understand your audience as a whole better.
When your marketing team is creating marketing materials related to a specific group within your target audience, they’re going to be able to better understand that group’s reactions. By examining past behaviours, your team can make better choices when they’re preparing posts and ads.
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This may also help your business understand its revenue patterns as well. If you can understand purchasing decisions and habits, you can better predict when particular groups will convert or make additional purchases. Then, you can revise your timing and posting habits to reflect these shifts in revenue and activity.
Increase Return on Investment (ROI)
ROI is one of the best ways to determine whether or not a specific kind of advertising is working. It can tell you whether or not you should continue with your current habits or move on to another method of marketing. Cohort marketing comes with a higher ROI.
Your marketing team will be able to make better decisions with access to more information about their audience, so they’ll be able to pull in more leads and customers. In the end, these people are going to be more likely to make first and repeat purchases from the company. Thus, the company is going to make more money from these advertisements.
How to Apply Audience Research to Cohort Marketing
In order to understand each cohort that your business is targeting, you need to make sure that you’re considering the right metrics. You need to understand your cohort’s preferences, behaviours, and more. You can learn all about your cohort through cohort analysis.
There are five main metrics that you should keep in mind:
- User retention
- Revenue per cohort
- Customer lifetime value
- Customer engagement
- Marketing channel metrics
By paying attention to these numbers, you can learn more about your cohort and the kinds of activity that you can expect from each individual. You can also track these metrics over time to see if there are any changes as your marketing becomes more personalised.
How to Divide Your Audience the Right Way
The way that your company divides its audience is going to depend on the kinds of people that your business is trying to target in its marketing. Some companies divide their audience into age groups to change their kinds of marketing while others divide their audience by location to divide marketing between different stores.
Sometimes, the process of dividing your audience may take trial and error. To get started, think about the way that your marketing team decides to market to your audience. How could they make their marketing materials better and more personalised?
Cohort Marketing – Where Do We Start?
Cohort marketing is one of the most undervalued kinds of marketing strategies. Many people think that target their audience is enough even if it fails them over and over again. If you’re looking to help your business grow, you should get in touch with me. I look forward to helping you with your digital marketing plan.
Demystifying Google Ads billing
Google Ads (formerly known as Google AdWords) is a powerful marketing tool for businesses of all sizes. This platform allows you to promote your website, set advertising budgets and bids, and measure results. But why is the Google Ads billing so complicated? Even something as simple as finding the invoice is a challenge.
I get it.
Navigating a new tool can be complicated, but it doesn’t have to be! To help you with that, in this article I’ll cover what you need to know about Google Ads billing so you can comfortably use this platform even if you’re a beginner. Specifically, I will be looking at:
- Payment settings and payment methods
- Finding Google Ads invoices
- Discrepancies between invoices and debited amounts
- VAT and taxes
- Downloading and printing payment receipts
Let’s get started.
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Setting up payments
When it comes to setting up payments, it’s important to remember that in Google Ads, there’s a difference between payment settings and payment methods.
Payment settings refer to how you want to make payments. Depending on the country you are in, there are different payment settings available in Google Ads, including:
- Manual payments, where you pay a lump sum before the campaign starts and Google deducts the costs from the total.
- Automatic payments, where Google charges you for the cost of running a campaign either at the end of the billing cycle or when you reach your threshold, whichever happens first.
- Monthly billing, where Google gives you a line of credit you receive an invoice for all the ads ran during a billing cycle. This billing option is usually only available to large advertisers.
On the other hand, payment methods specify the channel used to make payments. The options vary from country to country and depend on your currency, but in most cases the following payment methods are available:
- Direct debit, where the amount owed is automatically taken from your bank account.
- Credit and debit card payment.
To set or change the payment method, ensure you’re logged into your Google Ads account and click on “Tools and Settings”. Then click on “Billing” > “Payment method”, enter the requested information, and save it.
For extra peace of mind, you can also set up a backup payment method. Go to “Billing” > “Settings” > “Payment methods”, then designate the payment options on record as either Primary or Back Up, and save the changes. This will ensure that you’re always up to date with your payments should there be a problem with your bank, debit, or credit card.
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Partial payments with voucher codes and coupons
Google Ads allows you to make partial payments against an invoice using coupons or voucher codes. If you have any of these, you can redeem them and combine their total amount to cover a specific invoice. To do that, ensure you’ve selected a payment method and click on “Billing”, then go to “Voucher codes”, enter your code, and click on “Save”. This will apply the voucher/coupon amount towards your next invoice.
Sales tax & VAT on Google Ads invoices
Google Ads invoices do not include VAT or sales tax. However, this doesn’t mean you’re exempt from paying the relevant taxes. Google views tax compliance as the individual responsibility of each account holder, so always budget for the taxes that apply in your country. Because taxation rules differ from country to country and from situation to situation, I always recommend speaking with an accountant or a tax advisor to determine what applies in your case.
Finding your Google Ads invoice
Google Ads invoices are generated every month and available for viewing and downloading directly from your account.
To find your Google Ads invoices, you need to log into your Google Ads account. Next, click on “Tools & Settings” in the top right-hand corner. Then select “Billing” and “Billing overview”.
If your Google Ads account is new, you can access the “Billing” tab from the menu bar.
What if you need more than one invoice? You access your entire invoice history by clicking on
“Billing”, “Invoices” and then “All Invoices”. After selecting the Google Ads invoices you need, click on “Download selection”.
Still having problems finding your Google Ads invoice?
This can be due to four things.
- It may still be too early in the billing cycle, which covers 30 days from the moment you purchase a campaign. So you won’t find any invoice if you’re trying to access it and it’s only day 2 in the billing cycle.
- You may not have reached your threshold. In addition to the billing cycle, Google takes into account thresholds to trigger invoices. The specific amounts vary, going from $50 to $500. New accounts usually have a $50 threshold, and the platform won’t generate an invoice if your charges don’t amount to that.
- Google Ads only generates invoices when there’s an activity in your account. So you may not get an invoice if you have paused a campaign or if your keyword search volume is too low to drive any traffic.
- You’re trying to access an invoice without selecting a time period.
Why doesn’t your invoice match the amount debited from your account?
Finding a mismatch between the invoice total and the amount Google debited from your bank account or credit card is very common. And unfortunately, this discrepancy can create some accounting headaches. So why does this happen?
This issue can happen if you have chosen the Automatic payment settings. As I explained earlier in this article, this means that Google charges you either at the end of the billing cycle or when you reach your threshold, whichever happens first. You may reach your threshold before the billing cycle is over, or multiple times during this cycle. Each time this happens, there will be a separate charge reflected in your bank account or credit card statement. However, the Google Ads invoice generated at the end of the 30-day billing cycle will reflect the total amount outstanding.
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Let’s use an example to clarify this. Imagine you have a $100 threshold and your billing cycle starts the fifth day of every month. On day 20, you hit the £100 threshold and Google debits your bank account or credit card. You don’t hit the threshold again until the following month. You may still accrue clicks between day 20 and day 5 of the following month when Google generates the invoice. This invoice will cover the clicks that took place between the time you hit the threshold and the invoice date or end of the billing cycle.
So in summary, any clicks that take place after hitting the threshold are carried over into the following month and are reflected in the respective invoice. Google does not match payments to invoices, which can make bookkeeping a bit complicated unless you are a large advertiser and qualify for monthly billing.
Making changes to your Google Ads invoice
You cannot make any changes to an invoice or payment settings once Google Ads has issued the invoice in question. If you entered the wrong payment information by mistake, you can still edit it under “Payment methods” as explained above, but the changes will only come into effect in the next billing cycle.
Bear in mind that any updates you make to payment information must be made at least 14 days before the end of the billing cycle if you want them to be reflected in the next invoice.
Downloading and printing your Google Ads invoice
You can get a hard copy of a Google Ads invoice for your records or for accounting purposes, directly from your account dashboard.
Once you’re logged into your account, click on “Billing”, and again on “View Invoices”. This will display a drop-down menu where you can choose between “All Invoices” (a historical view of all your invoices), and “Open and past due invoices”, which shows outstanding invoices.
Once you select a specific invoice, you get the option to download it in PDF or CSV format.
In this article I’ve covered the basics of Google Ads billing, so you can navigate this tool smoothly from now on. If you have questions on whether Google Ads is for you or would like to know how to bring real change to your business, get in touch. I’ll be happy to discuss the options and offer personalised solutions.