Are There Any Industries Who Shouldn’t Use Content Marketing?
On paper, content marketing seems like a great strategy. It’s not exceptionally complicated, it’s reasonable in terms of cost and effort demands, and its compounding returns meanyour results will only increase over time. For an industry like online marketing, where new information and new technologies emerge daily and audiences are always eager to learn more, content marketing is a no-brainer—it’s a perfect fit. But what about for a more traditional industry? Traditional industries don’t change as much, don’t change as fast, and have different, more discerning audiences. Does that mean content marketing isn’t as effective for them?
The Many Benefits of Content Marketing
First, let’s examine the benefits of content marketing:
- SEO. Having high-quality, industry-relevant content on your site reads well to Google, who can imbue you with a higher authority and rank you higher in subsequent results. If you syndicate and publish your content elsewhere, you can also earn more inbound links, furthering your rise to the top of search engine results pages (meaning more traffic).
- Direct traffic. Posting your content on external channels opens a door to your site directly. If people are interested in the topics you’re posting about, you can expect a stream of readers coming into your site daily.
- Recurring traffic. If someone reads something they like on your blog, they’ll bookmark or remember it, and eventually come back to read more. This increases your recurring traffic metrics, giving you more opportunities to convert your existing audience.
- Higher perceived authority. This is your chance to show off your expertise in the industry. Become a thought leader by posting your outlook and professional opinion on major new topics, and you’ll be seen as more authoritative and more trustworthy than your competitors.
- More opportunities for conversion. In the body of your posts, you’ll have the opportunity to post links to your call-to-action. If your post is compelling enough, it can persuade the reader to convert, leading to more onsite conversions and more streams of revenue.
- Brand awareness. Lastly, publishing and syndicating your content makes your brand more present in your target circles, leading your audience to be more aware that you exist.
As you can see, the benefits of content marketing can’t be reduced to a single factor. There are several diverse potential benefits, each of which may or may not pique your interest. You don’t need to desire or gain from all of these benefits—even one or two is substantive enough to justify your investment in the strategy. Consider this as we move to the next section.
A Cursory Industry Evaluation
To prove how useful content marketing is to various industries, I’ve put together a list of industry categories as listed by Google Analytics (with a few of my own modifications and additions). At a glance, I will give examples of how content marketing can help each of these applications:
- Arts and entertainment. If you’re selling a show or artwork, the conversion opportunity is golden here. Brand awareness is also crucial.
- Direct and recurring traffic are easy to secure here if you help your audience with their automotive struggles (which are common everywhere).
- Beauty and fitness. This is a perfect industry for content marketing all-around, mostly due to vanity.
- Books and literature. What better way to promote content than through more content?
- Business (general). Consulting and business services demand a high degree of trust, and content can build that trust with new customers.
- Computers and electronics. Much like automotive, any how-to or problem-solving articles can instantly attract a direct and recurring audience.
- Direct traffic and conversions are less important here, but brand awareness and higher search ranks are invaluable.
- People always need help with finances—if your content can convince a reader you’re trustworthy, the conversions will flow naturally.
- Food and drink. Conversions and trust aren’t so important, but your search ranks can make or break the business.
- Again, higher search ranks here are key to success.
- There’s no limit to the information you can provide here, since it’s always changing. Earn your customers’ trust.
- Hobbies and leisure. Almost any hobby or leisure activity earns significant search volume, so SEO can serve you well.
- Home and garden. Like finance or automotive, people have great need for how-to’s and guides here.
- Internet and telecom. SEO visibility and brand trust are the critical players here.
- Jobs and education. Become the leading authority in your space with content, and nobody will want to pursue your competitors.
- Law and government. Government sites may not need much content marketing, but lawyer pages are in critical need of trustworthy material and search ranks.
- Your conversions are worth a great deal. Content marketing maximizes your chances of getting them.
- The news world is dense with competition, so your content needs to stand out.
- Online communities. Your business depends on online traffic, and content is the way to get it.
- Pets and animals. SEO ranks and direct traffic are easy to get with the right content.
- Real estate. Most real estate transactions start online these days—rank higher and earn more trust.
- Reference materials demand content by their nature.
- Like news, there’s much competition and demand for information here.
- Search rankings are your best friend, and conversion opportunities are a close second.
- See News and Science.
- Most people these days research their travel plans in advance. Be the brand they find when doing so.
Obviously, this list isn’t comprehensive, but it does cover a significant number of potential industries. All of these can benefit from content marketing in different ways, some more than others.
The Bottom Line
No matter what industry you’re in, there are real, measurable benefits to pursuing a content marketing campaign. You might reap the brand image benefits more than the search ranking bonus, or you might ignore the SEO factor entirely in favor of providing more raw information to your readers. The question shouldn’t be “should I use or not use content marketing?” Instead, the question should be “how should I use content marketing best?” Depending on your industry and your goals, you can tailor a wholly unique content strategy to serve your needs.
Want more information on content marketing? Head over to our comprehensive guide on content marketing here: The All-in-One Guide to Planning and Launching a Content Marketing Strategy.
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