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?
First, let’s examine the benefits of content marketing:
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.
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:
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.
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.