Why content marketing is important


Content marketing refers to editorial material published in different channels. Every organization can benefit from working with content marketing, no matter which industry the organization is active in. We list four good reasons to start working with content marketing.

Effective content marketing

Marketing efforts that are perceived as too focused on increasing sales and material that the customer hasn’t asked for tends to go straight to the bin, whether it’s physical or digital. For that reason it is important to always keep the customer’s interest in mind. What kind of content is most likely to generate clicks, and what makes the customer eager to consume? If the material isn’t relevant for the chosen target group there is no need to produce it. Content marketing is your chance to create a personal relationship with your customers.

Increase trust

By producing relevant content you increase the chance of achieving a higher level of trust among your customers. People that trust a brand are more willing to purchase products or services from that brand and become returning customers. Loyal customers are more willing to receive information such as newsletters, customer magazines and texts. It is also likely that these customers show up during events and other networking activities that you organize.

Reach the wider public

Content marketing isn’t for free. However, the material that you produce can be used in various channels and as a result reach a wider public. Start by choosing a hub for spreading your content, for example a blog, a website or a newsletter. When that is done the material can be spread in other channels, either by using sharing software or manually. How the content is spread and adjusted depends on the channel. Keep in mind that different channels have different conditions and adjust the texts according to those conditions.

Stand out in a crowd

Consumers today receive tons of information from different organizations. For that reason they are very selective when choosing what to read. It is important to produce content that is carefully thought out and that makes the consumer curious. By strategically working with content marketing your organization has a good chance to attract attention and gain loyal customers.

hanna_sv-14Contact us!

If you would like to know more about how Navigator can help you with your content marketing, you are very welcome to get in touch.

Hanna Engström
PR Consultant
Content marketing
Tel +46 40 631 62 19