Content marketing is an increasingly popular way to get a business noticed. For those not already familiar with the concept, it involves creating and sharing content – be it videos, blog posts, social media – in order to attract the attention of customers and better engage with them.

Rather than trying to sell directly to your customer, content marketing helps build a rapport with them, and helps give your brand some personality.

You might want to write blog posts about changes in your industry, Instagram pictures of your new office pet, or create a viral video and upload it to Youtube. Anything which encourages customers to engage with your brand in a less formal way.

New figures from Axonn Media Research show that customers could be more willing to part with their cash for a firm which uses good quality content marketing. In fact, two thirds of consumers are more likely to buy from firms whose content they enjoy, even if it costs a little more than from a brand who doesn’t, even if it costs a little more.

Axonn Media CEO Fergus Parker says: “Since the term’s inception in 2009, ‘content marketing’ has become one of the main ways organisations attract and engage with their online audiences and this data shows this is paying off with increased sales.

The research also found that the majority of marketers felt that content had helped them boost sales and improved website traffic.

If used appropriately (with a generous sprinkling of references to your business name and industry), content can seriously boost how well your business performs in Google search engine rankings.

Parker adds: “It’s important for businesses to note that their online efforts are being rewarded with a willingness amongst consumers to pay five to ten per cent more for their goods and services, which can make a real difference to the bottom line.

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