Why Your Business Needs Great Content Marketing

Why Your Business Needs Great Content Marketing

According to the Content Marketing Institute, 94 percent of small businesses use content marketing. Then there’s that 6 percent I usually encounter as a freelance journalist. While most of their competitors are using content marketing to get their message across, they instead have great declarations about why they just don’t need to do everything the competition is doing.

I am passionate about seeing small businesses succeed. They account for more than half of all jobs in the United States. When these businesses don’t invest in content marketing, they are losing loyal followers and customers to the competition.

For those who need convincing, let me address three excuses I have heard first-hand from small business owners (and why they don’t hold water):

‘We’re not a media company’

Yes, it’s true that the local baker, auto repair shop, tax attorney or wedding photographer never got into the business because they thought they could be the next Associated Press. That’s not the point.

These businesses have great information they can share and stories to tell. Storytelling via content marketing is a great way to convey your unique position in the industry. Providing this kind of content engages and informs your audience and creates value.

Stories emotionally engage people and create brand loyalty. Readers begin to know you can provide insight and it’s dependable. When you provide prospects and customers with something to read that relates to your business, you pull them in, educate them, develop a relationship and improve customer retention. 

Content is essential for conversion to sales because more than half of website visitors aren’t ready to buy. According to entrepreneur Saad Kamal, you need to create: awareness, interest, desire and then you get action (making a purchase).

Content makes prospects aware of the product or service. When you promote this content via social media and newsletters, you create valuable landing pages where you can also gather information such as names, email addresses, companies, zip codes, etc. that further assists your marketing efforts.

‘We’ve already tried advertising’

Maybe you bought an advertisement in print, radio or television that didn’t bring in a good return on your investment. Now, you’re convinced it was a waste of good money. 

Content marketing is not advertising. Don’t confuse the two.

When you advertise, you put your message out there and try to sell yourself to customers. With content marketing, you share information and tell a story. You strive to get customers to understand and interact with your brand.

The “selling” takes care of itself as customers come to trust you, your message and information. When they value it, they start to share what they like. They become “influencers.” Word-of-mouth spreads quickly online when people can take a content link and pass it around.

‘It will cost too much’

Content is not free. It will cost you something and, as with everything else in business, you get what you pay for.

Additionally, content marketing takes time. You’re not going to have thousands of new customers by the end of the week because they read your blog post. Most experts say you need three months before you start to see an uptick in website views and data gathering (like subscriptions to your mailing list).

Related: Isn't 'Win-Win'​ Winning?

It will take about six months of consistent content that’s promoted on social media before you start seeing a more of a difference. But remember, you’re building a brand. Most people will not be ready to buy when they come to your website and read what is there. Relationships cannot be rushed.

The good news is that KISSMetrics finds that generating a lead through traditional marketing costs $373, but getting that lead with content marketing is only $143. Additional research shows content marketing costs 62 percent less than traditional marketing and generates about three times as many leads. 

If the majority of your competition is already using content marketing to generate sales, you need to rethink your game. And, as the saying goes, “You have to spend money to make money.” Marketing expert and author Cathey Armillas notes in her book that when your company isn’t making a lot of money, your first investment should be in marketing.

Of course each business has to weigh the ROI, but in order to compete, you have to be in the market. Remember, no customer will find you out there if you aren’t out there. So what’s that really costing you?

Christine Badowski Koenig
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Chris is an award-winning and deadline-driven communications specialist with editorial and production credits in Internet, print, television and radio with a successful track- ... Click for full bio

China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity

China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity

Written by: Jeremie Capron

China is on a mission to change its reputation from a manufacturer of cheap, mass-produced goods to a world leader in high quality manufacturing. If that surprises you, you’re not the only one.

For decades, China has been synonymous with the word cheap. But times are changing, and much of that change is reliant on the adoption of robotics, automation, and artificial intelligence, or RAAI (pronounced “ray”). For investors, this shift is driving a major opportunity to capture growth and returns rooted in China’s rapidly increasing demand for RAAI technologies.

You may have heard of ‘Made in China 2025,’ the strategy announced in 2015 by the central government aimed at remaking its industrial sector into a global leader in high-technology products and advanced manufacturing techniques. Unlike some public relations announcements, this one is much more than just a marketing tagline. Heavily subsidized by the Chinese government, the program is focused on generating major investments in automated manufacturing processes, also referred to as Industry 4.0 technologies, in an effort to drive a massive transformation across every sector of manufacturing. The program aims to overhaul the infrastructure of China’s manufacturing industry by not only driving down costs, but also—and perhaps most importantly—by improving the quality of everything it manufactures, from textiles to automobiles to electronic components.

Already, China has become what is arguably the most exciting robotics market in the world. The numbers speak for themselves. In 2016 alone, more than 87,000 robots were sold in the country, representing a year-over-year increase of 27%, according to the International Federation of Robotics. Last month’s World Robot Conference 2017 in Beijing brought together nearly 300 artificial intelligence (AI) specialists and representatives of over 150 robotics enterprises, making it one of the world’s largest robotics-focused conference in the world to date. That’s quite a transition for a country that wasn’t even on the map in the area of robotics only a decade ago.

As impressive as that may be, what’s even more exciting for anyone with an eye on the robotics industry is the fact that this growth represents only a tiny fraction of the potential for robotics penetration across China’s manufacturing facilities—and for investors in the companies that are delivering or are poised to deliver on the promise of RAAI-driven manufacturing advancements.

Despite its commitment to leverage the power of robotics, automation and AI to meet its aggressive ‘Made in China 2025’ goals, at the moment China has only 1 robot in place for every 250 manufacturing workers. Compare that to countries like Germany and Japan, where manufacturers utilize an average of one robot for every 30 human workers. Even if China were simply trying to catch up to other countries’ use of robotics, those numbers would signal immense near-term growth. But China is on a mission to do much more than achieve the status quo. The result? According to a recent report by the International Federation of Robotics (IFR), in 2019 as much as 40% of the worldwide market volume of industrial robots could be sold in China alone.

To understand how the country can support such grand growth, just take a look at where and why robotics is being applied today. While the automotive sector has historically been the largest buyer of robots, China’s strategy reaches far and wide to include a wide variety of future-oriented manufacturing processes and industries.

Related: Smooth Tomorrow's Market Volatility With a Smart Approach to Robotics & AI

Electronics is a key example. In fact, the electrical and electronics industry surpassed the automotive industry as the top buyer of robotics in 2016, with sales up 75% to almost 30,000 units. Assemblers such as Foxconn rely on thousands of workers to assemble today’s new iPhones. Until recently, the assembly of these highly delicate components required a level of human dexterity that robots simply could not match, as well as human vision to help ensure accuracy and quality. But recent advancements in robotics are changing all that. Industrial robots already have the ability to handle many of the miniature components in today’s smart phones. Very soon, these robots are expected to have the skills to bolster the human workforce, significantly increasing manufacturing capacity. Newer, more dexterous industrial robots are expected to significantly reduce human error during the assembly process of even the most fragile components, including the recently announced OLED (organic light-emitting diode) screens that Samsung and Apple introduced on their latest mobile devices including the iPhone X. Advancements in computer vision are transforming how critical quality checks are performed on these and many other electronic devices. All of these innovations are coming together at just the right time for a country that is striving to create the world’s most advanced manufacturing climate.

Clearly, China’s trajectory in the area of RAAI is in hyper drive. For investors who are seeking a tool to leverage this opportunity in an intelligent and perhaps unexpected way, the ROBO Global Robotics & Automation Index may help. The ROBO Index already offers a vast exposure to China’s potential growth due to the depth and breadth of the robotics and automation supply chain. As China continues to improve its manufacturing processes to meet its 2025 initiative, every supplier across China’s far-reaching supply chains will benefit. Wherever they are located, suppliers of RAAI-related components—reduction gears, sensors, linear motion systems, controllers, and so much more—are bracing for spikes in demand as China pushes to turn its dream into a reality.

Today, around 13% of the revenues generated by the ROBO Global Index members are driven by China’s investments in robotics and automation. Tomorrow? It’s hard to say. But one thing is for certain: China’s commitment to improving the quality and cost-efficiency of its manufacturing facilities is showing no signs of slowing down—and its reliance on robotics, automation, and artificial intelligence is vital to its success.

Want all the details? Download the ROBO Global Investment Report - Summer Brings Best ROBO Earnings in Six Years or visit us here.

ROBO Global
Robotics and AI
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ROBO Global LLC is the creator of the ROBO Global® Robotics and Automation Index series, which provides comprehensive, transparent and diversified benchmarks representing the ... Click for full bio