Can Content Marketing Help Businesses Thrive in a Cookie-less World?

Chrome is the world’s most popular web browser used by more than 60% of internet users. Next year, Google will release a new version of Chrome that eliminates third-party cookies. This means that when you visit a website, the site will only be able to track your activity on that website and not on other websites where you may have also interacted with ads. This change is a big deal for advertisers because it prevents them from tracking users’ activity across websites, making it more difficult to target ads. But how can advertisers continue to target users if they can’t track their behavior across websites? The answer is content marketing.

What Exactly is Content Marketing?

Content marketing is the creation and distribution of content that is not promotional in nature. It is the creation of valuable, relevant, and consistent content. Content can take many forms, such as blog posts, infographics, videos, and eBooks. The key is to create content that your target audience will find honest, valuable, and engaging. According to a recent Demand Metric study, organizations that blog generate an average of 67 percent more monthly leads than those that don’t. The research also shows that 90% of businesses, including most Fortune 500 companies, now use content marketing. Without valuable content, it’s virtually impossible to attract and retain an increasingly skeptical online audience.

Why Is Content Marketing More Important Than Ever?

The elimination of third-party cookies makes it more difficult for advertisers to track users’ behavior and target them with ads. This is where content marketing comes in. Instead of targeting users with ads, content marketers can provide valuable and relevant content. Today’s consumers are more informed than ever before. They expect their messages to be relevant and timely, and they don’t want them to be forced down their throats. Businesses can use content marketing to interact with their target audiences in a non-intrusive and non-disruptive way. Think about it – if you’re looking for information on a specific topic, wouldn’t you prefer to read an article written by an expert rather than an ad?

How Can Content Marketing Help Advertisers?

Content marketing can help advertisers in many ways, including:

 Trust Building: Content marketing helps build trust with your audience. When readers see that you’re providing valuable information, they’re more likely to trust you and do business with you. According to a study published in Wharton Magazine of the University of Pennsylvania’s prominent business school, “84 percent of millennials reported that user-generated content on a company’s website has at least some influence on what they buy.”

 Organic Traffic: Content marketing helps to attract organic traffic to your website. SEO or search engine optimization is the process of optimizing your website and content so that it appears higher in search engine results pages. SEO content writing services can help you improve your website’s ranking in search results. In other words, the more valuable, relevant, and consistent content you publish, the higher your website will rank in search engine results pages. This means that potential customers will be more likely to find your website when they’re searching for information on your products or services. It’s how Google’s algorithm works – the more high-quality content you have on your website, the higher your website will rank. 

Brand Awareness: Content marketing is a great way to increase brand awareness. When readers see your content, they’re more likely to remember your brand. Brand awareness is the ability of potential customers to recognize your brand and associate it with the products or services you offer. With a consistent content marketing strategy, you can increase brand awareness and drive more traffic to your website.

Conversion Rate Optimization: Content marketing can also help improve your website’s conversion rate. Having well-written and relevant content on your website can help persuade readers to take action, such as subscribing to your email list or making a purchase. A major study has found “72% of millennials prefer to spend money on experiences than on material things.” This means that companies must concern themselves with giving useful information to persuade readers to act rather than simply target them with advertisements. Show them what your product is how it will change their life for the better, and they just might pull out their wallet.

With growing privacy concerns worldwide, it’s understandable why Google and other companies have decided to kill third-party cookies in their web browsers. This change is likely to affect the way businesses operate online significantly. Expect to see more businesses using content marketing to reach their target audiences.