More and more businesses are relying on content marketing due to its ability to deliver results. According to Hubspot, 77% of companies say they have a content marketing strategy.
Content marketing is necessary for growing your brand presence and providing value to your audience. It also helps you establish priorities and structure within your marketing strategy.
Read on to learn more about how having a content marketing strategy can benefit your business and why your business needs it to succeed.
What is content marketing?
When you hear the term content marketing, the first thing you think about is probably blogs and website copy, but content marketing is so much more than a format and has evolved to become a crucial part of marketing.
Content marketing is a long-term strategy that includes the process of creating and distributing content for your target market, including:
- Web copy
- Landing page copy
- Case studies
- Email marketing
- Video production
- And much more.
Why Content Marketing is Important
Content marketing aims to provide value, educate and ultimately turn your visitors into customers by guiding them down the marketing funnel.
Publishing consistent, high-quality and engaging content that resonates with your audience can impact the decision-making more than any other method. Customers expect consistency in the brands they trust, and content can help your business build credibility and strengthen your reputation.
Besides, having high-quality content is imperative not only for this but also for staying ahead of your competitors and improving your SEO rankings.
6 Top Benefits of Content Marketing for Businesses
Content marketing has a wealth of benefits for your business, but the most significant are:
1. Reach a Wider Audience
A strong content strategy can help your business reach a wider audience and also target specific customers across the web. Content marketing isn’t limited to your website; it can be used across social media, paid media, outreach, and more.
If your audience enjoys your content, they are more likely to share it with their own audience and recommend you to others, consequently growing your reach and increasing organic traffic to your website. Plus, once you publish a blog or a new piece of content on your website, it continues to build traction month over month at no additional cost to you.
2. Provide Value to Your Target Market
With content marketing, you can offer tremendous value to prospects and loyal customers who rely on your expertise.
Create and distribute content that your audience and customers would value — whether you create blogs, whitepapers, infographics, or videos. Also, when informative content is coupled with visuals, it can perform 323% better than just text. If your audience finds benefit in your content, they’re more likely to stay on your site longer and return to your site for more, strengthening your brand positioning.
3. Helps Your Business Stay Relevant
Suppose your website lacks information, or your content is irrelevant to the search intent. In that case, this can affect your site’s performance, increasing your bounce rate and potentially decreasing your search engine rankings.
Updating and refreshing your website content regularly — such as republishing blogs or optimizing your service pages — helps keep your business relevant and improve the brand experience for your customers and prospects. This can help position your business as an industry leader, thus building authority and trust with your audience.
4. Higher Search Engine Rankings
Everything starts with a search. The majority of consumers research products and services online. Your business must appear on the search engine results page if you want to be found and considered. Content marketing, when used in conjunction with an SEO strategy, can boost your rankings on search engines.
You may be wondering how? Creating content that your target audience is looking for, wants to share and link to, can increase your rankings on search engines. Ensure that your website provides the necessary information for users to learn more.
5. Generate & Nurture Leads
Content marketing can help your business generate leads. You can encourage your audience to take a desired action — like contacting you, submitting a form, adding a product to their cart or signing up for a newsletter. By strategically placing a call-to-action directly in your content, you can guide your readers and increase conversion rate optimization.
With this in mind, creating content for specific stages of the marketing funnel can significantly help guide leads through the buyer’s journey, from the initial conversion to making a purchase. Whether it’s blogs to create awareness, ebooks to turn prospects into leads or case studies to convince them that they should choose your business, content can be tailored to guide your audience at specific stages of the funnel. Provide your audience with the information they need to make an educated purchasing decision.
Here’s an example of how a typical marketing funnel works:
6. Cost-Effective Return on Investment
Content marketing provides a greater, more cost-effective return on investment than other digital or traditional marketing methods. Whether you decide to produce your content internally or hire a content marketing agency to manage your strategy, it’s still much more affordable than other forms of marketing.
With relevant and educational content, you can bring in more organic traffic and leads. Plus, studies have shown that content marketing can bring in three times as many leads as paid ads per dollar spent. While online advertising is undoubtedly one of the most effective ways for your business to appear in search engines, it can be costly, especially for smaller businesses with a limited budget.
It is worth noting, though, that similar to SEO, content marketing can take some time before you see results, especially on your website — that’s why posting frequently is so important.
Getting Started With Content Marketing
Your business must have a solid content strategy to achieve the best results. Now that you know the importance of content marketing, you may contemplate creating a content strategy yourself or utilizing content marketing services.
Utilizing the services of an experienced content marketer means obtaining a unique content marketing strategy to meet your marketing goals. Whether your audience is B2C or B2B, content marketing can be tailored to meet your business objectives, audience, industry and budget.
Get ahead of your competition; get started today!
Originally written for TechWyse.