Why Content Marketing is Important for Your Business
You must have heard of the phrase – Content is king. Well content marketing is to set yourself apart from your competitors and has now become a necessity for any modern brand.
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What Is Content Marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience — and ultimately to drive profitable customer action.
Instead of pitching your products or services you are providing true, relevant and useful content to your prospects and customers to help them solve their issues.
Content marketing is the most successful digital marketing campaign. Behind every great brand is a wealth of valuable and relevant content that really connects with the company’s audience.
Are you still wondering why is content marketing important? The biggest challenges businesses faces with content marketing are as follows:
- 65% find it challenging to produce engaging content
- 62% do not know how to measure Return On Investment (ROI) on their campaigns
- 60% are unable to produce consistent content
We have put together a list of advantages that content marketing can provide your business to help you better understand why content marketing is so important.
How content marketing works
1. Improve brand reputation by building trust.
The greatest benefit of content marketing is the reputation building qualities of great content.
In today’s digital marketplace it is absolutely vital that businesses work smart to build trust with their target audiences, leads and customers.
Building trust can help your business establish a positive brand reputation and great goodwill.
Great content can help you build trust with your leads and customers.
When target audiences read your content they start to develop an opinion about your brand.
If the content they find is engaging, educational, relevant and highly valuable then they will start to think the same things about your business.
The more value you can provide with your content the easier it will become to build trust with your target audiences.
In addition when your leads and customers start to see that you are consistently publishing content across platforms they may come to see you as a leader in the industry.
Publishing relevant high valuable content through third-party publications or sharing your content with influencers can also help you further build trust within your target market.
2. Great content helps influence conversions.
Look no further than the conversion statistics. Here are just a few of the statistics that really speak about why content marketing works when it comes to improving website conversions:
- Content marketing provides conversion rates about 6 times higher than other digital marketing methods. (ABG Essentials)
- After reading recommendations on a blog – 61% of online consumers in the U.S. then decided to make a purchase. (Content Marketing Institute)
- According to 74% of companies surveyed – content marketing has increased their marketing leads in quantity and quality. (Curata)
- Video content can help provide a great ROI and significantly increase conversions according to 72% of businesses surveyed. (CrazyEgg)
- Inbound marketers are able to double the average site conversion rate from 6 to 12% in part due to their content marketing efforts. (HubSpot)
Quality relevant content marketing can significantly help you improve your website conversion rates.
This is because it allows you to connect and educate your target audiences and customers.
You are working to build trust, relationships and also encourage conversions by giving consumers the information they need to make an educated purchasing decision.
To optimise your content for conversions make sure you include a clear call-to-action (CTA).
Your CTA will tell the reader what they need to do next and guide them into the conversion process.
Whatever your conversion’s objective – making a purchase, getting more information or contacting your sales team?
It is very important to make it clear to the reader within the content what you want them to do next.
3. Optimised content helps improve SEO efforts.
The importance of content marketing becomes clearer when it helps your business build and improve search engine optimisation (SEO).
SEO plays an important part in improving visibility for your business online.
So if you want to improve SEO you need to create optimised relevant valuable content.
Content creation is the most effective SEO technique. In fact business sites that post consistent relevant blog content have on average of 434% more pages indexed by search engines than those that do not publish at all.
If you post more content on your site the more pages the search engine has to index. And the results will be shown to targeted users in their search.
Content marketing is important for seo
Although more pages does not necessarily result in higher traffic but it does give your brand the opportunity to rank for more keywords.
Therefore by creating blogs on different topics that are relevant to your target audience gives you more chances to rank for the keywords that these target users are searching for on the search engines.
In other words -the more relevant content you have on your site, the greater the chance you give your targeted audiences to stick around.
This is why content marketing is important for SEO.
This means a higher on site time which also positively impacts your search engine optimisation.
Google sees time spent on site as one indicator that your site provides valuable content.
Do you want to consistently provide valuable relevant content to your website visitors?
If yes then get in touch today and see how our blog writing services can help you boost your content marketing game.
Just take a look at all of the ways that content marketing can help your business bring in new leads.
Lead generation is important for any businesses that rely on consistent traffic to grow their brand and boost sales. Content marketing is great for lead generation and it is also affordable.
According to DemandMetric – content marketing costs about 62% less than traditional marketing tactics and it generates about 3 times as many leads.
The affordability of content marketing makes it an essential tactic for any businesses that want to maximise their budget.
It is important to note that content marketing is time intensive so it can take a while to see the results of your efforts. This is especially true when it comes to SEO.
However when it comes to creating high quality relevant content a little can go a long way.
In fact according to Social Media Examiner – more than 81% of marketers found that they experienced higher traffic by investing as little as 6 hours per week in their social media content.
Better Return on Investment - ROI
The importance of content marketing is easier to see when you consider the Return On Investment (ROI).
Since creating content is affordable and highly effective many businesses will see an impressive ROI on their content marketing over time.
In fact for every dollar spent content marketing efforts produce 3 times as many leads as paid search ads.
The key to maximising content ROI is creating a content marketing strategy that takes your target market into consideration.
If you want to get your money’s worth:
- your content should be strategic in the topics you choose
- types of assets you produce and
- in your promotional methods.
You should never just create content for the sake of creating content.
5. Content showcases your subject matter expertise.
Target audiences and visitors want to know that they are dealing with experts who know the ins and outs of the industry – subject matter experts (SME).
Content marketing allows your brand to demonstrate its expertise in this arena whilst providing valuable knowledge that can help readers make a more educated purchasing decision.
Every time you publish a new blog post, white paper or other pieces of content you are showing leads and customers how much you know about the industry and the challenges that they face.
Consumers will remember the brand that provided them with the relevant information they needed to understand their problems, solutions and other options when the time to make a purchase comes
Why content marketing is important? Because it can help you build relationships with your customers.
We have discussed how content marketing is an integral part of building trust and establishing a positive brand reputation.
This can help you grow your audience and reach new leads.
Existing and repeat customers are the bread and butter of many businesses.
According to BIA Kelsey – 61% of Small Medium Business (SMB’s) say that half of their revenue is coming from repeat customers.
Furthermore a loyal customer is worth on average up to 10 times as much as their first purchase.
Therefore it is very clear that loyal customers are an advantage to your business.
If repeat sales make up a significant portion of your company’s revenue then you will need to find ways to strengthen your relationships with current customers.
After Sales Service
Providing great content does not stop after a lead becomes a customer.
Content that provides value for your customer base will help increase brand loyalty by strengthening the relationships you have with customers.
This can encourage repeat sales and help you establish powerful brand advocates.
Customers feel more positive about a company with custom content and also feel closer to that brand.
So what type of relevant content is best for building brand relationships?
Assets like how-to videos and other types of informative visual content can help your customers get more out of your products or services.
Brand guides and comparisons are another great example of content that can help provide more value for your customers.
By helping customers make smarter purchasing decisions you are working to build further trust and encourage repeat sales.
7. Target audience and customers want great content
Well your target audience and customers want to read great content. In fact – 20% of the time that internet users spend online is spent just reading content.
As shown below – 68% of people like to spend time reading about the brands they find interesting.
Additionally 80% of internet users like to learn about companies through the custom content they provide.
So if you want your content marketing to be effective do not ignore the data that you have collected from your audience.
Gather data for your customer insight from customer journey maps, user feedback, vanity metrics and customer persona.
This information is vital for your content marketing strategy. Create relevant custom content that speaks to your target audience and provides some type of value.
It can be entertaining or educational use your content as an opportunity to show consumers what your brand is all about.
The key here is to create effective content that helps you connect with your target audience, focusing on topics that are relevant to their needs, interests and challenges.
Always show a little bit of personality to help consumers get to know your brand and what sets you apart from the rest.
This is why content marketing is king.
8. Set yourself apart from competitors.
It is absolutely vital that your business differentiates itself from competitors.
Content marketing is an effective way that any business can work to set itself apart from others in the industry and show what makes their company special.
The topics that you create content around and the value of the content you provide can make a difference between consumers choosing your brand over a competitor’s.
If a buyer is doing a research about their challenges and certain products that can help resolve those challenges?
They will be more inclined to work with the businesses that provided them with helpful information.
Content marketing helps you develop a brand personality and voice. You can also set yourself apart from the competition through your content’s language and the way you present your information.
Is your brand personality serious and professional, fun and educational or maybe a mix of both?
You can determine how you want to portray your brand and developing a brand voice. This will help you create content that is unique to your business.
This brand personality can help you connect with your target buyers and show them what makes your business special.
One of the best ways to show this personality is through the marketing content that you create.
9. Content marketing funnel is important.
Let us think about the importance of content marketing when it comes to your marketing funnel.
There are three important areas of your marketing funnel that is crucial while you are developing your digital marketing campaigns.
And content marketing plays a major role during each stage of the funnel.
Funnel Marketing Stages
Here is where content marketing comes in throughout the marketing funnel:
Top of Funnel (TOFU):
At the top of the funnel your prospective customers are just starting to become aware of their problems.
They will start to become aware that there are solutions available.
During this stage content can help educate them and get them the information they need to decide which type of solution might help.
Middle of Funnel (MOFU):
At the middle of the funnel target audiences are evaluating their options for products or solutions.
Content during this stage of the funnel is meant to educate target audience on what their different options are.
They can start to narrow their choices and come closer to a final purchasing decision.
Bottom of Funnel (BOFU):
Once leads reach the bottom of the funnel it means that they are ready to convert.
Content during this stage is meant to give a final nudge of encouragement to the buyer and empower them to make an informed purchasing decision.Take a look at this graphic below to get a better understanding of the content in each stage of the funnel.
choices and come closer to a final purchasing decision.
When creating content marketing funnel to reach potential customers at each stage always be aware of what each lead needs at this point in their buyer’s journey.
Prospects at the top of the funnel need more general information that helps them better understand their challenges and potential solutions.
Audience who reach the middle of the funnel need more detailed information that encourages them to evaluate their options.
While potential customers at the bottom of the funnel need content with specific details about your unique product or solution that will help them make an educated purchasing decision.
The importance of content marketing is that consistent, relevant and quality content helps support every other part of your digital marketing strategy.
Most businesses have more than one tool in their digital marketing toolbox.
From email marketing to social media to Pay Per Click (PPC) ads there are many different tactics that you can use to attract and engage your ideal targeted audience.
Valuable, relevant quality content is what all of these strategies have in common.
Your business needs to create engaging, high-quality content as part of any tactic that you employ in your digital marketing campaigns.
Let us say that you want to launch an email marketing campaign to nurture leads.
You need to develop email content that is engaging and encourages targeted users to take the next step.
You can also use pieces of content that you have already created to help nurture those leads like a blog or whitepaper that gives them the information they need to move them through the funnel.
Relevant valuable content marketing strategy also holds together your campaigns and ultimately helps them succeed.
Without great content all you have is ideas. And ideas – no matter how great they are do not convert on their own.
With all the benefits described above it is easy to see why content marketing is important for businesses of all sizes.
It helps you boost visibility and also help you build stronger relationships with your target audiences, leads and customers.
You are now on your way to create valuable content that helps boost conversions and improve customer retention.
This is why content marketing works.
If you want to learn more about how partnering with a content marketing agency like Best-Digital Marketing Services can help you drive more traffic and increase conversions check out our Content Marketing Services page for more information.
If you are ready to get started contact us today to discuss your content marketing plan
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