Content marketing is one of the most effective, practical, and useful digital marketing strategies that your brand can use to reach and engage more quality leads and customers. Below, we’ll cover the top 25 benefits of content marketing and explain how this powerful inbound marketing tactic can help transform the way your organization reaches and engages your target audience.
What is Content Marketing?
If 10 content marketing experts were asked to define their field you might receive 10 unique definitions, but they will all likely point back to the same core concept.
Content marketing is a marketing strategy that revolves around the creation, publication, and distribution of content to a target audience in order to bring new traffic (and therefore new customers) to your business.
This is almost always done online through the use of social media, blogs and videos, and ebooks and other downloadable or interactive tools that share your brand and expertise with your ideal buyer.
1. Content marketing drives conversions.
Perhaps one of the greatest benefits of content marketing is that it helps your company drive more conversions over time. Research shows that companies who create consistent marketing content experience conversion rates that are nearly 6 times higher than their competitors who don’t focus on convent marketing. This shows that tough content marketing often requires a significant investment of time, money, and resources, it eventually pays off by leading to more conversions.
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2. Effective content will bring more traffic to your site.
Publishing consistent blog posts that are engaging and effective can help you bring more traffic to your site over time. In fact, according to HubSpot, companies that published more than 16 blog posts per month got almost 3.5 times more traffic than those that only published 4 or less posts. If you want to improve site traffic, publish quality blog content more often on a more consistent schedule.
3. Build brand awareness with useful content that engages target buyers.
Let’s face it. There are consumers out there who are a perfect fit for your products or services, but they haven’t yet gotten the opportunity to learn about your brand. By creating useful content that provides value for your target buyers, you can work to engage these leads and help build awareness for your brand. Brand awareness is one of the most important benefits of content marketing.
4. Your company can use quality content to educate your customers.
Your customers and leads have a problem that your brand can solve. What better way to educate them about their challenges and your solution than to provide them with engaging content? Be sure to develop content topics around your customers’ biggest pain points to help them better understand what steps they need to take to solve their problems.
5. Content can help you build trust with your target audience.
The more that you educate and provide value for your target audience, the more trust you can build over time. By educating and informing your target audience about their biggest challenges and pain points through blog posts and other types of content, you start to establish a relationship with customers and work to build trust based on the value that your content provides.
6. Good content helps you build and foster stronger customer relationships.
Speaking of relationships – if you want to encourage repeat business and turn customers into brand advocates, it’s vital that you nurture your current customer relationships. One of the best ways to do this is to continue to provide value for your customers through quality, engaging content. Whether you keep them updated through email marketing content or educate them on important topics through your blog, you can work to build and foster these relationships through relevant content.
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7. Valuable content helps you build credibility and authority.
As you start to create quality content that provides value for your leads and customers, you work to build credibility and authority with your target audience. For instance, writing blog posts about common challenges that your customers face or issues that pertain to your industry helps show site visitors that you really know your stuff. This will encourage them to trust your advice and guidance when it comes to products and services that can add value to their lives. Valuable content will help you leverage all of the benefits of content marketing.
8. You can use quality content to position your business as an industry expert.
By using engaging content to build credibility and authority within your customer base, you can start to position your brand as an industry expert. Consumers look to thought leaders in the industry to get relevant information that helps them better understand their needs and challenges. By creating quality content that others find valuable, you can start to position your business as an industry thought leader that others can look to for guidance and support.
9. With great content, you can help move buyers through the buyer’s journey quickly.
Every consumer goes through stages before they make a final purchase. First, they need to recognize their challenge, then they need to identify and evaluate potential solutions. And finally, they will make a purchasing decision based on their research. By providing content that engages consumers during each step of the buyer’s journey, you can help guide them to making a purchasing decision more quickly.
10. Blogs and other types of content continue to generate traffic long after they’re published.
Blogs are a lot like a gift that keeps on giving. According to HubSpot, 1 in 10 blogs are compounding, which means that these blogs help increase website traffic through organic search over time. What’s more is that though compounding blog posts only make up 10% of all blog posts, they still generate 38% of all traffic. The key to creating blog posts that continue to bring organic traffic to your site long after they are published is to focus on topics that will remain relevant to your target audience forever. This is what we call evergreen content, and it can help you get the most out of your blogging efforts.
11. More content gives your site visitors a reason to stick around.
Your company has a short amount of time to engage consumers once they’ve landed on your site. The more quality, engaging content that you provide on your website, the more reasons your visitors have to stick around. Content helps engage, entertain, and educate them so they better understand the value that your brand can provide.
12. Content helps you improve search engine optimization (SEO) and online visibility.
Many consumers turn to the search engines when they are looking for a product or service. Search engine optimization (SEO) is the process of optimizing your site to rank higher on the search engine results page (SERP). The more quality content you have, the better your SEO. The more optimized your site is for search engines like Google, the more visibility you will have online. For instance, if someone searches for “What is an air compressor?” on Google and they find a blog you’ve written with the same title, this will help bring this interested person to your site to learn more about their inquiry but also find out more about how your brand can help answer their questions and solve their challenges.
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13. Content marketing is cost-effective.
Content marketing is more cost-effective than many traditional outbound marketing tactics. Since content marketing is typically easier to get started with and more popular with customers who are tired of traditional advertising messages, this tactic can often help reduce the amount of money that marketers need to spend when engaging leads and customers. In fact, according to Content Marketing Institute, content marketing costs 62% less than outbound marketing even though it generates more than 3 times as many leads.
14. Your Visitors will Share Your Content on Social Networks
You’re an expert in your field and that means you know things that most others don’t. If your content solves a common problem in a unique way or distributes a piece of important information, it’s likely that other businesses will share content that helps make them look good as a thought leader/expert. Social media is quickly catching up with search engines as the best way for content to reach consumers.
Of course you should aim to create useful content that people want to read, but if you can create content that people share you’ll be way ahead of the game. The more people exposed to your content the better, and as we now live in the “digital, mobile, and viral” age, an especially exciting post may pick up enough momentum to put it in front of more people than you had ever imagined.
15. Gives People a Reason to Come Back to Your Website
When you provide people with helpful and informative content you’re beginning to build a relationship. You become a trusted resource and people return to sites that they know and trust.
Take, for example, Moz.com and their weekly online marketing segment “Whiteboard Friday.” Each week they deliver helpful, engaging content to their target audience, keeping readers coming back to their site week after week for more of the good stuff. The more you can engage your audience the better. Aim to form a community around your content.
16. Build Brand Authority (industry expert)
By now this one should be obvious. You’re content showcases your ability to do what you do better than the rest. Your target audience is getting answers to your questions from you; they just need to know that you’ll provide them with best way to solve their particular problem. It’s ok to show them over and over, you’ll just be reinforcing your role as the industry expert with each blog post, video, ebook, etc. Even those who never end up buying from you will regard you as the authority in your field based on your content.
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17. Build Backlinks
Create expert content and other websites will want to link to yours in order to share what you have to say. Depending on the linking site, your audience may multiply by 2, 5, or even 100 times. The real benefit is that this backlinking is one of the criteria the search engines use to rank your site. If authority sites are linking to yours and more people are visiting your site through those links, your page authority increases. While search engine algorithms are beyond the scope of this post, we just so happen to have a great article about how search engines work if you’re feeling curious. One of the things you’ll learn from it is how important building backlinks is to solving a piece of the search engine puzzle.
18. More content gives you more touchpoints with your leads and customers.
The more content you have published on your site and shared on other channels such as social media, the more opportunities you have to engage your target audience. Considering that most customers will visit your site a few times before making a purchase, you will want to make sure that you have the chance to engage them and start a conversation to help guide them down the conversion path. Content marketing offers you many touchpoints where you can communicate with leads before they make a purchase.
19. With content marketing, you can provide value without any strings attached.
Another valuable benefit of content marketing is that it allows you to provide value to your leads and customers with no strings attached. Often, businesses will only help those consumers who are actively buying their products. Though this may seem like it is in the best interest of the company, it can actually impact their ability to attract new customers and build relationships with leads. Content marketing allows you to provide value to your customers through informative and interesting content without asking for anything in return. This increases your chances to engaging consumers who are not yet ready to buy.
20. Content is shareable!
One of the best ways to increase visibility online is to get your current customers, leads, and brand advocates to share your business with others. Content just happens to be very shareable. Whether consumers forward one of your email marketing messages to a co-worker or share one of your social media posts with their friends, getting your content shared is a great way to increase visibility in the marketplace.
The list of reasons to do content marketing for your business goes on and on. To be frank, our real number 1 reason should have read something like “because it works, and in this day and age it is one of the best ways to build awareness of your business and drive inbound leads.”
There will always be tactics that produce quick, short-lived spikes in traffic and leads. There will also always be those methods that may have no business impact at all. There has been a great deal of time and money invested in growing your business to get it to where it is today, so invest in proper content marketing now and it will reward you for years to come.
Customers spend far more time interacting with custom content than ads. This enables more time to interact with the brand, if the content is of your own blog, more time on your site. If you are looking for designing and executing a solid ecommerce content strategy, then you are at a right place. Libra web solutions is an ecommerce solution specialist, who transformed around 80 ecommerce ventures for customers from UK, Australia, India, Hong Kong, Singapore, India since 2008. Contact us now at info@librawebsolutions.com
