Content marketing concentrates on promoting sales by providing customers with satisfying results while they search for it.
Content is king when it comes to digital marketing — but what are some of the unique benefits you can realize from content marketing? In this article, we’ll look at ten of the greatest advantages that content marketing can provide.
Why Content Marketing is Important
Research shows that content marketing produces a 13x return on investment and 7.8 times higher organic traffic than those who do not engage in such initiatives.
According to Demand Metric, content marketing produces three times the number of leads at a 62% lower cost compared to other digital marketing methods.
Content marketing not only initiates a dialogue with your audience, but it also sustains the exchange by providing relevant, useful, and captivating content.
Effective content marketing has the potential to increase engagement and build relationships. Content marketing seamlessly weaves into the user experience, enhancing it like a much-needed add-on.
An analysis of two organic search market share reports conducted by Terakeet revealed that billion-dollar brands were ceding ground to publishers creating high-quality long-form content through investments in full-funnel content marketing.
10 Benefits Of Content Marketing
Increase Brand Awareness
Content marketing can help your business by creating an easily recognizable brand. When content is consistent and relevant to your target audience, it helps people remember and recognize your business more easily than with traditional advertising methods.
Mazda demonstrates how content can increase brand awareness. Zoom-Zoom Magazine serves as an example of content marketing within the automotive industry.
The magazine provides information on Mazda vehicle testing, stories covering multiple states within 24 hours, and employee profiles.
The magazine focuses on celebrating the Mazda community, and encourages readers to participate by sharing their Mazda experiences online with #ZoomZoomMazda.
Brand awareness occurs when individuals come across a company’s content in the search engine results pages, industry resources, or another person’s link. Through this exposure, companies accumulate a new group of supporters that may in turn advocate for their brand.
Google Likes Content
Google values high-quality content. So every content marketer should write fully optimized content for search engines.
In interviews, Matt Cutts (the former head of Webspam at Google) consistently mentions “writing great content” as a way to achieve better rankings in Google.
Google places a strong emphasis on creating search experiences that fulfill users’ needs, with content quality being a central component.
The 2018 SparkToro study reported that Google was the main source of website traffic, providing 10x more than other sources like Facebook, which indicates that content marketing can be effective for boosting website visibility through organic search.
Boost Your SEO & Traffic
Understanding the inbound marketing methodology highlights the importance of content creation for successful organic search engine optimization and website traffic generation.
Once you’ve addressed technical SEO issues on your website, it’s important to keep producing high-quality pieces of content that will engage your audience.
Publishing a relevant, useful piece of content can improve your visibility on Google search engine results pages (SERP).
To improve your website’s visibility in search engine rankings, it is important to secure backlinks from trusted and authoritative websites. These sites typically favor evergreen content that is unique and data-focused, which can help to engage and inform readers.
Content marketing provides an opportunity to create content that includes keywords, which can help optimize long-tail keywords.
As you create content, the keywords associated with it accumulate over time, drawing in a diversity of viewers that are especially looking for what you have to offer. As a result, your search engine optimization strategy will generate a return on investment which can be compounded over time.
Create Long-Term Relationships With Customers
Content marketing provides a platform for you to engage with customers in a more meaningful way on a consistent basis. By creating and sharing helpful articles, blogs, ebooks, and more, you can nurture customer relationships over time instead of simply trying to drive one-off sales activities.
Potential customers all have different requirements and no single format that satisfies everyone’s needs. Some prefer visual learning, while others want to simply browse bullet points.
Others may benefit more from videos or podcasts. Content marketing allows you to remain consistent with your values while offering a variety of formats to suit different customer needs.
Cost-Effective Advertising Solution
Content marketing eliminates wasteful spending on expensive traditional advertising campaigns like billboards or TV commercials that have limited returns on investment (ROI).
Instead, by investing in high-quality content assets such as blog posts, case studies, white papers, etc., you can generate far greater ROIs in terms of website visits, leads captured, social follows, etc., all while avoiding hefty project costs associated with running traditional campaigns through social media marketing channels targeting broader audiences at higher price points outside your budgeting capabilities.
Greater Credibility For Your Business
If you create regularly informative and interesting content related to your niche, it will significantly increase credibility for your business in the eyes of prospective customers – which eventually translates into more loyal customers ready to purchase products or services from you.
When your company provides content that is tailored to the exact need of the customer and distributed at an optimal time, it can develop a positive relationship with the customer.
You provide customers with guidance and information to help them in their quest. Your content strategies offer visitors the tools they need to address their needs and interests, and can also aid them in telling a story about it.
Developing an interesting, funny, or entertaining brand personality can lead to people becoming more invested in your brand. MoonPie is a good example of this, as they are well-known for their entertaining banter on Twitter. People appreciate them not only for the product itself but also because they have developed a relationship with the brand.
With the various advantages of content marketing benefits, you will eventually experience the effects.
- Your audience trusts your brand for reliable information on your field of expertise.
- The trust that people have in a brand leads to loyalty, making it a powerful force.
Boost Lead Generation
Retailers such as Nordstrom have a rapid turnover rate. With the management of the customer journey effectively, it is possible to progress from unfamiliar to purchase during a single session.
Brands with complex products or services, such as enterprise-level project management software, should evaluate various marketing strategies.
It may take customers a while to build enough trust and confidence to purchase, which can range from a few months to even a year in certain cases.
Middle-of-the-funnel content can be effective in generating leads as it collects contact data from prospective customers and advances them to the next stage of the sales process.
Relevant content is a useful tool for managing longer sales cycles. This is due to its ability to capture the audience’s attention and guide customers through the purchase process.
Improve Conversion Rates
Websites with a low conversion rate require considerable effort for minimal results. The issue could be resolved by addressing the underlying cause.
Boosting your conversion rate is beneficial regardless of its current level. To optimize your website for users, try using content marketing and demand generation strategies.
Through content, You can:
- Answer questions
- Create a story the customer wants to participate in
- Sell the product
- Address concerns
- Share additional brand incentives
- Give life to your brand
- Help consumers discover new products or solutions
- Form the backbone of attention-grabbing, meaningful calls to action
- Build trust
- Encourage your audience to find common ground
Building Trust & Establishing Authority
Google encourages the use of content marketing to generate Expertise, Authority, and Trust (E-A-T) on websites.
Searching on topics pertaining to beginner e-commerce (e.g., “ways to increase e-commerce sales” or “what should I do online”) generally results in Shopify appearing on the first page of SERP results.
Shopify aims to create a straightforward and beginner-friendly platform. They seek to engage their customers by working on content that is timeless and provides solutions to problems, thus creating bonds with them.
Shopify has demonstrated that content marketing for e-commerce websites can extend further than just transactional pages. Data-driven blog posts can be beneficial and gain the trust of external websites, resulting in an improved E-A-T and stronger SEO.
An aspiring entrepreneur who wishes to launch a business will likely choose Shopify, given its expertise and authority in helping customers through their journey.
Authority is present in search engine results as well. Establishing yourself as a thought leader on trusted industry websites can expose your brand to potential customers and help build its credibility as an authoritative source of information.
Show The World Your Unique Brand Personality
Content marketing can provide your brand with a unique personality.
Branding experts often emphasize that a brand is composed of more than just a logo and color palette. To be successful, brands need to incorporate elements such as their values, customer promise, differentiation, personality, and values in addition to the visual side.
Content marketing from beauty brands serves as an example of this concept.
Sephora has a dynamic content hub that is not only managed by its staff but also powered by its customers.
Sephora promotes inclusivity and body positivity in its marketing campaigns. Additionally, their blog features posts from customers highlighting recommendations, tips, and advice.
A brand’s primary way of demonstrating its values is the tone of its voice. This can range from cheerful and dynamic to authoritative and straightforward. This is how brands lay the groundwork for their story and identity.
Category and product pages on your website may not be suitable for displaying your brand personality, but content of high quality can help accomplish this.
Content marketing is cost-effective, risk-free, and accessible to anyone regardless of industry. Early investment can bring accelerated returns and provide increasingly advantageous outcomes over time.
Content marketing can be beneficial in terms of increasing traffic, raising conversion rates, building relationships with customers, and grow your business, hence making it a worthwhile addition to any marketing strategy.
A large number of organizations are generating content, but this is often done in an unstructured manner.
By keeping in mind the above benefits of content marketing, construct a content marketing strategy that includes what valuable content to create, who it is for, and where to distribute it in order to maximize the potential benefits.