Content Marketing is a strategic marketing approach. It involves the creating and distributing valuable, relevant, and consistent content. The goal is to attract and engage the target audience, and to drive profitable customer action.
Content marketing used to be a way to set yourself apart from your competitors. Nowadays, with increased competition, it has become a necessity for any modern brand. It is a crucial ingredient of successful digital marketing campaigns. Every great brand boasts of a treasure trove of valuable content that resonates with its audience. But why is it so important?
We have put together a list of the top 10 reasons that content marketing is so important for your business.
1. Content marketing helps in building trust and improving brand reputation
One of the most important benefits of content marketing is its ability to build trust among the target audience. Trust is a valuable commodity in the digital marketplace, and can help in nurturing a positive brand reputation. Content influences the way audiences perceive the brand. The more value that content can provide, the easier it is to build trust.
2. Conversions are significant increased
Content Marketing can improve website conversion rates. It helps educate your audience. It gives them the information they need to arrive at an educated decision. Here are a few stats, which illustrate the importance of content marketing for conversions:
- Content marketing boasts of conversion rates which are about 6 times higher than other digital marketing methods. (ABG Essentials)
- 61% of online consumers in the U.S. decided to buy after reading recommendations on a blog. (Content Marketing Institute)
- 74% of companies surveyed said that content marketing had increased their marketing leads, both in quantity and quality. (Curata)
- 72% of businesses surveyed said that video content provides great ROI and significantly increase conversions. (CrazyEgg)
- Average site conversion rate has doubled (from 6 to 12%) due to content marketing efforts. (HubSpot)
3. Content creation is the most effective SEO technique
Content plays a significant role in Search Engine Optimization (SEO). SEO can improve the online visibility of your brand. Creating blog posts about different topics, which are relevant to your audience, increases the number of keywords your website can rank for. The more content you have on your site, increases the time that your audience spends on your site. This in turn, has a positive effect on your site’s SEO.
4. Content is a cost-effective way to bring in new leads
According to Demand Metric, content marketing costs about 62% less than other marketing techniques, and generates 3 times as many leads. Although it is a method that is time intensive and results may take a while to be evident, it provides a ROI that businesses cannot afford to ignore. According to Social Media Examiner, more than 81% of marketers managed to increase traffic by investing as little as 6 hours per week on their social media content.
5. Content helps your brand establish subject matter expertise
Content marketing helps your brand prove its expertise while providing valuable knowledge that can help the audience make educated purchasing decisions. Every new piece of content that you publish, shows the audience how much you know about the industry and its challenges. At the time of buying, the audience will remember the brand that provided them with the knowledge they needed to solve their problems.
6. Content helps increase brand loyalty
Content that provides value for your existing customers, helps increase brand loyalty. This can lead to repeat sales and help you create powerful brand advocates. 61% of SMBs say that half of their revenue comes from repeat customers, according to BIA Kelsey. Furthermore, a loyal customer is worth, on average, up to 10x as much as their first purchase, according to Marketing Tech Blog.
7. Your audience wants great content
Internet users spend 20% of the time that spend online, reading content. 68% users spend time reading about the brands they find interesting. Moreover, 80% users learn about companies through the content they provide. Your audience wants content that is relevant to their needs, interests, and challenges.
8. Content marketing helps you differentiate yourself from competitors
Creating high quality content is an effective way for your brand to set itself apart from others in the industry and show what makes your company special. Users doing research about their challenges and certain products that can help solve those challenges, will be more likely to work with brands that equipped them with relevant and helpful information. Deciding how you want to portray your brand and establishing a unique brand voice can help you create content that is exclusive to your business.
9. Content plays an important role during each step of the marketing funnel
Content plays an important role through every stage of the marketing funnel.
Top of the funnel: At the top of the funnel, prospective customers are becoming aware of their problems and the solutions available. They need generic information that helps them better understand their challenges and potential solutions. At this stage, content can play a valuable role in educating them on the available solutions.
Middle of the funnel: At the middle of the marketing funnel, users are evaluating their options. They need more detailed information that encourages them to evaluate their options. At this stage, content can educate them on the different options available and help them narrow down on one which can solve their problems.
Bottom of the funnel: At the bottom of the funnel, leads have arrived on a decision and they are ready to convert. They need content with specific details about your unique product or solution to help them make an educated purchasing decision. Content at this stage is meant to give them the final nudge to help them convert into customers.
10. Content helps reinforce every other digital marketing strategy
From email marketing to social media to online ads, there are many different channels that can be used to attract and engage your target audience. All these depend massively on content. Your brand needs to create engaging, high-quality, relevant content as part of any tactic that you use in your digital marketing campaigns. Content is the glue that holds your campaigns together and makes them effective.
As you can see from all the points listed above, not only does content marketing help you increase visibility, but it can also help you build stronger relationships with your audience.
If you are convinced about the importance of content marketing, it’s time to get started. The first task is to develop a content strategy that focusses on your target audience. Once this is done, you can start creating valuable content that increases conversions and improves customer retention.
If you want to learn more about how partnering with a digital marketing agency like digitalant can help you get more traffic and boost conversions, please contact us for more information.
Convinced and ready to get started? Contact our digital marketing team to discuss your content strategy.