Content marketing has gone from an exciting new marketing concept to an essential marketing powerhouse for pretty much every business in every industry. If you’ve been asking yourself: “is content marketing important for my business?”, the answer is a resounding YES!
The critical role of content marketing comes into play with increasing the volume of quality traffic to your website, generating awareness, quality leads, and sales. Strategized and properly executed content has the power to pull your audience to your business’s website, which is ultimately the place where they will convert into leads, and then sales.
The most effective way to drive traffic to your website is through the content that you develop for your blog, SEO, YouTube channel, and your chosen social media platforms. While there are plenty of important elements that live under these categories, it all boils down to the quality of your content.
The higher the quality of the content, the more valuable it is to your audience, and the more likely they are to engage with your business. The more they engage with your business and spend time on your website, the more likely they are to develop trust in your brand and become a prospect and client. Leaving you with a big return on your investment in content marketing.
Let’s dive in and take a closer look, starting with a definition.
What is Content Marketing?
Think of it this way:
Traditional marketing, including advertising, is about telling the world that you’re awesome at what you do. Content marketing is about showing the world that you’re awesome at what you do. We refer to the practice of creating great content for use in online marketing activities as content marketing.
The ability to create great content on your website is a powerful tool. Because when you create your own content for your own website – it’s yours.
Why Rent a Platform When You Can Own It?
Media platforms got rich on this model of allowing you to rent their platforms to share your message. The investment you make in building traffic to your website belongs to you. As a result, your website is a digital asset that you own.
So think of it this way: you increase the value of your business when you invest in digital marketing. And content marketing is a way to own media as opposed to renting it.
A key to success in content marketing is that the information must be both valuable and relevant for your target customers. It takes a commitment to consistency with content. Above all, this is what both the search algorithms and your ideal customer need to build your brand authority and domain authority.
Today content marketing enables our ideal customers to find us.
In contrast, traditional marketing focuses on pushing out promotional messages across various channels. This “in your face” approach has evolved to include digital marketing. Digital marketing employs new tools and approaches to find today’s consumers and serve the information they are looking for.
This approach works because we are capturing the attention of your target audience by providing value. They are actively looking to solve business problems or seek specific information about a product or service they want to find.
They come across your informative content – and boom – the connection is made!
Experience has shown that over time your audiences will come to trust and rely on you as a source of subject matter expertise, and will reward you with their business and loyalty toward your brand.
Pull Marketing Wins Over Push Marketing
That old way of demanding business from new clients with aggressive call-to-action statements (“Buy now!”) doesn’t work anymore. Consumer values have changed, so these approaches can make your company seem desperate, and will be a turn-off for consumers.
In today’s digital marketing world we optimize content so our ideal customer can find it. We infuse it with reasons for them to come to know, like, and trust us. We offer them something of value. The content we have developed as an aid to them is valuable.
We do this prior to asking anything of them. This strategy is at the heart of today’s inbound based marketing strategy.
Why Is Content Marketing Important to Your Business?
Content marketing builds your business reputation online. Viewers are served up with a range of content in forms such as blog posts, videos, presentations, social media posts.
By offering value in this way, we not only entice the viewer, but we also begin to build brand trust. There is an experience of the discovery of the valuable content, and a sense of delight in making the find.
Let’s take a closer look at 7 specific reasons to start investing in content marketing as soon as yesterday.
1. Builds Brand Awareness
Content Marketing is the best and the most effective way of building brand awareness with your potential customers. If done in a correct manner the right content can do wonders by increasing relevant traffic to your website by letting people know about your brand who never knew you even exist.
Through content, one can easily let people know about their products and how unique their business is and a lot more over time and again.
Video content is preferred more for brand awareness as people prefer to listen and watch than to read. But that does not also mean text-based content is not important.
Prospects need to know you exist and the more likely people know about your business the more likely they are to pay you a visit and see the benefits of your business from their perspective.
2. Helps Build Links
What makes other websites want to link to your website? The answer is simple: “Great Content”. If you are able to create the best content then other websites may want to link their web content with yours. Depending on the website that has linked with your content, you might be able to get huge traffic in a very quick time from Google and other search engines.
The benefits of backlinking are not just limited to this but, backlinking proves to be one of the main criteria which is considered necessary to help your websites rank. If websites with a high DA (Domain Authority) score and PA (Page Authority) score link with yours then you can expect a high number of people visiting your website with the help of your links. This in fact also increases your Page Authority.
3. Great For Digital Marketing Solutions
Content is a pillar on which all the Digital Marketing Solutions and services rest. Let us take for example SEO (Search Engine Optimization). To start with, the first thing that comes into one’s mind is a keyword you want to rank for, which is a part of the content that is to be inserted into the website (Web Content).
An image or a video are also types of content, which are used especially for social media channels like Facebook, Instagram, and LinkedIn to promote a product or a service in a better way through Social Media Marketing.
Expert content is necessary when it comes to providing results for the Digital Marketing techniques one is using for their business. Search engine algorithms are changing from time to time but the only thing that remains constant is the dependency on Content especially text Content for a better-ranking website.
4. Text Content Is Evergreen
I completely agree that some content pieces are very time-sensitive, as they are outdated quickly and are never meant to prove useful in the future. However, barring a few content pieces the others are evergreen and tend to remain out there for a long time in Google’s Index.
Evergreen content continues to bring in traffic for the website from time to time with no or little extra effort required. Evergreen content is the content, which provides knowledge to the audience and answers their basic query. The extra added benefit of the evergreen text content is that one does not necessarily have to add new content every time, rather he/she can re-post the same content in time.
5. Educate Your Audience
Content should especially be designed for the sole purpose of educating your visitors. After all, a visitor is curious and has come to your website to find answers to his/her questions.
With such type of informative content, you are not only providing them what you need but also building a strong relationship with them in the process. People only return to websites that they can trust.
6. Strengthens Your Bond With Your Customers
The type of content here should be authoritative in order for people to actually visit your website on a regular basis. Once your content is good enough for people to believe in you then you have your fan base right there.
After that, the more the content you share with your esteemed followers the stronger the bond gets, making you and your marketing strategy unbreakable.
7. Generate Leads For Your Business
We have kept the best for the last. The most important aspect of Content Marketing is, of course, Lead Generation. After all Digital Marketing is all about generating leads and driving traffic to the customers (Of course, it is much more than that).
Businesses always need new leads to generate revenue and to keep the business going on. Content marketing helps your business to be found by the users who are searching for your particular products on the web. People refer to your website content before they decide to even buy your products or services.
Content Marketing is here to stay for a very long time. With increasing competition between businesses, Content Marketing will grow at a faster pace. In fact, online Content Marketing will be the deciding factor between the success and the failure of a business as it is a digital marketing solution, which one cannot simply skip if they need to succeed.
Video content use is also on the rise. With statistics claiming 5 billion videos being watched on a daily basis on just YouTube itself, it is a type of content we simply cannot ignore. Even voice control is taking its roots now and Siri, Cortana, and Alexa being the prime examples.
With all these examples one needs to be on top of their Content Marketing game and has to develop content in a strategic way with a clear purpose keeping in mind the targeted audience. The prime focus should be on the quality and the proper distribution of Content over different channels.
Ultimately, we can see the benefits in black and white but you can only experience them for yourself if you start adopting a content marketing mindset as part of your day to day activities you do to grow your business. Hence if there is one thing to take away from this blog post, it is… #StartDoing content marketing today.