Why is content so important?
If you are a business owner, chances are you often come across this question. Well, content isn’t just for filling up your website.
It is an important part of the marketing mix for your business and is the backbone of any digital marketing strategy. Great content will help your business and its marketing efforts immensely in a lot many ways.
Behind every successful business is a strong and rich content strategy that connects with the target audience, improves conversations, and helps in generating leads. Not only does content marketing help you in all these spheres, but it can also help you build stronger relationships with your leads and customers.
Traditional marketing is becoming less and less effective and to stay in sync with today’s dynamic business world, it is important to implement new marketing strategies like content marketing.
However, many marketers don’t fully understand why and how to use content marketing. In this post, we’ll talk about the importance of Content Marketing for your business.
What is Content Marketing?
Before we talk about the importance of content marketing, let’s first define Content Marketing.
The Content Marketing Institute defines content marketing as “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.”
Sounds confusing, right? Think it this way. It is a marketing tactic that makes use of creating relevant and consistent content that helps you to communicate with your audience. And not just communicate, content marketing is a great tool to garner your audience’s attention and maintaining a positive brand impression.
It involves creating and curating unique, relevant content that your audience will find useful and valuable.
Contrary to the traditional ‘push marketing’ techniques, content marketing is based on the principle of ‘pull marketing’ or inbound marketing. It focuses on owning media instead of borrowing it.
Here, you are offering relevant and consistent content to your audience that lets you create a positive experience for your customers. Some examples of content marketing are publishing blog posts, sending out Email newsletters, E-books, Video content, social media posts, etc.
Top 6 Benefits of Content Marketing for your business
Let us now talk about the benefits of content marketing.
It Helps in Improving Brand Reputation and Trust
You can build a beneficial relationship with your customers with the help of content marketing. One of the biggest benefits of Creative content is that it helps you build reputation and trust. The leads and customers are ‘THE’ most important elements of a business.
This makes it very important for you to build trust with them which, in turn, can help your business establish a positive brand reputation and can establish your business as an expert in its field.
When your customers come across your creative, engaging, and informational content, they start to form an opinion about your business. Your content speaks for you. If your content is valuable and information-rich, your customers are more likely to have a positive association with your company.
The more value you can provide with the help of your content, the more inclined people are to start trusting your business.
Helps in Improving Conversations and Conversions
Content Marketing allows you to improve and drive conversations around your business. It lets you communicate with your leads and target audience and also educate and inspire them. It can help you provide your customers, with the information they need to make an educated purchasing decision.
Repeat customers are the bread and butter of many small businesses. Content marketing can not only help you reach a new set of audience, but also help you keep in touch with your already existing customers.
Content that provides value to “:your audience will help you increase brand loyalty by improving your relationships with the audience. This can promote repeat sales and help you establish powerful brand advocates.
But just creating and publishing content isn’t going to do the job. For optimizing your content for conversions, it is important to add clear and concise call-to-actions. By including a CTA in your content, you can guide your customer on what to do next and even increase sales.
Your CTA can urge your readers to do a variety of tasks like making a purchase, contact your team, and subscribe to your newsletter, and so on. Whatever it is, it’s crucial to include them in your content to guide your audience on to the next step in the conversion process.
Long-Lasting Brand Awareness
Making use of advertising and PR strategies is beneficial, but can be costly. And if you are a small business, it will just weigh more on your pocket. Content Marketing is one of the most effective and cost-effective ways of building brand awareness.
A consistent, well designed, and well-implemented content marketing strategy can do wonders and help you build long-lasting brand awareness. If done correctly, content marketing can significantly increase quality website traffic, expose them to your brand and can also build inbound links for your site.
It can help you introduce your brand, provide relevant information, let people know about your brand values, your company core values, your products and services, and so on by driving relevant traffic to your website.
For example, video content like how-to videos or other visual content related to your products and services can grab your customers attention. Other examples include brand guides and product guides and comparisons. It will also help your audience know and understand you and your products and services better.
People are more likely to remember you if you create compelling content. And even if they do not make a purchase, an amazing content marketing strategy will help you have a great impression on their minds.
It Enhances and Fuels Your SEO
When you create informative, relevant, and compelling content instead of spammy and useless content, google and other search engines recognise that your content is information-rich and educational. This will help you achieve a higher rank in the search results. Now, how is it related to your SEO?
Well, the more quality content you create, the better it is for your SEO strategy. Once you setup your business website and ensure that it is SEO-friendly, the next step is to design a content marketing plan to target specific keywords and increase your website’s visibility on Google and other search engines.
In simple words, Strong content will help you increase your website traffic because the search engines have a better idea of the purpose of your business.
Through your content, you can redirect the readers to your websites which can help you generate organic traffic for your website. Moreover, CTAs will guide them on what to do next. By optimizing your content you can attract new leads as well. SEO is all about keyword placement, backlinks, and website visitors.
The webpages you create with your content will be beneficial for all three of these important elements of SEO. Ask yourself, if you have no content, where will you place these keywords. And what are your readers going to read?
For example, if you create and publish blogs on various topics relevant to your business and customers, it gives you greater opportunities to rank for the keywords that your target audience is searching for. If your content is descriptive, informational, and consistent, visitors will spend more time on your website.
Since search engines like Google consider a higher on-site time as an indication that your website provides valuable content, it will have a positive impact on your SEO.
It is the backbone of every digital marketing strategy
A digital marketing campaign is incomplete without content. For example, let us talk about SEO. We discussed above how important content marketing is for your SEO Strategy. Even a keyword is a part of the Web content.
Social Media Marketing Strategies are incomplete without the use of content. The content that is published on social media, be it an image or a video, all these are also types of content.
In short, content is evergreen and will support all your digital marketing efforts.
It Helps in Building Links
If you create and publish great content, then other websites may want to link their web content with yours. It’s as simple as that. The more links you are able to build, the more website traffic you are able to get. This, in turn, can help generate sales and revenue.
This is not the only benefit of back linking. Back linking is also one of the main criteria that determines your website’s rank.
Content marketing will help you in backlinking. By creating expert content, other websites will want to link to yours.
What are the other important benefits of content marketing for your digital marketing strategy and for your business? Share your ideas with us.