The importance of content marketing

Content marketing is vital in any successful digital marketing strategy.


Behind every great brand is a wealth of valuable and relevant content that connects the company with their audience. But you may still be wondering, why is content marketing important?


To help you better understand the importance of content marketing, we've put together the following list of benefits that any small business should take note of.


Improves brand reputation and builds trust

In today's digital market, it's vital that businesses work to build trust with their leads and customers.

Content marketing is an important part of building trust

When consumers read your content, they start to develop an opinion of your brand. If they find content that is engaging, educational, and valuable, then they are more likely to start thinking the same things about your business.


Influences conversions

Content marketing helps to improve conversions because it allows you to connect with and educate your audience.


HubSpot reports that inbound marketers are able to double the average site conversion rate (from 6 to 12%), in part due to their content marketing efforts. To optimise your content for conversions, be sure to include a clear call-to-action (CTA). Your CTA tells the reader what they need to do next, guiding them to the next step in the conversion process. Whether converting means making a purchase, getting more information, or contacting your sales team, it's important to make it clear to the reader within the content what you want them to do next.


Helps improve your SEO efforts

SEO plays an important part in improving visibility for your business online. However, if you want to improve SEO, you need to create optimised content.


Though more pages does not necessarily result in higher traffic, it does give your brand the opportunity to rank for more keywords. For instance, creating blogs on different topics that are relevant to your target audience gives you more chances to rank for the keywords that these target users are searching for on the search engines.

Check out our small business SEO checklist

Not to mention, the more content you have on your site, the more reasons you give visitors to stick around. This means a higher on-site time, which can also positively impact your search engine optimisation. Google sees time spent on site as one indicator that your site provides valuable content.


Generates new leads

Lead generation is important for small businesses that rely on consistent traffic to grow their brand and boost sales. Content marketing is not only great for lead generation, but its also affordable.


According to DemandMetric, content marketing costs about 62% less than traditional marketing tactics, it generates about three times as many leads. The affordability of content marketing makes it a necessary tactic for small businesses that want to maximise their budget.


It's important to note that content marketing is time intensive, and it can also take a while to see the results of your efforts. This is especially true when it comes to SEO. However, when it comes to creating quality content, a little can go a long way. In fact, according to Social Media Examiner, more than 81% of marketers found that they experienced increased traffic by investing as little as six hours per week in their social media content.


The key to maximizing content ROI is creating a content marketing strategy that takes your target market into consideration. You should never just create content for the sake of creating content. To get your money's worth, your content should be strategic in the topics you choose, types of assets you produce, and your promotional methods.


Showcases your expertise

Consumers want to know that they are dealing with experts who know the ins and outs of their industry. Content marketing allows your brand to demonstrate its expertise while providing valuable knowledge that can help readers make a more educated purchasing decision.


Every time you publish a new blog post, white paper, or other piece of content, you're showing leads and customers how much you know about the industry and the challenges that they face. When it comes time to make a purchase, consumers will remember the brand that provided them with the information they needed to better understand their problems, solutions, and other options.


Helps you build relationships with your customer

Previously, we talked about how content is an integral part of building trust and establishing a positive brand reputation. This can help you grow your audience and reach new leads.


But what about those who have already purchased from you? If repeat sales make up a significant portion of your revenue, then you'll need to find ways to strengthen your relationships with current customers. This is where content marketing comes in.


Providing great content doesn't stop after a lead becomes a customer. Content that provides value for your customer base will help increase brand loyalty by strengthening the relationships you have with customers. This encourages repeat sales and help you establish powerful brand advocates.


So what type of content is best for building brand relationships? Assets like how-to videos and other types of informative visual content can help your customers get more out of your products or services. The more value they get, the more likely they will be to return.


Brand guides and comparisons are another great example of content that can help provide more value for your customers. By helping customers make smarter purchasing decisions, you are working to build further trust and encourage repeat sales.


People want great content

Did you know:

  • internet users spend around 20% of their time just reading content

  • 68% of people like to spend time reading about the brands they find interesting

  • 80% of internet users like to learn about companies through the custom content they provide.

These statistics show that not only do consumers like content, but they want to read great content from brands like yours!


Create custom content that speaks your target audience and provides some type of value. Whether its entertaining or educational, use your content as an opportunity to show consumers what your brand is all about.


Don't forget to be relevant, show a little personality and make sure you tell your audience what put you above your competitors.


It sets you apart from your competitors

Content marketing is an effective way for small businesses to set themselves apart from others in the industry and show what makes their company special.


The topics that you create content around and the value of the content you provide can mean the difference between a consumer choosing your brand over a competitor's. For instance, if a buyer is doing research about their challenges and certain products that can help solve those challenges, they will be more inclined to work with the business that provided them with helpful information.


Beyond just the type of content that you produce, you can also set yourself apart from the competition through your language and the way that you present your information. Is your brand personality serious and professional? Fun and educational? Maybe a mix of both? We like to think we are just that...a good mix of both.


Determining how you want to portray your brand and developing a brand voice can help you create content that is unique to your business. This brand personality can help you connect with your target buyers and show them what makes your business special. One of the best ways to show this personality is through the marketing content that you create.


Content helps support nearly every other digital marketing strategy

Yet another importance of content marketing is that consistent, quality content helps support every other part of your digital marketing strategy. Most small businesses have more than one tool in their digital marketing toolbox.


From email marketing to social media to PPC ads, there are many different tactics that you can use to attract and engage your ideal audience. And guess what all of these strategies have in common?


Great content!


Conclusion

With all the benefits described above, it's easy to see why is content marketing important for businesses of all sizes. Not only does content marketing help you boost visibility, but it can also help you build stronger relationships with your leads and customers.


If you really want to see the importance of content marketing in action, it's time to get started. Work on developing a content marketing strategy that has your target buyers at its core. Then, you can be on your way to creating valuable content that helps boost conversions and improve customer retention.


If you want to learn more about how partnering with a content provider like Pacmentality Consulting we can help you drive more traffic and increase conversions.


Be sure to check out our Content Creation and Management services page for more information or contact us for a free consultation.

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