Content marketing sure is a popular buzzword these days. For those of you who are unsure of the benefits of content marketing, it’s essentially the creation and distribution of valuable, relevant content in order to drive an action (click to website, call, etc.). We hear reports of companies increasing their spend in this area, and how it’s the new “future of marketing.” But for marketing professionals and departments who are having trouble selling content marketing to other members of the executive team or board, I’d like to provide some insight on why content marketing is an important tool for any business, and the benefits it offers:
Content marketing increases top-of-mind awareness. Marketing normally leads to sales, but content marketing takes a different approach. Being in the right place at the right time is crucial to converting sales. Content marketing works to increase overall awareness for your brand by providing useful or entertaining information about your industry. The purpose of this content is, of course, to inform or entertain, but the end goal is to be the brand that is remembered when the prospect is ready to make a buying decision. It’s one of the many touch points that businesses typically need to convert a sale (the average needed is seven to 13 touch points).
Content Marketing boosts organic search engine optimization (SEO). This reason is one of my favorite reasons to incorporate content marketing into your mix. Content marketing provides an opportunity (through a company blog, press release, social media post or contributed article) to add more content to your company website. Google and other search engines love content, so you’ll increase your site’s authority in the search engine rankings. People will be more likely to find you via a Web search, which is the goal of your website, right?
Content marketing lowers your cost per sale. With increased awareness and more people visiting your site via organic content marketing methods, this means that you won’t have to spend nearly as much on paid search marketing. As a result, you can actually lower your cost per sale by using content marketing. And a bonus is that this content stays on your site permanently, versus a paid ad, where you have to pay each time someone clicks.
Content marketing boosts customer engagement. Your company can also use content marketing to increase your engagement with customers. You can use your blog or social media pages to show appreciation for current clients, or give them a shout-out once in a while. In return, your clients can do the same, boosting your reputation along with its viral marketing effect. You can also use your social media page to help answer frequent customer questions or issues, showing that you have stellar customer service skills.
Whatever your reason for starting a content strategy, you’ll find many benefits of content marketing. Whether you’re starting fresh with your content marketing or boosting your existing efforts, I guarantee you can find a way to make it successful for your business.