Most businesses are well aware of the importance of digital marketing when it comes to reaching the widest audiences. Digital marketing campaigns use a range of techniques, from email marketing to SEO, to entice audiences. One of the most critical of these is content marketing. Why is content marketing important? There are plenty of answers to that question.
Benefits Of An Effective Content Marketing Strategy
Here are a few of the top reasons to include content marketing in your marketing strategy.
Building a Reputation
Consumers begin forming an opinion about your brand from the moment they first see your website. Filling your site with informative content that answers all of their questions is a great way to leave a positive impression. Publishing valuable information positions you as an industry leader and shows people that you know what you’re talking about.
Influencing Conversions
Content marketing directly contributes to higher conversion rates. According to the Content Marketing Institute, 61 percent of online consumers say that recommendations in a blog helped them decide to make a purchase. That is because content marketing allows you to connect with readers in a more meaningful way than other types of marketing, building trust and giving readers the support they need to feel confident in their purchases.
Optimizing Content for SEO Impact
Search engine optimization, or SEO, is a technique that helps your site appear higher in search results. The best way to facilitate this is to insert SEO-targeted keywords throughout your site, and in content like blog posts, how-tos, and articles. A steady stream of informative, keyword-optimized blog posts can quadruple the number of pages indexed, making it easier for search engines to find and display in search queries. More content generally shows that your brand is a higher authority, which can encourage people to stick around your site longer and absorb more content.
Generating Affordable Leads
You may have heard that digital marketing is an affordable alternative to more traditional forms of marketing, such as television or newspaper ads. Just how affordable is it? According to DemandMetric, content marketing alone costs 62 percent less and generates three times as many leads as traditional marketing. While it may take a little while to begin showing results, content marketing’s price makes it well worth the wait.
Showcasing Expertise
People shop with brands they trust, and one of the best ways to demonstrate your expertise is to write about it. Blog posts, white papers, and even FAQ pages give you a chance to show potential customers that you know what you’re talking about and are prepared to support them if they make a purchase.
Building Relationships
The trust you build with customers also helps create strong relationships. Repeat customers are often worth 10 times as much as their first purchase, according to Marketing Tech Blog, and it is important to give them a reason to stick around. Informative content that helps customers get the most out of your products or services shows customers the value of their purchase and encourages them to make another in the future.
Giving the People What They Want
When people aren’t shopping online, they’re likely reading content. Most web users spend 20 percent of their time online reading content. About 68 percent of them spend that time reading about interesting brands and learning about how the companies behind them operate. Creating content that draws your audience in by talking about their needs and interests gives them a reason to spend more time on your site and potentially make a purchase.
Standing Out
Digital marketing is no longer the best kept secret in the advertising world. Millions of businesses are now using content marketing, and hundreds or even thousands of them could be operating in the same industry as your business. Providing your site visitors with useful, insightful or location-based information could tip the scales in your favor and convince them to buy from you instead of someone else. Content can also help you develop your brand voice, attracting buyers who are looking for a particular style of company to support.
Creating a Funnel
Marketing is a process, and content marketing helps every step of the way. It can help educate readers while they collect their research and become familiar with your brand, evaluate their options and narrow their choices, and make a final purchasing decision. By creating content with each of these stages in mind, you can guide customers through the purchasing journey and strengthen their decision to buy from you instead of a similar company.
Supporting Your Marketing Strategy
Content marketing supports all aspects of your marketing strategy. You can insert links to blog posts into email newsletters, write short posts to accompany photos on social media, and more. With a steady stream of high quality content at your disposal, you can create a strong message to send through multiple marketing channels.
Working with a Digital Marketing Agency
Speak with 321 Web Marketing for more information about content marketing and to get a free digital marketing consultation. The agency’s team of experienced content marketers can help you create a customized marketing plan that targets your ideal audience and brings results in a matter of months. The agency specializes in local marketing for small businesses but can work with companies of all sizes or locations.