Have you ever heard the phrase, “content is king”? While this phase may be correct, you need to also know that content marketing is queen. Like chess, in the game of marketing, you need to protect your queen. Though content marketing used to just be a way to set yourself apart from your competitors, it has now become a necessity for any modern brand. Content marketing is at the heart of the most successful digital marketing campaigns. Behind every great brand is a wealth of valuable and relevant content that connects with the company’s 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 a list of the top advantages that content marketing can provide your small business:
1. Improve brand reputation by building trust through content marketing.
One of the greatest benefits that shows the importance of content marketing is the reputation-building qualities of great content. In today’s busy digital marketplace, businesses must work to build trust with their stakeholders. This can help your business establish a positive brand reputation.
Creating custom content is a great way to get to know your leads and customers while building goodwill.
Great content can help you build trust with your stakeholders. When consumers read your content, they start to develop an opinion of your brand. If the content that they find is engaging, educational, and valuable, they will start to think the same things about your business. The more value you can provide with your content, the easier it will be to build trust with your target audience.
When your leads and customers start to see that you are consistently publishing content across platforms, they may come to see you as a leader in the industry. Publishing content through third-party publications or sharing your content with influencers can also help you further build trust within your target market.
2. Great content helps influence conversions.
If you’re wondering: “why content marketing is important?”, then look no further than the conversion statistics. Here are just a few of the stats that speak to the importance of content marketing when it comes to improving conversions
- Content marketing provides conversion rates about 6 times higher than other digital marketing methods. (ABG Essentials)
- After reading recommendations on a blog, 61% of online consumers in the U.S. then decided to make a purchase. (Content Marketing Institute)
- According to 74% of companies surveyed, content marketing has increased their marketing leads, both in quantity and quality. (Curata)
- Video content can help provide a great ROI and significantly increase conversions, according to 72% of businesses surveyed. (CrazyEgg)
- Inbound marketers can double the average site conversion rate (from 6 to 12%), in part due to their content marketing efforts. (HubSpot)
Quality content marketing can significantly help you improve your website conversion rates.
Content marketing helps to improve conversions because it allows you to connect with and educate your leads and customers. Not only are you working to build trust and relationships, but you are also encouraging conversions by giving consumers the information they need to make an educated purchasing decision.
To optimize your content for conversions, be sure to include a clear call to action. 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, your content must state what you want them to do next.
3. Optimized content helps improve your SEO efforts.
The importance of content marketing becomes clearer when looking at the role that content plays in helping your business build and improve your search engine optimization (SEO). SEO plays an important part in improving the visibility of your business online. However, if you want to improve SEO, you need to create optimized content.
According to Tech Client, content creation is the most effective SEO technique. Business sites that post consistent blog content have an average of 434% more pages indexed by search engines than those that don’t publish at all. The more content you have on your site, the more pages the search engine has to index and show to users in their search engine results.
Though more pages do not necessarily result in higher traffic, it does allow your brand 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.
Furthermore, 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 optimization. Google sees time spent on your site as one indicator that you provide valuable content
4. Creating great content is a cost-effective way to bring in new leads.
For those wondering: “why is content marketing important?” take a look at all of the ways that content can help your business bring in 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 it’s also affordable.
Though content marketing costs about 62% less than traditional marketing tactics, it generates about 3 times as many leads, according to Demand Metric. The affordability of content marketing makes it a necessary tactic for small businesses that want to maximize 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 6 hours per week in their social media content.
Not only is content marketing an affordable tactic, but it also provides an ROI that small businesses just can’t ignore.
The importance of content marketing is easy to see when you consider the return on investment. Since creating content is fairly affordable and highly effective, many small businesses will see an impressive ROI on their content marketing over time. In fact, per dollar spent, content marketing efforts produce 3 times as many leads as paid search ads.
The key to maximizing content ROI is creating a content marketing strategy that considers your target market. You should never just create content for the sake of creating content. If you want to get your money’s worth, your content should be strategic in the topics you choose, the types of assets you produce, and your promotional methods.
5. Content enables your brand to showcase your subject matter expertise.
Consumers want to know that they are dealing with experts who know the ins and outs of the industry. This is another answer to the question “why is content marketing important?” Content marketing allows your brand to demonstrate its expertise in the field 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 pieces of content, you’re showing leads and customers how much you know about the industry and the challenges that they face. When it’s 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.
Let’s say it comes down to purchasing from a business that publishes consistent content that’s educational and informative or one that doesn’t have any content. The consumer is more likely to purchase from a business that has demonstrated its knowledge and expertise. That way, they can have peace of mind in knowing that they are being taken care of by industry experts who can answer their questions and easily troubleshoot any issues.
6. Want to build relationships with customers? Publish great content.
If you’re still wondering, “why is content marketing important?” Consider how great content marketing can help you build relationships with your customers.
Previously, we discussed 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? Repeat customers are the bread and butter of many small businesses. In fact, according to BIA Kelsey, 61% of SMBs say that half of their revenue is coming from repeat customers. Furthermore, Marketing Tech Blog reports that a loyal customer is worth, on average, up to 10x as much as their first purchase.
Loyal customers are nothing but an advantage to your business. If repeat sales make up a significant portion of your company’s 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 can encourage repeat sales and help you establish powerful brand advocates.