When it comes to digital marketing, content marketing tends to get pushed to the back, and it's easy to see why. It seems that SEO and social media marketing tend to take the spotlight when businesses of all sizes try to put together an online marketing campaign.
This has a lot to do with awareness. It's easy to understand the impact SEO can have on a business’ bottom line. The same goes for social media marketing. Both of these can maximize the visibility of a website.
The more visitors a website has, the higher the chance it will convert some visitors into paying customers. The more paying customers a website processes means more profits for the business. It's a pretty straightforward, open and shut case.
On the other hand, content marketing involves many moving parts that can either translate into ready profits or set in motion processes that can turn into sales. This indirect or roundabout conversion process makes many business owners overlook the importance of content marketing.
The truth about the benefits of content marketing content marketing
If you're going to break down your social media marketing and SEO strategies into parts, one key pattern emerges. Whether you're looking to pull more traffic from Google or you want to be more visible on social media platforms such as Facebook and Twitter, you end up with the same need: you need content.
Content marketing is so broad that it covers many areas of SEO as well as social media marketing. If you neglect content marketing to the extent you set it up wrongly, you may end up failing with SEO and boosting your brand's visibility on social media platforms.
All of these go hand in hand. Just so you can get a holistic view of content marketing benefits, here are seventeen of them:
Benefit #1. Google requires the right content
If you have a solid content marketing strategy, you can produce relevant, valuable, and useful content. These are the high-quality materials that Google is looking to reward. Please understand that Google's main customer is not the advertiser.
Google wants people who use it to get the results that they're looking for. Google is more likely to reward you with higher rankings if your content marketing strategy focuses on people's search intent.
Benefit #2. Content marketing can boost your bottom line.
What converts people when they go to your site? Here's a hint: it's neither the numbers nor the graphics. When people go to your site, they want a coherent experience of the value you bring to the table.
The best way to communicate that information is through your content. It delivers information to the people who go through your website and convinces them of the value you bring to the table, which may translate into an actual sale.
The best part is not only can you get a sale immediately, but you may convince enough of your site's visitors to join your mailing list so you can continue to convert them over a long time.
Benefit #3. Content marketing can be done on autopilot
You don't have to publish your content the minute you finish writing it. You can schedule your content to appear on your site days, weeks or even months after you've written your materials.
This is an amazing feature because you can time the publication of your future content with other marketing campaigns.
Benefit #4. Content helps you control your conversation with your audience
When people read your quality content, you set the tone and direction of their interaction with your materials. This goes a long way in helping educate and brand your target audience.
Benefit #5. Content marketing helps you build relationships
One of the most powerful benefits of content marketing is it can shape people's impression of your brand to the point an organic community grows around your website.
Use your content to encourage people to join your mailing list.
This mailing list acts as a long-term community around your brand. The best part is you're always in control.
Benefit #6. Content enables you to build relationships with your customers
The great thing about content marketing is that every paragraph that people read increases the chance that they would want to hear more from you. The best way to do this is to get your visitors to sign up for your mailing list.
You can have a potential long-term relationship with your customers if you're able to do this. Whether you have new promo campaigns or updates in your services, your customers are always in the loop because they've given you legal permission to talk to them over email.
Benefit #7. One of the benefits of content marketing is brand awareness
The more updates you send to your mailing list and the more people check out your content on the Internet, the more they run into your brand. Each exposure increases the value and equity of your brand. It doesn't get any simpler than that.
This brand equity, in turn, can lead to sales without you having to spend another penny on advertising.
Benefit #8. Increase the credibility of your brand
The Internet is chock-full of competing brands. When you publish high-quality content that positions your brand in the best light possible, eventually with enough exposure to your target audience, your brand rises above competing or inconsistent brands.
Benefit #9. Content marketing creates long-term assets
Don't think that the usefulness of your previously published articles and large inventory of blog posts goes down over time. The opposite happens.
Since you are building up content assets on the Internet, they can increase in rankings and become more visible through search engines and social media as time goes by. In practical terms, this means that your return-on-investment on those assets increases over time.
You no longer have to create new content for you to earn a dollar. All that existing content assets can still draw eyeballs. Those eyeballs can be converted into dollars without you having to sweat for each dollar in revenue.
Benefit #10. Content is crucial to growing your social media following
Your social media image is only going to grow if people like your content. When you repurpose content that you produce for other websites or your own blog and publish them on your social media platforms, you kill two birds with one stone.
The more you do this, the more your social media following grows, and people will start sharing your brand on their own. It can have an exponential effect.
Benefit #11. Content marketing can work in a direct way
Many business owners think that hiring someone to write blog posts or publish articles is wasted money. It isn't. When your brand is associated with content that people find useful, users will click on the link found in those distributed materials to find your site. This is one of the primary purposes of link building.
It doesn't get any simpler than that. Given enough time and wide enough distribution, many people can find and become familiar with your brand through your content.
Benefit #12. Customer service benefits
Offering people content that helps them solve their problems goes a long way in shaping their customer service journey with your company.
Not only does this condition them to buy, but it also lets them know that you can break down their problem in a clear and orderly way that they can trust you.
If there's any problem down the road, it makes customer service easier because they can contact you with key points in mind. You don't have to walk them through a discovery process because your content has educated them about the issues regarding your service or products.
Benefit #13. Content can precondition sales
As mentioned above, your target audience becomes comfortable with your company after they've become familiar with your content. Also, when they contact you for an order, they are more likely to define their needs based on the information they learned from you.
This enables your sales team to zero in on key problems that your products or services can solve. Not only does this make the sales process much smoother and easier, but it can also lead to bigger sales packages.
Benefit #14. Content marketing helps you retarget your audience
This is probably one of the most powerful content marketing benefits your business can enjoy. Just because somebody viewed your content and left does not mean that you've lost a potential customer.
You can run campaigns to invite back people who've been to your site by using Google and Facebook's powerful remarketing and retargeting technologies. In the case of Facebook, you can find new people who share the same interests as likely buyers.
Benefit #15. Content can be way cheaper than other digital marketing methods
The interesting thing about content marketing is when you produce the content at a steady clip, the overall costs of visitors, brand engagement, and inquiries in the future go down.
This is because you attract more eyeballs in the long run as more of your content is published on the Internet and the websites you control. Your content is not going away anytime soon. As long as they remain up, they can draw people.
Think of it as building permanent billboards all over your town, city, or state. When people keep seeing the billboards, they may get curious and call you. You don't have to pay extra for each of those calls.
This means that whatever resources you've spent to put up that content network is divided into smaller pieces over time. And before you know it, you will still enjoy the benefits gained from the visibility of previously published content without you spending a lot of money.
This is why many experienced marketers say that content marketing, when given enough time, is more cost-effective than other methods.
Benefit #16. Content provides value in a transparent way
The great thing about a blog post or an article is that you can easily tell whether it has the answer that you're looking for in a matter of seconds. It's a black and white, open and shut situation.
People don't have to take a quiz or go through a process involving many stages. They can scan the content and get the info they're looking for. This obvious nature makes content marketing such a direct method of raising your online brand's visibility.
Benefit #17. Content is easier to share
On some platforms, you can't share videos. In others, pictures are off-limits. But generally, regardless of the platform you find yourself on, it is fairly easy to share links that go to your blog post. This shareability of content enables you to expand your reach very quickly.
Do you need help with your content? Thunder Road Digital can help! Send us an email at firstname.lastname@example.org with any inquiries.