4 Benefits of Content Marketing

Posted by Ryann Malone - September, 08 2017

Believe it or not, Content Marketing’s been around since the 1700s. Even in the early days, content was designed to fulfill a customer's need, like for a full head of hair. 

Yeah, marketing got pretty wacky with the newspaper ads and the medicine shows... Then comes along the 21st century and the beast of digital content marketing emerged. Meaning there's now even more ways to market miracle cures, and perfectly legitimate solutions to a customer's problems.

In the past decade, the benefits of content marketing have reemerged in newer outlets, like blogs, podcasts, ebooks, infographics and videos, taking on Traditional Marketing—and, in many ways, winning.  Now, content marketing has fully come into its own as a must-have in the marketing ring. Not convinced? Here are 4 reasons why content marketing is integral to your marketing success in 2017.

  1.  Build brand awareness

So you’re entertaining, informing and answering the audience’s questions with quality content. The focus is on how you can provide value to your readers, whether they’re simply curious about your product or service or comparing options. Over time, content helps readers become more aware of your brand. Maybe they’ve never heard of your brand before but stumble upon your site as they’re doing research. Or maybe they’re regular readers. Either way, as you consistently produce quality content, you become a trusted voice in the industry. Over time, engaged readers might just become customers and brand-loyalists.

  1.  Drive traffic to your site

Content keeps your website fresh and increases site traffic. The more you blog, the more web pages you create, and the more infographics you publish, Google takes note. Google crawls each page for keywords, headlines, metadata and links. Oftentimes, this on-page SEO is known as “keyword density”; it’s important to include keywords as often as necessary, but try not to go overboard, since Google penalizes keyboard stuffing. As you churn out content, make sure to focus on producing high-quality content—when it comes to Google rankings, the search engine prioritizes quality over quantity. The more valuable content you offer, the more likely others are to refer back to your content, driving more traffic. (If you’d like to learn more on driving traffic to your site, you can download our eBook here.)

  1.  Invest Less, Generate More Leads     

Did you know that content marketing costs 62% less than traditional marketing? According to Demand Metric, it also generates over 3x as many leads. And content marketing drives higher conversion rates than traditional marketing does-six times higher, in fact. Not only that, but content marketing is effective and shareable. It shows up in various media channels. In the hands of loyal consumers, your brand can generate greater exposure through social sharing. By investing less in content marketing, you can reach more engaged viewers who are likely to convert to leads or customers. Which brings us to our next point...

  1.  Convert viewers to customers

In today’s market landscape, people aren’t looking for salespeople to guide them through the buying process. Instead, they’re turning to the web for reviews, research and prices comparisons. With content marketing, you can tune into customers’ needs and provide them information and research. Knowing where your customer is, in terms of the buyer’s journey, is also important: are they doing research, comparing options, or ready to make a purchase?  This aligns your marketing message with your reader’s needs, and helps convert blog readers to customers.

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