The Special Ingredient to a Stronger Brand and Stronger Customer Relationships
‘Content marketing’ may seem like another buzzword, but it’s a key element of digital marketing success because it’s about value rather than another sales pitch. What makes content marketing so effective is that it’s about delivering truly relevant, useful content to help prospects and customers solve their problem. When they use your content, they’ll remember your brand and choose your product or service over others. Customers are getting better at tuning out advertising more and more, especially as “digital noise” increases, but they’ll never get tired of content that offers information, entertainment, connection, or inspiration. In fact, customers will even actively seek out a brand’s content if they find it offers real value.
Learn more about the benefits of content marketing and how it helps businesses across all industries build a stronger brand and relationships.
5 Benefits of Content Marketing
It’s understandable to be a little skeptical about the power of content marketing, but let us dispel your concerns that it’s just another digital marketing fad with these top five long-term benefits.
1. More time spent on your site
Think about your own experiences with websites. When you land on a site that only has a handful of pages with few words and images, you won’t stay on the site very long because there isn’t anything there to hold your interest. Now, imagine a site that has in-depth product pages, blog posts, photo gallery, video library, case studies, testimonials, and so on – that’s a lot of content to explore! Having content on your site will make visitors stick around longer, and when they stick around longer, they’re more likely to become customers.
2. Higher Search Rankings
By adding more pages with quality content, your site will show up more on Google’s ‘search engine results pages’ (SERPs) since content is one of the main ranking factors. Keep in mind, however, that highly competitive keywords are difficult to rank on SERPs, particularly top positions. One tactic to consider is targeting lower hanging fruit like long-tail keywords (i.e. longer and more specific keyword phrases) and topics that are popular with your customers to boost your search rankings and increase conversion rates since the content is more relevant to the search query.
3. More Referral Traffic
Content marketing isn’t just the content that’s on your site, it can include guest posts on other sites which exposes your brand to a new audience while generating referral traffic back to your site. Furthermore, when you share content on your brand’s social media channels, you’ll attract more followers and generate more shares which (surprise!) drives more referral traffic.
4. Brand Authority
Without content, it’ll be harder for your brand to make an impression, let alone establish itself as an authority or expert in your industry. When prospects see your content on trustworthy platforms or in their newsfeeds, your brand is more likely to be remembered and perceived as an industry thought-leader.
5. Higher ROI in the long run
Content marketing will continue giving your business a return on investment (ROI) long after the content is created and published. After all, it’s not like the content is going anywhere unless you delete it from the site. ‘Evergreen Content,’ in particular, will generate higher ROIs than more trendy, time-sensitive content since it’s always relevant and “fresh” to visitors, hence the name.
When your brand delivers consistently valuable content to prospects and customers, they’ll reward you with their business and loyalty. Now that you better understand the benefits of content marketing, let’s explore different types of content and some compelling statistics.
Popular Types of Content
The variety of content is staggering and it’s only growing, but don’t worry, you don’t have to create them all to have a successful content marketing strategy. In fact, it’s best to focus only on some and do them very well rather than spreading your limited resources too thin and producing subpar content. Below is a list of content formats that can help your business attract site visitors and boost conversions.
- Case studies
- How-to guides
- White papers
- Influencers/Sponsored content
- News releases
- User-generated content
- Interactive content (quizzes, calculators, etc.)
It’s crucial to note that not all content will be appropriate or perform the same for every industry. For example, the audience of a B2B tech company will be much different than that of a B2C pet food line, so it’s essential that the types of content you create will actually make sense for your target audience.
Content Marketing Statistics
It can be hard to convince upper management of content marketing’s value and why it’s worth the investment. Sometimes, you just have to let the numbers speak for themselves.
- Content marketing generates over 3x as many leads as outbound marketing and costs 62% less (Content Marketing Institute)
- Content marketing costs 41% less than paid search on average (Kapost/Eloqua)
- 65% of B2B content consumers strongly agree they have higher preferences for credible content from industry influencers (Demand Gen Report)
- 79% of B2B buyers share white papers with their colleagues (Forbes)
- Businesses with websites that have 401-1000 web pages get 6x more leads than those with 51-100 pages (HubSpot)
- 64% of consumers make a purchase after watching branded social videos (Tubular Insights)
While these statistics are compelling enough on their own, it’s also helpful to remind the decision-makers at your company that competitors are already investing in content marketing and therefore taking away would-be customers.
Content Marketing Creation and Strategy Services
With a solid content marketing strategy, your business will have a stronger, more memorable brand while creating and deepening customer relationships. It may be tempting to “wing it” by jumping into content creation without a strategy, but it’s essential that your business takes the time to understand how your content is going to help prospects and customers in a way that no other brand is currently doing. We provide content creation and strategy services to help businesses disrupt their industry, drive traffic, and increase conversions.
Contact us today to see how we can help you get started with content marketing or improve your current strategy.