Content Marketing: Why is it so effective?

Though content marketing used to just be a way to differentiate your business from your competitors, it has now become a necessity for any modern brand. According to Lyfe Marketing, content marketing is at the heart of most successful digital marketing campaigns. You may be still be asking, why is content marketing so 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 for your business:

1. It improves your SEO

The importance of content marketing becomes more clear when looking at the role that content plays in helping your business build and improve search engine optimization (SEO). SEO plays an integral part in improving visibility and ranking for your business online. In order to improve your business’ SEO, you need to create optimized content that will help your site rank well on search engines.

According to Tech Client, content creation is the most effective SEO technique. In fact, business sites that post consistent blog content have on 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.

As well as this, having more content on your site also gives your visitors more reasons to stick around. This means a higher on-site time, which can also positively impact your search engine optimization according to Lyfe Marketing. Google sees time spent on site as one indicator that your site provides valuable content.

Source: Search Engine Journal

2. It establishes your brand as a thought-leader and industry expert

Consumers want to know that they are dealing with experts who know the ins and outs of the industry. This is another answer to 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 that 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 comes 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 the business that has demonstrated their 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.

Source: Solutions S

 

3. It funnels customers through and increases your sales

As you come up with topic ideas for your site, you should aim to create a mix of top-of-funnel, middle-of-funnel, and bottom-of funnel content. According to WebFXProviding information that is tailored to different stages of the sales funnel means that you’ll be able to attract a wide variety of potential customers and engage them with your business, regardless of how much research they’ve already done.

If your site has pages that fill all of the stages in your sales funnel, your content could essentially serve as an extension of your sales team, moving leads all the way from their first introduction to your brand to paying customers.

To put these points into context, below are some interesting stats from Clutch’s 2018 report on how marketing benefits business sales:

  • Sixty percent of people (60%) recognize the most recent business content they consumed online as content marketing.
  • Most people (86%) are confident they can recognize content marketing.
  • Audiences recognize content marketing when content is published on a company’s website (27%), links back to a particular company (21%), or includes the company in the author bio (21%).
  • Two-thirds of people (67%) consider content marketing useful and valuable, outweighing the 33% who consider it biased and unreliable.
  • Content marketing aims to move people through a company’s sales funnel. After consuming content marketing, more than half of people (53%) are more likely to revisit a company’s website and 50% are more likely to research the company’s products.
  • Content marketing drives sales. Most people (82%) have purchased a company’s products or services as a result of consuming content marketing, indicating its value for businesses.

So what do you think? Is content marketing relevant for all businesses? What are some examples of content marketing that have appealed to you as a consumer? Let me know your thoughts in the comments below!

10 Comments

  1. Nice Blog! Content marketing is definitely important for all companies. For me, it helps increase the trust that the company is an expert in the area and that that they would be able to help solve issues that I have. Tbh, when searching something on Google, I don’t even remember the last time I went to the 2nd page or even the bottom of the search list because I just don’t find it reliable enough. I’ve actually experienced a time when I wasn’t interested in a particular brand but the contents of the site were just so interesting that I ended purchasing their products and I am currently still a consumer of the brand.

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    1. I feel the same way as you! When browsing, I get the subconscious impression that the quality/validity of the sites ranked on google decline as you scroll down the page. While this might necessarily be accurate (some lower ranking sites may actually be really good ones, just with poor SEO), I think it is more of a habitual thing, as well as me being lazy and not wanting to click through pages and pages. In terms of content reeling me in and drawing me to make a purchase, I am pretty bad with my impulse purchases and it doesn’t really take a lot of info to convince me!

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  2. I think content marketing plays a huge role in conveying the company’s proposition, values and the core of their business to their consumers. It adds value to a company and shows their authenticity in their offerings. Take for example Kayla Itsines, who is an Australian personal trainer and entrepreneur. She is huge on Instagram and has a website where she sells her workout guides. On her website, she also has a blog where she shares her opinion on health-related topics, share food recipes, testimonials and more. This creates a layer of credential of who she is and what she stands for which really appeals to me as a trustworthy trainer.

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    1. That is so true! From an influencer perspective, it always seems like they are more credible if they have evidence to back their claims of being experts and thought-leaders in their respective industries. Having trust for a brand is one of the most important things to have as a consumer, and is, in my opinion, the most significant determining factor in influencing their decision to purchase a product from that brand.

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  3. I agree it is very important, especially for companies that are only aiming online shoppers, due to the lack of physical experience from online shopping, the content of the official website should be sufficient enough to establish trust from customers. I remember when I was trying to purchase a guitar through online but they did not provide what material it is, and I left the website straight away. Customers tend to have less trust in the brand if the website has limited content, as it is unprofessional to have a bad website. Nowadays, websites are probably the first touchpoint in purchase journey.

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  4. I think content marketing is still important for now and future. I think the one advantage for content marketing is that building trust with their leads and customers because building trust can help the company establish a positive brand reputation.

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  5. All of these comment above touch on a very important concept; Trust. Essentially I think content marketing will always be important in building consumer trust and encouraging those fence-sitters to try and new brand or product. I know i rarely look beyond page 1 of google results when looking for credible and trustworthy sites. It is so imperative for online companies to ensure they have great content marketing, not only for SEO but because without a physical stores, their online presence is all they have to garner awareness and consumer interest.

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  6. Nice one…
    There are many ways to create a website but however with certain restrictions. Best way I would like to suggest is to know the basics of web designing with html and css and then start creating the website of you choice. #www.bynd.co.in

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  7. NICE INFO…
    There are many ways to create a website but however with certain restrictions. Best way I would like to suggest is to know the basics of web designing with html and css and then start creating the website of you choice.
    #www.bynd.co.in

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  8. Content marketing increases web traffic naturally. The content gets indexed by Google, and your domain authority helps improve the ranking of your content. You also build trust with your community by providing valuable information to the community versus advertising to them directly. Great job!

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