The Benefits of Content Marketing

The shift to content marketing has changed the way that businesses advertise online.

Rather than “pushing” people to buy through strategically placed ads, today’s businesses rely on the creation of high-quality content to “pull” in customers from targeted audiences.

There are many benefits to content marketing over traditional marketing that make it worth the time and effort to pursue.

Benefits of Content Marketing

More Website Traffic

Getting articles and blog posts hosted outside a business website is a big part of content marketing. Outside content often contains links to relevant pages on the main business site, enticing readers to click through.

Offering free content on the business website itself draws traffic as well. E-books, white papers, presentations and more invite customers to visit business websites and learn more about products and services.

More Leads/Sales

Content marketing is meant to attract customers by becoming part of their overall Internet experience. While banner and text ads may be seen as interruptions, business-created content flows seamlessly into whatever target users are already doing.

Businesses that consistently create high-quality content containing pertinent information are seen as resources, and customers are more likely to buy from companies they feel are helpful.

Build Authority/Trust

A business that generates good quality content also establishes itself as an authority on subjects relating to its products and services. Customers want information that helps them make smart purchase decisions, making content that focuses on how a product can help solve a problem an invaluable resource.

Traditional advertising aims to tell customers why they should buy a product. Content marketing, on the other hand, shows what a product or service can do for the target group and gives them the freedom to choose which brand best fits their needs.

Increase Brand Recognition

The more content a business creates, the more visibility its brand gets. A highly visible brand sticks in the minds of consumers, and content marketing can make sure that the image they recall is a positive one.

Brand-specific language in blog posts and articles helps customers correlate a company’s brand with certain characteristics, so when they want a product that fits a particular need, that’s the brand they’re likely to remember.

Improved Search Engine Rankings (SEO)

The content creation that forms the backbone of content marketing includes the use of relevant keywords and keyword-rich inbound links. Both are good SEO practices that can boost a site’s search rankings.

When keywords are used in a natural way throughout each piece of content, the content is more likely to rank high in organic search results. Search engines like fresh content, and a strategy such as a consistent stream of blog posts is one way to be sure that indexing robots crawl a site frequently.

Grow an Audience of Brand Advocates

Content marketing works to drive purchase decisions by informing customers of the benefits of buying a certain brand. Consistently positive experiences build trust, which in turn increases customer loyalty to specific brands.

Satisfied customers will talk about their purchases, recommending the product to others through social media channels and traditional word-of-mouth communication.

Save Money

Though not every piece of content marketing will spread across the Internet, those that do can save businesses a great deal in advertising costs. Good content gets shared on social media sites, reposted on blogs and tagged on social bookmarking sites for hundreds, thousands or even millions of users to see.

Trying to reach a similar audience through traditional marketing channels would cost much more than many businesses are able to afford. Content marketing, on the other hand, requires a small investment of time and effort that can pay off exponentially.

When properly handled, content marketing drives website traffic, increases brand loyalty and helps to create a solid customer base by establishing trust between businesses and consumers.

A business that uses high quality content to show customers how they can benefit from its products and services will enjoy a prominent web presence and a higher volume of sales over time.

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Analytics & AdWords certified growth engineer with over a decade experience in making businesses successful. I own and operate AXZM and often speak at top national industry conferences on the topics of strategy, design and marketing technology. Work with me or learn more about me here. Follow me @nawlready

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You must be pretty smart because you're here. We like your style. You can have all of our latest tools, tactics and growth strategies FREE, in your inbox, every month or so. 

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