Although you understand the importance of content marketing and you already know that millions of B2B marketers are actively using smart content strategies to drive sales, it’s normal to be unsure whether content marketing brings value to your business or not.
This is more so because sometimes you may spend lots of hours creating premium quality content yet you don’t get to enjoy commensurate outcomes.
Even though studies like the recent one conducted by Optinmonster has confirmed that 91% of businesses are using content marketing to double their outcomes, you’re still not sure whether content marketing is actually good for your brand or not.
Of course you’re not alone. First of all, I want you to understand that you’re not really alone. Because lots of small businesses and brands are still questioning the importance of content marketing in their business.
But here’s the thing; at this age and time, content marketing is not just important for your business, it is one of the major drivers of growth for so many businesses in the 21st century.
In fact, based on research, CMI believes that Content Marketing is the most effective strategy to promote a small business.
So, if you’re yet to plug into content marketing for your business, you’re actually missing out. Because your competition is already doing that. And you actually have a lot of catching up to do.
Now, before we sit down to discuss further on why content marketing is important for businesses, I want us to recap on the meaning of content marketing…
What is Content Marketing?
In its simplest definition, content marketing is basically the act of creating and sharing valuable, entertaining and informative content to a clearly identified audience over a period of time, in order to drive specific outcomes.
If you notice from the definition above, you’ll realize that for content marketing to be successful, you must have a specific goal for creating that piece of content, and you must also identify the audience that will be interested in such content.
Also, that content must be shared consistently over a specified period of time.
Now that you know what content marketing is all about, in the following passages, I will be discussing with you the popular reasons why content marketing is important for your business and why you should start a content marketing campaign today…
Increased Brand Awareness
One of the most popular reasons why content marketing is important is that it drives increased brand awareness for your business. This is also the opinion shared by Marketing Insider Group.
Naturally without content marketing, people only get to know about your business either through paid advertising, promotions etc.
But with a good and well created content targeted at the right audience, content marketing helps you get the message about your brand out there for more people to see, FREE.
So, the more high quality content you create, the more people share it with others. An in turn, you get free publicity for your brand.
Again, the moment readers share your content, they are not only sharing the content, they are also sharing your brand, your services and everything associated with the brand, including the website, blog or social media handle you posted the content.
When this is done they don’t merely end up sharing the value in your content they are also recommending you and your brand in the process.
In the end, content marketing works in showcasing your brand to a wider audience while driving sustained confidence in the brand.
Drives New Clients
Like I’ve mentioned in some of my previous posts, some of my biggest clients contacted me after reading one of my content on this blog.
Now this is not just about me. Most brands have been able to reach out to new clients who naturally wouldn’t have heard about their businesses if not for content marketing.
This is because the more you write quality content targeted at a specific audience, the more you close the gap between your buyers and your products/services.
In essence, your content attracts the right audience to your website. And when they get on the website, it becomes easy for them to make a buying decision after coming across your content, because they’ve been already interested in the product or services before getting to the website.
Builds Authority & Thought Leadership
As a brand, another popular reason why content marketing is important is that it builds thought leadership for your brand.
It’s natural, content marketing helps you build respect and authority in your niche.
This is because, the more your audience consume your HIGHLY VALUABLE content, the more, their perception of your brand in improves.
With time, this improved brand perception goes further to establish your authority in the industry.
Turns out that the more you create this solution focused content, more and more people begin to see you as the expert that you are.
They get to trust your judgment and recommendations. Over time, they also pass that perception onto your products and services.
Although, it might take some time to build your brand as a thought leader, content marketing makes this easier.
And when you do build that successfully, you give your audience enough reasons to choose you over other brands because they respect your authority, authenticity and trust associated with your brand.
Improves Website Traffic
This is by far one of the main reasons why content marketing is important. And yes, majority of businesses engage in content marketing because they want to drive traffic to their website.
Great content brings in traffic to your site. Both from the search engine and other channels.
In fact, if you already have a website for your business without creating content your website will not have a decent ranking on the search engine or even traffic.
The reason behind this is not far fetched. Content is one of the major triggers that drive traffic over to your website. And as a matter of fact, the more fresh, optimized and relevant content you create, the more Google gets to give you a better ranking on the web.
Without a sustained update of content, it becomes difficult to attract a reasonable number of website visits or traffic. And this will in turn affect your business, as you will not be able to attract customers using your website.
Improved SEO benefits is one of the top reasons why content marketing is important to brands and businesses.
When done right, a good content marketing strategy can reposition your website on the search engine rankings.
And this will ensure your brand gets more visibility when people are searching for keywords related to your content, using the search engine.
Another important benefit of content when it comes to SEO is that it gives you the chance to use relevant keywords throughout your blog thus making it even more easy for your target users to find your blog while using targeted keywords.
Also, content marketing helps in link building which is an important part of SEO.
So, when you create a very good piece of content that produces immense value to your target audience, it becomes easier for other blogs to link to that piece of content, from their website.
When this happens, these links serve as a positive rating on the particular content. And the more links you have pointing to your content, the more Google feels that particular content and page deserves more publicity, thus giving the page a chance to get a better ranking and more visibility on the search engine.
Now, there are so many other things I’d like to write here to help you make a decision on whether content marketing is good for your business or not.
But, like you just read in this article, a lot of small businesses like yours are already engaging in content marketing so you’ll be missing out if you don’t take a step to identify your goals, create a content strategy and embark on a rigorous content marketing campaign today.
Now that you’ve been convinced on why content marketing is important for your business, it’s time to learn more about how to create a content strategy and embark on a content marketing campaign. You can learn that FREE here.
If you need a more intensive lectures on content marketing and how to use content marketing to grow your business, join our Content Marketing class here.
Now, it’s over to you! What’s your biggest challenge when it comes to Content Marketing? Let’s have your thoughts in the comments section.