If you’ve carried out even the slightest bit of research into digital marketing, it’s likely you’ll have heard or read the phrase “content is king” time and time again. There are a whole host of benefits to going down the content marketing route when you’re looking for ways to boost your company’s brand awareness and sales.
But what exactly is content marketing? The Content Marketing Institute describes it as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action“.
Examples of content marketing include educational articles, e-books, videos, entertainment like quizzes and games, and infographics that are relevant to your target audience. The idea is that, by creating content that solves prospective customers’ problems and answers any questions they might have to do with your industry, products, or services, you’ll attract them to your website. Then, they might spend money on your site there and then or come back to you in the future because you’ve gained their trust.
Content marketing is used by most of the biggest brands out there, and with good reason: it has a whole host of benefits when it comes to building trust and a strong reputation. Of course, for the best results, it should be used in conjunction with other marketing techniques like outreach and technical SEO but, here, we’re going to outline exactly why content marketing could truly benefit your business.
1. Building trust will help to improve your brand reputation
In the world of business, reputation is everything, so you’ll want to do everything you can to ensure yours is positive. And, one of the ways in which you can do this is by building trust with customers and your target audience. Content marketing is ideal for this, as it allows you to show that you truly know what you’re talking about when it comes to your industry, the products you sell, and the problems you’re trying to solve for your customers.
It will also help to build your authority with Google. The search engine will only recommend your business and products to searchers if it believes you’re trustworthy and knowledgeable. So, the more evidence it detects of this, the more likely you’ll be to climb the SERPs.
As long as the content you create is valuable, informative, and accurate, it should help you to boost your reputation and could even contribute to you becoming an authority within your field.
2. Publishing well-optimised content marketing will increase your search visibility
By producing and publishing content marketing that’s relevant to your business and industry, you can widen the range of queries your site is likely to rank for. If your website consists exclusively of product and service information pages, then you’ll struggle to rank for anything other than searches with commercial intent. However, there will be potential customers out there who are carrying out pre- and post-purchase queries, and content marketing can give you a change to engage with them at this stage in the buying cycle.
For example, if you’re a tool retailer, producing buying guides could benefit you massively. There are so many different types of drill, saw, screwdriver, and hammers out there that it’s easy for shoppers to get confused or overwhelmed. If you create well-optimised and informative guides that will help potential customers to make the best possible purchase to suit their needs, this will give you a much better chance of catching people in the pre-purchase stage of the buying process. Then, once they’ve gotten all of the information they need from your guides, they’ll be far more likely to actually make a purchase on your site, because you’ll have gained their trust.
So, not only will creating this content marketing help you to compete with your competitors in the SERPs, but it will also help to build trust, and ultimately boost your sales.
3. It’s a cost-effective way of securing new leads
Content marketing offers a particularly cost-effective efficient way of generating high-quality leads. In fact, according to Demand Metric, it costs around 62% less than most other traditional marketing techniques, but typically generates three times as many leads.
However, it can be difficult to work out what kinds of articles and resources are going to go down well with your target audience and, if you don’t have a dedicated content team, finding the time to produce your own articles while dealing with the day-to-day running of your business might be difficult.
If you’re interested in harnessing the power of content marketing but are struggling to come up with ideas, or simply don’t have enough time to put all of your plans into action, our content team can help. Get in touch if you’d like to learn more.
4. It can help you to improve your E-A-T rating
As we explained in our guide to E-A-T ratings, Google has started to pay much more attention to expertise, authority, and trustworthiness when deciding how to rank pages. This means, in order to give your site the best chance of showing up on the SERPs for relevant queries, you need to show that your business has all three of these qualities, and publishing valuable, informative, and helpful content that’s relevant to your customers is a great step towards that.
You can also increase the trustworthiness of your content by giving it a byline and bio that shows it has been created by someone who’s actually an expert on the topic. This is especially important when it comes to Your Money, Your Life content.
5. Content marketing is shareable, and can increase brand awareness
Another advantage of publishing content marketing on your website is that you can then share it on social media platforms like Twitter, Facebook, Instagram, LinkedIn, and Pinterest. From here, your followers can engage with and share your content even further, so their friends and family might see it. As a result, your brand will reach people that it mightn’t have otherwise, so your online following — and, ultimately, your sales — should grow.
There’s also the chance that someone might read or see your content and appreciate it enough to share it of their own accord. If this happens, it should be completely organic and won’t require any input from you, but you’re likely to see similar results.
These are just some of the ways in which content marketing can benefit your business. If you would like to learn more, read more about our content service, or get in touch to discuss how we could help you to achieve your digital marketing goals.