These 13 eye-opening benefits of content marketing will convince even the most hardened skeptic that content marketing works wonders to generate leads and cultivate loyal audiences.
But What Is Content Marketing…?
If you’re a business owner, there’s a good chance you’ve heard of content marketing.
Maybe you’ve been told it will help you dominate search engine result pages (SERPs) and generate leads.
Or you’ve heard that it’s a form of inbound marketing that will help you attract, engage, and convert prospects by delivering the value they’re actively seeking.
No matter what you’ve heard, one thing is certain – there are many ways that content marketing can benefit your business.
Content Marketing isn’t just a buzzword; it’s a digital marketing channel you MUST adopt if you want to thrive in today’s digital marketing landscape.
It’s an effective and practical digital marketing strategy you should adopt to attract and convert quality leads into paying customers.
Here we’ll discuss 13 powerful and eye-opening benefits of content marketing you should know before hiring a content marketer.
Understanding these benefits will help you understand why content marketing is vital for your business.
Does Content Marketing Really Work?
Short answer: More than you can imagine.
Quick Fact: By prioritizing blogging (an aspect of content marketing), marketers are 13 times more likely to see positive ROI. In fact, marketers who blog generate 67% more leads than marketers who don’t. (HubSpot 2019)
Investment in content marketing wouldn’t be this high if the strategy didn’t work.
To further explain why content marketing works, a Databox 2019 survey found that 70% of companies generated more sales through SEO content marketing than through PPC (Paid advertising).
This content marketing case study is a practical example of how content marketing works for businesses.
With the right content marketing services, the website was indexed by Google, acquiring 859 unique visitors in the first month. Within three months, that number grew to 2,490 visitors, and then more than doubled to 5,370 within six months’ time.
It’s clear that content marketing works. Now let’s explore the primary benefits of content marketing for your business.
Benefits of Content Marketing
Content Marketing Boosts Your SEO and Generates Quality Traffic
Content marketing helps your business rank high in the search engines and generates traffic from people hungry for your product or service.
If you’re looking for the best way to drive website traffic, look no further than content marketing.
To do this, starting with a content marketing strategy is highly recommended.
And here’s why.
Not all traffic is quality traffic.
With a good content marketing strategy, you’ll produce strategic content that answers search queries and gets quality, easy-to-convert traffic.
Attracting high-quality traffic is one of the benefits of a content marketing strategy that you don’t often hear about.
Don’t just focus on boosting your SEO and attracting traffic with content marketing. Focus on generating qualified traffic that will easily convert.
Once you’ve started generating high-quality traffic, what’s next?
Content Marketing Drives More High-Quality Sales
Here’s a question for you:
Would you prefer to chase your client or would you rather have them seek you out?
Undeniably, the latter is your answer.
With content marketing, your potential customers will seek you out.
And here’s why.
Because unlike other lead generation strategies out there, content marketing gives instead of asking for something.
Does it seem crazy that giving something away can drive sales without even asking for them?
Consider this: According to Content Marketing Institute data, content marketing, among all other benefits, has six times the power of conventional marketing for converting people into leads and then converting those leads into customers.
With content marketing, you’re giving out information that benefits your ideal customers without asking them to buy anything.
The truth is, today’s consumers shy away from sites that always preach ‘buy now’ and ‘shop now,’ without offering value.
Advertisements are everywhere these days, and it keeps getting harder and harder to run away from them.
Stand out by offering something that your potential customers will value.
Effective content marketing will generate qualified leads who are happy to buy from you and recommend your business to others.
Quality Content Builds Your “E-A-T”
In February 2019, a Google whitepaper confirmed that EAT is very important to ranking.
According to Google, ‘our ranking system does not identify the intent or factual accuracy of any given piece of content. However, it is specifically designed to identify sites with high indicia of Expertise, Authority, and Trustworthiness (EAT).’
What Google wants from websites:
Effective content marketing meets these Google requirements. But that’s not all it does.
Besides ranking, EAT websites gain customers’ trust, and convert more than websites not utilizing effective content marketing.
When you publish content about your customers’ everyday challenges, it shows that you are knowledgeable and trustworthy.
Forbes, for instance, is known as an authority in the business, investment, technology, entrepreneurship, and leadership domains.
You can see them in the top SERPs for different queries, as well as being mentioned when someone is looking for authority information in those niches.
They didn’t get there by chance. They got there through well-planned content marketing.
When you establish yourself as an industry thought leader through content marketing, people will trust you and buy your product/services.
Content Marketing Puts Your Business On Your Customers’ Minds
When you have a robust content marketing strategy and write informative articles that rank well in search engines, your website will get thousands of visits per month.
This works like magic, especially when you adopt storytelling in your content writing.
Imagine your content ranking number one for a keyword that gets 50,000+ monthly searches. That’s your business in front of 50,000+ pairs of eyes every month!
Anything can indeed build awareness, but content marketing builds awareness and gains customer trust – icing on the cake.
Content Marketing Helps You Move Buyers Through the Buyer’s Journey Faster
To purchase a product, buyers move through a series of steps called the buyer’s journey.
The steps in the buyer’s journey are:
- Awareness – When the buyer first notices they want something and comes into contact with your brand.
- Engagement – When the buyer takes a more active role with your brand, contacting sales, or requesting a quote.
- Conversion – When the buyer spends money with your business, purchasing your product or service.
- Advocacy – When the buyer becomes loyal to your brand.
Every consumer goes through this process, but how quickly they convert largely depends on the quality of your content.
With effective content marketing, you can engage consumers at each step of the buyer’s journey and facilitate lead conversion.
Content Marketing Continues to Generate Traffic For the Long Run
This is one of the standout benefits of content marketing.
Content formats like blogs, ebooks, infographics, and many more continue to generate traffic long after they’re published.
This is unlike many marketing strategies where traffic and lead generation stop when you stop your marketing efforts.
How is this possible?
Your content assets compound to boost your authority in search engines and increase your organic website traffic over time.
This works very well when you use blogging as a content marketing tool.
Note that you need to focus on creating evergreen content to exploit this compounding effect of content marketing.
Some examples of evergreen content include:
- Case studies and data
- How-to guides
- Encyclopedic content
- Industry glossaries
- And so much more
Content Marketing Helps You Showcase Your Brand Personality
Brand personality is a set of human characteristics that customers attribute to a particular brand based on the brand’s consistency in reflecting those traits. It’s something the customers enjoy and can relate to, and it helps them identify with a brand.
Infusing personality into your brand is one of the most powerful benefits of content marketing.
It gives your brand a human touch and shows it’s not just another business on the Internet.
While some businesses’ branding stops at logo and color palette, successful brands reach deep into their values to give their customers an extraordinary brand experience.
Through content marketing, they reflect who they are, what drives them, how they’re different, their values and personality, and their unique promise to their customers.
When done well, content marketing helps you build a wonderful community and make customers part of your content creation.
Enhanced Accessibility and Open Channels of Communication
Efficient content marketing opens diverse channels for your customers to know and contact you.
Providing your audience with the content they need to solve their pain points will increase their loyalty and level of connection to your brand.
When they start to rely on you as their primary source of information, they’ll feel freer to reach out to you, ask their questions, and, of course, buy your products.
A good content marketing strategy includes content formats and distribution channels that will amplify your marketing and put your business in front of your potential customers.
When customers can access and contact you anywhere – social media, contact form, email – they build trust in you.
Your business becomes more than business as usual when customers connect with you on a more personal level.
More Quality Content; More Reasons to Stick Around
You can’t overestimate the power of quality, informative content.
Your content is an important asset that creates a positive experience for your potential customers and keeps them coming back for more.
Readers’ attention spans are short when reading content online.
But if you leverage content marketing the right way short attention spans won’t be a problem for you.
The more quality, engaging content you publish, the more visitors will spend time on your website.
Would you like your visitors to spend more time on your website? Consider this…
In today’s fast-paced content marketing domain, creating quality, engaging content isn’t the only important task.
You need to add extra spice to reap more benefits of content marketing, by utilizing methods to keep your readers on your website longer.
One good way to achieve this high dwell time is by adopting the topic cluster strategy, which keeps your visitors on your website and improves your SEO.
Content Marketing Is Cost-Effective
Content marketing is more cost-effective in the long run.
It costs 62% less and generates more than three times the leads than most outbound marketing tactics.
Do you know why?
There may be upfront costs involved in content marketing, but they’re one-off costs for content that will keep generating results.
Content published on your website will continue to climb higher on SERPs, earning you continual traffic and leads without extra cost.
It Works For Any Business or Industry
Now you’re probably wondering, “This is great, but will content marketing work for my business or industry?”
The straightforward answer: Content marketing works for every industry and business, no matter the size, structure, or product.
Maybe you’ve tried before and didn’t see results. Or maybe you’ve seen others leverage content marketing without results.
If that’s the case, it was done wrong.
The key to reaping content marketing benefits is developing the right content marketing strategy that works for your particular business.
Fuels Your Social Media and PR Marketing Efforts
Content marketing often goes together with social media and PR marketing because content powers these other marketing channels.
The more quality content you create, the more material you’ll have to power your own social media and PR marketing.
This is one of the top reasons why content is important in marketing.
With a good social media presence, you’ll reach and engage more new leads while also fostering your relationship with existing customers.
Statista 2019 reports that 3.6 billion people were using social media globally, and the number is projected to rise to almost 4.41 billion by 2025.
And guess what?
Your customers are already on social media.
Once customers identify that you share useful and valuable content, they’ll seek you out and follow you on social media.
The more content you have, the stronger you become on social media. This increases your ability to attract, engage, and convert leads.
Less Invasive Than Traditional Marketing
Traditional marketing involves approaching people and trying to sell to them.
But let’s face it, nobody likes being sold to.
It can be annoying.
More and more people are opting out of situations where they’re sold to.
Blockthrough reports that 527 million people used mobile browsers that blocked ads by default in 2019 – a 64% increase from the last edition of the report.
This number is expected to continue increasing as people lean more towards companies that provide value over companies that sell to them.
Rather than investing thousands of dollars in advertising, switch to content marketing. It costs less and yields more.
Why Is Content Marketing Important?
Because everyone loves content.
People love quality content that gives value, and search engines like making the content available to them.
In a series of interviews, publications, and algorithm updates, Google has emphasized the importance of quality content.
In fact, search engines are obsessed with providing their users with high-quality content.
If you can help them achieve this by continuously publishing valuable content, they’ll reward you with better rankings and keep sending traffic to your website.
You could call it autopilot marketing.
In addition, continuously publishing high-quality content helps you attract references and quality backlinks from high-authority websites.
This boosts search engines’ trust in your business website and sends an unending stream of leads your way.
These authority websites won’t cite you if you produce generic, low-quality content.
Furthermore, the more content you produce, the more keywords are added to your keyword arsenal. This gives you more authority in search engines and earns you more trust amongst potential customers.
Another great reason why content marketing is important is that content powers other marketing strategies.
Whether you’re doing print marketing, email marketing, or any other form of digital marketing, you need content.
Anything worth doing is worth doing well.
Why not develop a complete marketing strategy built on content marketing?
Then you can enjoy the core benefits of content marketing and also have all of your marketing bases covered.
Is Content Marketing Worth It? A Recap of the Benefits of Content Marketing
Yes, it’s worth it. Here’s why.
To put things in perspective, here is a recap of the benefits content marketing can bring to your business.
- Content marketing boosts your SEO and generates quality traffic
- Content marketing drives more high-quality sales
- Quality content builds your EAT
- Content marketing puts your business on your customers’ minds
- Content marketing helps you move buyers through the Buyer’s Journey faster
- Content marketing continues to generate traffic for the long run
- Content marketing helps you showcase your brand personality
- Enhanced accessibility and open channels of communication
- More quality content; more reasons to stick around
- Content marketing is cost-effective
- It works for any business or industry
- Fuels your social media and PR marketing efforts
- Less invasive than traditional marketing
You see, it’s not a question of whether content marketing is worth it.
It’s a question of when you’re going to enjoy the full benefits of content marketing.
We highly recommend you start with a content marketing strategy built on your business goals. That way, you know you’re generating results relevant to your particular business growth.
Not sure where to start? Reach out to us to discuss your business goals and how we can help you with content marketing that converts.
Written by Christopher Iwundu
Christopher ‘Positive Equator’ is an SEO content writer and strategist with over five years of content marketing experience. He works with B2B and B2C business owners looking for content that converts. Chris is a freelancer who contributes to Seven Oaks Consulting’s long form copy.
Jeanne Grunert, president of Seven Oaks Consulting, is an award-winning direct and digital marketer with over 20 years of senior marketing leadership experience. She’s passionate about mentoring marketing managers and providing exceptional content marketing programs and services to Seven Oaks clients. Jeanne holds an M.S. (awarded with distinction) in Direct and Interactive Marketing from New York University and frequently lectures on content marketing, search engine optimization, and project management techniques.J