Content marketing is a significant investment.
There’s a lot to cover. Content marketing involves everything from customer research to campaign execution.
Despite this effort, 9 of 10 organizations are investing in content marketing (CMI).
Because customers need content to make purchase decisions.
Content marketing is important because buyers need content to make purchase decisions.
Is content marketing just another ‘trend’?
Every year we see new trends come and go in the digital marketing world. Is content marketing another such trend?
No. It isn’t.
If you look Google Trends, content marketing has been on the rise since 2012.
As Seth Godin famously said —
Content marketing is the only marketing left.
Also, the purpose of content marketing is to create relevant and valuable content. Buyers expect businesses to deliver such content in order to make better purchase decisions.
That is why content marketing is here to stay.
Content marketing isn’t just a trend. It is the only marketing left.
Why is content marketing important?
Relevant and valuable content is the basic building block of any marketing strategy.
From social media posts to print media, this content can be used, re-used and re-purposed in many ways to grow your business.
Here’re 7 reasons why content marketing is important for your business.
#1. Builds assets
Content creation is an investment to create content assets such as blog posts, eBooks, videos etc.
These assets generate traffic, leads and sales for your business. The more relevant and valuable assets you create for your audience, the faster your business will grow.
Content marketing builds content assets that keep driving traffic, leads & sales for your business.
Unlike paid ads, you don’t have spend money on new campaigns.
Your old content assets continue to keep driving customers to your business too (HubSpot).
#2. Improves brand awareness
As you promote content across media, people in your audience see you as an authority and trust your brand. This helps you acquire new customers and improve your brand’s awareness.
You can also re-purpose existing content into other formats such as infographics, presentations, podcasts, videos etc.
These new assets can also be promoted to improve brand awareness across channels.
Content marketing positions you as an authority in your subject.
#3. Drives organic traffic
Google is getting smarter. With RankBrain, it can almost rank search results like a human.
Quality content now ranks better than keyword optimized content written for search engines.
When you create relevant and valuable content for your audience, you’re making the Google Gods happy enough to drive organic traffic to your website.
Content marketing helps with your website’s SEO.
#4. Generates leads
Content can also be re-purposed into lead magnets.
Lead magnets are valuable content pieces you offer to your audience in exchange of their contact information.
These can either be global lead magnets (eBooks, guide etc.) or content upgrades for each blog post (checklists, calculators etc.).
Re-purpose content assets into lead magnets to generate leads.
#5. Helps nurture leads
People no longer trust ads to learn about new products. Instead they prefer to educate themselves before making a purchase decision.
A business can facilitate this self-education process by creating content for each stage of the buyer’s journey.
You can then send timely emails with this content to your leads to guide them across this journey.
Content marketing + Email marketing = Win at Lead Nurturing
#6. Facilitates sales
Content marketing also helps with the sales process by reducing the time required to close deals.
Content assets can be used to educate the leads and prime them up for the sales offer. This process can be customized depending on where the lead is in the journey.
When leads are educated about your product and already trust your brand, deals can be closed much faster.
Content marketing helps close leads faster by education and trust building.
#7. Improves customer retention
Content marketing doesn’t have to stop after sales.
According to Preact, 23% of new customers stop using products because of poor on-boarding experience.
On the other hand, customers who have a good experience with your company are 7x more likely to try new offers and buy from you again (Temkin Group).
You can provide a great on-boarding experience for you new customers using educational content to quickly get them started.
Use content to educate and provide a great on-boarding experience to new clients.
Content marketing in action
Would you believe me if I told you that a single piece of content generated $3,000,000 dollars in sales?
It did for Marcus Sheridan and his previous company. Here’re 3 ways how content marketing has helped this swimming pool company:
- Over 3 million dollars in sales from a single article.
- Ranks #1 for ‘fiberglass pool cost’ in Google. Drives thousands of new organic visitors.
- Picked up by New York Times. What better way to improve brand awareness?
Today Marcus runs a inbound & content marketing agency. In his book — They Ask, You Answer — Marcus shares how content marketing helps businesses grow.
The book is packed with case studies and practical advice to common marketing challenges. I strongly recommend you add this book to your reading list.
Content marketing is here to stay.
Instead of thinking about it as an expense, think of it as an investment to create content assets.
Relevant and valuable content impacts all facets of your business – from improving brand awareness to retaining customers.
As more buyers prefer to educate themselves for making purchase decisions, companies will have to produce content that helps them in this process.
Are you using content marketing? How has it impacted your business? Let me know in the comment below.