The Internet has democratized marketing, leveling the playing field for many small businesses with limited resources. The Benefits of Content Marketing are not just for the big guys with enormous budgets.
Anyone with something interesting to say and the time and resources to publish regularly can benefit immensely from the inbound marketing style, which is currently the core of most strategies.
Instead of chasing after leads and trying to sell your products and services to people who might have never have heard of you, content marketing allows you to attract them.
By providing valuable, actionable insights and resources that your target audience needs, you can jump-start your marketing efforts in new and exciting ways.
Let’s take a closer look at some of the 7 most significant benefits.
Benefits of Content Marketing
1. Greater visibility for your brand
Whether you’re a well-established website with a known brand in your niche or a new one attempting to go up against the major brands in the space, content is a highly effective shortcut.
One of the biggest Benefits of Content Marketing is the ability to cut the line, and stand toe-to-toe with a five or six-figure budget.
Visibility will come in many forms. Your content will be shared and displayed on social media accounts, linked by other brands in your space, and promoted alongside much larger brands in organic search results. It can help people better recognize your company when the time comes for a purchase.
2. Increased loyalty with customers
Content marketing is all about providing value. Instead of the-always-be-selling mantra of traditional business, content marketing shifts to an always-be-helping mentality.
Effective content marketing campaigns are designed to identify the major pain points your prospects have and provide viable solutions for those problems in advice, tips, how-to guides, checklists, webinars, and social media content.
Whether you write a weekly blog post addressing important concerns, your target audience has, provide an in-depth analysis of recent events or developments in your industry on YouTube, or send a newsletter every month with PDFs to download.
You’re helping people solve problems, whether they buy from you or not. It builds loyalty, and for existing customers, and it’s a nice cherry on top.
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3. Establishment of lasting credibility
When you publish regularly, you start to build a reputation. Instead of “that company that provides a service,” you become “that company that knows about a certain service.”
Content marketing helps establish you as a credible voice of expertise in your field. You want to be someone who can be called on to provide real insights when a major news event occurs that impacts the industry or whose blog they turn to when they have a question about what to buy.
The value of this cannot be understated. Rather than just another shopping cart, your website becomes a buyer’s guide and industry resource. You can’t buy that kind of credibility.
4. Increase traffic to your website
According to a recent BrightEdge research report, organic search traffic makes up 53% of all website traffic. Organic can be a powerful tool in growing traffic to your website from engaged, ready-to-consume visitors who specifically searched for the information you have to offer.
Traffic comes in many forms. You can generate repeat traffic from email newsletters and social media posts to your existing followers, create new traffic streams from growing organic search share and ads, and swap audiences when producing webinars or other larger content with partners.
As you produce more content, your website will get more visitors over time, which could convert to more customers.
5. Keep people in your marketing pipeline longer
Even the best websites only convert a small percentage of visitors. The average global conversion rate across all industries is between 1-3%, according to a recent monetate study.
In an Adobe study, 35% of respondents reported conversion rates below 1%. Statistically, this is accepted, but it doesn’t have to be that way. One of the key Benefits of Content Marketing is that it has a lasting impact.
When you provide value in the form of insights and advice, people could return to your website and social media channels again for more. At the same time, it gives you a more natural way to get their contact information.
Rather than waiting until someone buys something before you can email them, you can capture contact information from users who want to download a PDF or register for your webinars. These contacts can then be nurtured over time until they convert.
Instead of 2% of your visitors buying something, you can aim for 3-5%. It can have a huge, lasting impact on your business.
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6. Opens new channels of communication
Traditional business is very one-way. You post advertisements with your campaign messaging and attempt to pull people into the sales funnel. Though, content marketing allows you to open a dialogue with both prospects and customers.
Through social media channels like Facebook and LinkedIn, blog comments, and email, you can directly engage with prospects when they have questions, complaints, or concerns.
It also allows you to reach a wider audience faster, and it helps show how your brand positions itself in helping those people who need it.
7. Establish your brand as one providing value
There’s a reason that 70% of marketers actively invest in content marketing. It has an impact. It’s not just a way to make your brand look good; it’s an increasingly effective way to provide value to your audience in the places and methods they are most likely to engage with.
The average consumer sees a chunk of ads every day. To break through the noise, you need to do something different, something engaging, and value-added.
Getting the most from your efforts
You don’t need a massive advertising budget to reach your target audience and leverage the Benefits of Content Marketing. The right combination of quality content, valuable insights, and creative messaging can help you stand out in a crowded field of competitors.
In the age of mega eCommerce sites like Amazon, content is particularly relevant to keep your business growing.