Benefits of content marketing
Although we’re in the business of advertising, there are great ways to market your business that don’t require ad spend. One of these strategies is content marketing. Creating original content makes your business stand out and gives value to prospective customers. When done correctly, it can even boost your website SEO.
You may have heard some buzz about content marketing, but what exactly is it? Our article answers this question and goes over the benefits of implementing a successful content marketing strategy.
Types of content
Popular types of content include:
- Blog posts
- White papers
- Case studies
- Web pages
- Social posts
Content enhances SEO
Search Engine Optimization (SEO) focuses on optimizing your website to get traffic from organic search results. Search engines like Google crawl websites looking for content to match to a user’s search query. If you’re publishing highly relevant, engaging content on a regular basis, users have a greater chance of finding you.
- Use target keywords users are searching for
- Answer questions that match the user’s search intent
- Optimize on-page SEO elements like headers and title tags
Content establishes credibility
Why should your audience trust you? You can claim that you’re the best in your industry, but with what proof? Original content proves that you know what you’re talking about. Voice your perspective on industry-specific topics, answer common questions about your industry or business, and showcase case studies from happy customers.
Content extends your reach
Content lives all over the internet – use it to expand your reach. Republishing content on other platforms and in different formats will help you engage with a broader audience. You can write a blog post on one topic and can share it on social media, post a video version on YouTube, and create an infographic. All of this from one single idea! Leverage evergreen (timeless) content by promoting it on multiple occasions over a large span of time.
Content nurtures leads
Relevant, high-quality content helps connect with your audience and moves them through the buyer journey. We go over the differences between cold, warm, and hot leads in this article. A comprehensive content marketing strategy will include different topics and formats to help convert website visitors into qualified leads. Businesses can establish a deeper connection with customers by creating content that speaks directly to the target audience’s needs and interests.
For example, someone who visits your site in the awareness stage (a cold lead) is probably looking for general information or a solution to a specific problem. Your website or blog posts should answer their questions. This starts building your credibility as a thought leader.
A user in the consideration stage (warm lead) may already know about your business and is comparing other products on the market. This is an opportunity to have content like an ebook shine. This type of content solidifies your expertise and how your business can solve their problem.
Someone in the buyer’s stage (hot lead) is poised to make a decision. Your content could guide them to take action!
Using AI for content
With the popularity of AI, it’s tempting to use these programs for content creation. AI can be used as a resource to kickstart the content creation process but is limited to the information that’s already on the internet. If you’re a niche business with little information about your industry online, AI won’t produce reliable content for you.
AI generated content can also (not surprisingly) sound artificial. If you have a specific voice or tone you want to convey in your content, AI may fall short.
Content marketing offers numerous benefits for businesses of all sizes, from small startups to multinational corporations. Remember: results don’t happen overnight. Content marketing works when you’re consistently posting relevant content. Over time, you can boost SEO, broaden your reach, increase customer loyalty, and ultimately, drive more sales.