Content marketing is a great way to connect with prospective customers, build trust, and drive desired actions. It is highly cost-effective and is being increasingly used by marketers to build brand awareness, establish trade authority, and drive customer acquisition and retention.
Here are thirteen key reasons why companies are turning to content marketing:
#1. Provides Value: Content marketing leads to creation and sharing of informative, valuable, and relevant content. Such content builds trust and improves audience engagement. For instance, a senior citizen who wants to create a steady, retirement income seeks credible and trustworthy information. You can win the trust of such customers by creating easy to understand articles on National Pension Scheme, Senior Citizens Savings Scheme, mutual funds, life insurance policies, etc. The conversions would then become easier.
#2. Builds ranking on Google: Every company wants to rank high on Google search page, and the best way to achieve this is to create quality content around high-intent search words. Google rewards such content by ranking it high on the search page. The company acquires higher visibility, authority and visitors.
#3. Educate and Inform: Quality content is a great way for you to educate prospective customers about your products or services. You can also share industry trends, and encourage your customers to return to your website for more information. It is common knowledge that informed customers are more likely to make confident purchasing decisions than customers searching for answers.
#4. Drive organic traffic to your website: The goal of every company is to attract organic traffic to its website or social media platform. This is where informative blog posts, entertaining videos, smart infographics or podcasts can draw visitors to your website, and significantly lower your customer acquisition costs.
#5. Engage your Audience: You can use interactive and engaging content, such as quizzes, polls, and interactive videos to captivate your audience and encourage them to interact with your brand. This can lead to the building of a loyal customer base.
#6. Cost saving: As compared to traditional advertising, content marketing is highly cost-effective. Your expenditure on content creation is much lower when compared to advertising spends.
#7. Relevant for longer periods: Content is evergreen and can remain relevant over a longer period of time. This can help you attract and engage audiences for years, providing a long-term return on investment.
#8. Increase your company’s reach through social media: Today, most netizens start their journey from social media sites such as Instagram, Facebook, You Tube etc. You can reach out to these netizens by creating smart social media posts about your company. Once you do so, your company can start getting referral traffic from social media sites, who can then be converted into loyal customers. Such content can also become a catalyst for organic growth, especially when your audience shares your content with their friends and followers. This extends your brand’s reach, and people who might not have encountered your brand earlier get to know it.
#9. Make your company an industry authority: Quality content works like a magnet. When you produce high-quality content on topics relevant to your industry you can establish your brand as an authority in that field. For instance, travel sites can hire qualified writers to develop quality content on important tourist places. If they do this well, they attract visitors who speak highly of their content. Once this happens, the site turns into a knowledgeable travel authority.
#10. Provide foundation for digital marketing: Digital marketing cannot exist in a vacuum. A customer who clicks on an advertisement needs to be brought to a landing page. The landing page must be imaginatively designed and should include content that can sustain customer interest and motivate him to make a purchase. That is why content is the foundation of any smart digital marketing strategy.
#11. Build Brand Awareness: Content is very useful in building brand’s visibility. When people come across your content, they become more aware of your brand, even if they haven’t made a purchase yet. Consistent content production can establish your brand as a familiar presence in your industry or niche.
#12. Foster customer loyalty: You can use content to build customer loyalty through regular contests or other interactive schemes. This can encourage repeat business.
#13. Measurable Results: A major advantage of content marketing is its measurability. You can track metrics such as website traffic, engagement rates, conversion rates etc using any analytics tool to understand the effectiveness of your content marketing efforts and make data-driven decisions.
Related Reports:
8 key elements of actionable Content Marketing Strategy
Content Marketing formats that every marketer should know
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