Content marketing is a long-term strategy that focuses on the creation and use of content in any type of format to help businesses connect and build a good relationship with their target audience.
It is a powerful tool for driving traffic, generating leads and sales, and building a reputable online presence.
Even if you’re a small business just starting out, it is important to put some focus and energy into content marketing.
There are many ways that content marketing can benefit your business and help you reach a wider audience.
We asked the guys at the content creation agency, Contentellect, to share their thoughts on the benefits of content marketing. Here’s what they had to say.
The Benefits of Content Marketing
Increases Search Traffic
Producing quality content that targets specific keywords can help increase traffic to your website. Content is an essential part of SEO, as search engines reward good content by upping your ranking in the Search Engine Results Pages (SERPs).
Very few people scroll past the first search results page, so having a high ranking makes a massive difference to your organic traffic levels.
To rank well in the SERPs your content needs to be current, relevant and valuable to your target audience. In addition, it needs to be well-optimized for search using best practice on-page SEO techniques.
There is a lot that goes into ranking content, but the key is to have a clear strategy built around relevant keywords in your niche.
Helps Establish Your Brand
Producing quality pieces of content that people find useful and easy to consume, can help to establish your brand as an industry thought leader. If people find value in your content, they will begin to trust your brand.
Establishing trust in your brand is one of the greatest sales weapons you can develop as it is a lot easier to convert visitors to customers when they trust you.
Greater Top of Funnel Lead Generation
You can also use your content to generate leads by guiding visitors to sign-up for things like newsletters, trials or discounts. You can then email them valuable content and nurture your customer relationships so that they will be more likely to come to you when they are ready to make a purchase.
This is called top of funnel marketing and is a great way to generate leads that eventually become customers, and in a perfect world become brand ambassadors.
This process of capturing leads and nurturing them to customers all starts with great content.
Improves Domain Authority
Once you’ve created enough content to become a good resource-base for a particular topic or industry, Google will start to see your site as more authoritative. Having higher domain authority gives you an advantage over your competitors and improves your ranking within the search engines.
Leads to Higher Engagement and Shares
Having good quality content means that people will stay on your website for longer as they click through your blog or navigate around your site to learn more. This is not only good for improving your SEO but also has a positive impact on your conversions.
If people find value in your content, they are more likely to share it on social media where more people will then see it, visit your site and possibly become customers. Other websites could also link to your content if it is good, which can also significantly improve your ranking in the SERPs.
Increases Return on Investment (ROI)
Content marketing is a lot cheaper than other outbound marketing strategies and traditional advertising. As a small business owner, you can greatly increase your ROI by investing in content.
Not only is content marketing much more affordable, but it can also generate just as many, if not more, leads than other marketing methods.
Think about it.
One only needs to create content once, rank it and it then has the potential to generate leads for many months if not years into the future.
By contrast, paid advertising is a bottomless pit where you have to continue spending to get more leads and sales.
Builds Strong Customer Relationships and Drives Repeat Sales
Content is a great strategy to help you keep in touch with your customers after they’ve made an initial purchase.
Providing people with helpful content, that isn’t salesy, makes it less likely that they’ll unsubscribe from your email list or unfollow you on social media.
When the time comes for them to make a purchase again, it’s likely your brand will be top of mind.
The Investment That Keeps Giving
While Google values fresh, up-to-date content, you should still make sure that you are creating evergreen content (i.e. content that doesn’t go out of date).
Publishing quality content that targets good evergreen keywords, will reward you for years to come.
Evergreen content does not need to be updated as often as other content, such as product reviews or news posts.
This means it’s an investment that keeps giving. You can continue to drive traffic to older, evergreen content for many years with only a few updates here and there to improve it and keep it fresh for Google.
So, what are you waiting for?
There are so many benefits of content marketing. If you’re a small business owner trying to make a name for yourself online, then formulating and implementing a good content marketing strategy is definitely worth your while!
If you are not sure where to start, reach out to the team at Contentellect and they can help design the perfect content marketing strategy for you.