Content marketing is one of the most effective ways to develop brand presence, increase audience engagement and drive sales.
The higher the quality of your content, the more valuable it becomes for the audience – and they keep coming back for more.
According to Search Engine Journal, “73% of B2B marketers and 70% of B2C marketers use content marketing as part of their overall marketing strategy.”
If you’re still wondering about the importance of content, here are top 6 reasons to invest in content marketing –
Gain Trust With The Audience
Creating good content helps to build trust with your audience. When you create content tailored for a specific set of audience that answers their questions and queries, a bond of trust is developed which is very important for every business.
Content marketing is not just about selling your brand to the audience, but helping them too in their customer journey. Sharing personalized and relatable content reflects brand expertise as well as empathy.
Add Value To Your Website
Content adds the most value to your website. Without it, your website would be nothing but a shopping cart, with no value for prospective customers. It is only with content that a website becomes interesting, educational and helpful. Visitors will stay on the website longer when they read your content that interests them and solves their problem – and they will keep coming back to your content.
Generate Higher Quality Leads
Content is undoubtedly a great way to guide your audience to the landing page, and there is also a high chance that these audiences turn into customers. You can categorize the users in two groups –
- Ones who are familiar with your brand, and know the kind of products/service offered
- Ones who have a problem, and know the solution they need and are ready to search for the best option
In both the cases, targeted SEO through content can help you attract and convert them into leads. Check the search intent of such users and accordingly add the right keywords in the content for the audience to come to you as a solution for their queries.
Rank Better in Search Engines
A recent data by FirstPageSage shows that “the first organic (non paid) position in Google Search has a CTR of 39.6%.”
At times, paid search ads have CTRs of around 2%, even though they appear before the organic results. This is because a lot of users scroll past such ads to check organic results. Therefore, high quality consistent content should be your main focus to remain on top of search results. Ranking on top is important not just for online visibility, but also to drive more traffic to the website.
Less Cost, Better ROI
Content marketing can be considered to be a better investment than traditional marketing on a few factors. Firstly, traditional marketing has a pay and play system. The ads appear only till the time you’re paying for it. In case of content marketing, the expense is for only the content creation. Once a particular piece has been created, distributed and published, there are no added expenses that you have to bear to keep its existence and visibility.
Secondly, when it comes to ROI, do you know that businesses who invest in blogs generate 67% more leads compared to ones who don’t? They also earn 97% more inbound links, 55% more visitors to their sites, and 434% more indexed pages in Google. This is why content marketing is a very sustainable marketing strategy that generates better ROI.
Audiences Prefer Content Over Ads
Why do businesses all around the world invest in content marketing? Because that is what the audience prefers!
Almost 70% of users prefer reading an article about a business than seeing an ad. Moreover, a lot of users even block ads on their computers to avoid getting spammed.
Modern consumers have different perspectives and expectations which influence their purchase-making decisions. They prefer to do extensive research beforehand to be aware of the best options before making a purchase. Brand trust and loyalty are also important considerations for them.
Turn Customers into Loyal Fans
Customers who like your content and can relate with it are more likely to become your brand advocates even before making a purchase.
Loyal fans of a brand can influence their friends and family’s buying decisions, even if they are not potential customers for the same. For example, a person who doesn’t have children yet but is a fan of a baby product brand because of their content will recommend it to his/her friends who are parents.
Content is no doubt the present as well as the future of marketing. It is cost-effective, sustainable, and helps build loyalty and improve customer retention. At FCS, we have devised award winning content strategies for a lot of reputed brands. Call us for a quick consultation today – let’s work together!