Isn’t everything a click away nowadays? Whether you want solutions to simultaneous equations or tips to streamline marketing campaigns – the internet is overflowing with information. As a result, marketers started using the power of content to spread their brand message. Unsurprisingly, content marketing has gone from an exciting new marketing concept to an essential marketing strategy for every business. Are you familiar with content marketing?
It is a marketing type that focuses on content generation through blogs, articles, videos, infographics, etc. Instead of promoting the brand explicitly, it stimulates interest in products and services. You can engage with customers, create awareness, answer their queries, or give your opinions on the upcoming trends. In turn, it attracts people towards your business, increasing conversions and profits.
Nowadays, those aggressive call-to-action buttons of ‘buy now’ and promotional content do not bring any business. Today, we optimize content so that our ideal customers can find our brand. After all, modern customers demand valuable and unique content that suits their interests. Since content marketing goes beyond promotions, it builds trust with audiences and helps you connect with potential customers. If you are still skeptical about it, have a look below.
Here we are unfolding six reasons why content marketing is essential for businesses.
1. Offers Link Building Opportunities
When it comes to Google’s top-ranking factors, backlinks steal the show. It is an external link on a webpage, directing users towards your site. These links also leave a positive impression on Google because backlinks act as a confidence vote, reflecting the website’s credibility. Fortunately, content marketing can help you with the link building process. You can write blogs and articles with backlinks and publish them on a reputable site.
Before creating new backlinks, use SEMrush’s backlink checker to recognize spammy or broken links. In case the majority of backlinks are coming from spammy sites, it can hurt your new strategy. Therefore, get rid of old links and use authentic content to generate new ones. If you want to increase conversions, consider adding backlinks to keywords to increase referral traffic flow. These are the people who have an interest in your offerings, increasing conversion chances.
2. Builds Marketing Funnel
In the digital world, every marketing campaign relies on marketing funnels. It describes a customer’s journey from brand awareness to the final purchasing stage. Now, let us unfold t the role of the marketing funnel in content marketing. Here are three areas of funnel you have to think about when generating content.
I. Awareness Stage: At the top of the funnel, your potential customers explore solutions to their problems. Thus, you have to use content to educate people. Similarly, get all information they need to make a decision.
II. Evaluation Stage: Here, your prospects are in the middle of the funnel, evaluating their options. Therefore, you have to give them choices to narrow down choices and come closer to the buying decision.
III. Purchase Decision: Once a lead reaches the bottom of the funnel, it means they are ready to convert. You have to give a final nudge of encouragement to the buyer and inspire them to make a purchase. It could be a product demo, free trial, or consultation.
Once you understand on which stage leads are, you can generate suitable content. If any prospect leaves the funnel, dig into your content strategy to analyze the weak points. In addition to streamlining the marketing campaign, you would know what drives prospects away.
3. Strengthens Relationships With Customers
According to review42, 65% of the company’s profits come from previous customers. More than customer acquisition, you have to retain existing customers. After all, loyal customers are nothing less than a treasure for businesses. You can create a personalized content marketing campaign with available customer data. If any customer hasn’t purchased anything in months, send a customized email. You can include a ’10 % discount coupon’ or ‘free shipping voucher’ with the subject line ‘we miss you.’
Similarly, surprise your regular customers with gifts and product guides on their purchase to develop a stronger connection. Besides this, you can solve common product problems. If people are having issues with assembling the organizer, create a brief video tutorial. Content that provides value can increase brand loyalty and up-selling opportunities.
4. Boosts Seo Rankings & Conversions
Do you want to rank on the top results? Search engine optimization (SEO) plays an essential part in improving visibility, traffic, and conversions. And according to marketing experts, content creation is the most effective SEO technique. Firstly, having content on a webpage improves Google indexing because spiders can readily crawl to your site and assess content quality. Secondly, look into words and phrases, the ‘keywords’ people use, and include them in your content.
You can create blog posts on different topics within your niche. If you are offering legal services, talk about how lawyers can save people from legal troubles, tips on finding a credible lawyer, etc. You have to ensure topics are relevant to target audiences to increase your chances for ranking for keywords. Besides this, the more content you have on your site, the more visitors will stick around. Google notices time spent on site, indicating your site provides valuable content.
5. Gives Edge Over Competitors
These days, crawling into the business world has become effortless. All you need is a small capital and interactive social media profile to start selling. In the busy marketplace, every business wants to differentiate itself from the competitors. Luckily, content marketing can help small companies to set themselves apart from others in the industry. So, what makes your brand special? Perhaps, the product quality, customer service, or shopping experience.
Highlight your unique selling proposition through content and use it to captivate audiences. Moreover, use interactive content to engage with customers. Alongside creating blogs on eye-catchy topics, conduct online contests, quizzes, polls, giveaways, and create infographics. It boosts audience engagement while giving you rich insights into changing tastes and preferences. Once you know what customers want, you will automatically gain an edge over competitors.
6. Establishes Brand Authority
Virtual shoppers want to deal with experts who are well-versed with the ins and outs of the industry. Therefore, use content marketing to demonstrate your expertise in the field and establish brand authority. Firstly, provide valuable knowledge to help readers make a more educated purchasing decision. For instance, if you sell software, explain all advantages, usability details, and mention devices compatible with it.
Every time you publish an eBook, blog, or even video, it reaffirms your leadership position for your leads and customers. Let’s assume it comes down to buying from a brand that regularly publishes informative content and a business that doesn’t have any content. Undoubtedly, the customer will purchase from the company that demonstrates its knowledge and expertise. In addition to building brand authority, Google sends more organic traffic to your website.
Believe it or not, the content remains the king. Whether you have a multinational company or a small eCommerce business – don’t overlook content marketing benefits. It boosts visibility, builds a healthy relationship with customers, gives you an edge in the market. Therefore, start developing valuable content that has your target buyers at its core to enjoy higher conversions.