Content marketing is one of the most important long-term marketing activities that can help your business in many ways. Here are the ten most important reasons why you need consistent and quality content.
Helpful pieces of content can sometimes be hard to produce. Blog posts take skill, time and research to really hit the target, but they also build trust, keep gaining views, and can be written to impress in a specific phase of the buyer’s journey.
In this article, we’ll go deeper into the ten most important reasons why content marketing is important, and how it can enhance and improve your overall marketing strategy.
The first and most obvious reason why content is important, is that it helps websites rank better on search engines. Unlike some forms of traditional marketing or social media, blog posts are rarely sponsored or boosted on platforms, but are left to organically gain traction.
The way to make search engines rank your website better, is to feed it with keywords that are relevant to your industry and target audience.
Google and other search engines use algorithms to determine whether a page should be shown at the top of the search results. When searching for relevant keywords that are tied to a search query, they “crawl” the web.
Let’s say you are writing a blog post about toothbrushes. You will probably have to add keywords like “dental hygiene”, “electric toothbrush”, “cavities”, “dental care”, “deep cleaning”, etc. The crawler will come across these words and pull the blog entry to the top of the search results list.
Back in the day, companies could just load a bunch of keywords into text without any context or flow. However, nowadays the Google algorithm is too advanced to fall for this trick. **Articles that rank good don’t only have keywords, but also serve to fulfil the search intent and are well written. **
The main goal when writing an article today shouldn’t be to trick the crawler into pushing your article to the top, but to help your target audience find an answer to their question. Write with real-life readers in mind, and try to incorporate your keywords into the text naturally. This way you’ll surely improve your SEO performance.
The main goal of content marketing, as with any other form of marketing, is to sell a company’s products or services. In digital marketing, this can be done through lead generation, which is the activity of gathering relevant email addresses from potential customers that they consent to giving, for the purposes of targeting them in marketing campaigns.
Content marketing is one of the best ways to capture leads, as it is informative, but not a deep-dive research into a topic. By writing a shorter article, and adding forms for a long and well researched e-book on the same or similar topic, you can convert your accidental readers into qualified leads.
Typically, you develop content to deliver free, helpful information to visitors. Calls-to-action can be placed anywhere in your content, including inline, at the bottom of the page, in the hero section, and even on the side panel. The more time a visitor spends with your content, the more likely they are to click your call-to-action and go to your landing page.
Of course, there needs to be research into what the readers would like to read about, and what e-book is relevant to them. You need to offer value to them in order to get their emails, otherwise, it might seem like an unfair deal. See the form below this text? Don’t be shy, go ahead and download it if it’s a useful guidebook for you.
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Reaching (and impressing) potential customers
Great content has the power to elicit positive reactions from potential customers and entice them to return for more. It’s a method of capturing the audience’s attention while also reinforcing a positive brand image.
Your brand’s reputation will improve if your content answers the search intent well. Customers are more likely to have a favorable impression of your brand if they see more high-quality content.
Conversions are influenced by the material you publish. It allows your audience to interact with you while also providing them with the knowledge they need to make informed purchases.
Furthermore, if you’re utilizing blog content to drive traffic, consider employing unique visuals rather than stock photographs, as marketers say the latter is the least successful at helping them achieve their objectives.
Additionally, your material should always include a CTA that directs your reader to the next step.
Nurturing existing customers
Content creation aids in the development of a relationship between your company and its target audience. You can connect with customers and respond to their inquiries. Your audience is more inclined to trust your advice and suggestions if you provide value without expecting anything in return.
So, apart from reaching new audiences, you can also use quality content to nurture and educate your existing customers, and provide value to their relationship with you.
A company that invests in nurturing has a much better chance of having a customer for a long time, and the higher the customer lifetime value, the bigger the advance of content.
Many marketing actions can help you raise brand awareness, but content marketing is one of the most effective ways to do so.
In a nutshell, the content strategy achieves more than just a first-page ranking for your blog item. It makes your content (and thus your brand) visible to potential clients wherever they are looking for your goods.
To put this plan into action, write about issues that your clients care about so that they start to identify your amazing content with your business.
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Getting to the target audience organically
One of the biggest perks of content marketing is that it is rarely sponsored, and people come across articles of their own volition.
This makes it a more trustworthy and tolerable form of marketing for many people. Unlike pop-ups and intrusive social media ads, content is a slow-paced researched piece that people read because they want to stay informed about the matter at hand.
Positioning as an authoritative thought leader
Creating high-quality content will also aid in the development of your online authority. You’re more likely to rank higher in search engines if your company has established itself as a reliable source of information.
Furthermore, if your consumers see you as an industry expert, they are more likely to trust you. Your content should demonstrate your knowledge of the subject matter and provide useful solutions to your audience’s questions.
Neil Patel’s blog, considered to be one of the most informative and valuable marketing blogs.
Cheaper than other marketing efforts
Content marketing is the most cost-effective marketing strategy. Apart from paying for a writer, graphic designer if needed, and having a functional content management system (CMS), it doesn’t cost anything. You don’t need to fight for a spot and place ads, boost articles or create super expensive visuals in collaboration with a marketing agency.
If you use the right amount of keywords and produce quality content, the articles will “simmer” for a couple of months and start pulling traction organically. Some articles gain thousands of views without a single cent being spent on sponsoring.
A strong brand is built by including its identity and values in every piece of marketing and external communication to its target audience. Content marketing is no exception: even blog posts can contain your visual brand identity and share your brand story to a vast number of online readers.
In the digital world, the website is where it all happens. It is the touchpoint of every step of the buying journey, and any type of content, blogs included, needs to remind website visitors of the brand and its unique personality.
The blog section is possibly going to be the biggest lead magnet that brings people to your website, and if you don’t use the opportunity to make a first impression and help readers memorize the brand they discovered by accident, you are missing out on many potential new customers.
Relevant for a long time
Unlike trends and fads, well written and researched articles can be relevant for a very long time. An article written years ago can stand the test of time, if the topic isn’t a perpetually changing one.
And a well-performing article that already has many views can be updated with new relevant keywords and crawled again, to get even more readers.
A good practice is to go through older articles and add a couple of new developments in it, both to keep it “fresh” and to make the search engines crawl it again.