What are the Benefits of Content Marketing?
Content marketing benefits your business in numerous ways, from building brand authority to reducing your reliance on paid advertising.
Content marketing benefit #1: build brand authority
Businesses can use content marketing to build authority in their industry. By producing content using the expertise, data, and knowledge a business possesses, it can position itself as an expert in its sector.
Accounting firm PwC does this at a high level. For example, it recently released the “Global Crisis Survey 2021”. In this report, the firm interviewed a range of global business leaders and produced a variety of content, including blog posts, videos, quizzes, and a PDF. This type of content enhances PwC’s brand authority in the eyes of the public and across a range of business sectors.
Content marketing benefit #2: grow organic search traffic
People often use content marketing for its SEO benefits. By creating blog posts or web pages that answer common search queries related to your product, you’ll show up in search engines when people are looking for solutions you offer.
Look at what happens when you search for “How to meditate” on Google. One of the top links is a meditation guide written by Headspace, a meditation app.
When people click on the link, they do not only get a handy guide to meditation, but they also become aware of Headspace. In the future, if they decide to continue their meditation journey, they may remember Headspace and download the app.
Content marketing benefit #3: generate qualified leads
Content marketing is among the most effective ways to generate qualified leads for your business. The most common lead-generation strategy is to offer a lead magnet in exchange for a user’s email address. A lead magnet is a compelling free resource that provides immediate value to your website visitors and converts them into leads and subscribers.
To use content to build leads, the material should be valuable enough for customers to want to give you their contact details. Usually, this means it’s more in-depth than regular blog posts or articles. Other lead magnet examples include software trials, video tutorials, checklists, cheat sheets, templates, and free consultations.
Content marketing benefit #4: build a community
Publishing high-quality content that solves problems for readers helps you build a strong relationship with your audience and stand out in your industry. As a result, your audience becomes your brand advocate, actively shares your content, drives more traffic to your site, and brings referral sales through word-of-mouth marketing.
Content marketing benefit #5: grow your email subscriber base
Email subscribers are among your company’s most valuable assets. An email list gives you unlimited access to your followers’ inboxes and allows you to strengthen your relationship with them and drive repeat sales.
But building an engaged email subscriber base is only possible with coordinated content marketing efforts. Consumers rarely share their contact information without good reason. So, when you provide them with a free resource that offers immense value and solves their problems, it’s much easier to get them on board.
Content marketing benefit #6: reduce reliance on paid marketing
Pay-per-click (PPC) advertising helps you drive sales immediately. But it only works as long as you invest money in running ad campaigns. The moment you stop your ad campaigns, the results dry up.
Content marketing is the complete opposite. It takes time to create content, rank for your target keywords, build brand awareness, and grow your email list. But once you do it, the results keep coming even if you don’t create new content as frequently.
In other words, your content becomes a permanent asset that keeps driving traffic and converting visitors into subscribers, leads, and customers. It perfectly complements your direct marketing and sales channels and reduces your reliance on paid advertising.