Content marketing used to be a technique to set yourself apart from your competitors, now it has turned out to be a prerequisite for all brands.
Content marketing is one of the vital aspects of successful online marketing campaigns. Behind every great brand, there is a multitude of relevant and valuable content that connects with the brand’s target audience.
Are you still wondering, why content marketing is important? Before we get into the benefits of content marketing, it is important to understand what content is?
What is content?
Content is a general term used to define any type of graphic, text, video, and any kind of interactive element on a website.
Content offers value to a site by giving users a reason to go to it in the foremost place. If a website is just a parked page- default setting after you purchase a domain name- no one will go to it and it will not be good for a brand.
If you work in the retail industry, you can earn those clients by making extra sales on your website. If you work in a lead-based industry, you earn those clients by getting site visitors to contact you.
Both methods work well for expanding a business, mainly when you tailor them to your target audiences.
So, in simple language, content is the most important part of your site when you want to start online marketing. But again, why is it important?
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Why is Content so Important in Digital Marketing?
When your website has content, people have some reasons to visit it, learn from it, and then become permanent new customers.
Without it, you may as well not have a site because it will not do anything for you. There are many major reasons why content is important for digital marketing.
By looking at them separately, we can get a better content idea of content in general and why it helps brands to grow.
Content informs your customer- First, content tells your customer about your industry and business. It answers those basic queries that many of your potential clients have. For instance, a local clinic may have a page on their website called, “What is obesity?” This helps the potential consumers get better details.
That allows the client to understand their future situation in a better way, and it also saves your time for mortgage experts who do not want to reply to that questions every time a new customer comes along.
So, when you curate content that informs your target audience, you are not just telling them about the interesting facts- you are assisting them to make the right purchasing decision and saving money and time on your end.
This is a win-win situation. An informed potential customer is that much closer to become a paying client- and just because you spend time to create a page.
Your content does not have a shelf life. Once you post it to your website, it will continue informing potential audiences day after day, year after year- at no additional charge. But you may use best content writing tools to get quality written content which will have worth for unlimited time.
For instance, if you write a blog about your business realted garage door safety as a part of your garage door marketing plan, it will probably remain priceless months after it is published, versus if you wrote a blog on current garage door design trends.
This alone is enough for most companies to begin using content marketing. But there are still more benefits that any organization can enjoy.
Content ranks in Google- All of us know that Google is the biggest search engine in the world. As a result, it fields over 1 trillion questions every year from users across the world. With that number, you can bet that someone in your area is using Google to study your industry. Curating content and posting it to your site is an effective way to reach those potential clients.
To begin, first, you must research the keywords that will help you to reach your audience. Once you have a list of keywords that will earn qualified traffic to your website, you can create content around those keywords and then optimize it for the search engines.
Then, last, include a call-to-action (CTA) at the end of every page to inspire your audiences to convert them into new leads.
If you are selling an item, call-to-actions like “Purchase now”, “Add to Cart”, “Click to buy” tend t work well. As far as lead-based businesses are concerned, CTA’s like “Get Started”, “Get a Free Quote” are the best option.
Once completed, you can submit your new page to Google individually. This will help Google find them faster, which will also help them to index our pages and display them in the search results.
Now, wait. This is the most difficult part of the content curation process, but it also gives you some time to complete other tasks- including more production of content!
By keeping that in mind, you can work on new content to rank in search engines. The more content you post, the more your website will attract visitors to your website- and every one of them is a potential customer.
But showing up on Google is just the beginning. Content gives you another important key benefit particularly to search engines.
Content helps you to earn links from other websites- Content brings audiences to your website, and it is also the part of your website that earns links from other sites. Links are an important SEO ranking factor. It is like each one of you gets a vote of confidence, and the more you have, the higher your website will rank. This means that if you get enough links from other websites, you can create pages, add them to Google, and help them rank on the first page.
Usually, this is reserved for the most powerful sites in the world, including Twitter, Facebook, New York Times, and various other popular brands. But all of them rank for major keywords like “news” or “social networks.”
Your brand would target long keywords that are less competitive, which means it would be easy for you to get to the top position in the search engine results.
So, based on your industry, earning too many links may be sufficient to get your website on the first page of search engine results for some keywords.
For other keywords, it might take some time. It is not necessary to have the biggest website to achieve success in the digital marketing world- but you will require a few links to move ahead of your competitors.
So, maybe you will just earn a few links for the content you publish. Those links may not allow you to compete against New York Times, but they could help you to move ahead of your local competitors. And in online marketing strategy, that is what matters.
Curating content is a cost-effective method to attract new leads- For those who are thinking about why is content important, have a look at all the ways that content can help your brand bring in new customers or leads. Lead generation plays a vital role for small businesses that depend on constant traffic to grow their company and improve sales. Content marketing is not great for lead generation, but it is quite affordable.
Though content marketing costs nearly 62% less than the traditional marketing methods, it produces 3 times as many leads. The affordability of content marketing makes it an important tactic for small businesses that want to improve their budget.
It is significant to note that content marketing is time-intensive, and it can take some time to see the results of your hard work. This is true when it comes to SEO.
However, when it comes to curating quality content for different niche, a little effort can go a long way. In fact, according to studies, over 81% of marketers found that they saw an increase in traffic by investing around 6 hours every week in their social media content.
The key to boosting content ROI is developing a content marketing strategy that considers your target audience. You should never write content just for the sake of curating content.
If you want to get the worth of your money, your content should be strategic in the topics you select, the types of assets you create, and your promotional techniques.
Content helps your brand to show your subject matter expertise- Customers want to know that they are dealing with professionals who know the ins and outs of the industry. This is another answer to why is content marketing significant. Content marketing lets your brand show its expertise in the field while offering important knowledge that can help the readers make an educated buying decision.
Every time you publish a new blog, white paper, or any other content piece, you are showing customers and leads how much do you know about the industry and the issues that they face.
When the time comes to make a purchase, customers will remember your brand that offered them the information they required to better understand their issues, solutions, and several other options.
Let us say it comes down to buying from a business that publishes regular content that is informative and educational or one that does not have content.
The customer is likely to buy from a business that has shown their expertise and knowledge. This way, they can have peace of mind in getting that they are being taken care of by industry professionals who can answer their queries and troubleshoot any problems.
With all the advantages explained above, it is easy to see why content marketing with correct content techniques is important for businesses of different sizes.
Not just does content marketing help you improve visibility, but it can even help you build relationships with your customers and leads.
If you want to see the importance of content marketing in action, it is time to get started.
Work on creating a content marketing strategy that has your target audiences at its core.
Then, you can be on your way to curating valuable content that assists boost conversions and enhance customer retention.