The Unique and Vital Benefits of Content Marketing

Perhaps disregarded across the specialisms, industries and marketing minds, but content marketing is one of the most effective ways to reach new customers and retain past clients. It helps you establish yourself as a leading voice in your industry, drives traffic to your site and provides audience with actionable content to help better their understanding of certain topics and solve problems. 

(By Tessa Fyson - Marketing Executive)

In this article you will find how tangential content benefits can help you to grow your business and help provide you with new concepts before you launch your next content marketing campaign. It is easy to copy and paste news press releases, or previous articles, but what sets your brand from the rest is utilising this information to portray your individual or collective views and to evoke a reaction from the readers. The more your content is discussed, shared and reviewed, that is where the reach of your brand has no limits.

Content marketing drives sales

Improving your websites content and inviting more traffic, means nothing if it doesn’t result in more sales. Brand awareness and creating an industry presence are the added benefits and a result of creating another avenue for more sales.

Before a potential client or customer ventures onto the world wide web, they will consider what it is they are lacking. They won’t go straight into the buying stage without doing their initial research. Wouldn’t it be great if the place they are getting their insights is the same place they invest their time and money? A fully constructed and well thought out content marketing calendar will help you be the brand your customers / clients see at every stage of their journey.

If it wasn’t obvious already, an industry professional or company that voices their thoughts and opinions, plus demonstrating their expanse of industry knowledge will be the ideal choice for future business. Would you buy a car from a man who isn’t a car salesman who doesn’t know the difference between the clutch and the breaks?

Brand awareness and brand credibility 

As an example, let’s say you are a recruitment business that has decided to write an informative and insightful article that is ranked number 1 on Google.

Your article is about how to survive your notice period and what to do to prepare for starting a new job. 30,000+ people are searching for that phrase and Googling for more information every month. You have now put your brand in the view of 360,000 potential customers every year.

A certain number of those viewers will click onto your article and then onto your website. Assuming you have put in the time to fill your site with other relevant and helpful articles, that percentage of click through's will now view your brand as the credible source for information. Whether they use you themselves, pass it on to a colleague or share your article online, the reach content marketing can have within your industry has no boundaries.

Google and content are inseparable

Google are the content hunters of the internet, and they are passionate about quality results. For the marketing professionals in the industry whether you work in SEO, PPC or content marketing yourself, you will understand how crucial it is for Google to like what you are posting.

There is no getting out of this one and no back-alley trick to skipping around it, if you are not embracing your keywords, producing top quality content and giving something back to your audience, Google will not back you in your efforts to achieving your place in the internet.

“A 2018 study found that Google sends 10x more traffic to the average website than Facebook (and more than 10x for any other website). In other words, content marketing dramatically boosts website traffic from your most effective traffic channel (organic search).”

Alongside these albeit brief reasons, content marketing can also:

• Content marketing can let you control the conversation
• Is a less frustrating form of marketing than traditional marketing and ad campaigns
• It provides compounding ROI for your business
• Content marketing grows your social media following
• Improves the rate at which your brand is shared online
• It drives more visibility to your product / service pages
• It makes life easier for your customer service team and sales team
• It provides the chance to scale your re-targeting audience

Content marketing directly and indirectly drives a higher percentage of potential customers to your website pages. Directly, if you ensure your articles relate to what you are offering so your website is relevant. Indirectly when other websites, influencers and professionals link to that content and it is seen as a helpful resource.

Warning; Therefore, it is incredibly important for you to give the same amount of attention and detail to every single one of the pages on your website!

This is no where near the comprehensive list of benefits to content marketing that can be discussed, but the value in the quality of content you produce and put on the internet (that never forgets and where no bad blog or poor feedback can hide) is so phenomenally important.