We’ve all heard the phrase ‘content is king’. If you are new to digital marketing or a small business owner and are putting together your content marketing campaign, you might be asking yourself: why exactly is that the case? Well, if you have assigned budget to paid search (website promotion), it can be easy to measure your return on investment. With content, it can be a little more tricky, because typically people who visit your website won’t necessarily read any blog posts and then click on something to buy a product or service, as they might after clicking on an ad banner relating to what they searched for. That’s not to say that great content isn’t a powerful asset for any marketer. In fact, 53% of marketers say that creating new content is now their greatest priority. And here are just a few reasons why it can be key to the growth and health of your business in the future.
Answering buyers’ questions
We love content that we can use! That’s why great content is useful and exciting because it helps with our journey. It must be informative so we can avoid the questions and make decisions; it must be cool to learn from because otherwise there’s no joy in it. Where relevant, content has to be educational – to inform and teach us – so that we know what to look for. We need evidence for decision-making so make sure you include facts that are real!
It builds trust and authority
Content plays a key role in building trust and authority. Videos, articles or thought pieces will establish your knowledge and expertise on any given topic and by extension, instills trust in the consumer that your business is a specialist in its field. Content also solidifies your presence as a leader within your industry and ultimately increases the chances of conversion when consumers are ready to make their next purchase!
It’s important for lead generation
Dare to be different! Have you ever noticed that many websites asks for your email address if you want to get access to some content? Sites do that because marketers really think it helps! It is not easy to accept a new idea but, in this case, most of the time, you’ll give access without even realising it. If someone tells you a particular blog post is worth reading, wouldn’t you just want to know more about the topic by providing your email address? The truth is that visitors are trusting you when they provide their personal information which only means one thing: they place their faith in your judgement! For them, free stuff will always be worth sharing with others. Show them what works and they’ll pass it on – so don’t be afraid of stepping out of bounds and stand out from the crowd.
It’s essential for SEO
Search engine optimisation (SEO) is imperative to increasing your website’s visibility. While it might take time for the metrics to change, by creating a steady flow of quality content, you open up more opportunities for increased reach – leading both new and returning visitors to your site. If you are able to put out regular content that stands out from what others in your industry are doing, it could appear in suggested searches as well as social media. Links pointing back to your website can also help raise your rank higher in the Search Engine Results Pages (SERPS).
Create a compelling social media presence
If you’re an entrepreneur launching a website of your own, then it’s extremely important to spend the time to develop a social media library! Building such an inventory is the only way to harness the full potential of this modern marketing tool. Creating content for your feeds doesn’t necessarily have to be hard (and we plan on showing you how with our future guides!) because through sharing popular videos, infographics and blog post embeds across your social media networks, you will soon see some new reasons for engagement in the form of likes, shares and comments.