Bring more qualified traffic to your website. Increase leads. Improve conversions. Build loyalty with your existing customers.
That’s what content marketing delivers.
But despite its effectiveness, it’s also one of THE most underutilized tactics in a digital marketing strategy.
Plenty of businesses underplay the importance of content marketing. These are the same teams that believe content marketing isn’t a worthwhile investment.
Let’s get one thing clear: it is 100% worthwhile.
If you nail your content marketing plan, you’ll have a dependable and cost-effective way to promote your business online AND ignite your sales.
So, why is content marketing important to any digital strategy? Keep reading to find out.
What is content marketing?
Content marketing is the act of developing and promoting content that provides real value to your audience.
According to CMI:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
There are a number of different types of content, ranging from images and GIFS to videos, articles, eBooks, studies, white papers, infographics, website copy, brochures, animations, and more.
How important is content in a digital marketing strategy?
Bottom line: VERY
We truly can’t overstate the importance of content as part of a powerhouse online marketing plan. From brand awareness to generating leads and aiding in your SEO efforts, here are 7 ways why content is a great way to help you grow your business online.
1. High-quality content fuels audience engagement and retention
Every digital marketing tactic you execute should eventually direct users back to your website.
Once they get there, your content will make the difference between whether your audience stays or goes — and if they ultimately convert.
In fact, 70% of people say they would rather get information about a company or learn about something from an article or other type of content, as opposed to a traditional ad.
And it doesn’t stop there.
Great content also gives your existing customers a reason to return to take a look at your website, engage with your brand, and hopefully make a repeat purchase or refer their friends.
2. The content you create increases brand awareness
Want to boost your online presence?
Content marketing is the way to do it.
Quality SEO content helps you rank higher in search engine results, which is integral to your online visibility.
Consider this: the top 3 positions on Google bring home a whopping 75.1% of all clicks.
If you can create a piece of content that increases your rankings, you’ll get more eyeballs on your brand and bring more visitors to your website. Period.
Need more reason?
Content is also shareable on social media (and could even go viral). At the end of the day, this means a greater number of people will see and remember your brand — keeping you top-of-mind for any future purchase decisions.
3. It'll enhance your SEO and search engine rankings
“Content is the reason search began in the first place.” - Lee Odden
It doesn’t matter what you’re searching for on Google. The bottom line is, every single search is a request for information.
Search can’t exist without content, and you sure can’t rank in search engine results without it.
Google themselves have said time and time again that you need to make great content if you want to appear in search results:
If you want to increase your visibility online, you need content that's optimized for search. This means content that:
Includes the target keywords you’re hoping to rank for
Answers a user’s search intent
Is well-formatted and structured
Is scannable with subheadings, images and videos
Links to other credible sources
Engages your target audience and keeps them on your site
4. A solid content marketing strategy is one of the best ways to earn backlinks
While we’re on the topic of search engine optimization, content marketing is important as a way to earn backlinks from other websites.
Let’s back up a second and talk about why link building matters.
One of the most important factors that determine where a website lands in Google results is the website’s Page Rank. The higher your Page Rank, the more likely you are to appear at the top of search engines.
And links? They’re a MASSIVE contributor to your Page Rank. Every link back to your website from a trusted, credible source is like a ‘vote’ for your website. More quality links = more link juice = better rankings.
Image source: WooRank
So how do you get these links?
Simple: by creating content.
The content you produce gives websites a REASON to link to you. They might cite you as a source for a statistic, give credit to you for an infographic, add your blog in a list of top articles OR they might just want to share great content.
Over time, these backlinks will add up — creating a solid link profile that sends your website soaring in search results.
5. Your content strategy fuels your social media marketing strategy
LinkedIn, Facebook, Twitter, Instagram...regardless of which platform you choose, social media matters for every business.
But it’s not enough to BE on social media. You need to be active and post regularly to engage with your followers and stay top of mind.
That’s where your content strategy comes in.
Videos, memes, important content news, GIFs, blog posts or images — all of these give your target audience a reason to engage with your business and share your brand with others on social media. It's also a way to get more visitors onto your site, where they’ll hopefully learn more about your business and convert.
6. Content helps generate new leads and conversions
Content plays a key role in bringing visitors to your website and moving them down your customer funnel, until they convert into new customers.
Why is content marketing important here?
Let’s break it down in terms of the customer journey.
Top-of-funnel: Content creation drums up awareness and drives new traffic to your site from your online marketing channels. This can be evergreen content, or content specific to your marketing campaigns.
Middle-of-funnel: Once potential customers are on your site, educational pieces of content informs them on who you are, what you offer, and how your product or service can solve their problems.
Bottom-of-funnel: When it comes time to make educated purchasing decisions, creating quality content can be the difference between a visitor buying from you or going to the competition. Think how-to videos, demos, webinars, customer testimonials and case studies with a call to action to try your products or services.
When you create content that helps your user at every stage of the funnel, you’ll increase your traffic, encourage more of these website visitors to consider your brand, improve your lead generation efforts, and win more conversions, every time.
7. Content can help build trust and authority
What differentiates you from the competition?
At the end of the day, it comes down to your trustworthiness and authority as a brand.
You know what you’re talking about. Content marketing proves it to the rest of the world.
Content demonstrates your subject matter expertise and differentiates you as a key player in your industry. In turn, this authority gives your potential customers more reason to buy from you.
Take your digital strategy to the next level
Effective content marketing is an important part of any digital marketing campaign.
However, there’s a huge difference between ho-hum content and superpower content that actually delivers results for your bottom line.
You need to nail your keyword research, optimize your content for users AND search engines, consider user intent and target the right topics if you want to see real-world results.
This is exactly what we’re here to help your business do with our FREE digital audit.
Get in touch with us today and you’ll unlock a 30-minute strategy call, an audit of your current online marketing AND a 6-month multichannel game plan — all at no cost.