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Why Is Content Marketing Important and How It Leads to Business Growth

why is content marketing important

The Internet is one of the most powerful tools that businesses can take advantage of. In fact, having a strong online presence can exponentially increase your potential for conversions and revenue.

One of the best ways to drive traffic to your company’s site is through content marketing. But, not everyone’s familiar with its many benefits.

So, why is content marketing important? Don’t worry, we’ve got you covered.

Let’s take a look at everything you need to know.

Authority Building

One of the most notable attributes of content marketing is the capability to build authority within your brand’s niche.

When you present your audience with professional, well-organized content, you’ll establish yourself as an expert in your field. This will cause your audience to innately hold your brand in higher esteem than they would otherwise.

You’ll also simultaneously accomplish two other tasks:

  • Setting yourself apart from your competition
  • Building trust with your target demographic

Consistently publishing quality content can go a long way when it comes to developing a relationship with your audience. This will inevitably lead to more conversions, word-of-mouth advertising, etc.

So, it’s an obligation that should never be neglected.

Increased SEO Value

No matter how efficient the product or service is that you offer, you likely won’t be able to optimize your sales numbers if you aren’t able to get your audience to your company’s site.

Fortunately, implementing a content marketing strategy has the added benefit of increasing the amount of traffic that your site experiences.

As you publish more and more high-quality content, you’ll be able to rank higher for your target keywords. This will directly impact how highly you rank on Google’s search results.

Over time, you’ll find that your audience will begin to find their way to your website on their own, which will also result in an even higher Google ranking.

Since the content you publish is carefully curated, your audience will spend more time on your site and is likely to navigate to other pages. This is an additional factor that Google takes into consideration when determining your ranking.

Lead Generation

Once you get people to your site, you’ll have the opportunity to guide them toward the product or service that your business offers. This is particularly effective if the content they’re interacting with is able to showcase what your products can do.

For example, let’s assume that your business offers managed cloud IT solutions for smaller companies. A useful piece of content that your company can develop is a comprehensive guide about how this type of service can simultaneously increase the security and productivity of a business.

You’ll essentially be justifying why it’s worth it to invest in the solutions that you offer. From here, you can gauge your audience to similar content or to a sales page to learn more. 

Exponential Growth Through Social Media Shares

If something that you create is particularly useful, it’s not unlikely for people to share it with their friends and family. If that individual happens to have a significant following on social media, you can significantly increase the amount of exposure that your content gets.

But, you don’t have to rely on a single share in order to accomplish this. Getting 100 shares from people who have a modest social media following could prove to be just as beneficial or even exceed this scenario.

The increased traffic will also help your search engine ranking. Aside from that, though, you’ll have access to a large number of people who may be interested in what your company offers— people would have never reached otherwise. 

Increased Conversions

Although it’s often the end goal, making a conversion doesn’t always necessarily mean making sales. In fact, it’s not uncommon for the primary focus of a conversion to be someone signing up for an email newsletter.

Providing somebody with quality content will often leave them wanting something similar. So, they are likely to opt into receiving emails from your brain in the future.

From here, you can contact them in the future with additional offers that have a high probability of leading to sales since they’ve already expressed interest in your company.

Synergy With Other Digital Strategies

This is perhaps the most important aspect of a solid content marketing strategy.

Having a foundation of quality content on your website will make other marketing methods (such as your PPC campaign, email marketing campaign, etc.) far more effective since you’ll have a great location to drive traffic to.

A common strategy is to develop a comprehensive, informative guide on something industry-related. This content will be full of keywords you want to rank for, internal links back to your own site, and links to your sales pages.

By using multiple digital marketing strategies to drive traffic to this content, there’s a high probability that it will result in a high number of sales conversions.

Quality content can be thought of as the pillar that supports other marketing strategies, and it’s something that brands in nearly every industry should prioritize.

Answering ‘Why Is Content Marketing Important’ Can Seem Difficult

But it doesn’t have to be.

With the above information about ‘why is content marketing important’ in mind, you’ll be well on your way toward making the most of the utility that it provides to your business.

Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.

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