There has been a considerable shift in marketing trends over the past few years. Conventionally, businesses would spend significant sums on running ads on media platforms such as television, radio, and print. However, the rise of smartphones and social media has shifted the rules of media consumption. Reliance on conventional sources of media has lessened in favor of the digital world. Social media and the internet are now home to an ever-expanding media industry.
Besides, more and more marketers are now opting for marketing strategies that help customers learn details about the product and services. Content marketing is one of these that allow businesses to attract their potential customers through content. The objective is to provide valuable information regarding one’s product or service. In most cases, customers actively agree to consume the content to better understand the purpose of one’s product/service. Therefore, every business that exists today can take advantage of this new form of strategy. However, some of the excellent benefits of content marketing include:
- Great Content Has The Potential To Improve Your SEO Results
Optimizing one’s website for search engines generally helps in attracting maximum visitors. However, not all traffic is relevant to a business’ audience. The focus of marketers should be to increase organic traffic, andthis is where most websites struggle.
Content marketing helps in improving audience quality and also contributes to audience retention. Visitors tend to stay longer and browse further instead of switching to another webpage. Content marketing can help in finding a relevant audience and turning them into loyal customers. For the startups out there, if you are looking for new strategies, it would be best to start with content marketing for your business growth.
- Your Content Helps In Gaining Online Credibility
Why does website repute matter when dealing with search engine algorithms? Simply because search engines like Google view and rank websites based on a model of Expertise, Authority, and Trust (E-A-T). Perhaps, SEO professionals often misunderstand the importance of these three components. However, to qualify as an expert, Google judge websites based on their regular blog postings and vice versa. Especially around topics that tackle issues in the website’s niche. It further gains the authority of the content that receives backlinks from other established websites.
When a website becomes sufficient enough to get natural backlinks with increased traffic retention, it automatically becomes trustworthy as per Google’s criteria. It is worth mentioning that the strategy of creating online credibility can take time and thus requires patience. If successfully done, Google tends to show websites maintaining top rankings upon search. It also pushes the content to new visitors.
- Good Content Creates Avenues For Lead Generation
One may argue that valuable content outperforms traditional marketing strategies by a significant margin. Whether it be the number of visitors, web traffic, or lead generation, content marketing has shown better results than traditional push tactics.A business should provide realistic information through its content to succeed in creating value for the consumer. When done the right way, businesses gain consumer loyalty,followed by their active anticipation for new contentresulting in an increased number of leads.
Great content establishes trust between a website and a visitor. That trust encourages visitors to become crucial leads converting to sales. The more value a visitor derives from one’s published content, the higher their chances of turning into a potential lead and ultimately resulting in a purchase.
- Valuable Content Improves Your Brand Affinity
Have you ever heard about brand affinity and its relation to content? Brand affinity refers to a relationship based on trust or loyalty between a brand and its customer. That relationship is built upon content that a customer found valuable. It should provide answers to the questions they were searching for. A better way to understand this relationship is to imagine a customer trying to understand a problem. Through content, a brand can first explain the problem and then offer them a solution or service to that problem.
It is fundamental to the pull strategy. Organizations tend to build a relationship of trust with their customers by engaging them through their content. It further results in a customer paying for the product or service. The idea is to solve problems by educating the customer instead of using ads and pushing one’s message to the masses.
- Content Helps To DevelopGreater Conversion Rates
Not all customers are the same. There are three primary stages of the marketing funnel where customers tend to fall in. First is the awareness stage, second refers to the evaluation stage, while final is the purchase stage. The awareness stage is when a customer discovers one’s product or service. Since customers are early in the buying process, therefore, pushing the product does not help much. It is where a business has the opportunity to start working on a relationship. Therefore, this customer would require content that talks about broader issues regarding the business’ niche.
However, a customer on the purchase stage requires a gentle nudge as they are usually well connected to the brand’s message. While at the bottom stage, the customer needs specific and engaging content to encourage the leap. Understanding the marketing funnel and designing content focusing on all three stages can ultimately boost one’s conversion game.
Digital media has taken significant strides in changing the direction of marketing tactics. Businesses that were keen to adopt content marketing strategies now enjoy the top rankings of Google search. Besides, search engines also prefer to rank websites that consistently post valuable content. Holding the attention of web traffic is extremely difficult but crucial at the same time to encourage new visitors.
Understanding Google’s EAT policy can further provide significant benefits to one’s business. Similarly, generating better leads and improving conversion rates is crucial to make a business succeed. Undoubtedly, content marketing has a profoundly positive impact on a business’s sales target and stands as one of the most effective digital marketing strategies.