Content marketing should be a part of your marketing strategy. In this article, I explain why content is important and provide you with resources to create a content marketing strategy that works. Feel free to start with my comprehensive guide on “what is content marketing” to begin with.
Why content is important
Why is content important? Well, it is an essential part of digital marketing that can aid other aspects of advertising and marketing. Content can aid your Search Engine Optimisation, be shared on social media and in emails and be utilised in Pay Per Click campaigns. Content is important for business in four key ways.
SEO
Content is important for your SEO. It aids your SEO strategy by improving your visibility on search engines through keyword ranking and overall site score. Producing a piece of content, such as a blog, that answers your audience’s questions or discusses a topic they are interested in, will make it more likely your audience will find you through search engines. If you have a particular product that is very competitive, it may be difficult to rank number one for it. Content is a way to boost that ranking by discussing that product in many different ways. For example, let’s say you sell spring flower bulbs and you want to rank number one for “Daffodil Bulbs”. It’s a fairly competitive keyword so you might not be number one to begin with. Instead, you may write some blog articles about daffodil bulbs such as:
- When to plant daffodil bulbs?
- How many years do daffodil bulbs last?
- Should you dig up daffodil bulbs after flowering?
Not all of these queries will result in a sale of your bulbs but it will indicate to search engines that your site is relevant to people who are wanting to buy them.
Brand Awareness
Content is an important way to build your brand awareness. Not only will content get you shown more frequently on search engines, but It can also be used on many other platforms. Content can be shared on social media, in email newsletters and in paid adverts. By having quality content to share outside of your website, you will be able to get your brand in front of more eyes. For many small businesses, it’s all about improving your presence in your target market. Content is a great way to show new and existing audiences what you’re are all about.
Trust
When you share quality content that inspires, educates or entertains you build trust around your brand. Content that is relevant to your audience and is well produced will show that your business has the expertise and knowledge. Whitepapers, blogs, case studies, videos and infographics can all showcase that you have the skills to back up any claims you make to potential clients. Without quality content, potential leads who may not pick up the phone to speak to you, may not believe you can do what you say effectively.
Return on Investment
When your audience recognises you and trusts you, they are more likely to convert in to paying customers. Persuasive content will convince your leads that your business is the right company to choose. At the end of the day, content marketing is a tool to improve your sales, and it’s been shown to have a very high return on investment (ROI). Of course, this is all dependent on a well structured and quality content marketing strategy.
Build a quality Content marketing Strategy
While content marketing is important, it can only work when your marketing team is producing high quality, engaging content frequently. Without a good content marketing plan tied to an SEO strategy, you will not hit all four points. Here are some further resources to help you develop a content marketing strategy.
If you don’t have the time to dedicate to content marketing or need some extra guidance, I am here to help. Contact me today to discuss my monthly services or consultancy options. Let’s grow your business together.