Content marketing has become an essential component of any data-driven marketing strategy. By creating valuable, relevant content, you can attract and engage with customers to drive business growth.
In this comprehensive guide, we explore the diverse upsides and benefits you can gain from investing in content marketing.
Building Brand Awareness and Loyalty
Publishing content allows you to highlight your brand, products, services, and industry expertise. As a result, customers start associating your business with solutions to their problems.
Becoming an Authority
Consistent, high-quality content positions your brand as a thought leader and go-to authority in your niche. For instance, HubSpot’s inbound marketing blog attracts over 4 million monthly visitors through valuable content on sales, marketing, customer service, and web design.
Improving Brand Sentiment
Content gives people a window into your brand’s personality, values, and principles beyond products or services. This evokes positive emotions and connections vital for loyalty. For example, TOMS Shoes gained mass appeal by sharing its One for One donation program content.
Lead Generation Opportunities
Content marketing fuels multiple avenues to capture visitor information for sales pipelines.
Landing More Website Leads
Your content offers information users find interesting enough to exchange their contact details for. Calls-to-action (CTAs) in your content can guide people to signup forms, downloads, trials, etc. leading to conversions.
Inciting Social Shares
Social shares of your content expose it to new audiences outside your existing reach. Readers who land from networks like LinkedIn to Twitter could turn into marketing qualified leads.
Driving External Referrals
Industry websites, blogs, news sites always look for credible experts to quote and reference in their content. As your thought leadership content spreads link referrals expand website visitors and backlink portfolio – both crucial for SEO.
Increased Web Traffic and Lower Acquisition Costs
The upwards momentum of lead generation and brand visibility through content ultimately leads to higher web traffic. More website visitors mean reaching your sales quotas gets easier quarter to quarter.
Expanding Leads at Lower CPL
Many businesses rely heavily on paid search, display, and social media advertising for lead generation incurring rising CPL (cost per lead) figures. Inbound content marketing creates leads at fractions of that cost contributing greatly to overall lead acquisition ROAS (return on ad spend).
Direct and Referral Visitors
Your evergreen, optimized content will continue pulling in people searching for your products or topics long after publication, producing direct website visits. Referrals from other sites lead to low-bounce visitors due to content relevance. Over time more direct and referral visits decrease dependency on expensive ads.
Long-term Positioning for Industry Changes
Unlike outbound marketing, content marketing shapes organic search visibility which adapts better to algorithm changes. Google’s regular search updates barely impact sites with strong content strategies.
Furthermore, competitors will always catch up mimicking your product or ad innovations eventually. But relevant, insightful content that answers consumer questions separates you while driving real business results as the marketplace evolves.
In summary, a focus on content provides both immediate and long-term upside for brand building, lead generation, web traffic, and marketing success despite industry changes. Evaluating these diverse benefits can help shape your own content marketing roadmap and strategy.