Updated: May 31

The phrase ‘content is king’ was introduced by Bill Gates in 1996 in his essay titled the same, that was published on the Microsoft website.

The simple wisdom behind this phrase is that content, whether textual or visual, is at the heart of digital market on the internet and a great way to help businesses improve conversion rate – the most important factor to gauge the success of a business.

In today’s digital marketing not only competition is more fierce than ever before, but consumers are more demanding and tech savvy. Therefore, businesses have to continuously evolve their marketing strategies to attract, inspire, engage and convert prospects into their loyal customers – the backbone of any successful business.

The main purpose of content marketing is to educate your audience about your brand, product or service and show your expertise in a relevant field. It entails creation and sharing of interesting and informative content, both written and visual, with your targeted audience not only to attract and engage them to build trust, but also to encourage conversion by providing information they need to make an educated purchasing decision. The importance of content marketing can be gauged from the following statistics:

  • 92% of marketers reported that their company views content as a business asset

  • 72% of marketers say content marketing increases engagement.

  • 74% of companies revealed that content marketing has increased their marketing leads.

  • 91% of B2B marketers use content marketing to reach customers.

  • 61% of consumer’s buying decision is influenced by custom content.

Benefits of Content Marketing to Your Company

  1. Improves Brand Reputation

One of the greatest benefits that really shows the importance of content marketing is its reputation building quality. It is vital that businesses work to build trust with their leads and customers. When prospective customers read your content they begin to develop an opinion about your brand or service. If the content is interesting, engaging and informative then they will likely start to think about your company as an authority in the relevant field. This will increase the reputation of your brand or service which is essential to the success of any business.

  1. Helps Influence Conversions

If you are wondering why content marketing is important then look no further than the following conversion statistics:

  • Content marketing leads to a conversion rate that is about 6% higher than other digital marketing methods.

  • According to 74% of companies surveyed content marketing has increased marketing leads, both in quality and quantity.

  • After reading recommendations on a blog 61% of online users in the US decide to make a purchase.

Content marketing helps improve conversion rate because it allows you to interact with your customers and leads and give them information that they need to make purchase decisions.

In order that your content is successful, do not forget to include a noticeable calls-to-action with it. Your CTA instructs your customers what they need to do next, thus guiding them to take the next step in the conversion process.

  1. Helps Improve Your SEO Ratings

SEO plays an important part in improving visibility for your business online. Whereas, quality content creation is the most effective SEO improving technique. By creating valuable and informative content around relevant keywords, you have the opportunity to rank better on the search engine. For example, if you create blogs on various topics that are relevant to your target audience, it gives you more chances to rank for keywords that these target users are searching for on the search engine. This means, more time and effort utilized on your site, can have a positive impact on your SEO optimization.

  1. Is a Cost-Effective Way to Generate New Leads

Lead generation is important for your business to expand and relies on continued traffic to your site. Content marketing plays an important role in making sure that non-stop traffic flows to your website. Besides, content marketing is affordable. According to Demand Metric, it generates 3 times more leads but at about 62% less cost than traditional marketing methods. Whereas, Social Media Examiner survey revealed that more than 81% of marketers found that they experienced marked traffic increase by investing as little as 6 hours per week in their social media content. This makes content marketing highly cost effective, and many small businesses can take advantage of this positive aspect of content marketing to develop their brand awareness, expand their market and boost their sales.

  1. Enables Your Brand to Showcase Your Expertise in Relevant Field

It is very important for customers’ satisfaction that they believe they are dealing with experts who know the ins and outs of their particular industry. Content marketing allows your brand to validate its expertise in the field while providing valuable information. Everytime you post a new content, whether textual or visual, you are showing your leads and customers how much knowledge you possess about your brand. And it is very likely that they will purchase from your business based on the satisfaction they gain from your expertise.

If you want to see the positive result of content marketing, you need to give a reasonable time to content creation. Investing time and money into content marketing will not only reduce your marketing costs but will generate up to three times the leads that you get with traditional advertising. More and more companies are jumping into content bandwagon because they realise the fact that content marketing helps greatly in brand visibility and lead generation and is also best at nurturing these leads.

To create best and valuable content you need to focus and study your targeted customers. What are they interested in? What are their needs, concerns and expectations from your products or services? What part your brand or service play in their lives and how can it be improved upon? What type of content media users are looking for that would grab their interest and engage them?

Content with images are found to be more effective and they get more views, making it a great way to reach a wider audience. Also images help in spreading information about your brand or service because content with images gets more shares.

Another increasing trend in content marketing is video. Video is a marketing medium that creates instant interest in viewers. Aberdeen Group surveyed that marketers who use video get 66% more leads per year and achieve a 54% increase in brand awareness. Whereas, 94% of businesses see videos as an effective marketing tool and 81% of companies say videos were helpful in increasing sales.

An important tactic of content marketing is to ask influencers in the market to share your content. When social media users observe industrial influencers sharing your content, a trust building process begins. This will increase your brand’s reputation and help you build a team of strong brand advocates.

Thus, the reputation building qualities of content marketing cannot be ignored in today’s fast paced digital marketing place where businesses are furiously competing with one another. Effective, informative and interesting content creation is the key to your brand awareness, lead generation, brand loyalty and increased sales and investing in it can do wonders for your business. If you need help creating content that wins customers, get in touch with content marketing experts at Ogling Marketing today!

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