“Why do I need to spend my time on content marketing when I can focus my time building sales for my business? And what is this content marketing people are fussing about?”
If you’re asking yourself the above question, you’re on the right webpage. Your doubt makes sense. In a world where time is money, why should you spend time preparing unique content for your audience and market it when you can utilize your resources to make good ad campaigns or do the good old SEO or social media marketing? The answer is simple. People easily get annoyed with sales-related content. If someone follows your brand for a long time, they don’t expect to get a sales pitch or marketing content every time they visit your website or social media page. Sounds absurd?
It's true! How often have you gotten irritated with the posts of a brand you follow if they are always trying to jam their products and services onto your face? Users who follow you mustn't feel the same way. Content marketing is a pretty neat way to provide useful, unique and innovative content to your audience while building your brand and business. By content, we mean anything from a tweet to full-on documentary videos. There are a lot of creative areas you can explore here like e-books, YouTube videos, blogs, memes and many more.
Here are 7 reasons we think why content marketing is more than important when it comes to the branding of your product or service.
1. Trust and Authority
Content marketing is one of the most effective ways to gain your audience's trust and build authority among the users. If you can provide useful content, answer their questions or offer them entertainment, they could consider your brand a legitimate source of information. This will clearly reflect on the products and services you provide. If your services are as good as the content you provide, your business will skyrocket. Plus, content marketing aids you in building a better and transparent relationship with your users and customers.
Providing great content is a win-win. Your audience is happy, and so are you. With you providing informative/entertaining content, new audiences are more likely to turn their heads towards your platforms. First, they will be there for your content, but inevitably they'll begin trusting your products/services too. Users who are just interested in your content are good sources of word-of-mouth publicity, and they will drive more new users into your circle.
2. Elevated Brand Value
Instead of showcasing their products in the conventional way, Rolex uses great macro photography to make their products look classy and beautiful. Check out their Instagram profile (which is full of beautiful photos like this) and tell us if you were urged to buy one on your own! The popularity of the brand is evident from the engagement. Even if content marketing does not initiate immediate sales, it will help to achieve an elevated brand value, which works best for you in the long run.
3. Better Backlinks
Consider this. Suppose your brand has a good authority among your audience, and people are well aware of your brand because of all the amazing content you've been providing them. In that case, there is a good chance that other reputed resource websites with high DA and audience will direct their link based on the value of your content. A guest post from you is likely to get published on their website, and you get a quality backlink. And we don't need to tell you how important high-quality backlinks are for your SEO! Backlinks from high DA sites have the potential to bring huge traffic to your website.
4. Better Visibility on SERPs
Those who do SEO regularly (on their own or via an agency) for their brand really know how hard it is to rank your products and services on the first page of a search engine result page. It's nobody's fault because top search engines like Google always have been about answering the questions of its users, not showcasing the products of a company. With all the latest Google algorithm updates, it's safe to say that the best way to enter Google's "good book" is by providing useful content. Blogs that give vital information to users are likely to be ranked better than a service page. You can smartly drive the users who visit your blogs to your service pages and hence make a valid conversion.
Let’s say we search for waffles recipes on Google and the first thing that pops up on the featured results is the below link. Google did its job. We wanted to know the waffle recipe and we got well-listed information on the same.
Upon clicking the link, the information they provided proved to be useful. Along with that, they also have a magazine which features many exotic recipes.
The above link redirects to their magazine store. Neat, huh? Imagine how hard it would have been to rank the magazine store page otherwise.
Content marketing is a very effective way to bring in quality leads who are genuinely interested in using your products and services. All you have to do is provide information that is useful and relevant to them.
5. Filtered Leads & Better Conversion Rate
Speaking about leads, it's no news that over 60% of the leads you get directly via a campaign or service page are "unworthy." Most of them won't be even half interested, and you end up wasting your time in their pursuit. But statistics and experience from various brands suggest that leads that come in through content like YouTube videos and blogs are more likely to be converted. This is because they are genuinely more interested in your niche than some random average user. That means content marketing can help you filter in "worthy" leads, and subsequently, you get better conversion.
This YouTube video from ThinkGeek is a pretty straightforward promotional video, but it’s witty and smart. It feels like some random guy doing an unboxing while you can see a direct link to their e-commerce website right in the description. More importantly, those who watch this are genuinely interested in this particular product (except me who watched the whole thing just to take the above screenshot). In other words, “worthy” leads (except me)!
They say the best things in the world are free. Even though content marketing is not free (or not so cheap for that matter), it's undoubtedly cost-effective considering what you're aiming for. A smart content marketing strategy will save you a lot of money if you take what you spend for extensive ad campaigns into account. The effects of content marketing are long term, and you always get second chances if you make some mistakes.
7. Content is the fuel for the Internet!
The Internet cannot survive without content! With over 4.5 billion users worldwide who rely on the Internet for information and entertainment, everyone is hungry for new content. All you have to do is find your target audience and provide them with useful content in any form, be it text or video. If users find your content worthy, you're in for a treat in the form of increased followings and subscriptions. More followers mean more business!
Content marketing is clearly very useful in building your brand value and business. But the real question is, whether just providing helpful content is enough for better business? If you're looking for some quick conversions, that's not enough. Your content has to reach the right audience at the right time. Providing useful and long content on a regular basis is not that convenient if you're busy managing other aspects of your business. It's always better to leave it to a team of content marketing experts who know how to create innovative designs and high-quality content, how and where to place it, optimize it for search engines, and convert users from it. Whether you hire an in-house team or give this task to an agency is entirely up to you. But we think it's high time that you invest more into the best content marketing strategies today so that your brand will reap the benefits for the foreseeable future.