Why is Content Marketing Important?
Now, as you’ve noticed every week at GuidedPR, we release blog posts discussing our latest PR tips and tricks. Last week we were discussing different forms of content marketing, but why, you ask yourself, is it so important? Well, grab a coffee and a notepad, buckle your seatbelts, and let me explain.
As my colleague Sarah noted, content marketing focuses on ‘creating content that is both relevant and valuable for your target audience, and therefore, promoting your business through your expertise rather than through bland, in-your-face adverting’. In a nutshell, it is the provision of useful content which enables your customers to solve their issues. Content marketing is the present and future of marketing, so if you’re not doing it then time to jump onboard my friends.
Here’s the Institute’s definition, sounds good to me:
So, without further ado, let’s dive into the examples of why content marketing is essential for your business.
🔴 Builds brand awareness and reputation 🔴
If you’re in the process of setting up a business then you are likely to be concerned by how marketing is going soak up your budget. Well, let me tell you a secret, content is your best rich friend here. If done correctly, quality content can increase traffic to your website, improve SEO, and introduce your audience to your product and unique perspective.
As a business owner, it is important to ensure that your service reaches its target audience. This is certainly easier said than done, so why not take a read of these content marketing ideas to get you started.
Effective content marketing slots directly into your digital marketing campaign, ameliorating
your business's reputation and customer's trust. Remember that little saying, ‘knowledge is power’? Well, Lyfe marketing demonstrated that 70% of customers were more attracted to developing relationships with companies who provided them with custom content. It therefore goes to show that articles, and the sharing of knowledge, is far more appealing to an audience than simple adverts. After all, if you demonstrate that you’re willing to create value without asking for anything in return, then your customers are more likely to take comfort in your advice. 🌟
Good quality content → positive brand reputation. ✨
🟠 Wonderful for SEO 🟠
Oh SEO, ‘Search Engine Optimisation’, also known as a permanent headache for new business owners. 😴 Now, it may seem impossible to conquer the world of Google and algorithms, but do not fret. Once again, content is the answer.
In simple terms, when you search for something on Google, the search engine will do its best to bring you the most relevant, valuable and useful information. In order to gain visibility, you therefore want your website to be in the top organic results, (those underneath the paid Google Ads). To gain organic visibility, you have to provide expert content on you website and demonstrate yourself as an industry expert. By posting consistent, engaging content, your website's SEO will begin to flourish.
🔸 Engaging content
🔸 Shorter URLs
🔸 Outsourcing your content creation
🟡 Generates leads for your business 🟡
Lindsay Kolowich at Hubspot stated, “the more delighted a visitor is with your content,
the more likely they are to click your call-to-action (CTA) and move onto your landing page”, and I could not agree more. Have a read of her interesting discussion of lead generation here.
When your audience engages with your content, they are more likely to use your service or purchase your product. It is therefore a good idea to place a few CTAs within your content. After all, what is Digital marketing for if not lead generation? 🤔
🟢 Educates your audience 🟢
The sole purpose of your content marketing should be to educate and feed your audience's curiosity. If you provide educational articles, posts, videos, podcasts etc, then your customer will return to your website.
Take GuidedPR for example, we not only provide visibility and credibility for our clients by connecting them with journalists, yet also supply guides on how to create compelling content, webinars, and these lovely weekly blog posts. 😉 Hence, we have a valued client base and audience.
🔵 Develops backlinks 🔵
If you create expert content then other websites will wish to share it, and vice versa. Backlinking will increase traffic to your webiste. The main benefit is if authority sites are linking to you, then your page authority and rank will also gain value. Have a look for websites with a high domain authority, and page authority, and try to score a backlink with them. Whilst you're at it, check out Google Trends, to keep up to date with what’s today’s hot topic.
🟣 Stands you out from the crowd 🟣
Finally, content marketing can give you your unique selling point and set you aside from your competitors. Your content influences conversions by establishing trust and demonstrating to consumers that they are making an educated purchase or investment. Your content shows you as an expert and gives your audience peace of mind.
Not sure what content would work best for you? Have a read of this step to step guide of how to score your content.
Enjoy this read? Head over to the GuidedPR blog for more posts on how to become more visible, influential and credible in the media ✨ ✨
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About the Author:
Evie is a published writer, living and working in London. She’s a PR Assistant and Copywriter at GuidedPR. She holds a BA Hons in History from Royal Holloway and has accordingly worked within the culture sector and legal industry. You’ll usually find her scribbling down words in a coffee shop with a flat white in hand.
Find Evie on LinkedIn.