Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.
it is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
There are many content marketing benefits regardless of whether you are marketing to businesses (B2B) or consumers (B2C). Content marketing:
1. Increases visibility of your brand
Having quality content promoted across the appropriate social media channels gets your brand in front of those who may be looking for a solution to their problem.
2. Develops lasting relationships with your audience
If you continually provide your audience with actionable content, they will turn to your business when they need more than what they can do themselves.
3. Improves brand awareness and recognition
Small businesses face the challenge of getting their brand in front of their target audience. Creating content that continually gets found when someone is looking for an answer can influence your brand reputation.
4. Creates loyalty and trust, with both your current customers and prospects
Offering content that provides advice, education and useful solutions freely and without a sales pitch builds trust with your prospects and customers. Relationships built on trust are more likely to move beyond free advice into a profitable relationship for your business.
5. Helps you to build authority and credibility
Service based businesses live or die on their expertise and how well they can communicate that to their audience. Demonstrate your expertise with content that provides insight into what your strengths as a business provides and what you can do for your clients.
6. Positions your business as an expert in your industry
Once you have demonstrated your expertise, people will naturally turn to your content first for the answers they are looking for.
7. Generates traffic to your site to improve lead generation
One of the most important content marketing benefits is generating inbound leads. Adding more quality content to your website helps to create a larger digital footprint. This provides more opportunity of your business being found in the search results.
When you create well-optimized content that answers a question or solves a problem, you are more likely to gain higher ranking in the search engines. This helps to increase organic traffic, creating more opportunities for visitors to become leads.
8. Opens a channel of communication through social shares and comments
As your content gets promoted and shared, you can begin connecting with people who have shared your content or commented on your post. This gives you an opportunity to answer other questions and become a trusted source for helpful information. When the need arises, you become the go-to business to help solve their biggest problem
9. Helps your customer move through the purchase decision more quickly
Purchase decisions begin with a search. If your content leads them in the direction of a solution, they will join your list. If done right, content marketing can move prospects through the buyer’s journey at their pace. When they are ready to buy, your business will most likely be positioned as the expert. This makes the decision to buy from you is much easier.
10. Provides value with no strings attached
Giver’s gain is the concept of helping people grow their business without an ulterior motive. Content marketing takes the giver’s gain concept of network to a higher level. You help people freely without expecting anything in return. This makes your business approachable and the one most people will feel more comfortable with when they do decide to choose a vendor.
With all these benefits, it’s no wonder that according to Hubspot’s 2018 State of Inbound Marketing report, 74% of marketers prioritized an inbound approach to marketing. In addition, companies are nearly 4 times more likely to see higher ROI on inbound than outbound.