When people think of digital marketing most people think of ads, in particular, Facebook ads and Google ads. These are a large portion of how people as consumers interact with marketing.
You might also think of social media, and the brands you like to follow like Nike or Starbucks, or even influencer brands like Tim Ferris or Jasmin Star.
But do you think of content marketing? You may be going, “No, what is content marketing??”
Content marketing is creating articles, videos, or other creative copy that helps share your knowledge, draw people to your website, and promote your brand as an expert online. Although it’s a great resource for building your business and your brand, a staggering 80% of small businesses have not invested in content marketing.
If you are one of the businesses that haven’t started creating content because you aren’t sure why you should, then do I have an article for you! Below are 7 reasons why you should start doing content marketing.
- Competitive Edge
Since most small businesses aren’t doing content yet, it’s a great way to set yourself apart from the competition. Especially if you’re a local business or a niche business. As an example, I worked at a t-shirt wholesale company and I was brought on because their competition had started writing a blog to increase their search page rankings. The company I was hired at was late to the game and having to scramble to compete with the other brand.
Moral of the story, if you’re not doing a blog and your competition is, you really need to get on it. If your competition is not doing content… here is your chance to get a jump on them.
- More Leads
Content is a great way to bring people to your site and increase sales. Overall, having more content on your website increases the number of people who come to your site, this then gives you a higher ranking so you can be found in more places. Also, by having more content on your site, other sites are more likely to backlink to you, meaning you’re getting in front of their customers too.
Content also gives you a way to list build. By creating a “give to get” scenario, you can ask for people to provide their email or contact info to receive content. Setting up your content this way is a great process to generate more leads. It also increases lead quality because they already know your brand and have said yes to providing you contact information. By having that first “yes” they are more willing to give you another “yes”.
- Increase Conversion
Content marketing brings in more leads and part of bringing in more leads is having increased conversions. Conversion rates are almost 6x higher for companies using content marketing than those not using content marketing.
On top of providing increased leads for conversions, content marketing brings in more qualified leads that are better matched for your product or service. This is because content marketing gives a loudspeaker for you to share your expertise in this area and anyone searching for your brand is more likely to find you.
Content marketing broadcasts your brand so the people coming to your site are already interested in your service and are looking to see if you’re the right match. And if you’re doing content marketing right, you’re presenting your brand online so people have a better sense of why they would want to work with your company making it easier for them to make a decision about what they need and why they should work with you instead of your competitors.
- Save Money
Content marketing helps you make more sales and is also less expensive than other marketing methods. On average, content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. Talk about great ROI!
Not only is content marketing bringing in more money for your business but it’s also saving you money. When you start, it can seem like it’s more expensive because it’s not an instant gratification machine like Facebook ads. If you have patience and a long-term view, the cost is less because content marketing is more sustainable and evergreen, meaning after you create a certain amount of content, it takes less money and effort to keep your business presence and your lead generation rolling.
- Increase Ranking
Using content marketing has an added benefit of working with your Search Engine Optimization (SEO) to increase your page rankings on search pages like Google or Bing. Some of the top listed sites don’t get there by just being a well-known brand, they also create amazing pertinent content that got them in the top results, if not the top spot.
Content article keywords, quality, and length affect your ranking. For instance, if you have an article that focuses on one to three primary keywords, is a quality article that answers common questions, and is over 2,000 words, you’re more likely to have a higher ranking in the search results.
- Build Brand Trust
Another aspect of content marketing is that it increases your brand authority. By posting relevant content to your target market, you’re showing yourself as an expert. And the more you post and research your posts, the more of an expert you become. People like working with brands that they perceive to be experts in the industry or at least more of an expert than them. By building your authority on a journey where your prospect interacts with your brand without needing to purchase something rather than only a quick product purchase, customers are more likely to connect with your brand. This builds trust, loyalty, and better reviews.
Content marketing also builds more of a relationship and people learn to trust your brand even before they purchase from you because you are helping them without anything in return. They are more likely to purchase from a brand they have trust with than one that has only salesy content or no content at all.
- Build Backlinks
Content also provides more opportunities for other sites to backlink to yours. For a quick sidetrack, for those of you that are wondering what back-linking is, it’s when other sites put a hyperlink on their site back to yours because they like your brand, content, or information. Google uses this as a metric for how good a site is and the more people who decided to associate with your brand, the higher your ranking will be in google search results.
By providing trusted expert content, more companies will want to associate with your brand and link back to your site. This, in turn, helps boost your organic search engine listings. The more backlinks you receive, the more the search engines will view your website as an authority site and the more people will find your site when they google something relevant to your business like “custom hat maker Reno”.
Content marketing is an undervalued marketing method because most people don’t know how to track their content marketing and tie it to data. If you hire the right marketing person, they will be able to help you tie content marketing to data, track the results, and show you how it is improving online sales.
That being said, content marketing requires patience. If you write one great article, it doesn’t mean you will all of a sudden have more leads than you can handle. But if you start using content marketing today you can grow your business, in the long run, faster than just doing traditional marketing and it will save you money.
If you are interested in learning how to start your content marketing process send us a message and we will work with you to get started through a free consultation.