Why Is Content Marketing Important ?

January 3, 2023

Why Is Content Marketing Important ? | AIA Book in a free 30 minute strategy session

From SEO and PPC to email marketing and social media marketing, there is no shortage of marketing channels you can use to reach out to and connect with potential customers. So, we get it if you think you don’t need yet another channel or if you are questioning the importance of content marketing. But, one of the things that make content marketing stand apart is that it really answers your audience’s questions. If the other marketing channels allow you to tell the world about how awesome your products or services are, content marketing enables you to SHOW how good you are.

To help you to better understand why content marketing is important, we’ve put together this list that showcases some of the benefits content marketing can bring to your business.

You might also be interested in WHICH IS BETTER FOR BRAND, SEO, OR PPC IN THE LONG RUN?

It’s a Long-Term Strategy

Social media ads and PPC ads are great at helping you build awareness around your brand and promote your products or services. But, the second you stop pumping money into them, the second the traffic to your website stops. Effective as they may be at serving their purpose, PPC marketing is not a sustainable, long-term strategy.

With content marketing, on the other hand, you can generate traffic even if you are taking a short break from your marketing efforts. Of course, you will need to focus on evergreen content that your target audience is searching for to maximise its potential to rank high in Google for your keywords.

Content Marketing Can Help With Lead Nurturing

Think about how the marketing funnel works.

Your target audience is rarely looking specifically for your products and services. Instead, they go through various stages. First, they become aware that they have a problem (the awareness stage,) then they examine their options (the consideration stage,) and only then they make a purchase (the purchase stage.) All these stages of the buyer’s journey have different intentions and require different methods to inform, build trust, engage, and help your audience make an educated purchasing decision.

There are many ways you can nurture and generate leads, but content marketing is arguably one of the most effective ones. In fact, 93% of B2B companies claim that content marketing is more effective at generating leads than other traditional marketing channels. Moreover, targeting prospects with relevant content has been shown to yield 72% higher conversion rates.

Content Marketing Can Help You Build Your Brand

78% of consumers say that they prefer to learn about a brand from articles rather than ads. They perceive content as being more genuine and more oriented towards educating and helping them solve their problems.

But, high-quality content can also help you build trust. With every piece of content you put out there, you are showing your audience who you are, what you value, and how your products or services can help them solve a problem they are facing. By investing in these connections and building brand trust, you can also strengthen customer loyalty. Reports show that when consumers feel connected to a brand, 57% of them will increase their spending with that brand and 76% will choose them over a competitor.

It Can Help Improve Your SEO Efforts

Content creation is an essential part of search engine optimisation (SEO.) According to one report, businesses that post content on their blogs regularly have an average of 434% more pages indexed by the search engines than those that don’t post at all.

The logical conclusion here could be that the more content you post, the more pages search engines will index, and the higher your position in the SERPs. But, as we all know, things are rarely that simple when it comes to SEO. The quality of the content you publish matters just as much as the consistency at which you publish. Creating a blog post just for the sake of it won’t help you achieve your goals. If you want your target audience to click on your article and read your content, then you need to focus on writing blog posts that address their needs, educate them, and show your subject matter expertise.

Content Marketing Is More Cost-Effective Than Other Marketing Efforts

Not only that content marketing is more effective at generating leads than other marketing channels, but it’s more cost-efficient. According to one report, content marketing costs 62% less than traditional marketing efforts but it generates three times more leads.

Now, don’t expect to see impressive results overnight. Content marketing is a strategy that can be quite time-intensive and requires a bit of effort until you can see a significant return on your investment. But, once the ball starts rolling, you will begin to notice the benefits of a well-rounded strategy. When done well, content marketing can generate three times as many leads as paid ads per dollar spent.

Content Can Help Support Your Digital Marketing Efforts

Content should be at the heart of every digital marketing campaign. Let’s say that you want to create PPC ads to boost your sales. Your ad copy will play a crucial part in how likely prospects are to click on your ad. Moreover, the content you publish on the landing page can further make or break their decision to purchase from you. If the content on your landing page is helpful, informative, and allows them to make an educated decision, then the chances that they convert increase significantly. If instead, they end up on your homepage after clicking on your ad, then they will likely leave without taking any action.

Do You Need Help With Your Content Marketing Efforts?

Content marketing can help you build your brand, generate leads, build stronger relationships with your customers, and elevate your business. But, to reap all these benefits, you need a well-thought and consistent strategy.

At Australian Internet Advertising, we can assist you with all your content marketing needs and help you grow your business.

Billy P.

About The Author

William Polson founded Australian Internet Advertising in 2013 and has over 12 years of experience immersed in Digital Marketing.

With an in-depth level of digital marketing knowledge, William has been sort after by and worked for, many large national brands including Subaru, Blooms The Chemist, and Nova 96.9.

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