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We’re all looking for that magic potion that will transform our business and take us to the next level. One-size-fits-all solutions are few and far between (and perhaps even nonexistent!), but there is one method that we swear by. Content marketing has been proven to drive sales, grow audience engagement, and improve brand image…and it’s a well-kept secret that isn’t utilized by every company. Don’t worry, though, we want to let you in on the secret! Keep reading and we’ll give you the down-low of why your business needs content marketing…STAT.

What is content marketing?

Content marketing is the use of content to market your product or service. The type of content can range and includes:

  • Videos
  • Blog posts
  • Articles
  • Guides
  • Downloadable PDFs

Okay, so you know what it is now…but how can content improve sales, engagement, and trust? Content is used to build a relationship with your customers. Through content, they will see your business as an authority figure, which will lead them to do business with you. Although this may seem simple, many companies don’t have the patience to reap the rewards of content marketing. That’s why we’re here to tell you that content marketing is a long-term investment. Read on to learn the details of how content marketing can benefit your business.

Content Marketing Establishes Subject Matter Expertise

Chances are, you aren’t the only business in your industry, and more than likely, you are trying to compete with bigger competitors. One way to build your reputation as an expert is through quality (emphasis on quality!) content marketing. 

What do we mean by this? 

Let’s say you own a dog treat company, and you want to post a blog about the best type of dog treats available in the market. You can easily list any dog treat businesses with some description of why those treats are the best, and call it a day. Doesn’t sound too helpful, does it?

Instead, content should contain useful, up-to-date information on the subject. For example, with the dog treat company, you could list the best treat, thoroughly describe the ingredients, nutritional benefits, and how each treat helps breeds in certain areas of health. Which blog post would you rather read? As a reader, you are hooked, and you will see the brand as an authority figure in whom you trust. Furthermore, you must maintain this quality content consistently. Depending on your industry, you must be up-to-date on the latest innovations and findings. Your content must be fresh. 

By producing quality, top-notch content, you are improving your reputation as a brand and simultaneously displaying your expertise in your industry; your audience will soon start to view you as an industry expert.

Content Marketing Improves SEO

SEO has become a necessary tool for many businesses today. For those of you unfamiliar with SEO, it stands for Search Engine Optimization. SEO is the process of improving searchability on one’s website. The easiest way to understand it is to think of Googling something — as a business owner, you want your page to pop up on the top results when someone Googles something related to your business.  

In fact, 75% of Google searchers don’t go past the second page of results when doing a search. So, you need to get on the first page. Simple as that. 

One way of improving your standing is getting through content marketing. The quality content you produce can help rank your website higher. Even more, if other website sites refer to your content and backlink it, this can also increase rankings. You will only be referred to if you have content and if that content is quality, so top-notch content is a must. 

For more useful SEO tips, check out this post on how to optimize SEO for your blogs. 

Content Marketing Builds Relationships That Turn Into Leads 

Once you start posting blogs with useful and engaging information, your audience will begin to build a rapport with your business. This builds trust with customers, transforming your normal way of doing business into a more organic way to sell to customers by not only asking them to buy from you. 

Trust leads to influencing higher conversions, more significant ROIs, and newer leads. In a survey done by Lyfe Marketing, 74% of companies said that content marketing had increased their marketing leads, both in quantity and quality. They also found that marketers were able to double the average conversion sites due to content marketing. Sounds very rewarding for just posting a couple of good blogs and videos!

Content Marketing Establishes Authority & Credibility

Have you ever Googled something, clicked on the first search result, and after reading the post, realized that it didn’t help you at all? Dear readers, this is what we are trying to avoid! Anyone can publish content, but content doesn’t necessarily establish you as an authority figure. As beneficial as content marketing can be, poor content can hurt your reputation and credibility. Your content should affirm your expertise in your industry, thereby establishing authority and credibility in you as a brand. With many companies fighting for customer’s attention, this authority will have customers coming to you for help.

Content marketing is a resource that is overlooked by many businesses. They think, “Who has time to write a blog?” But in reality, it is one of the simplest and most cost-effective ways to improve conversions, convert leads, and establish yourself as an industry leader. Although it is simple, your efforts will reflect on your content. It may seem dreary to write copy for blog posts or videos, but your business will thank you. 

Convinced you need content marketing but not sure where to start?

Storybrand Certified Guide and Business Coach - Kimjera Whittington
Scale Your Business
with StoryBrand Guide
Kimjera Whittington

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