Why is Content Marketing So Important in 2020?
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Content is king – this is the general opinion amongst digital marketers and it’s true. Content marketing is the best way to introduce your company and brand to the world.
With the right strategy, you can set yourself apart from the competition. For that, you need great content.
That is exactly what we will be discussing here – the what, why and how of content marketing.
Not so long ago, Hubspot’s State of Inbound report learnt that for more than half of marketers, content creation is a top priority.
These guys know that creating fresh and interesting content is able to give companies great benefits.
It was also found that content marketing accounts for almost 30% of business-to-business marketing (B2B marketing) budgets.
With that said, it is clear that content marketing isn’t going anywhere any time soon so if you’re looking to learn more about it, you’re in the right place.
Let’s get right into that what, why and how of content marketing straight away!
What Is Content Marketing and Its Importance?
Content marketing is not about you, your services/products or your brand. Not directly.
It is about your audience/customers and what they care about and want. Great content marketing is about how you can give your audience something that no one else can.
This lifts your brand up high above the competition and shows why no marketing strategy could be complete without a proper content marketing plan.
Content marketing can come in the form of educational articles, videos, webinars, e-books and just about any format you can think of.
Why Is Content Marketing Important?
If you have never thought about content marketing, you may be asking yourself ‘why is content important?’.
That is a valid question and when you’re working on a marketing strategy, one that must have a satisfactory answer, especially for content marketers.
People want to read content that is related to brands and they enjoy reading custom content. Content marketing can make consumers feel much closer to a company.
One thing you need to remember though is that consistency is key. Without consistent performance, even the best strategy is bound to fail.
There are many different reasons why content marketing plays an important role, and we’ll discuss them now.
Content marketing goes a very long way towards building a trusting relationship between you and your customers and audience.
You get the chance to interact with your potential customers and answer their burning questions.
By creating content of value without asking for anything in return, you gain the trust of your audience much faster and more deeply.
When your customers know they can trust you, they are more likely to support you and seek your advice and recommendations.
Put out fresh and captivating content consistently and your audience will see more of you, which improves your reputation.
Your content will always be associated with your company and brand, so always make sure that what you put out into the world is high quality and reflects your views and opinions.
Almost all consumers prefer getting to know a brand through content rather than advertisements and about 70% feel that companies that take the time to create new content put customers’ needs first.
Your content will influence the number of conversions that your marketing strategy sees. A conversion is when you get a customer or your audience to respond to your call-to-action. This could be signing up for an email, buying a product or using your service, etc.
People will more likely react positively once they’ve seen your content. Provide them with consistent and quality content and they’ll feel like they’ve connected with you.
The content of marketing strategies needs to make create a connection between brands and customers.
This connection is what will drive them to go ahead and do what you want them to. Ideally, your content should always have a call-to-action and a good content strategy has a good approach to this figured out.
Don’t bombard your audience with your call-to-action. Sometimes, subtlety is the key to success.
For a more in-depth discussion, feel free to check out our ‘Call To Action – The Why And How Of This Marketing Strategy’ guide.
Improve Social Media Traction
Social media platforms play a big role in marketing and it is important to not neglect it as a tool. By adding social media into your strategy, you can greatly improve the success of your content marketing efforts.
To do that, you need brilliant content.
You want to do more than create content that will help increase your following. You need to create content that will trend – this is how you grow your audience.
With the right content, you can gain a lot of valuable traction on social media and can create a really positive experience for your potential customers.
Your content has to captivate your audience, which is why it’s very important to do research on who your target market is.
Brand awareness and brand impression are all about getting your audience right and then creating content marketing strategies that appeal to that audience.
Better Audience Retention
It’s really simple – with good content marketing, you’ll be able to get your audience to stick around for longer.
Your potential customers will have a better experience, think more of you and want to come back for more.
In the long run, you will be able to retain your audience and create a positive brand impression that will boost your reputation.
Of course, this means you need to have really killer content. We suggest you give our article ‘How To Be A Boss At Creative Content Creation’ a read. You’ll learn a lot about creating awesome content.
Enhance Your SEO Efforts
Your search engine optimisation will be improved if you can deliver consistent quality content.
What is content marketing if it won’t increase your SEO? Not very effective, that’s what.
Chances are that your marketing strategy has identified keywords and important phrases that you need to use to reach your audience.
With your marketing content, you can achieve that by working in these words and phrases in an organic and clever way.
Better SEO means more visibility and a greater chance that your potential customers will become more aware of you.
Content marketing is really good for generating leads. Your customers see your great content and they are more interested in supporting your brand.
Call-to-actions also play a big role in lead generation, as you may have deduced from our earlier discussion.
Generating leads is made easier by giving your audience useful and free information. In this kind of content, you can place your call-to-action wherever you want.
The main point is to entertain, inform and delight your audience so they want to follow through on your CTA. This results in lead generation that is much higher than it would be without great content.
When your audience realises that you are giving them valuable content consistently, they will see you as an authority in your industry.
You wouldn’t be sharing so much great content if you didn’t know what you were talking about, right?
And, with more content out there, your SEO is improved, which means you’re ranking higher in search results.
This boosts your authority as well.
Make sure the quality of your content is faultless and that you aren’t spewing nonsense. Back up your claims with statistics, if possible. Don’t say something if you can’t prove it.
How Does Content Marketing Help?
We have discussed why content marketing is an important tool in your marketing arsenal. Now, let’s see how content can help your brand and company.
Your content is able to give your customers an idea of who and what is behind the brand. If you create your content correctly, they will see your human side as well as your expertise in your industry.
The kind of content that you create and share must be authoritative but not condescending or too ‘fancy’.
Create content that your audience feels a connection with and sees the value of, and a bond is created. Sure, it is a digital connection, but it’s a connection nonetheless.
Good bonds with your customers will give a great advantage over your competition. This is one of the main reasons why content marketing is important.
We’ve mentioned brand awareness earlier and we’ll go into it again because marketing content really helps with this part of your strategy.
Content is really your best bet when it comes to improving brand awareness and reaching a wider audience.
While word of mouth marketing is great, it is not as applicable to digital marketing. You can still achieve it, but not by using the same old methods.
Content marketing takes your brand and puts it in front of potential customers in a way that doesn’t feel forced.
You’ll find that video content is especially good for brand awareness. It can describe your services or products precisely while entertaining your customers.
Brand awareness does take time to become as noticeable, so be patient and determined and you’ll reap the rewards.
The focus of content marketing is on your customers and with good planning, they will become more educated on what your brand is all about.
Your content is there to answer questions so make sure that once your audience leaves your page(s), they are well-informed.
Giving information about your company can be done in many ways. You can share all kinds of content that is related to your brand as well as your industry.
The more value you offer, the more educated your audience becomes. This is a win-win situation as your customers will know exactly why they want to support you.
You must aim to create content that will never be irrelevant or ‘old’. Evergreen content will not lose its usefulness to your audience no matter how much time goes by.
This can be a little tricky to get used to – you have to keep in mind that customers will see this content years from now.
If you address your audience’s problems and difficulties, chances are you’ll create content that will be evergreen.
Granted, some content is time-sensitive and not meant to be relevant forever, but try to make most of your content evergreen.
In general, content that gives knowledge and shares information tend to be evergreen. A bonus benefit of this kind of content is that you can re-post it, drawing attention to it again at a later time.
To get more traffic to your website and pages, you need links littered all over the internet. One way to do this is to give other websites reasons to want to link to your content.
Create great content that others want to be associated with and they’ll link to your site. This is a super way to increase your brand awareness, authority and popularity all at once.
It will require some refinement on your part but create enough high-quality content and you’re already on your way to getting more links to your pages.
Content marketing is about much more than letting customers know you’ve got a great product or service. People need to know that their opinions and experiences matter.
Cheap advertising gimmicks are something that will never work again. Probably.
By creating awesome content that resonates on a personal level with your audience, you show them they are important.
Show your customers that they are important and they will love you for it. Why is content marketing important? Because you want to grow beyond what traditional marketing can achieve.
That is also why traditional marketing strategies are not as effective anymore. Digital marketing is a more engaging and flexible way to reach your audience.
Make the most of it and don’t be shy to learn something new every day – it is how you grow.
Some Interesting Stats On Content Marketing
To give an idea of just how great content can make a positive difference in the success rate of your content marketing strategy, we’ve gathered some data.
Below you’ll see how this kind of marketing can show results that reflect actual success.
Of course, you may have a slightly different experience but chances are you’ll still see the same kind of results eventually.
- More than 60% of United States online consumers decided to make a purchase after reading recommendations in a blog. (Source: Content Marketing Institute)
- Video content can help create higher Return On Investment and greatly increase conversions. That’s according to 72% of companies that took part in a survey. (Source: CrazyEgg)
- Average site conversion rates can be doubled with content marketing efforts. (Source: Hubspot)
- You can expect conversion rates of roughly 6 times higher than with any other digital marketing strategies. (Source: ABG Essentials)
- About 74% of companies that took part in a survey felt that content marketing boosted their marketing leads in both quality and quantity. (Source: Curata)
From this, we can clearly see that this kind of marketing is a superb way to get your brand noticed and growing in popularity.
Naturally, it will take a lot of hard work before your marketing efforts pay off and you may have to wait months to see the first real and solid results. But it will happen.
As we always say, be consistent and ensure that you are creating quality content. When you do, you will find that the rest falls into place.
We have provided you with some really valuable information about content marketing. You have the definition of content marketing and know what the benefits of content marketing are.
Not sure if you know exactly how to create great content for marketing? Head over to our article that shows you the way – ‘8 Content Marketing Examples – Learn How To Get It Right‘.
But if you feel that you need a little more inspiration, you should head over to SocialPlanner’s blog. We share a wealth of knowledge with our readers such as the ‘Facebook Basics – A ‘How To’ Guide For Beginners‘ and our discussion of target markets, ‘Target Audience – Why It Matters For Your Marketing Strategy‘.