At Fusionfarm, we have a strict rule against the phrase "Content is King." But, even if content isn't king, it's at least a very important and influential member of the royal family. That's because a successful content marketing campaign can be an integral part of your digital marketing and yield many benefits for your brand. If you're still looking for reasons to press "go" on your content marketing strategy, look no further. Below are six benefits of content marketing you can't ignore.
Creating and promoting quality content will educate your customer base about your product or service, cutting time in the selling process. Not only does it decrease the sale cycle, according to recent studies, it supports the shopping habits your customers prefer. For instance, by 2020, 85% of your customers will manage their relationship with your brand before speaking to anyone from your company, according to HubSpot's State of Inbound 2014-2015 Report. As modern shopping habits continue to evolve, an effective content marketing strategy will keep your customers engaged with your brand as they shop for your products or services.
As you continue to house quality content on your website, you'll drive more traffic to your website. Consumers want to educate themselves before they talk to a sales person and having content – blogs, eBooks, videos, etc. – on your website will lead them there.
In addition to helping educate your customers, an effective content marketing strategy will improve your visibility in search results. As Google's algorithm continues to evolve, it will reward websites that publish quality content most closely matching the searchers query. Having content on your website that lends insight into your customer's common questions or problems will make you more attractive to search engines and improve your rankings.
B2B Companies that blog generate 67% more leads per month than those who do not blog, according to the same HubSpot report. Through executing an effective content marketing strategy that hones in on your customers' pain points, more qualified leads will find and use your website's content. As you establish your website and by extension, your brand, as a trusted resource, you'll build an authentic relationship so that when the customer is ready to make a call, your brand will be top of mind.
Promote Integrated Marketing
Another benefit of content marketing is its ability to integrate with your other digital marketing efforts. We've already talked about how it works hand in hand with SEO but it also plays well with social media – over 80% of B2B marketers use LinkedIn, Facebook and Twitter to distribute their content, according to the 2015 B2B Content Marketing Report. Social media serves as a great platform to promote your content and your followers will benefit from the content catered specifically to them.
(Almost) Everybody's doing it!
According to the same Content Marketing Report, 86% of B2B marketers are using content marketing. These marketers are seeing so much success that 70% of them created more content in the last year and 55% plan on increasing their content marketing spend in the next year. Modern marketers understand that simply throwing up as much content as you can, as often as you can, is no longer effective. To generate real leads online, you need to invest in a meaningful content marketing strategy.
These are just some of the many ways a content marketing strategy can help your digital presence. If you need some more help with your content marketing strategy, download our FREE eBook An Introduction to Business Blogging.