7 Reasons Why You Should Invest in Content Marketing

March 26, 2015

March 26, 2015


Estimated Reading Time 7 Minutes

Sian Arthur

Content marketing is by far the best resolution when it comes to growing your business, and investing in a decent strategy for driving your content needs to be top of your agenda. Following on from the previous blogs in our inbound marketing series, we give you seven reasons why.

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Sure, we get that producing content to maintain a blog or to keep your website ticking over can be painstakingly time-consuming. We understand that in a world of putting your clients first, it’s sometimes not as simple to come up with a never-ending flow of ideas for yourself.

Let’s also not forget the constant struggle to write quality, authoritative, unique and engaging content.

But come on, we can’t let this hinder us. If you put in enough effort when it comes to content marketing then the rewards will come pouring in. We assure you.

1. It increases your effectiveness

It’s pretty straight forward. Those companies that are doing very well are those that focus a whole lot on content. Having a clearly defined content marketing strategy which a dedicated individual within the business oversees is advisable. You need to be producing a hell of a lot of content and have ideas for future articles, blogs or videos in the pipeline.

Content should be the centre of your world.

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2. It increases your web traffic

Put simply, if you want to appear on the first page of Google, you have to start thinking about hammering out top-quality content. It’s not rocket science, really. Firstly, if you have decent content including the keywords that people are searching for, then your traffic will begin to creep up over time. You need to remain consistent, however.

Forget about posting a blog every couple of months expecting your traffic to hit the roof, because it just won’t.

Secondly, you must ensure to capitalise on the content that you’re creating by sharing it across other platforms, too. This can be Facebook, LinkedIn, Twitter; or perhaps online forums and groups that you are a part of.

If you want to be exceptionally clever, then you could even think about republishing the content you already have to create new formats such as white papers, PDFs and e-books.

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3. It increases brand awareness

Brand awareness is pretty much the number one goal when you start a business. But to make people aware of your brand, you must be willing to stick at it and remain consistent.

You must be a fantastic story teller to generate interest. Without interest, you’ve got nothing. A good storyteller must also know where to tell his stories. Be an open book. Get your content out through social media and onto industry blogs, but be sure to make it exciting. No one is going to share a piece of boring content including loads of statistics and boring graphs. It’s just not going to happen. Well, unless they have a penchant for numbers.

Entertaining content = brand awareness champion

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 4. It cements your position as an industry leader

Yes, maintaining a blog can be pretty scary at times. Sometimes you just have to take a step back, evaluate the goals you want to reach and go back in with the intent to achieve them.

If you’re producing the right amount of focused content with a massive sprinkle of your expertise then you have the ability to pop on that cloak as a leader within your particular field. An industry superhero, if you will.

It’s also imperative to switch up your content. Release new content on a regular basis but feel free to try out new things. Infographics, webinars, videos, and even podcasts.

The world is your oyster. Be as adventurous as you like. People will love and respect you for that. Doing this will give you the knowledge you need to understand what works and what doesn’t.

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 5. It helps build loyalty in your brand

Building loyalty in your brand through engaging in your communities is a given. Brands have been using social media to leverage their content since the conception of Twitter and Facebook. Using these nifty tools will not only enable you to engage with your customers, but also pushes them to talk to each other.

Ask questions. Gain feedback and pose an open invite to share ideas.

Increasing loyalty in your brand can be as simple as asking the thoughts of others and taking on board people’s views on what you have to say. Try using a comment box on the bottom of your blog articles to get people involved.

Did you know…

  • Entertaining content is a one of the top 3 reasons why people follow brands on social media
  • 6 out of 10 consumers will recommend a brand that they follow on social media
  • Around 60% of consumers feel more positive about a company after reading custom content that they had created themselves

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6. People will buy from you

As mentioned in the point above, consumers are more likely to buy from a brand that generate their own fun, engaging and informative content. You’ll never know what kind of results you can achieve if you don’t try putting something out there. It’s all about trust. If you remain dormant on the content front, you’ll probably realise that the engagement in your brand begins to dwindle or completely plateau.

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7. Everyone is doing it!

In a study from the Content Marketing Institute (CMI), small business owners say that they plan to take their content marketing strategy up a gear this year and 94% of them already use content marketing in some way or another.

Although this is quite a big number, only 36% of these businesses say that they have created more content than usual in the last year. Their biggest downfall is that they need to increase content production so that they are building a bank of blogs, white papers or articles. However, if you want a successful content marketing strategy but just don’t have the time to sit down and produce content, then why not try outsourcing it to someone else? Around 61% of small businesses do this already according to the aforementioned study by the CMI.

At Better, we provide this service, so if you feel you need to kick your content marketing up a notch, then get in touch!

Read our other recent blogs about content marketing:

Interested in finding out a little more about content marketing itself? Pop along to this amazing event in April and May!

Contentable - A practical 2-day course to kick-start your content marketing strategy