The Importance of Content Marketing

Content is one of the first things that your customer connects with when approaching your brand.

Impactful content carries your brand’s unique voice, your story, and your pitch across all platforms, so it’s vital your brand’s voice remains consistent at every customer touchpoint.

Consistency also applies when you deploy content marketing. Your content needs to deliver all the above to strengthen credibility and trust.

While creating great content can be an arduous task, the benefits make all efforts worth it. Here are some of the benefits you can expect when you invest time into your content marketing.

  1. Maintaining customer interest:

Impactful content can build positive experiences with your consumer, encouraging them to engage more with your brand. Content marketing reinforces your brand’s message, ensuring your voice is clear, reliable and trustworthy.

  1. Trust:

Creating helpful content supports your business when it comes to building a relationship with your customers. By providing useful information you can answer any buying reservations they may have, demonstrate your knowledge, and interact with them directly to gain their trust and respect. When you offer advice without expecting a return, your customers are more likely to believe your recommendations because they trust you have their best interests at heart.

  1. Creative content improves your conversion rates:

Content creates trust, but it also acts as an educational tool to support customers in making informed purchases. By opting to use content like blogs, you can provide your customers with up-to-date information regarding your product and industry, ensuring your brand remains relevant, current and beneficial to your buyers.

  1. Brand awareness:

Excellent content also develops your brand awareness. If customers know you for excellent engaging content, they are more likely to recommend you to friends and family and encourage them to choose you when they next purchase.

Excellent content is more than just telling a story, it’s about cultivating a feeling when people think of your brand. Great content will get shared again and again online, reaching even more people just because of how useful and engaging it is. Content provides an experience that your customers can relate to and if it’s a positive experience, this will inevitably generate more sales.

  1. Cost-effective:

Great content delivers everything you need without flashy videos and sales gimmicks. Content, when implemented correctly, provides so much more than other forms of media because your words are being told directly to your audience.

Whilst freelance writers can seem quite costly, you will save money by enlisting the support of one. On average, in using a copywriter to write your content, you can expect to save up to 60% of your marketing budget in comparison to spending up to 76% when using designers, web designers, videographers etc.  A study by DemandMetric revealed that content marketing costs about 62% less than traditional marketing tactics, and it generates about 3 times as many leads!

The benefits of content marketing extend further than search engine rankings and saving money. Content marketing cultivates brand awareness, tells your story, and provides your customer with a brand experience.

Post pandemic, your content and your brand messaging are even more important. People have become used to working online, shopping online and researching answers online for themselves. By demonstrating strong content and marketing it creatively, you can be confident you are maximising your reach and engagement with your customers.

However, content marketing isn’t just about what you post online. Any content you create, whether it’s a flyer, an advert, or even product and services information, it must consistently deliver your brand’s voice.

Impactful content marketing enables your ideal customer to find and connect with you. In capturing your audience’s attention by providing valuable content, you are serving your consumer the information they are already looking for.

In today’s world, high-value content makes all the difference to positioning your brand as the authority and expert within your field, therefore, before you embark upon any other forms of marketing, it is important to make sure your brand messaging is strong, clear, and impactful.