8 Reasons Every Small Business Should Utilize Content Marketing
The question is not whether content marketing works, but, “What are the benefits of using content marketing?” The answer is: “Innumerable.” Here are eight reasons why companies should make content marketing a prominent part of a successful business strategy.
1. Build Brand Awareness
Business owners might have the most exceptional company in the world, but no one is going to buy from them if there is no brand awareness or little information available about the business online. Gone are the days when every business owner could rely on word-of-mouth and customers evangelizing the business. Today, companies need to boost their online presence through content marketing.
There are several ways to build brand awareness. The first is blogging, which lets companies showcase knowledge with fun, interesting, or informative articles. For instance, a restaurant may post blogs about new recipes, cooking techniques, or culinary trends.
Another booster is social media. There are plenty of content marketing examples where individuals and companies have shot to superstardom through social media, including Lil Nas X on Twitter, Vat 9 on YouTube, and Instagram models.
2. Build Trust with Audience
It is impossible to overstate the importance of trust in the company-customer relationship. Shoppers want to feel confident in their purchases. They want to know they are receiving a good deal and can rely on your business for high-quality services and products in the future.
Trust is not something that companies earn overnight, though. It requires consistent content production that engages and captivates audiences without overtly selling products or services. Attracting people with free videos, social media, or photos can open the door for customers emotionally investing in the brand.
One of the best content marketing examples on YouTube is Casey Neistat. He pioneered the vlog (video plus blog) and released a daily video for more than 800 days in a row. These free, television-caliber videos garnered Neistat millions of followers, and he parlayed that success into other business ventures, merchandise, and public speaking tours.
3. Optimize SEO
Every word has a purpose. Each sentence that goes into copy, social media, photo captions, and more matters, whether persuading a reader toward a cause or inspiring them to exercise. Each word builds toward SEO (search engine optimization), which is a way of increasing organic or unpaid traffic to a website.
One way to improve SEO is through the use of different relevant keywords and phrases. Producing high-quality content with these keywords and phrases allows search engine algorithms to connect these words with a specific company. The process is time-consuming, and results can take six months before coming to fruition.
Here is an example. A startup pastry shop creates mochi-flavored donuts. It decides to promote the mochi-flavored donuts with keywords related to this product that competitors are underutilizing.
After writing, producing, and sharing the mochi-related content, the pastry shop appears high on search engines under those specific terms. It has optimized its search engine presence.
4. Generate Links
The world of SEO is worthy of a master class. It is worth taking the time to mention the importance of generating links. Search engine algorithms use links as a way of evaluating the usefulness and quality of content.
Articles with broader distribution and more significant links will typically have higher page rankings. There are three types of links: internal, outbound, and backlinks.
- Internal links connect web pages on the same site and function like a URL redirection.
- Outbound links connect a page to an external resource to build credibility, show an example, or provide further evidence.
- Backlinks are the most important and challenging task of content marketing. It involves outside sources creating links to a company’s website. These are best suited if the linker has high authority, such as the government or academia, from a diverse range of places.
5. Influence Conversion Rate
Content marketing helps a company improve its conversion rate. The metric is a way of measuring the number of paying customers on a website. Increasing a conversation rate is also known as conversion rate optimization.
Content marketing improves conversion rates for many reasons, though trust and familiarity are two of the primary reasons. The more companies connect with their audiences, the more customers will reciprocate. For instance, more than half of people interviewed say they are more likely to buy from a retailer that remembers the customer’s name and knows the customer’s purchase history.
6. Inform the Audience with New and Useful Content
Search engine algorithms are dynamic. Search engines regularly update and tweak the evaluation process to ensure visitors get the most out of their searches. One evergreen aspect of algorithms is how it rewards useful and informative content.
Some types of content marketing inform audiences, include blogging and promotions. Blogs are a golden opportunity to produce regular articles or posts that educate and entertain readers. It is a chance for companies to showcase knowledge and become subject matter experts in the industry.
One shining example in the world of finances is Robinhood. The company, which provides a range of investment opportunities for mobile and desktop devices, distills the complexities of the financial industry into digestible and enlightening articles. The fact that Robinhood regularly sprinkles in a dose of humor provides a welcome change of pace from the typically stuffy Wall Street personas.
A business can also keep customers up to date with promotions. These may include expansions, deals, discounts, hiring opportunities, and new products. A constant stream of worthwhile promotions ensures website visitors stick around to see what a company has in store.
7. Set Yourself Apart from the Competition
During the last season of Mad Men, the CEO of a small computer services company asked Don Draper if advertising would help his prospects. Draper replied, “What’s unique about your company?” That is the million-dollar question in content marketing.
Standing out is one of the first steps to attracting more eyeballs and potential customers. Not every company can be a revolutionary company, like Apple, Netflix, or Tesla. Still, there are plenty of ways to highlight what they do that competitors do not, like:
- Better customer support
- Emotional connection
- Faster delivery
- Lower prices
- Superior product features
- Valued advisor
More of these elements will increase the likelihood of a company or product standing out from the field. A company must articulate its unique selling points, regardless of the areas in which they excel. These unique features attract business online and in-person.
8. Reduce Costs on Traditional Marketing
Investing in content marketing will reduce overall expenses while generating up to three times as many leads as traditional advertising. According to DemandMetric, content marketing costs 62 percent less than its conventional counterpart. The affordability is an advantage companies should exploit to maximize their budget.
It is worth noting that content marketing can be more time-intensive. The reality is especially true when investing in SEO, but a little effort goes a long way. The Social Media Examiner found that 81 percent of marketers increased traffic by devoting as little as six hours of content marketing.
Companies want to get the most out of their marketing efforts without overspending. Content marketing produces a return on investment where other strategies cannot compete. Get started with a content marketing campaign and start growing today.