16 Reasons Why Content Marketing is Important to Your Business

Why is content marketing important? Here are 16 crazy amazing reasons why content marketing is not just important to your business. It’s critical to your business!

You’ve heard the advice from digital marketing experts: content marketing is more important than ever.

Are you a skeptic and need proof when big claims are made? Skeptics need compelling reasons to be convinced.

This is the most comprehensive set of reasons ever written explaining exactly why small business (in fact all businesses) should develop great content, and then also reap the benefits that result!

Today most businesses face an intensely competitive market place. Buyers take time to carry out online research prior to purchasing almost everything. Whether it’s tickets to an event, clothing, technology, recipes, or for business needs, we’re looking online.

As a result, content marketing has become the new frontier for finding targeted audiences – online. And it works in many powerful ways.

Let’s dive in and take a closer look, starting with a definition:

What is Content Marketing?

Think of it this way. Traditional marketing, including advertising, is about telling the world that you’re awesome at what you do. Content marketing is about showing the world that you’re awesome at what you do.  We refer to the practice of creating great content for use in online marketing activities as content marketing.

The ability to create great content on your website is a powerful tool. Because when you create your own content for your own website its yours.

Why rent when you can own?

Media platforms got rich on this model of allowing you to rent their platforms to share your message. The investment you make in building traffic to your website belongs to you. Your website is a digital asset that you own.

So think of it this way: you increase the value of your business when you invest in digital marketing. And content marketing a way to own media as opposed to renting it.


A key to success in content marketing is that the information must be both valuable and relevant for your target audience. It takes a commitment to consistency with content.  This is what both the search algorithms and your ideal customer need to build your brand authority and domain authority.

 

Today content marketing enables our ideal customers to find us.

In contrast, traditional marketing focuses on pushing out promotional messages across various channels. This “in your face” approach has evolved to include digital marketing. Digital marketing employs new tools and approaches to find today’s consumer and serve them information they are looking for.

This approach works because we capturing the attention of your target audience by providing value. They are actively looking to solve a business problem, or seek specific information about a product or service they want to find.

They come across your information – and boom – the connection is made!

Experience has shown that over time your audiences will come to trust and rely on you as a source of subject matter expertise, and will reward you with their business and loyalty toward your brand.

Pull marketing wins over push marketing

That old way of demanding business from new clients with aggressive call-to-action statements (“Buy now!”) no longer works. Consumer values have changed, so these approaches will can your company seem desperate, and will be a turn-off for consumers.

In today’s digital marketing world we optimize content so our ideal customer can find it.  We infuse it with reasons for them to come to know, like and trust us. We offer them something of value. The content we have developed as an aid to them is valuable.

We do this prior to asking anything of them. This strategy is at the heart of today’s inbound marketing.

Why is content marketing important to your business?

Content marketing builds your business reputation online.  Viewers are served up with a range content in forms such as blog posts, videos, infographics, presentations, social media posts.

By offering value in this way, we not only entice the viewer, we begin to build brand trust. There is an experience of the discovery of the valuable content, and a sense of delight in making the find.

Lets take a closer look at 16 specific advantages of content marketing.

1.Gain a profound understanding of your ideal customer

Content marketing helps you better understand your ideal customer. The analytics data available to you helps you to strengthen your understanding of who is consuming your content. The data also help us to understand how site visitors are moving through the customer journey.

We look at engagement rates on social media posts, which videos people watch, which white papers and e-books people download, the blog posts they read (and share) with their networks. This provides powerful insights about them.

By tracking which content is the most successful, we’re learning more about our consumers. So investing in content marketing and then taking the time to become proficient with marketing automation tools and personalization are rewarded with huge advantages such as:

  • Create better buyer personas with which to target your audiences
  • Develop accurate buyer segmentations
  • Produce content which shows an increasing ability to target, engage and convert

2.Build trust with your website visitors

Great content is a powerful tool in building trust as a business.

Consumers read your content, and from it, gain an understanding about your business, your values as a company, your brand. As they read, they form opinions, and will align with your brand if they like how you are presenting yourself.

Your brand comes to life for them and this helps you to establish a positive brand reputation before they’ve made their first purchase. Developing great content builds your business reputation over time. You can see that once you start, you need to maintain consistency with content creation.

The trust you build helps your business establish a positive brand reputation. And this can keep you top of mind when the consumer is ready to buy.

In addition, when your leads and customers start to see that you are consistently publishing content across platforms, they may come to see you as a leader in the industry. Publishing content through third-party publications or sharing your content with influencers can also help you further build trust within your target market.

Need more proof? Here are some pretty amazing statistics!

importance of content marketing

Content marketing generates over three times as many leads as outbound marketing

Content marketing costs 62% less than outbound marketing

Small businesses with blogs get 126% more lead growth than small businesses without

Content marketing rakes in conversion rates six times higher than other methods

This are powerful reasons to nail your content marketing. But we’ve only just started: there’s more!

3. Great content strengthens your customer relationships

Another compelling reason to create content is that it helps you to build and strengthen relationships with your current customers!

We’ve given you a couple of reasons why content marketing is important for attracting new leads to your business. But a good content strategy is also an integral part of strengthening your relationship with your existing customers. Look at this research on customer retention:

cultivating the loyalty of an existing customer

It is a whopping 16 times more expensive costly to build a business relationship with a new customer as compared to cultivating the loyalty of an existing customer.

Plus the lifetime value of your existing customers can be increased when they purchase more from your business over time. The average customer spends 67 percent more in their third year with your business as compared to what they spent in the first year.

More than 60% of SMBs say that half of their revenue is coming from repeat customers,  reports research firm BIA Kelsey.

What does all this tell you about customers and leads?

Loyal customers are critical to the success of your business. If you dial in your content marketing strategy, and incorporate great content and insights that your existing customers value, you will capitalize on the power of custom content to strengthen these important customer relationships.



Developing your online content should serve multiple purposes. For example it should include content that will attract leads to your business, and as well keep customers engaged with great content developed specifically for post-purchase consumption.

Content that provides value for your customer base will help increase brand loyalty by strengthening those relationships you have with your customers online. This serves to foster repeat sales with cross-selling and up-selling opportunities. We maintain steady focus on building the value delivered to that customer over time.

The result:

You develop that customer into an evangelist or powerful advocate for your company!

What type of content is useful to build and retain current customers?

 

Product or service feature guides
Ongoing content on updates, upgrades, or advanced features
Case studies that describe new needs
Description of any of your customer-facing processes such as customer service, installation, post-sale support, warranties
Solving common product problems

Each time you deliver great content that helps your customers make smarter purchasing decisions, you are building trust in your company and encouraging repeat sales. The customer’s connection to your business is strengthened and you’re rewarded for the proactive and insightful content that you have developed for them.

4. Today’s buyers are hungry for content: give it to them

There are a growing number of studies revealing that content marketing important to business growth. Your business online audience is hungry for great content. Internet users – which include your leads and customers – are spending 20% of their time online reading content. And almost 70% are reading about brands that interest them. Over half are reading content marketing titles at least monthly.

Today most people check their cell phones upon waking. We consume content constantly.

  • In fact almost half of 18- to 49-year-old people get their news and information online – and those numbers are growing
  • As consumers most of us do online research as a key part of our decision making process around purchases. Hubspot reported that 79% of online shoppers spend at least 50% of their shopping time researching products
  • A recent study revealed that 80% of people appreciate learning about a business through custom content marketing
  • 68% of people spend time reading about brands that interest them

As a business you win when you respond to what the market is saying it wants. It wants great custom content that answers their questions about your product or service. It wants valuable information to help them at each stage of the buying cycle.

Today there are so many opportunities to create content, through blogging, Youtube, or over social to educate and entertain consumers in showing them what your business is all about.

So go ahead and get going: show your personality and why your business is a great place to do business.

5. Set yourself apart from your competitors with great content

In today’s fast paced world, many businesses operate with intensified competition coming from different directions. I bet you’re familiar with at least one of these situations:

  • Established businesses encounter new competition from start-ups run by millennials
  • Competitors merge, presenting small business with a much larger competitor with more resources to compete
  • Companies integrate vertically which can create new competition in your marketplace

An ongoing challenge to business is the ever-shifting competitive landscape.  As a small business it is essential for your survival that you differentiate yourself from your competitors.

Content marketing is the perfect tool for this purpose! Content marketing can be a highly effective way for small businesses to set themselves apart in their industry or marketplace, and demonstrate with great content what makes their company special.

And there is a beautiful silver lining …

Small businesses can outsmart larger competitors with content marketing!



A strong content marketing strategy means that even small business can take on mighty competitors – the proverbial David is now able to slay the much bigger Goliath in the online marketing world.

Your content is a creative exercise of showing your consumers your unique personality. Is your brand fun, playful, your geeky, or caring?  Is your company active within the community?  These are all qualities that set you apart. Your audience would like to know about these!

Businesses vary in their values and culture, and it is important to express your uniqueness. Perhaps you have developed a specialized process, product or innovative product feature.

The opportunity to develop thoughtful, custom content does not have to mean spilling company secrets, but rather setting yourself apart from your competitors.

Plus it helps set you apart from the competition.

Inject your business values and culture into your content



As you create content, think about your company’s culture and values. Working these into the content helps your audience to get to know you better.

Seeing your product or service through the eyes of your consumers, also means articulating the problems that your product or service solves. Taking time to describe both the problem and the solution will demonstrate to your audience your professional expertise.

Buyers today do research online prior to making a purchase decision. When buyers find your content, they will see you as a helpful resource and be more inclined to buy from you.

When you look closely at your customer, their needs, and your company and offerings, you can see that there are a great many ways that you can create custom content that sets you apart from your competition.

This consistent content shared over time becomes a powerful asset to your business that will influence buyers toward your company, and sway them toward working with you.

Content marketing is a great tool for differentiating your business from its competitors in an increasingly competitive world.

6.Build your marketing funnel with content that nurtures prospects

Now let’s think about the importance of content marketing when it comes to your marketing funnel.

But first: What is the marketing funnel?

Today’s marketing funnel is also called a sales funnel. It is a way of identifying and qualifying a sales lead, understanding the stage of the buying process that they are at, developing strategies to move them ever closer to the sale, and quantifying them at each stage in order to develop your sales forecast.

However in today’s digital world, the practice has become very much about content marketing and measuring conversions, or visible, measurable online moves to the next step in the buyers online journey with your business.

A new language has evolved when we talk about the marketing funnel. Imagine a funnel with lots of opportunities going in at the wide mouth end of the funnel, and a lower number of sales coming out the bottom end. In other words, you need many leads to produce one sale in any given period of time.

We break this funnel into 3 regions for simplicity:  Top, middle and bottom of the funnel. Content marketing is used to nurse them through the funnel to produce a sale.

Here is how the marketing funnel works:

The Top-of-Funnel (TOFU) Prospect: At the TOFU stage, prospective customers are identifying a problem that they need to solve and begin their research for solutions. At this stage, we create content to educate them, and provide them with information to help them understand which type of solution is best for their problem.

The Middle-of-Funnel (MOFU) Prospect: The MOFU lead is into their research, and are evaluating their options they’ve identified to solve their problem. Great content during this stage of the funnel educates leads on their various options. We nurture them as leads so can narrow their options and come closer to a final purchasing decision.

The Bottom-of-Funnel (BOFU) Prospect: At this stage leads are ready to convert, or make a decision on what option is the best match for their problem. Some buyers at this stage just need a little push, which could be in the form of a special offer, discount, or specifically tailored offering. At this stage the sales team is most involved so content must align with what they need to close the sale.

To get a better understanding of content in each stage of the funnel, take a look at this graphic that shows the best content for the top, middle and bottom of the funnel:

6.Build your sales funnel with content that nurtures prospects Now let’s think about the importance of content marketing when it comes to your marketing funnel. But first: What is the marketing funnel? Today’s marketing funnel is also called a sales funnel. It is a way of identifying and qualifying a sales lead, understanding the stage of the buying process that they are at, developing strategies to move them ever closer to the sale, and quantifying them at each stage in order to develop your sales forecast. However in today’s digital world, the practice has become very much about content marketing and measuring conversions, or visible, measurable online moves to the next step in the buyers online journey with your business. A new language has evolved when we talk about the marketing funnel. Imagine a funnel with lots of opportunities going in at the wide mouth end of the funnel, and a lower number of sales coming out the bottom end. In other words, you need many leads to produce one sale in any given period of time. We break this funnel into 3 regions for simplicity:  Top, middle and bottom of the funnel. Content marketing is used to nurse them through the funnel to produce a sale. Here is how it works: The Top-of-Funnel (TOFU) Prospect: At the TOFU stage, prospective customers are identifying a problem that they need to solve and begin their research for solutions. At this stage, we create content to educate them, and provide them with information to help them understand which type of solution is best for their problem. The Middle-of-Funnel (MOFU) Prospect: The MOFU lead is into their research, and are evaluating their options they’ve identified to solve their problem. Great content during this stage of the funnel educates leads on their various options. We nurture them as leads so can narrow their options and come closer to a final purchasing decision. The Bottom-of-Funnel (BOFU) Prospect: At this stage leads are ready to convert, or make a decision on what option is the best match for their problem. Some buyers at this stage just need a little push, which could be in the form of a special offer, discount, or specifically tailored offering. At this stage the sales team is most involved so content must align with what they need to close the sale. To get a better understanding of content in each stage of the funnel, take a look at this graphic that shows the best content for the top, middle and bottom of the funnel:

When creating great content for each stage of the marketing funnel, you want to be reaching the largest number of potential customers at each stage. To attract and engage them you need to be tuned to what the lead needs at each stage in their buyer’s journey.

Prospects at the top of the funnel need general information that addresses the problem they need to solve, and that helps them better understand challenges and potential solutions. The middle of the funnel leads want more detailed information that helps them to understand and evaluate their options. While leads at the bottom of the funnel leads need content based on sales input, which provide motivation and incentive to select your offering within the current timeline.

Follow this recipe and then watch your analytics guide you to the logical next step in content marketing!

7. At the heart of every single digital marketing strategy is content

The critical importance of content marketing is that it connects and supports  all the elements of your digital marketing strategy. Think of it as the hub, with the supporting elements of your marketing plan being the spokes.

The content that you create can be used for your blog, for your email marketing, for your social media and PPC ads. With a solid content marketing strategy in place, each channel uses it based on the marketing tactics you deem best to achieve your marketing goals and sales revenue targets.

As your business creates engaging, high-quality content, it is then built into and supports each of your digital marketing campaigns. For example, let’s say that you want to run a PPC campaign to draw more traffic to your website. Once visitors arrive at your website you need content that will keep them there, and will have them return back to your site again and again.

The quality of this site visit experience will determine whether they will sign up to an offer and supply you with their email address. And your email base equally needs content based on their relationship to your company and stage in the buying cycle.

Nurture your prospects with online content

These are called nurturing campaigns. When you develop email content that is engaging and valuable, it encourages readers to take the next step. You can re-use strong pieces of content that you’ve created to help nurture those leads, such as a blog or white paper that has proven to move prospects through the funnel.

Can you see the importance of content marketing in playing a fundamental role in all other areas of your digital marketing strategy? It’s the common thread that integrates your campaigns and makes them work.

8. SEO loves great content!

There is a highly important technical reason to create great content called Search Engine Optimization, or SEO.

The search engines need content to connect your next customer to your business!

People, including buyers of your products and services, go online and use the power of Google and the search engines to find solutions using keyword strings. For example if you’re looking for wedding dresses in Toronto, you might search “wedding dresses Toronto” or “best bridal stores Toronto”. Google then reveals the top content for those keyword strings.

The businesses who have mastered how to get to the top of search are the big winners in organic search in bringing qualified traffic to their websites. So one of the best ways that you can build organic traffic to your website is with great content!

Employ content for strong user and search engine experience for a double win!

Google and the other search engines work to find the most relevant information regarding the particular search query. This creates the need for expert content in order to continue to attract your ideal target consumers to your content and your website.

Keep in mind that search engine algorithms are always changing and improving their ability to deliver relevant content in  response to the specific query. In recent years Google’s algorithm updates increasingly reward good quality content and punish poor quality content.

Up to date content is rewarded. This means your marketing plan must include not only creating new content creation but as well updating older content that has performed well.

To stay relevant, you can repurpose existing content, update dates or statistics, and evaluate changes in keyword rankings so your content continues to perform well in searches. All of this helps you maintain a strong ranking on search engine results pages (SERPs) and keeps qualified traffic coming to your site!

According to Neil Patel, content creation is the most effective SEO technique in increasing traffic to your website. Business websites that consistently post new blog content have an average of 434% more pages indexed by search engines than those that don’t publish at all.

The more content you have on your site, the more pages the search engine has to index and show to users in their search engine results.

Keep in mind that more pages of content on your website does not necessarily result in higher traffic. However it does give your business the opportunity to rank for more keywords, and this in turn can drive more traffic.

Creating blogs on various topics relevant to your target audience gives your website more opportunities to rank for the keywords that these target users are searching for on the search engines.

A greater quantity of good content on your site also gives visitors more reasons to spend time on your site. The higher on-site time spent by visitors can also positively impact your search engine optimization. Google sees time spent on site as an indication that your website provides valuable content.

Do you need more great content for your website? Schedule a strategy session with Asset Digital Communications.

9.Content marketing is cost effective

By now we have given you many reasons why great content generates leads for your business!

Basically it brings total strangers to your website for the simple reason that they have initiated a search for the products or services that you offer.

They will continue to come back to your site as they move through the buying process because your content educates them in a way that they need.  Every business needs a healthy pipeline of leads in order to continue to grow.

Content marketing is affordable! 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!

This fact should capture the attention of any small business that wants to grow. Content marketing is less expensive than many forms of traditional marketing and more effective as well.

It’s important to note that content marketing is time intensive, and it can also take a while to see the results of your efforts. This is especially true when it comes to SEO. However, when it comes to creating quality content, a little can go a long way.

Keep in mind, though, that unless you hire an agency, creating great content takes time and effort. In fact, Social Media Examiner, reports that more than 81% of marketers experienced increased traffic by investing as little as 6 hours per week in their social media content.

Once the content has been finalized, the search engine crawlers also need time to digest and rank the content. Over time great content will rise in the rankings. It doesn’t just happen overnight.

The key to strong content ROI is creating a content marketing strategy that really understands your target market, what they want to read, and where they want to consume this content.

10.Your next customer is looking for useful content

The emergence and growing sophistication of content marketing means that while you are putting your content out to the world to see, only those who are really interested in what you have to say are the ones who will be finding and viewing it.

Today we can reverse engineer the buyer persona, and the buyers needs, and then write content that will be found and consumed by them. More than at any previous time in marketing history we have been able to be highly targeted in finding new customers.

And this means great content as an instrument of inbound marketing can deliver a very strong ROI.

11.Consumers share great content over social and this amplifies your content’s reach

Producing great content shows the world that you are an expert in your field.

For example using content to explain how to solve a common problem in a new and unique way is something that a piece of content that a target buyer will want to save.

Users sharing content it amplifies its viewership. Social media is one of the most popular ways that consumers share valuable content.

When you encourage your followers or website visitors to share your content you are building your reputation as a thought leader and subject matter expert.

Social media is rapidly establishing itself with search engines as the best way for content to reach consumers.

12.They come back for more! Great content generates return visits to your website

How often have you saved a great website in your favourites to refer back to later? We all do.

So each time you create really great content on your website, you increase the likelihood that people will come back to your site again. You become a trusted resource, your credibility builds, and the opportunity to great website conversions is enhanced.

The best example of this practice is forming a community around your content. This requires identifying a need, a commitment to it, and consistency in generating great content!

Michael Stelzner has done an outstanding job at this by developing both a website as well as podcasts around his Social Media Examiner programs.

13.Great content will build your Brand Authority

Buyers want peace of mind in knowing that they are dealing with true experts. This is another reason why content marketing important.

Content marketing demonstrates your expertise by providing valuable knowledge that help consumers make more educated purchasing decisions.

Your great content, shared with each blog post, info-graphic, or white paper reaffirms your leadership position in the industry among your leads and customers. The consistent production of great content builds your brand authority.

Consumers get continual reminders about how much you know about the challenges they face.

So then when it comes time for them to make a purchase, who will they turn to? You will be established in their minds as a successful, respected and highly knowledgeable source who can deliver a solution to their problem.

14.Your content marketing plan should include backlinks, which increase your site ranking

When you create expert content, other websites will want to link to it and share it with their followers. There is an exponential effect, where depending on the linking site, your audience can multiply rapidly.

Additionally back-linking is one of the search engines criteria used to rank your site.

More links means higher domain authority for your website, and this is definitely a good thing for your website and your business.

15. There is a very attractive Return on Investment (ROI)

So what is the Return on Investment that a business can anticipate with a good content marketing strategy? Here are some eye-popping stats from the Content Marketing Institute:

cultivating the loyalty of an existing customer

Content marketing generates more than three times as many leads as traditional advertising methods — and costs 62% less. (Source: CMI)

6 out of 10 consumers are inspired to check out a product after reading useful and relevant content about it. (Source: Demand Metric)

Companies that regularly update their blogs generate 55% more website visitors. Plus they receive 97% more inbound links, and 434% more indexed pages. (Source: IMPACT)

16. Strong consistent content delivers a compounding Return on Investment (ROI)

Great content can last forever on the world wide web, continuing to deliver search results (and benefits) for many years into the future. You only need to see the dates of content that come up in a search to see that the best content ages gracefully online.

This means the content you produce which ranks well will climb in the rankings over time, bringing ongoing improvements your sites authority.

Great content which other sites link to can generate long term traffic boosts to your website with healthy levels of organic traffic – or new qualified website visitors!


Let’s sum up on what we’ve covered:

With all these benefits, it’s very clear content marketing is an essential element in growing your business. Let’s take a minute to summarize them as a handy list:

  1. Achieve profound understanding of your ideal customer
  2. Build trust with your website visitors
  3. Strengthen your customer relationships
  4. Today’s buyers are hunger for content: give it to them
  5. Set yourself apart from your competitors with great content
  6. Build your marketing funnel with content that nurtures prospects
  7. The heart of digital marketing strategy is content
  8. SEO loves great content!
  9. A content marketing strategy is cost effective
  10. Your next customer is looking for useful content
  11. Consumers share great content over social and this amplifies your content’s reach
  12. They come back for more! Great content will generate returns visits to your website
  13. Great content will build your Brand Authority
  14. Your content marketing efforts should include backlinks, which increase site ranking
  15. There is a very attractive Return on Investment (ROI) on consistent content
  16. And strong consistent content delivers a compounding Return on Investment (ROI)

In today’s business world showcase yourself as a credible and reliable supplier through content.

Your digital marketing strategy, and specifically the quality of your content, will attract and convert new customers to your business.

Where do you plan to start? Get the help you need to lay the groundwork for your Best Content Strategy for 2019!