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Posted by Brett Romero - 28 August, 2019

5 Proven Benefits of Content Marketing

According to the Content Marketing Institute:Content Marketing Definition

Neil Patel’s Quick Sprout, on the other hand, has this to say about content marketing:

Strategy fro Marketing Content

Kissmetrics, also a widely read digital marketing blog, says that:

Let’s pause for a minute and look at the key takeaways a content marketer can extract from the above definitions:

  • A marketing strategy focused on creating and distributing valuable content to attract visitors, convert them into customers, and retain existing customers
  • Producing and publishing trust-building information frequently and consistently
  • Free media content to capture customers’ attention in exchange for the permission to market to them

Yes, that’s content marketing right there for you. And the known benefits of this marketing strategy has so far brought adopters are the reason it’s increasingly gaining momentum.

Known benefits of content marketing

A report recently published by Content Marketing Institute (in cooperation with MarketingProfs and Brightcove) entitled “B2B Content Marketing: 2017 Benchmarks, Budgets, and Trends - North America” found that on average, companies that manifested the most success in content marketing were those that allocated 39% of their total marketing budget to content marketing, 10% higher than the 29% median. The least successful only designated 22% of their total budget to content marketing.

Not only that. The report also discovered that 91% of business organizations with the most commitment to content marketing garnered favorable results, while 85% of those consistently delivering exceptional content recorded remarkable success. (See the chart below for more insights.)

Image source

With the above figures as a backdrop, let’s talk about the benefits content marketing espouses:

  • More reasons for web users to visit your site
  • Better search engine visibility
  • Improved brand reputation
  • Increased conversions
  • Longer-lasting customer relationships

1. More reasons for web users to visit your site

Content marketing is part of a bigger marketing strategy called the “inbound methodology.” HubSpot, the company said to have coined the now soft-used phrase “inbound marketing,” lists four actions inbound is expected to perform: attract, convert, close, and delight.

When you regularly publish content to provide information or guidance, site visitors looking for solutions to their problems will soon regard your brand as an authority in the industry. Cases in point: WebMD.com for health-related questions or ESPN.com for sports-related input. (Not necessarily B2B marketing sites, but they’re examples of go-to resources in their respective categories.)

People only buy from brands they trust. Ultimately, when people start relying on your helpful marketing content for information, you gain their trust many times over. And when they’re finally ready to buy, you’ll be foremost on their minds. As Masterful Marketing puts it, “When a prospective customer finds you through the content you provide, they begin to form a connection with you built on trust.”

2. Better search engine visibility

According to statistics compiled by Smart Insights, about 6.58 billion searches are made each day around the world, with Google taking the lion’s share at 77.43%. Data from Similarweb pegs global organic search on desktops for the shopping category at 94.95%. In the case of B2B sites, globally, 73% of their traffic comes from the search engines.

SEO and the benefits of content marketing

Image source

But what does all this have to do with content marketing?

Content marketing and SEO work hand in hand. It’s not a one-versus-the-other approach. While separate and distinct from each other, SEO and content marketing are not two different people but “two personalities of the same person,” says a Kissmetrics article.

SEO cannot work without content. SEO works with keywords, and content marketing uses keywords to optimize content for SEO. SEO needs backlinks, and content marketing creates exceptional content that influencers and the masses can share and link to, which, in turn, pushes your site’s search visibility upwards.

3. Improved brand reputation

A stellar brand reputation is what clinches sales. People buy from brands they trust, remember?

You may get a lot of traffic to your site, but if people don’t trust you enough to push the “buy” button, then the traffic you get from channels like social media and SEO won’t matter much. That’s not to say clicks and traffic aren’t important. In the overall scheme of things, they are. But content marketing makes sure all the energy you expend to attract people to your site doesn’t go to waste.

The content businesses put out through blog posts, ebooks, podcasts, videos, and white papers should showcase their expertise and why they’re the right company to help a specific group of people achieve their goals.

4. Increased conversions

Conversions happen at different stages of the buying cycle, and the ultimate goal is to turn browsers into repeat customers and then brand advocates.

Content marketing does that. But first things first. Your content should match the visitor’s intent, which KlientBoost calls “visitor intent on the temperature scale.” Just like when you meet someone in a bar for the first time, you don’t immediately pop the “will you marry me” question. That will scare away the other person in two seconds flat.

So if a site visitor lands on your website for the first time searching for reasons to stop employee fraud, for example, refrain from asking them to buy your accounting software right off the bat. Instead, direct them to a blog post explaining the reasons why employees commit theft in the first place, and then list possible ways to prevent the theft from happening. Make sure to include using cloud-based software like yours as a solution.

If they come back (which you can track via web analytics), the next step is to explain why your software is a good fit for them. After that, you're ready to push for a purchase.

5. Longer-lasting customer relationships

When it comes to leveraging the power of user-generated content, GoPro is known for including users’ videos in its ad campaigns. 2014 saw Starbucks launching a contest asking customers to doodle on their Starbucks cups. The winning design was then used for a Starbucks limited edition cup. Over 4,000 entries from customers were received.

Content generation

User-generated content is powerful. Not only does it let your customers know you value their input and experiences. It also helps you showcase how your product or service impacts actual individuals, groups, or communities.


Final word

Without a doubt, content marketing is an approach marketing businesses can benefit from. But there’s a catch: It’s a long-term process. And just like other online marketing initiatives, it works best with constant testing and tweaking.

B2B eCommerce Marketing

Topics: Sales & Marketing

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