Why should your business invest in producing content?

While there’s a lot of buzz about content marketing, you may still be hesitant about the benefits or may see it as an investment you just can’t afford to make right now. If you’re on the fence about content marketing, it’s critical you look at these few reasons why content marketing could be just the thing your company needs right now.

What is it?

A content marketing strategy is a worthy addition to your existing suite of marketing tools that will help you to explore new ways of finding and engaging with your existing and potential customers. There is an emphasis on storytelling (educational, inspirational or entertaining) and putting the audience first ensures that any articles, videos and podcasts that are created are relevant and valuable to your customers.

Nearly 80% of B2B marketers report having a content marketing strategy, but only 43% have documented their strategy. That number jumps to 60% among the most successful companies. (B2B Content Marketing, 2021)

What are the benefits?

• Trust: Content marketing is a way to build trust with your audience, connect with them, and introduce your brand in order to increase their ability to remember your business. Regular publishing builds trust – inbound links give your audience a reason to come back to your website and keep exploring any new products you have to offer.
• Credibility: Great content helps you get noticed online and build credibility.
• SEO: Regular publishing in turn helps improve search engine rankings for your business.
• Improved social media: By creating your own content, you can boost your social media presence and direct already engaged customers directly to your website.
• Lead generation: A specific content sales funnel (Awareness content / Consideration content = sales) can drive sales and leads in a short space of time.

There are many different types of content, from blog posts to ebooks, whitepapers and videos. Depending on your time constraints, business goals, audience preferences, content marketing budget and available resources, you can choose the type of content you should create for your audience.

The ability to communicate with your target market, generate new interest and expand your audience is limitless. Today, there are so many opportunities for content creation to educate and entertain consumers by showing them what your business is all about. Creating your own content gives your business a lot of untapped opportunities to increase sales.

Ultimately, when your content is displayed in the right place at the right time for the right audience, it will improve your brand reputation. The more quality content your customers see, the more likely they are to form positive associations with your company. This is critical for both nurturing an effective sales channel and ultimately building leads that translate into new business.