A digital marketing expert writing content on a laptop.

Content marketing is one of the most effective digital marketing strategies to build brand awareness, increase engagement, and grow businesses online. If you’re interested in taking advantage of the benefits of content marketing, keep reading to learn about how it works, why it’s important, and how you can use it to grow your business.

How content marketing works.

A customer reading content on a mobile device.

Content marketing is a digital marketing strategy that focuses on creating and sharing content that will interest or benefit your target audience. This content can include materials like blog posts, videos, and graphics, and it can be shared on your website, social platforms, local directories, and more.

While some digital marketing initiatives like paid ads are meant to directly promote the brand itself, content marketing interests and educates target audience members about different products or services that brand offers. Because the content benefits the member, it can motivate them to make an informed purchase or even share the content with their friends and colleagues.

Why content marketing is important.

Three talk bubbles with question marks on an orange background.

Creating and sharing any content helps to build brand awareness and pique the interest of your target audience. But strategic and consistent content marketing can benefit your business in five key ways:

  1. Answer customers’ questions
    Over 80% of buyers say they research a product online before they make a purchase. When you are creating and sharing quality content, you can preemptively answer your potential customers’ questions and help them make a confident purchase decision.
  2. Establish trust
    When you are creating content that is relevant, valuable, and engaging, it helps to build trust with your audience. Because you’re taking the time and effort to create something valuable for them without requiring anything in return, they’re more likely to trust you and take your recommendations.
  3. Build credibility
    Just like quality content establishes trust, that valuable content can also build your credibility because it shows that you are an expert in your industry.
  4. Generate leads
    If a member of your target audiences finds your content to be valuable and they trust you as an expert in your industry, they are more likely to reach out to you with more specific questions or to be interested in making a purchase from you in the future.
  5. Improve conversions
    If a potential customer has been shopping around for a product like yours and they find your content to be valuable and your brand to be trustworthy, they’re more likely to purchase from you.

How to grow your business with content marketing.

A red paper airplane flying above three white paper airplanes.

The key to a successful content marketing strategy is to create and share quality content on a consistent basis. Determine what type of content will appeal to and benefit your target audience the most. Do your audience members prefer to read blog posts or watch videos? Do they spend more time reading articles on LinkedIn or looking at photos on Instagram? Discover what your audience will value the most, and then outline an editorial calendar so that you can create content of that type on a consistent basis.

Regardless of what type of content material you are creating, it should consistently represent your brand and should always be accurate and valuable. You want your audience to recognize that it is you and associate that content with your brand wherever they see it, and you want that content to represent your brand well. Instead of dumping out a ton of content that might look cool but isn’t valuable, focus your efforts and investments on providing valuable content that is worth reading or watching, sharing, and will contribute to their buying decision.

There are three key ways to use that content to grow your business:

  • Increase your organic traffic with SEO
    By optimizing your content with SEO (search engine optimization) practices, your blog posts and other content can be displayed in relevant SERPs (search engine results pages) and lead more valuable organic traffic to your website. When a potential customer is searching for a product or service similar to yours, your content can get their attention, pique their interest, educate them, and motivate them to make a purchase.
  • Grow your social media presence
    By sharing your content on relevant social media platforms, you can use it to help build a presence and audience on that platform. Your posts will show up in the feeds of users who follow you, so they can engage with your posts and share it with their friends and colleagues. This helps increase your brand awareness and allows you to reach a wider audience.
  • Build relationships with leads and existing customers
    If you are building an email marketing list, you can send this content directly to subscribers, delivering valuable resources directly to their inbox. If they were still considering a purchase, that helpful email can motivate them to finally buy your product. If they’ve bought something from you before, it may encourage them to try a new product from you.

We can help you develop a content marketing strategy.

If you’re ready to start creating and sharing valuable content that benefits your audience and promotes your products and services, contact us today. Our digital marketing experts will evaluate your current content and digital assets, and create a data-driven content marketing strategy to grow your business online.