The Importance of Content Marketing

The Importance of Content Marketing
Writing good content

Whether you're just starting to consider marketing strategies for your business or are evaluating your current efforts, it's essential to understand what content marketing is and why it's important.

Why Content Matters

Content marketing is the most effective way to build brand loyalty, rank well in search engine result pages, generate leads, and ultimately, drive conversions. Creating custom content as part of content marketing affords you many opportunities to demonstrate knowledge and authority in your company's field, and consumers are much more likely to trust your brand and buy your products if you regularly provide educational or entertaining content prior to pushing a sale.

Eighty-two percent of consumers feel more positively about a company after reading custom content provided by the company. Content marketing is efficient and effective -- but how do you leverage it for your brand?

What Is Content Marketing, and Why Is It Important?

Content marketing is the practice of serving consumers informative or entertaining written, visual, and/or audio content rather than advertising your products or company directly. Such content can consist of how-to articles, buying guides and reviews, engaging customer stories, or other types of content that lets you showcase your expertise and brand identity. Publishing regularly helps your site stay "fresh" and continually provide value to consumers.

This form of marketing has been shown to be both effective and cost-efficient, with 78% of consumers preferring to get to know a company via articles compared to being exposed to ads. Consistently producing engaging and high-quality content has a bigger impact on consumer decision-making than any other marketing or advertising technique. However, there are several aspects to the importance of content marketing and what makes it so advantageous.

Establishing Trust and Becoming an Authority

Content marketing builds trust between your company and your audience. Prospects are much more likely to turn into leads and then customers -- even repeat customers -- if they've had a chance to get to know your company via consistently good and timely content.

Consumers have gotten very savvy about identifying sales pitches, and they do not regard them favorably. Consumers have also learned to tune out or use technology to eliminate advertising such as banner ads and ads in tv shows or online videos. However, many customers perform online searches to solve problems, and content marketing gives you a chance to garner trust by helping consumers find solutions.

Content marketing also gives you a chance to express the full range of your brand identity, such as through prose and stylistic choices that make you sound casual and fun or professional and capable, as suits your brand. You can also use photographs, charts, infographics, and other images to carry through your brand's aesthetic.