5 reasons why content marketing is key for your business

6 minute read

Content marketing is hardly a new concept in the digital marketing world, but it has arguably never been so important. As traditional techniques of promoting brand / product / services become less effective — targeted cold calling, for example — the ‘inbound’ approach of creating and sharing a library of relevant content (articles, videos, infographics, podcasts, etc.) to cultivate more organic interaction with potential clients is on the rise. 

That being said, it’s also no secret that every corner of the internet is already saturated. The sheer volume of results Google serves up when you run a search gives you an idea of the amount of stuff (the most fitting description) floating around the web. Truth be told, most of it is rubbish, and putting out content for the sake of it is genuinely a waste of time. But if you have something to say, if you can offer expertise in your field, then this will cut through the noise and reach your clients.

So, here are 5 reasons why content marketing is key for your business.

1. SEO

A consistent stream of good quality, relevant content hosted on your website has a significant impact on SEO (Search Engine Optimisation) results and page ranking. This can be enhanced by sensible word count (this is topic-dependent), organically placed keywords, and links to pertinent internal articles. 

Producing quality content also opens the door to backlink opportunities, where an external site includes a link to your article (or video, podcast etc.) on their page. Not only brownie points from an SEO perspective, but it could also result in a welcome stream of referral traffic.

2. Traffic

Not only is a consistent flow of quality content great for SEO, it will also increase your website traffic. The chances are your website is where you want to direct people, and there is no better way of doing this than by way of content that they’ve chosen to engage with. 

If users who land on your site like what they see, you should also notice an increase in average time on site. This should also result in said new users visiting other pages, making conversions more likely. Depending on your business, increasing website traffic could also bring commercial opportunities in the form of advertising revenue etc.

3. Engagement

Fact: engaging content encourages engagement. Not only from your follower base but also from potential new clients. Engagement is a tricky metric, because determining its value depends on who is engaging and what they’re saying. But if your content is drawing someone to give their constructive opinion, then this is a sign it’s cutting through.

While it might be tempting to court controversy, beware engagement isn’t the be-all and end-all when it comes to publishing content. The idea is to capture the imagination of users and peak their interest, not piss them off. The type of content you choose to share — and the way you go about it — will shape your brand message and help potential clients understand your offering as a business.

4. Adds value

This is important to remember when considering what to put out there. Does your content actually add value? Don’t just write (or record, or design) for the sake of it. If you have a level of expertise in your field, then relay that via your posts and help solve a problem or spark imagination.

If your new-found advocates can count on you to bring them value, they will naturally seek you out when the time comes for business to be done. 

5. Leads, sales

Sharing quality content aids brand awareness and positions your business as an authority in your specific industry. The increased exposure alone will not only create more leads and help sales, but those leads will come with a prior understanding of what your business is capable of, and therefore be closer to the point of conversion.

Introducing potential clients to your product/service by bringing them value will also lead to a more natural working relationship. Certainly at the beginning, anyway. Okay, here comes the inevitable marketing jargon (irritating, but worth remembering): 

Consumer → customer → brand advocate.

The Tortoise and the Hare

If content marketing was one of Aesop’s well-loved racing animals, it would be the tortoise. Slow and steady is hardly sexy, but, in time, when done well this marketing strategy bears fruit. Combine this with a couple of ‘hares’ (Google Ads, outbound marketing) and you’re onto a winner. 

To learn more about how Gravitywell can assist with your marketing requirements, give us a call.

Written by Hugo Walker (Head of Marketing & Digital Content). Read more in Insights by Hugo or check our their socials , Instagram