9 Reasons Why Content Marketing is Important (With Examples)
What if there was a way that you could garner the same exposure for your business or services, without paying for expensive Google Ads?
What if there were a way that your site could rank organically based on its content?
This is what’s called content marketing.
In this article, you will learn 9 reasons why content marketing is so important.
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What do we mean by content marketing?
Content marketing is defined as a type of marketing that involves the creation and sharing of online material such as videos, blogs, and social media posts, that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
It is also described as a way to create and distribute valuable, relevant, and consistent content to attract people who are interested in your product or services.
Its objective is to urge profitable action from customers.
In other words, you want this content to be so valuable to the reader that they are compelled to buy your product or retain your services.
There are different types or methods of content marketing such as:
- Webpages (Blogs)
- Infographics (Pinterest)
- Videos (Youtube)
- E-books (Audible)
To fully understand content marketing you must have some knowledge of the buying process and the stages that anyone with an intent to buy goes through.
These stages are:
Content marketing touches on the first two steps of this process.
Often buyers are aware that they have a need, but they aren’t aware that there is a product or service that can fill that need.
Typically they will then decide to conduct research based on their needs.
This is where content creation comes in to add value to the reader and propel them to the last two steps of the buying process.
SEO-Focused Content Creation that Converts Sales
In this article, we focus on content created specifically for SEO. This is content designed to rank organically in Google, drive traffic, and convert.
SEO is defined as “Search Engine Optimization.” It is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
Linda has a business selling lollipops that have a special ingredient that helps control cravings in between meals.
Sarah has a similar business except that her product of choice is cookies that help you feel fuller faster when eaten before your main meal.
They both reside in the same city and are essentially competing for the same customers.
Linda has taken a course or two on web design and has decided to also create a website and blog to give her business more exposure.
After about three months, Linda has gotten little to no traffic on her website. She isn’t generating any new sales as a result of people visiting her website or reading her blog.
Linda decides that even though she doesn’t have the budget for it, she’s going to pay for an ad for her site.
She takes the plunge into AdWords. She pays about $8 per click and has a budget of $50 per day.
In the meantime, Sarah has also come up with the brilliant idea of creating a website and blog for her business.
Sarah has heard of SEO-based content creation and decides to utilize this method of content marketing for her blog.
In other words, it’s a keyword that is searched quite often.
There also isn’t a lot of competition or other websites that are ranking for this specific keyword phrase.
Sarah decides to create a piece of content that is centered around the keyword “snack appetite suppressant,” meaning that she will want to work this phrase into the writing of her article about her appetite-suppressing cookies.
In this article, Sarah provides value to her reader by providing them with as much information as possible on snack foods that have been created to support appetite control.
Sarah will also tastefully promote her cookies a few times throughout the article.Unlike Linda, whose site is simply an online billboard for her lollipops, Sarah has provided value to the reader.
She has given them a solution to their problem and given them in-depth information on utilizing snack items as an appetite suppressant.
The reader is now more likely to become a consumer or to buy Sarah’s cookies.
Sarah has successfully created SEO-focused content that will result in more sales of her appetite-suppressing cookies.
Sarah also has a webpage that is now ranking organically in Google without having to pay for ad space.
Be like Sarah.
Now, let’s take a look at organic growth for our client Chiavaye.
The first graphic above shows increased traffic for our client, Chiavaye.
Like Linda, they were getting all their traffic through paid Google Ads.
Then Google changed their algorithm and wouldn’t allow them to pay for ads due to ‘adult content.’
Chiavaye lost all of their traffic overnight.
Becoming Media created high-quality content around the keywords that Chiavaye’s target audience was asking for.
In just a couple of months, Chiavaye goes from basically 0 organic traffic to nearly 2,000 visitors each month.
The second graphic shows the keywords where most of Chiavaye’s clicks are originating.
This case highlights the importance of content marketing.
As we mentioned earlier, there are also other types of content marketing.
YouTube is the best example of utilizing videos for content marketing.
YouTube creators have made videos to advertise everything from their personal lives to the businesses they own or the services that they provide.
Video content through YouTube is also valuable for SEO.
Google owns YouTube. When you embed YouTube content on your website, you’re boosting your SEO potential.
Webinars provide business owners with a way of becoming more interactive with potential customers.
If formatted correctly, they can naturally attract more visitors to your web page.
Types of Webinars include:
- Q & A
- Panel Discussion
Pinpointing the type of webinar to utilize can be the key to the success of your webinar.
The graphic above is for our client CORE.
It is a snapshot of their organic traffic.
They were creating webinars each month.
Unfortunately, they were not utilizing high-quality SEO content marketing strategies.
- Snip the webinars into bite-sized chunks and then create value-adding, SEO-focused content along with the webinar.
- Post those video snippets on YouTube (Since Google owns Youtube, this gives it, even more, SEO juice).
Create a strategic opt-in that allows people to watch the whole webinar if they put in their name and email.
Case Studies have always been popular and one of the most natural methods of content marketing.
When you are in search of a product or service, the first thing that usually comes to mind is finding a friend who has had experience with the company, product or service you’re looking into.
You immediately want to know what someone else’s experience has been like.
When you’re shopping on Amazon, you often look at the customer reviews to make an informed decision before you buy it.
This is exactly the way that case studies work when utilized for marketing purposes.
It’s essentially social proof. You don’t have to sell your product or service. Your customers sell it for you.
Infographics are generally long vertical graphics that consist of charts, graphs, statistical information, and more.
Infographics are often used in content marketing strategies because of their versatility.
They can be used on webpages or social media.
Infographics can give your customers or potential customers a visually appealing snapshot of your business.
Those are just a few examples of content marketing.
There are also methods such as:
- public speaking
1. It can boost SEO
Search engines give the advantage to sites that are user-friendly.
This means they have high functionality.
Sites that are not only rich in keywords, but also demonstrate user engagement are preferred by Google.
SEO ranking improves when readers stay on your site longer, view more pages, and are repeat visitors.
Why does content help SEO?
The content of your web page is what makes it valuable in the eyes of Google’s search engine.
The more valuable your web page is, the higher it will rank in search engine results.
The content created for your webpage must add tremendous value to your readers. The more value it provides, the more time they’ll spend engaging with it, taking action on your site (submitting forms, etc), and the more social shares it’ll get.
Your content must also be shareable. The more backlinks your content has, the more authoritative it is in Google’s eyes.
It needs to be shareable so that people can refer back to your content.
As we stated above, your content is what makes your website valuable to search engines.
You want to provide so much value to the reader that they begin to spend more and more time reading or exploring your content.
If your content fills a need, is linkable, and provides value to the reader; the greater the chance that your website will rank.
2. It can drive traffic to your site
You want people to begin their buyer’s journey with you so that you have the opportunity to show them how you can solve their problems.
You want highly valuable traffic, in that you want people who are driven by a specific need that your product or services can fill.
Why does content increase website traffic?
It all goes back to your content providing value for the reader or visitors to your website.
When you provide:
- in-depth content that addresses problems or issues that your visitors may be facing
- content that can be used to show them how to solve their problems or remedy their issues
- business or service-related content that shows the reader specifically how your product or service can help them
You will start to see increased traffic to your website over time.
Google will see you as more authoritative. Consequently, you’ll rank higher in Google. When you rank higher on Google, you’ll get more organic traffic.
And, it all starts with adding valuable content to your target audience.
Content increases website traffic because you are creating content around your audience’s questions, desires, and pain points. And Google will reward you for that.
Example 1 of increased traffic:
These two graphics show SEO improvements for CORE, one of our clients.
This is all possible because of content creation.
Example 2 of increased traffic:
These are screenshots for Chiavaye’s SEO increases. Because of their increase in SEO, they have consequently increased their traffic.
This is all possible because of quality content creation.
3. It connects with your target audience (if you do it right)
Your target audience is your intended audience or readership of your content.
In marketing and advertising, it is usually a particular group of consumers within your predetermined target market.
You must build your content so that it connects to your target audience or your fanbase.
Why can content connect with your target audience?
The first step in creating SEO-focused content is that you must know your target audience.
Knowing the gender, income level, interests, ethnicity, etc., of your primary audience, will help you to pinpoint exactly what they are looking for.
One of the best ways to maintain long-term success is the constant engagement of your target audience.
This can be achieved through SEO-focused content creation.
4. It can get folks into the top of your funnel (aka leads for you)
A lead is any person who indicates interest in your company’s product or service in some way, shape, or form.
Leads typically hear from a business or organization after opening communication (by submitting personal information for an offer, trial, or subscription).
They can also provide their information via an opt-in like the one on the top of this page to download this guide as a free PDF.
Why can content get people to opt-in?
Content can get people to convert into leads because it provides them so much value that they see you as trustworthy.
It shows them that your product or service can solve their problem.
Your opt-in will add even more value to the reader of your content.
Since it adds value to them, they’re more than happy giving their name and/or email in exchange for it.
It helps in a tremendous way to turn customers into brand ambassadors.
5. It can be repurposed on other mediums
Repurposing your SEO focused content means working smarter, not harder.
You can save time and redirect your focus to other areas of your business outside of marketing.
There are several advantages to repurposing your content to other mediums:
- Boost your SEO
- Reach a new audience
- Reinforce your message
- Gain extra authority
Some of the best content to repurpose is:
- Content with information that will always be relevant
- Content that has driven a lot of traffic to your website
- Long posts or e-books
Social media is one of the most effective mediums for repurposing your SEO focused content.
Facebook is an awesome way to get more engagement for your blog.
You can maximize this engagement by repurposing your blog post into a Facebook post for a Facebook group or your Facebook page to encourage discussion.
If you have a blog post where you have asked your reader for comments and you’re running low on responses, Facebook is the best place to gather those comments.
You can repurpose your blog posts as an Instagram post.
Instagram is filled with so many beautiful images, it’s perfect for business creatives.
You just want to make sure to be a bit more authentic and personal in your post.
This is your opportunity to provide a link to your website and use corresponding hashtags.
LinkedIn’s SlideShare is a great way to turn a blog post, course, or any other type of content into a visual representation to engage your audience.
You simply upload your PDF slides, PowerPoint, Keynote, or OpenDocument presentations to SlideShare.
SlideShare then turns them into a slide deck presentation. Viewers can click through your SlideShare and learn about your content.
Medium.com and other sites like this
Medium is essentially a hub for writers, bloggers, and life-long learners.
Medium is a great place for those blog posts or content that didn’t quite make it to your website for one reason or another, but you feel would still be great for SEO purposes.
The ultimate purpose of publishing your content on a site like Medium.com would be to generate a stream of constant traffic to your website.
Medium has an algorithm that places the most popular content on the top.
They also have a staff that looks at each piece to determine its value to the reader.
These pieces are often selected to be featured.
It’s a great way for your target audience to find you.
6. It’ll build trust and authority to the reader
Creating high-quality content builds trust and authority with your audience, which consequently:
- Increases their likelihood of opting in (calling, submitting a form, etc)
- Encourages them to buy your product or service.
- Sharing your content with their network.
If your content does not provide value to your reader, they will not trust that you are an authority in your field.
You will be just another website in your niche instead of a trusted and authoritative leader.
Why can content build trust?
Your content can fill a need or solve a problem for your target audience.
The more people that visit your site and are helped or inspired by your content, the more likely they are to recommend your site to others with similar issues or concerns.
Now, you’re establishing your authority in your field or business arena because people trust you.
7. It can help local SEO
Local SEO or Local Search Engine Optimization is sometimes referred to as local search engine marketing.
It is an effective way to market your local business online.
It helps businesses promote their products and services to local customers.
What is local SEO?
Local SEO means learning how to optimize your content so that you attract a target audience that is in the same city or close to where your business is located.
You want to make sure that people can find you in real-life.
If your cleaning service is located in a small city in South Carolina, your target audience is most likely up to maybe 20 miles away.
Does it matter if someone in Texas visits your site if you can’t offer them your services?
Now, there’s nothing wrong with national exposure especially if you are providing value to the reader.
If your goal is to generate profitable action from the reader, it’s best you focus on local SEO.
What is the local pack?
Showing up in the local pack is vital to business owners looking to increase traffic to their websites and physically through their doors.
When you search for “restaurants that deliver near me,” the block of business listings that you see below the map is the local pack.
The local pack looks different than the typical title and meta-description that you see in normal search engine results.
It always includes the business name, address, hours of operation, ratings, reviews, and sometimes photos.
All of the information in the local pack comes from your Google My Business profile.
Why can content help SEO?
If you have a physical shop or office where people are shopping or visiting daily, your content can drive the amount of online and physical traffic your business receives.
If you are not located in an area that you would like to service, your content will be the driving force to bring your audience or the reader, to you.
The images above are for our client, Nevada Benefits.
They weren’t ranking in the local pack for “Obamacare Nevada” which gets nearly 400 searches per month.
We created a piece of content around the keywords, “Obamacare Nevada” (https://nevadabenefits.com/obamacare-nevada/) and even though the piece of content is NOT ranking organically in Google at all, it’s helped them rank in the local pack for this keyword.
8. Depending on the content you create, it can facilitate engagement
Facilitating engagement with your content simply means creating interactive content, such as:
- Shares, etc.
You want the reader to do more than simply read your content.
There are benefits to using content to facilitate engagement:
- Gathering more relevant data using quizzes or polls
- Increase brand loyalty by standing out from your competitors
Why can content help facilitate engagement?
Standard content makes people see your brand as similar to others.
It can be difficult to stand out from your competitors if you’re creating the same types of blog posts or content.
Interactive content not only has a greater chance of being liked and shared by your readers, but it helps develop brand loyalty.
People will begin to see you as an expert in your niche.
When people trust you, they’re more likely to become customers or clients.
9. Your competitors are likely already benefiting from it
Let’s say you’re a CrossFit gym in Portland, OR.
Right now, you’re struggling to get traffic to your website. As a result, your new membership sign-ups are low.
But, your CrossFit competitor down the street from you is getting 3x or 4x your website traffic.
As you dig in further, you notice that they’re creating extremely valuable content around CrossFit-related topics.
Content like ‘Can CrossFit Help Me Lose Weight? and ‘Is CrossFit Dangerous?’
As a result, your target audience is going to your competitor’s website, not yours.
This is why a content marketing strategy is so important.
How can you find out if they’re using it?
If you want to know for sure if competitor sites are utilizing SEO focused content and what keywords and phrases they are using to rank; you can you use tools such as:
Each of these tools is designed to provide you with real-time information on which keywords or phrases are driving the most traffic, and which sites are ranking because of content based on these keywords or phrases.
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