The business benefits of content marketing: What you need to know
As a business leader, you know just how varied your role can be. You’re defining your brand strategy one day, recruiting the next, and keeping an eye on finances constantly.
You’ve probably heard that “content marketing is the next big thing”. But you may not be quite so clear on what the benefits of content marketing are for your business.
So here’s how content marketing can help your business save costs and increase return on investment. But if you’re still unsure, don’t worry – it’s not for everyone.
What is content marketing?
Content marketing involves creating and distributing tailored, useful content to attract and engage a defined target audience.
It’s a strategic approach with specific goals, set by you for your business. And those goals typically fall into three different categories:
- Raising brand awareness
- Educating your audience – and building trust
- And, ultimately, generating leads
If you’re still not sure what content marketing is, here’s a more detailed explanation of content marketing.
How does content marketing work?
Content marketing ‘pulls’ prospects and customers towards your business by establishing credibility. You want your audience to trust your content and, by extension, your company.
The more your content is educational, relevant and valuable, the more likely it is that you will attract, acquire and engage your audience.
Content marketing is flexible and responsive – because you analyse the performance of your content as you go. So if parts of your content strategy aren’t performing (your blog, for instance) you can make tweaks and see what works best.
Learn more about how content marketing works.
What are the business benefits of content marketing?
(1) Raise brand awareness
Brand awareness is one of the main reasons marketers create content.
You want your content to reach as much of your target audience as possible, so that they remember your business.
The more high-quality content they see from you, the more they’ll recognise and respect your brand. And the more they recognise and respect your brand, the more likely they are to become your customers.
(2) Reduce your costs
Content marketing actually costs over 60 per cent less than traditional marketing. But why is it cost-efficient?
Well, because you’re mainly using your own channels, you can save on external media costs.
Producing content also makes you more visible, so you can reduce your budget for promoting your brand. For example, content marketing can be up to 41 per cent cheaper than paid search.
(3) Align your sales and marketing teams
As you’re well aware, sales and marketing don’t always work together as harmoniously as you might like. One of the more unexpected benefits of content marketing is that it helps these teams to work better together.
Indeed, an impressive 75 per cent of businesses which report high sales-and-marketing alignment have a documented content marketing strategy.
(4) Generate more traffic and more leads
Content marketing drives more than teamwork. Creating quality content can get you three times more leads than paid search. Plus, the quality of results over the long term is better and the costs are lower than other forms of marketing, as you’ll see below.
(5) Measure your return on investment
Content marketing is digital. This means you can measure your success, failure and return on investment easily. This is more important than ever in a world where data-driven decisions hold the key to content marketing success.
Marketing analytics tools will also help you measure and analyse your company’s performance to best effect. Learn more about measuring content marketing ROI.
So how do you create quality content?
The benefits of content marketing are many and long lasting – when it’s done well.
And in order to create quality content, you need to do a number of things:
- Devote time to research – this is the cornerstone of your content
- Be credible – if you can’t back it up, don’t include it
- Consider your channel – are you writing a blog or creating a video? Which audience does each piece of content target?
- Bring it to life with great design – capture attention with compelling visuals
- Don’t forget quality control – collaborate with internal teams to ensure your content is the best that it can be
Learn more about the benefits of content marketing. Download Caspian Media’s free no-nonsense content marketing guide to understand the full potential of quality content today.