The Benefits of Content Marketing
Content marketing, on the other hand, allows marketers to become publishers – build their own audiences, and attract their own
attention. While rented attention can be effective, when you own your own attention by creating content, you benefit in three major ways:
1. You build awareness for your brand.
Your audience can’t buy from you if they can’t find you – and up to 93% of buying cycles start with a search online. Traditional advertising
and outbound marketing can be an effective way of building awareness, but content marketing allows you to build organic awareness. When your
valuable content ranks highly on search engines, or is shared widely on social networks, that’s “free” brand awareness. And because your content will only rank highly or be shared when it’s relevant, your audience will be less inclined to tune it out.
2. You create preference for your brand.
Once you’ve established awareness, you need to establish preference. Engaging content marketing creates preference through thought leadership – it makes you a trusted source of information and education. You can also create preference through relationships, which are strengthened whenever your content entertains or helps your buyers. All other things being equal, people are more likely to buy from companies with whom they have relationships. Of course, this requires you to create content that people like – or even love.
3. You reach more buyers and customers, at lower costs
According to Forrester research, today’s customers distrust and resent marketing that interrupts or intercepts them. Engaging content marketing is part of a natural conversation with current and potential customers, is relevant to their interests and behaviors, and builds a continuous story over time. Unlike traditional marketing, content pays dividends for a very long time, and this effect multiplies as you create more and more content. Note that this means that content marketing is not a short-term strategy – results will be small at first, but will grow over time