Content Marketing: What is it and why is it important?

Leading brands like P&G, Microsoft, Cisco Systems, and John Deere, use content marketing.


Do you know why?


Over the years, businesses have seen a shift of dependence from traditional solutions to digital ones (such as content marketing) because the former has been showing less efficiency by the second in the digital age, causing them to go out of style.


Let us now take a look at content marketing and the six reasons as to why it is so important- stay tuned for number five!


What is content marketing?


Content marketing’s meaning, according to the Content Marketing Institute, is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.


The world’s leading brands use content marketing because it helps increase sales, decrease costs, and attract loyal customers.


Why is content marketing important?


Content marketing has been found to help companies drive traffic, build trust with consumers, increase conversions, and generate more business, therefore making it important to contemporary businesses.


  1. Growth in organic traffic: A content marketing strategy that makes use of evergreen content has the potential of earning a high Google ranking for a long period. This is important in generating consistent growth in organic search traffic.

  2. Convert leads: Good online content marketing not only helps generate organic traffic but also helps nurture and convert leads. As potential customers rarely ever search for what you are selling, a perfectly formulated content marketing strategy can take them on a journey from discovery to a paying customer. Content marketing, specifically SEO content marketing helps create awareness, generate interest, convinces the person that you are the right choice for them, and then gives them to final nudge to convert them into a customer.

  3. Fuel other marketing channels: Content marketing helps make other marketing channels like social media posts, email marketing, paid ads, word of mouth (shares) etc. more effective.

  4. Educating potential customers: Many people first try to understand how to use a product or service and learn about the utility before actually paying for it. With various types of content marketing, you can teach your potential customers why a product/service is useful, how to use it, and what benefits they will receive. It is only when the person is convinced about the usefulness of the product/service that they will be willing to shell out money to pay for the same.

  5. Cost-effective: A proper content marketing strategy can be the most cost-effective way for a website, page, blog, social media account etc. draw in the targeted traffic. With the right SEO content strategy, you will be able to generate organic traffic and won’t have to worry too much about paying for Google Ads to drive the targeted traffic to your page.

  6. Building backlinks: One of the key factors for generating organic traffic is to build backlinks. What are backlinks? Also known as inbound links, backlinks are links that are created when one website links to another. This tends to happen when the website that is backlinked has great content. So, here’s even more reason as to why content marketing is so important.


With all that said and done, it is also important to revisit your content to update or make it more relevant and comprehensive. This will not only make your audience trust you more, it will also maintain the traffic, or even increase the traffic coming to your website or blog.

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