By now, it’s obvious that you’ve heard about content marketing. But, have you invested in it yet? If your answer is no, is it because you're skeptical of the long-term benefits? Or reluctant to invest heavily in what might turn out to be a fad? Are you just intimidated by your perceived complexity of the strategy? Or you're simply busy with other marketing strategies?
If this sounds just like you, you’d be relieved to know that Content Marketing is not just a buzzword. Rather, it is one of the most practical, effective, and useful marketing strategies today.
Content marketing not only boosts SEO results — but also fuels your other marketing efforts, generates traffic, conversions, and leads for your business, creates long-term, sustainable results.
Content marketing is a marketing strategy used to attract, engage, and retain an audience by creating and sharing relevant articles, videos, podcasts, and other media.
Content marketing is important because it establishes expertise, promotes brand awareness, and keeps your business top of the mind when it's time to buy what you sell.
Content scoring is the new data-driven measurement process for tracking how each piece of marketing content drives leads and conversions.
What Is Content Marketing?
Content marketing is the development and distribution of relevant, useful content—blogs, newsletters, white papers, social media posts, emails, videos, and the like—to current and potential customers.
When it’s done right, this content conveys expertise and makes it clear that a company values the people to whom it sells.
The consistent use of content marketing establishes and nurtures relationships with your prospective and existing customers.
When your audience thinks of your company as a partner interested in their success and a valuable source of advice and guidance, they’re more likely to choose you when it’s time to buy.
Why Is Content Marketing Crucial For Businesses?
According to Hubspot, content marketers who prioritize blogging efforts are 13X more likely to see positive ROI than those who don’t. Annual growth in organic traffic is 7.8X higher for businesses that engage in content marketing.
Furthermore, content marketing generates 3X the leads, but costs 62% less than other digital marketing channels.
Content marketing doesn’t just open up a conversation with your audience. It also keeps that conversation fresh, helpful and engaging over time.
Great content marketing is not fleeting and transactional, but rather leads to engagement and relationship-building. Most of all, content marketing doesn’t interrupt the user from their activity — it’s a welcome extension of it.
Brands that invest in full-funnel content marketing tend to dominate search more efficiently.
The Top 6 Reasons To Invest In Content Marketing
So, now you know the content you create has to be consistent and of high quality. However, why is content marketing so beneficial in the first place? Here are the top 6 benefits of content marketing.
1. Boost SEO, SERPs Ranking, And Increase Organic Search Traffic
Driving traffic to your website is done by optimizing content with relevant keywords that prospecting customers are searching for on a search engine – and by a search engine, we predominantly are talking about Google.
Google is used for almost all (94%) search engine traffic, so when it comes to SEO, businesses will benefit most from following their guidelines.
Prioritizing content marketing in your SEO strategy will provide new, informative pieces of content that employ your most valuable keywords.
Rather than over-optimizing your existing content, which will eventually affect your search ranking negatively, content marketing will add value to your website.
More importantly, Google likes new, updated content. Freshly published content gets rapidly indexed and contributes to improving your ranking. The more content added, strategically set around your most valuable keywords, improves your SEO ranking.
This will also increase your business’s visibility for the keywords you want to rank for. Google crawls that content and will rank it based on its relevancy, quality, and usefulness. Google will reward great content.
2. Establish E-A-T
Google sums up what it wants to see from websites with one tidy acronym: E-A-T, or Expertise, Authority, Trust. One of the benefits of content marketing is establishing these qualities.
Writing more, higher quality content will increase the perceived expertise, authority, relevance, and trust of your site. If that content earns more inbound links from external sources, your website's domain authority will increase even further.
A higher domain authority correlates strongly with higher search rankings, so the more quality content you produce, the more organic search visibility you'll stand to gain in all areas of your site.
3. Create Brand Awareness
Unlike your revenue-driving content (like ads and even your content in product descriptions) your brand’s content should be focused on interesting, relevant, and valuable information about your company.
Rather than selling your products, content marketing for brand awareness focuses on selling your values as a business.
Branded content is where you can share all the details about your company and why consumers should choose to purchase from you.
When people read your material, they'll be building an impression of your brand. If they find what they read helpful, informative, or enlightening, they'll think more highly of your brand.
Furthermore, if they see your content published on external sources and showing up on their social newsfeeds, they'll perceive you as a more trustworthy, established thought leader in the industry.
4. Ensure Tighter Customer Or Reader Relationships
Greater brand awareness can help with the size and recognition of your audience, but greater content can also increase the loyalty and closeness of your customer relationships.
If you use the personal brands of individuals to write and share content, your customers could develop a more personal relationship with your company.
If users start to rely on you as a primary source of information, their loyalty will be all but guaranteed for as long as they buy your products.
It's true - brand fans can be just as loyal and influence their friends and family's buying decisions as potential consumers see that a business provides value to its current audience.
5. Decrease Marketing Costs And Compound Value
Content marketing only costs time. It's incredibly cost-effective and even better — it offers great returns.
Your first few months of a content marketing strategy might not yield much in the way of results, but your next few months will start to see growth. The few months after that will see more growth. By the time you're a few years in, your return could easily quadruple your investment or more, consistently.
Content marketing is inexpensive, safe, available for anyone in any industry, and beneficial in many different areas. The sooner you start investing in it, the sooner you'll start to see results, and the better results you'll eventually see.
Whether you're in it for increased traffic, higher conversion rates, or just better relationships with your customers, there's no reason content marketing shouldn't be included in your marketing arsenal.
6. Position Your Company As An Authority In The Industry
Creating quality content will also help build your authority online. If your business is established as a credible place to get information, you're more likely to rank higher in search engines.
Plus, your customers are more inclined to trust you if they view you as an industry expert. Your content should demonstrate your expertise in your field and provide valuable answers to your audience's questions.
Overall, content marketing is important. But, how can you be successful at it?
One way to tell is to assess the quality of your content. One particularly beneficial assessment of quality is content scoring.
As more businesses increase their content marketing budget, there's never been a better time to incorporate content scoring metrics into your marketing campaign. With the help of content scoring, you can measure and improve your content marketing performance and offer great value to your audience.
What Is Content Scoring?
Content scoring is the process of assessing and quantifying the true potential of content by tracking how individual content pieces perform in generating and converting leads.
As an innovative content marketing metric, content scoring helps marketers prioritize only the assets that have a higher probability of generating and converting leads.
In addition to delivering a scientific method of assessment to writing, content scoring is a reliable and predictive method of evaluating the engagement potential of an individual piece of content before it's published.
Improving the quality of your content is pivotal to the success of your marketing campaigns. The quality of your content is relative to your audience's profile.
With a better understanding of your customer's needs, you can offer content with higher resonance. But improving your content is a gradual process, and you need to continually measure and analyze your audience's responses to understand and improve on the elements that matter most.
How to Score Your Content?
Marketers and content creators often find it difficult to quantify what recipe works for their content and their audience. By scoring your content, you're able to objectify that process and use the same recipe repeatedly to create similarly successful content.
Here's how to score your content:
Establish scoring criteria. To develop an effective content scoring system, you need to establish a foundation built on whichever engagement metric has the greatest impact on your content. For some, it may be page views, for others, it could be the number of shares on social media.
Create a campaign. Once you've identified which metric matters to you most, create a campaign and add the successful content that meets your threshold. For example, if you decide that 1,000 page views are high performing, include all the content assets that meet said criteria.
Monitor content performance. Measure how each new piece of content you create is performing. If certain content assets meet your success metric — 1,000 page views, for example — add them to the campaign. Continue adding content to build a small sample size of high-performing content.
Evaluate what works. Now that your high-performing content is segregated, you can further analyze what makes your content perform. Although it's difficult to quantify, you can discover patterns within your content that you can then replicate.
Rinse and repeat. Although these patterns are always changing, this manual process is an effective way to score your content and take action on your insights in the future.
This can be a tedious process, and it only scrapes the surface of a true content scoring system, but it's a thorough and important process to implement.
For more effective and efficient results, you can use automated tools to help you score your content in more granular patterns.
Content scoring helps your brand set a benchmark for itself, moving you closer to understanding customers' buying stages and expectations. When you've established the content types that work for a specific customer segment, you can easily replicate your success over and over again.
There are simply so many more benefits to content marketing that can be described all day. Quality content is often a foundational piece of all marketing tactics.
Give it a go – you’ll find the benefits of content marketing far outweigh any negatives – and ultimately you’ll see the rewards most markedly on your positively-growing balance sheet.
If you are looking for a service to take the burden of creating quality content off your shoulders, RankToday has got you covered. Get started with RankToday to gain better rankings, more sales, and higher conversions with better content.
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