Content marketing is like physical gold bullion, it’s a long-term investment that keeps its value over time.
Gold might be hitting record highs but content writing is another investment opportunity that you don’t want to miss.
When it comes to estimating the value of content writing, there’s no speculation involved. Absolutely none.
According to HubSpot, 77% of companies report having a content marketing strategy in place. A further 24% say they plan to increase their investment in content marketing in 2020.
These statistics provide weight to what we already know to be true; content marketing has become an effective way for businesses to engage with their target audience. This is increasingly important as outbound marketing strategies become more inefficient at converting audience reach into leads.
Essentially, this means that if you don’t already have a content marketing strategy in place, 77% of your competitors are leaving you in the dust.
How can you fix this?
You can start by learning exactly what content marketing is and why it is a solid long-term business investment.
What is Content Marketing?
Content marketing is a strategic method of creating and distributing valuable content to reach your target audience. It’s a transactional form of marketing. You’re providing the audience with value in an effort to boost consumer confidence and establish yourself as an authoritative brand.
Your content marketing strategy can consist of several different assets. From blog posts and infographics to social media posts and video tutorials. It is anything that is unique from typical outbound marketing strategies.
Content marketing can help your business improve brand awareness and encourage lead generation. It assists in building a relationship of trust between you, your product, and your prospects.
Let’s delve further into why content marketing is important for the growth of your business, and what makes it a worthwhile long-term investment.
Lead Generation & Brand Awareness
These days, consumers love getting something for free, right?
Content marketing can be perceived as a way to give prospects valuable information about your product or service, for free, before they have even asked for it.
Not only does this enable you to present the value proposition of your offering to prospects, but it will also naturally generate easy-to-convert leads for your business, as you’ve already educated them on why they need your product.
Build Trust & Credibility
The resulting benefit of giving away valuable information for free is that you begin to build trust and credibility with your prospects.
You’re already solving their problems, and they haven’t even bought your product or service yet!
An excellent content marketing strategy will also see you sharing content regularly. The more often that you post, the more you will be seen as a reliable source of information and industry authority.
Boost SEO Rankings
A content marketing strategy with a focus on SEO can help to increase your rankings on Google search results. Google also loves content that is well-written and engaging. It’s one of the major ranking factors that determine the in order in which content appears.
Sitting on the first page of Google means that prospects don’t have to dig through pages and pages of a Google search to find you. It automatically gives you more visibility and higher credibility.
The Bottom Line
Content marketing is all about playing the long game. These marketing assets can produce results for years, being reused and recycled across multiple campaigns. If your blog content doesn’t deliver a strong return-on-investment within a month, don’t panic.
An absence of instant results does not diminish the value of this marketing asset. You just need to take a fresh approach and use different marketing channels to drive your ROI.
It may take a while to build your social presence, gain momentum, and improve your brand's visibility online. But, if it equates to building trust, gaining credibility, and generating more leads, it’s safe to say it is worth the investment.