How Can Content Marketing Help Your Business

Creating content to raise awareness about you and your business is not something new. For years, content marketing has always been about setting yourself apart from the competition. It has been a way to bring more value to your customers through meticulously curated content.

Today, however, it has become a necessity for any modern brand. It is undeniable that content marketing has been at the heart of the most successful marketing campaigns. And we can draw simple examples from our everyday life to prove that point:

If you go on Pinterest looking for recipes, browse through numerous pins, find the one you’re looking for and click on it, you will most likely land on a food blog. If you do a little more research on that blog you will probably find out that the blog either belongs to a food-related brand ( for example blue apron or hello fresh) or has what we call affiliate links that will take you back to a particular product, most likely related to the recipe you found.

Do you know what just happened here?

  1. You found free valuable relevant content AKA a recipe that you’re interested in.
  2. You were exposed to a food-related brand that you were probably not familiar with or aware it even existed. AKA brand awareness
  3. And this is the outcome that that brand hopes for, you might consider buying from that brand especially if what they offer is relevant to your query aka to your recipe.

Now multiply this process by 10, 30, or even 100. If that very brand put out 100 recipes on their website and shared them on Pinterest. Can you imagine how many people will get exposed to that brand and potentially purchase from them? Amazing right! That’s even without having to pay for ads. That my friend is the magic of content marketing I’ve been telling you about.

Now to help you understand even more how content marketing can help your business in a tangible way, I put a list together of the top 7 advantages it provides you with.

1. Create a meaningful relationship with your audience

What governs your relationship with your audience or potential customers is the level of trust they have in you and your brand. Let’s be real here, for every service or product a customer is looking for, there are hundreds or thousands of companies that can provide the same thing. Obviously, they are all different but it is up to the customer to pick and choose.

Now a lot of things go into the decision-making process, price, value, availability.. but one thing will beat all of that every single time: trust.

If you have managed to build a meaningful and trusting relationship with your customers, they will come to you no matter what.

Providing great content that brings value to your customers is what keeps them engaged with you, build brand loyalty and even turn them into advocates for you.

You know there is this app that I use for meditation, it’s called Headspace and it’s absolutely brilliant. This is not sponsored. I am only mentioning them because they are that good

Not only the guided meditation is amazing but also all the content around it that they create. The article, and supporting video, the daily mindfulness exercises. I trust them and trust their expertise enough to not only use their services on repeat, but I also feel confident to recommend them to people. This level of trust from your audience is what you as a business owner should strive for. And that my friend is the advantage #1 of content marketing.

2. Build your brand awareness

No matter how big of a following you have on social media or how many customers do business with you on a monthly basis, there are still a lot of people who don’t know about your brand. Do you want that to change?

Content marketing will get you one step closer to it. Creating a blog section on your website. Writing valuable, relevant content consistently. Emailing your website visitors with helpful information. Posting inspirational pins on Pinterest. All of these and more are part of a strategy that can increase your website traffic, and expose more people to your brand.

And you know what happens next? Once people find out about you and your products those are all leads that are just waiting to be converted.

You know this is an advantage that a lot of people fail to consider. I am all about running ads and targeting a precise audience that is more likely to show interest in your brand. But using a content marketing strategy alongside that will just amplify your exposure like crazy!

3. Boost your SEO

Ah SEO! That one acronym that is talked about so much that people know how crucial it is but most likely, not everyone knows exactly how it works or how to make it work for you.

But it’s okay, that’s why I’m here. SEO is a huge focus of this podcast so you can expect extensive content around it. I have episodes in the works, coming your way, dedicated to it so don’t worry, I got you covered.

Right now all I need you to know is that SEO is a big deal! Anything that boosts your SEO and amplifies it, is good. And that is a MAJOR (in all caps) advantage of content marketing.

SEO stands for search engine optimization. If you pull up your phone right now and open a google tab, pick a subject and type it into google. The way you word it is called keywords and the act of researching it onto google is called a search query.

What happens when you hit that search button is that the search engine aka Google is working hard to bring you the most relevant information regarding your search query. That is where the importance of SEO lies when it comes to your business.

When you are creating relevant content for the sake of sharing useful and valuable information to your audience and potential buyers, rather than showing them spammy ads, Google recognizes that your content is useful and serves it to the people searching.

Think about that for a second. If google advocates for you and serves your content to potential buyers, how high are your chances to convert those leads? I’ll tell you, pretty high! Google is a trusted source of information, it has dominant authority online, so you as a business need to be within google’s favors. How do you do that?

Come on let me hear you say it… That’s right! Content marketing.

4. Attract your ideal clients

Getting leads for your business is important, no doubt about that. But you know what’s even more important: Is quality leads.

An abundance of unqualified leads will get you nowhere. It is a waste of your time, energy, and resources. Do not fall into the trap of wanting to serve and sell to everybody. Your services or products are not for everyone, that’s just a fact, and it’s okay. Focus on your target audience, that is where your success lies.

The beauty of content marketing is that while you’re working hard at creating valuable and relevant content only those who are interested in what you have to offer are the ones viewing it. So your chances of generating qualified leads and converting them are pretty solid right off the bat.

And how do I know that? Thanks to what we just discussed: SEO. Let’s say you are a wedding planner and you are working on booking clients for this coming season. If you start a blog and create content around your business and what you do, only your target audience will view it because they are the ones going to google and searching “How soon should I book my venue” or “Outdoor spring wedding inspiration”.

So just right there, your content marketing strategy not only puts you in front of potential clients but the right clients who are actually looking for your services.

5. Turn your visitors into leads

When was the last time you had a look at your website analytics? It’s okay, don’t be shy, you can tell me. Well, either way, I need you to have a look at your website analytics right after you listen to this episode. I’m serious!

Check out how many visitors come to your website, which pages do they visit the most, how are they referred to your website and what do they do once they get there.

This is a very important practice that you need to implement. You need to understand your website visitors’ behavior and leverage that to increase your lead generation.

A huge advantage that content marketing has is that it enables you to turn those visitors into leads. With a series of call to actions on your website (you know those pop-up windows that show up and ask you to input your email address), a weekly newsletter filled with insights and valuable information, or, you’ve guessed it, your blog section. This is the concrete outcome of all your efforts. This is where your content strategy pays out — quite literally.

6. Help support every other digital marketing strategy

This to me is a very important fact that I need you to understand. Choosing the content marketing route does not mean you have to give up on your other marketing efforts. It does not contradict them or work against them, if anything it supports and amplifies them

Most businesses have more than one tool in their digital marketing toolbox. From social media to email marketing, Google ads, there are many different tactics that you can use to attract and engage your ideal clients.

Do you want to know what all of these marketing strategies have in common?

Great content!

The social media captions you write, or the email campaign drafts, or the content of your PPC ad, all of these rely on content creation.

So it is not a question of whether or not you need content marketing or whether or not it is important, because content marketing integrates into all other areas of your digital marketing strategy. It’s also the glue that holds together your campaigns and what ultimately helps make them successful.

7. Low cost & Max ROI

This is my personal favorite because this in my opinion is the best part of content marketing.

You know as a business owner, it is important for you to assess any new marketing strategies in terms of return on investment (also known as ROI). You need to know how much it will cost you but also how much you can expect to make out of it.

Especially if we compare it to running ads. The exposure content marketing gives you, the capitalization on SEO, the authority it gives you on google, all of these are long term perks that build your brand awareness and pay off in the long term. Your ROI is undeniable. Especially if we consider how minimal your initial investment is. Again this is not about paying pay per click or paying for a magazine feature, all you’re doing is writing, creating content, sharing your knowledge with your audience.

You also need to know how much time and effort will require of you. I mean the idea of running a blog for instance is fantastic but do you know how much work that is! And trust me, I know a thing or two about and I can honestly say that it is extensive work. Doing that yourself alongside your business can be time-consuming.

Although I do recommend it, especially at the beginning. Doing the actual writing and brainstorming on relevant topics can do you real good. It will spark your creativity and entice you to keep learning and developing your skills.

I know that’s how I started with blogging. It was a real labor of love. I had a free card to write about whatever I wanted but it was still related to my work and enabled me to learn new skills every day, especially with the whole publishing side of it and photography.

On the other hand, if things start to get a bit tricky. If your plate is already full and you just can’t do it anymore, please don’t give up on your blog. Simply outsource it.

That’s why businesses hire people like me! The same as you hire a social media manager to run your accounts, or a PPC specialist to run your ads, or even a Shopify or WordPress developer to build and maintain your website, you can outsource your content marketing too.

That’s what I do. My marketing agency specializes in content marketing, we build, run, monitor, and adjust your blog without you having to worry about it. It is a well-oiled machine that you can count on to build your presence online and convert your visitors into customers.

And that’s it! Those are the top 7 advantages of content marketing and how it can quite literally transform your business. I believe that you now have a good understanding of what content marketing entails and you are ready to implement it in your business.

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Writer and Digital Marketer | Coffee addict and to-do list enthusiast | Website: soukifournier.com | You can reach me at contact@soukifournier.com

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Souki Fournier

Souki Fournier

Writer and Digital Marketer | Coffee addict and to-do list enthusiast | Website: soukifournier.com | You can reach me at contact@soukifournier.com

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