Why Is Content Marketing Important?

Content marketing helps to instill confidence in the brand by demonstrating to consumers your expertise, authoritativeness, and trustworthiness. By satisfying users search needs with relevant and useful content you can ultimately drive leads, conversions, and revenue.

The adoption of content marketing strategies has seen exponential growth. One industry survey reported that 75% of businesses increased their content marketing budget in 2016 and nearly half of respondents increased their recruitment for content-related roles.

On average last year, WordPress saw 83.1m new posts per month on their platform alone, up from an average of 49.6m in 2016.

What Is Content Marketing?

Content marketing is a marketing strategy that focusses on producing and sharing useful, relevant and high-quality content, with the aim of enticing and retaining specific audience, and drive profitable customer action.

As oppose to traditional outbound marketing strategies which try to push products or services on to consumers, content marketing adopts more of an inbound approach by offering their thoughts and insight, generally for free.


Here are 11 reasons why content marketing is a vital part of the digital marketing mix:

1. Increased Organic Visibility (SEO) And Traffic

SEO and content marketing complement each other well, given that content helps to build organic visibility, both by appearing on search engines and by supporting the primary service and product pages with additional information around particular topics.

In this day and age, it is not uncommon for sites to derive half of their organic traffic from content orientated pages (not category and service pages).

Strong content that answers common questions and queries attracts and exposes you to new prospective customers. Promoting yourself as a genuinely useful destination for your audience will bolster both your traffic and conversions.

2. Demonstrates Credibility to Audiences

When it comes to driving website conversions, credibility plays an incredibly significant role.

In order to convince a customer to hand over their contact information or indeed their bank details, customers need to feel that the brand or company in question can be trusted. With content marketing, you can demonstrate you are a true expert in your field, which can be an incredibly strong influence over buyers.  

Incorporating testimonials and reviews on your website can be a really effective way of getting this message across and provides real-life proof, which will reassure users.

Moreover, by encouraging staff members from different departments to write articles and blogs you can convey communicate the knowledge and expertise of those involved in the business.

3. Demonstrate Credibility to Search Engines

Search engines like Google have a large team of search quality raters that assess the quality of search results; their guidelines stress a desire to reward sites that visibly show their expertise, authority, and trustworthiness (EAT). This will determine whether they deem a site high value or not. Evidently, it’s not just users that value credibility.

4. Appeal to Users at Different Buying Stages

Service and product pages are intended for the latter stages of the buying process, attracting users that have pretty much identified what they need and want. By comparison, content pages (blogs, articles, features etc) can be used to target people across all stages of the buying process, from initial awareness through to conversion.

With the right strategy in place, content marketing can be utilised to satisfy different needs, project different messaging and guide consumers along each stage of their journey through the buying process.

To give you an example, for those customers still deliberating, you can present them with a buying guide which will encourage them to move towards the conversion phase by eradicating any remaining informational barriers stopping them from completing their order.

5. Educate Your Audience

In the digital age that we find ourselves in, consumers have a wealth of information at their disposal. In the past, consumers might have picked up the phone or visited a physical store after seeing one advert, but more commonly today, we have progressed much further in the buying process before making ourselves known to a business. If users need supplementary information about your product or service before getting in touch with you or indeed converting, you could lose business by not offering it.

If you have particularly composite products or services, use content such as explainer videos or visualisation of features to clarify and simplify this information in an appealing way that is more attractive than a mass of dense, jargon-filled text.

6. Content Marketing Is Universal

Some digital marketing strategies only work in certain sectors, but content marketing is uniquely pervasive, working successfully across all industries, for both B2B and B2C audiences.

PPC campaigns will not work as a marketing strategy for low-value products given that the margins will be so small and will diminish the profitability of sales.

Display adverts are not appropriate for medical products considering that consumers won’t want ads with personal or sensitive information showing up on their browser.

Finally, not every brand is suitable for building a substantial following through social media.

By comparison, prospective customers will always look for content containing information and knowledge on the products and services they are researching.

7. Feed Other Channels: Social and Email

Entertaining and engaging content is cornerstone of a social media brand account worthy of a follow. Additionally, good content is more likely to get shares, retweets, and likes, which will bring you greater coverage and exposure for your brand. It must be noted though, that social media users are becoming more savvy by the day, meaning you fresh, regular and relevant content more than ever.

Content marketing can also be an integral element that helps secure the success of email and marketing automation campaigns. Once again, content draws in users to begin with by encouraging sign-ups, and will also increase email open rates and engagements. Using marketing automation to send out emails targeted around the content that particular users and most likely to engage with.

8. Target Niche Sectors of Your Audience

The better you understand your audience and their exact needs, wants and problems, the more granular you can be in formulating content that directly appeals to them. Category and product pages must be general in the information they dispense, whereas pieces of content marketing can hone in on particular subsets of your audience and address their precise needs.

To execute this well, you will need to orchestrate a strategic marketing plan and define your audience segments. There is an abundance of content on the internet, so make sure that if a consumer in your target market has a need, you are the one to satisfy it and not someone else. Niche content designed to attract a particular portion of your target market will help set you apart from the competition.

9. Build Brand Awareness

Building brand awareness can be a complicated and costly affair with advertising and PR. However, content marketing can be a way of mitigating this expense.

That buying guide you’ve developed or that explainer video you produce, which gets shared around on social media could be what separates you from your competitors.

The tool that helps resolve an immediate issue or query can be the beginning of a long relationship between the user and your brand.

Building brand awareness is not easy to measure, but key to this is getting your brand or business in front of users, which can be achieved through inventive and original content.

10. Content Works Long After Publishing

Some articles and blogs are time sensitive and will naturally dwindle in relevance. By comparison, evergreen content can remain relevant and potentially keep bringing in new visitors to the site for months on end with little or no effort required.

Examples of evergreen content include “how to…” guides, support resources and content that answers users’ questions.

This takes the pressure off to constantly produce new content. Revisiting these articles to update, expand upon and republish them can be incredibly valuable.

11. Become A Destination Worth Returning To

The key to marketing is nurturing the relationship people have with your brand; content marketing provides a means of developing that relationship by giving consumers something to refer to time and time again when they need information or entertainment, not just when they want to purchase something.  

Making yourself a destination will solidify your status as an expert or leader in your field. The more people visit your site, the greater the number of opportunities you have to market to consumers and build up a comprehensive view of your audience, which in turn will inform your content marketing strategy.

Cut Through the Noise

The production of content is ever increasing, so it is absolutely essential that marketers embrace the mantra of quality over quantity. Rather than following a stringent marketing plan dictated by a set number of articles published per week, be more reactive and commit yourself to producing high quality, useful, engaging content to cut through the noise.

Think about what your audience wants to read rather than what you want to write about. Consider what questions you can answer authoritatively, what issues they have that need solving, and how you can entertain them. Figure out how to address these and link it back to your products or services.

If you need help developing a content marketing strategy to take your business to the next level, then feel free to get in touch.

Email: millie@daviesscothorn.com

Or give the office a call on 01283 532780.

Alternatively, come in for a chat and a coffee, our address is:  192 Horninglow St, Anson Court, Burton-on-Trent, United Kingdom, DE14 1NG

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