If you’ve been a business marketer for more than two minutes, you’ve probably heard the saying “content is king.” The term originated from an essay by the same name written by Bill Gates in 1996.
In the essay, Gates wrote:
“If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.”
More than a quarter-century later, Mr. Microsoft’s words still ring true. Quality content is a fundamental part of any successful marketing strategy.
5 Ways Content Marketing Builds Your Business
#1: Increased Trust and Authority
Anyone can say they’re good at whatever they do. Content backs up their claims.
Imagine you’re looking for someone to replace the radiator in your car. You do a quick Google search and find two auto shops in your neighborhood.
The first shop has a basic website with contact information, hours of operation, a list of services they perform, and a smattering of three- and four-star reviews.
The second has all of that … and an extensive blog with tons of posts covering all kinds of automotive topics and even a section with how-to videos for people who want to take a DIY approach.
Chances are most people will go with the second shop. That’s because they’ve positioned themselves as an authority in the industry and created quality content to back up their claims.
#2: Better SEO
Search engine optimization (SEO) and content marketing go hand in hand. The more content you have on your site, the more chances you have to rank in the search engine results — and the more keywords you can rank for.
Google algorithms consider a lot of different factors when deciding where to rank a website. How relevant is your content? Is it unique? Does it serve a purpose? How many backlinks do you have? How long does the average user spend on your site? And how often are you creating new content or updating older pieces?
All of these things play a huge part in where you appear in search rankings. By consistently creating (and updating) relevant, high-quality content, you are working your way up Google’s ladder. That increases your chances of being seen.
#3: More Customer Engagement
Any business needs customers to survive, and content is one of the best ways to get (and keep!) them.
Engaging content — be it blog posts, infographics, videos, webinars, podcasts or anything else you can imagine — will capture your audience’s attention. And when you have a predictable posting schedule, they’ll come back regularly to see what’s new.
Each time a customer returns to your website, you have another opportunity to engage with them and earn their business. They might not make a purchase today, tomorrow, or even next month. But by consistently giving them a reason to come back, you’re ensuring your business will be top of mind whenever they do need what you have to offer.
#4: Cross-Channel Communication
Not everyone uses the internet the same way.
Some never stray from their curated social media feeds. Others prefer to go straight to the source and have a list of individual websites they visit on a daily or weekly basis. And still others play follow-the-leader and only click on things their friends and family share online.
Content works for everyone, regardless of how they spend their time online. You can link to your blog on social media, send your new vlog via email, and allow people to share your content straight from your website. This ensures that no matter how they consume the content, you can reach them.
#5: Perceived Altruism and Goodwill
In most cases, you’re not charging your viewers for your content. You’re not making them pay a subscription fee to read your blog or nickel-and-diming them with your YouTube videos. You are educating, informing and even entertaining them for free.
While you know there’s an ulterior motive behind the content you create (namely, getting people to buy what you’re selling), your audience sees it a different way.
“Instead of telling me how difficult it is to replace my own radiator, this business owner took time out of his day to create a video to show me how to do it. That’s the kind of person I want to do business with!”
Giving people something for free — even if it’s just a how-to video or a handful of blog posts –makes you seem like you’re in it for them, not for their money.
Quality Content Helps Businesses Grow!
Times have certainly changed since the dawn of the internet when Bill Gates gave content its crown, but it’s still holding court after all these years. The more you put into your content marketing strategy, the more you’ll get out of it!
Do you need some help with content creation? Mischa Communications is ready to get to work. What can we do for you?