Why Is Content Marketing Important for Your Brand’s Overall Strategy
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8 Reasons You Shouldn’t Neglect Content Marketing in Your Next Marketing Campaign

why is content marketing important

In today’s growingly digital world, it’s become more vital than ever to entice your consumers with engaging and visual content. But why is that? Because Google made everything so accessible nowadays, people’s patience and attention spans have been shrinking daily. Here’s an example — over half of internet users won’t stick around if a web page takes more than five seconds to load. Luckily for businesses, Google itself is also the solution to many of their marketing problems. And that is where the importance of content marketing comes into play!

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, drive profitable customer action.”

Content Marketing Institute

With the consumers’ constant hunger for fresh, relevant content and content marketing’s swift rise to fame, it should be unsurprising that many brands quickly caught onto the trend and jumped ahead of the competition. But just how essential content marketing is to your business strategy? Let’s see what industry experts have to say about that!

According to HubSpot’s annual marketing report, 70% of businesses actively pursue content marketing in their overall strategy. When asked about the importance of content marketing regarding their marketing strategy, 40% of brands noted it played a critical role. Out of all the respondents, 24% even stated they plan to invest more in content marketing in 2020.

With this data in mind, you should have the general idea of the global consensus on content marketing. Now that we got that out of the way, let’s finally see why content marketing is important.

8 Reasons Content Marketing Is Important for Your Brand

Here are eight reasons content marketing is important for your business:

  1. Content Helps Generate Leads & Drive Conversions
  2. It Builds Brand Awareness
  3. Quality Content Encourages Social Shares
  4. Content-Rich Websites Increase Retention
  5. Content Marketing Helps Build Trust With Your Audience
  6. It Showcases Your Brand’s Authority and Expertise
  7. Valuable Content Boosts Your SEO
  8. Content Is Excellent at Supporting Other Digital Marketing Strategies

Now let’s delve into these reasons in more detail!

1. Content Helps Generate Leads & Drive Conversions 

High-quality content can help boost your lead generation efforts and increase conversions. But how can it do that? It’s pretty straightforward.

By making and promoting valuable content, you expose more people to your brand’s products or services, which offers you a unique opportunity — if you include an actionable CTA in your blog post or video, you will entice more people to visit your site’s landing page. If constructed correctly, your landing page should drive conversions for you. But if the results don’t meet your expectations, perhaps it’s time to do a landing page audit

A quick and easy way to enhance the success of your landing page would be by including a video. An explainer video, in particular, would be incredibly useful since it would both engage your visitors and teach them about your product. And if you include an actionable CTA at the end of your video, you’re sure to see your conversion rates skyrocket!

2. It Builds Brand Awareness

Great content is essential to building brand awareness. Since digital media all but entirely overtook traditional media, it has become the primary method of getting your brand’s name out there. With that in mind, what better way is there to do that than by making enjoyable and relatable content?

Whether we’re talking about breathtaking visuals, infographics, hilarious videos, or educational blogging, the importance of content marketing for your brand awareness is indisputable. So what are some of the ways you can achieve this?

The easiest way to reach the largest audience possible would be to get your brand on multiple channels and use various types of content. An excellent example would be to get your business on numerous social media channels and forums and even start your brand’s YouTube channel. With over 3.6 billion social media users worldwide and more than 2 billion active YouTube users, the reach these platforms can provide your brand is immense!

But remember not to bite off more than you can chew. Focus on as many platforms as you possibly can, but only if your audience is there, and you have the means. 

An excellent alternative to generating content for all of these platforms yourself would be to take advantage of user-generated content. By encouraging your audience to create content for your brand, you will actively engage them and cut costs on content creation! Just bear in mind that you’ll still have to moderate user-generated content, but that will prove much more cost-effective and less time-consuming than making content from scratch.

3. Quality Content Encourages Social Shares

social shares

We’ve already mentioned the value social media platforms can bring in our last point, but it warrants an entire section in and of itself. If you’ve ever been on any social media platform yourself, you know how those work — people like something; they share it; even more people like it; even more people share it. That’s the gist of how quality content can quickly spiral out and go viral!

But why are social shares so imperative for your business? Because there are many direct and indirect benefits to them, that’s why! Social shares can:

  • Help drive traffic to your website.
  • Increase brand awareness.
  • Help you build strong relationships with your consumers.
  • Add a speck of personality to your brand.
  • Help present your brand in a positive light.
  • Establish a line of communication between your business and your customers.

With that in mind, you’d be remiss not to allocate resources to making shareable social media content. But what content works best on social networks? Things like engaging images, GIFs, regular engagement posts, and various types of social videos are likely the best choices!

4. Content-Rich Websites Increase Retention

When consumers visit your website and buy your services (if they buy them), do you think they will return anytime soon? Probably not unless you have something to draw their attention. You likely already see what we’re aiming for! That’s right — content.

But what is it that will make your customers want to return to your website? In short, value. However, a brief explanation won’t suffice here.

When we say value, we mean you should offer your audience something they can use. So if you’re a marketing firm offering digital marketing services, an excellent way to attract users to revisit your site is to offer them new, tangible data regularly. Case studies and research papers are perfect for that! And while we’re at it, why not add an ebook or two in there or a few online courses as well?

If you provide plenty of resources and valuable content for your consumers, you’ll see your retention rates rise quickly!

5. Content Marketing Helps Build Trust With Your Audience

With more and more aspects of our everyday lives moving online nowadays, it’s becoming much easier for brands to grow out of touch with their consumers. That’s why you must not neglect the aspect of building trust with your consumers if you intend to stay relevant on the market in the long run.

The importance of content marketing is immense on your road toward that goal! There are many types of content you can use to facilitate consumer care and build trust. An excellent example of such would be customer testimonials, or behind-the-scenes sneak peeks into your company’s culture. 

However, these content types alone won’t be enough to carry your brand’s reputation, but they can prove invaluable on that journey! If you’re interested in more tips on how to use content to make your audience trust you, we suggest you give this article a read.

6. It Showcases Your Brand’s Authority and Expertise

Quality content is a surefire way to lift your brand in your peers’ eyes. Is there a better way of showcasing your authority and expertise in the industry than by creating educational content for others? Besides building your credibility, users engaging with your educational content will also increase your brand’s reach.

This aspect of content marketing is particularly vital for B2B businesses. The primary thing other brands look for when deciding whether to partner with you is how authoritative your business is. And considering that 93% of B2B marketers make content regularly should be enough to emphasize its importance.

7. Valuable Content Boosts Your SEO


Approximately 64% of businesses nowadays delegate funds and time toward search engine optimization (SEO). And why wouldn’t they? Digital sales are gaining prominence daily, so battling for that number-one spot on Google is now more crucial than ever.

Luckily, content is there to help you rank! Most content marketing strategies revolve around the very purpose of boosting brands’ positions on SERPs. With that in mind, what content types are best for ranking high on Google, and how do they help you?

Regarding the first question, anything from blog posts, captivating visuals, infographics, and even videos can help you rank on Google. That is why quality content marketing is so important for your SEO! When it comes to the second question, though, let’s look at a few ways valuable content assists your SERP rankings: 

Improve Online Visibility & Website Traffic

You should be well aware by now that high-quality content garners plenty of online traffic. Aside from that, creating content will help you rank for terms relevant to your brand and industry. High website traffic and online visibility through ranking for relevant keywords will signal to Google that your website is authoritative and will, thus, boost your ranking.

Yes, we understand that it’s hard to get that traffic ball rolling, but once you do, that upwards spiral will be hard to stop!

Build Backlinks

Link building is one of the longest-standing SEO strategies and is still relevant to this day. Essentially, if your website has plenty of backlinks from other authoritative domains, Google takes that as a clear signal that your website is trustworthy and boosts its ranking. There is much more depth to link building, so if you want to learn more about it, check out our detailed beginner’s guide to link building.

But how does content fit into this equation? It’s simple — content is what drives the most links! The more shares and exposure your content gets, the more links it will garner. So don’t forget to include a variety of content types on your site to get the most links possible! Text, images, and videos can help you build links to your website.

Increase Dwell Time

Google has been putting increased emphasis on user experience as of late, and that trend is only going to increase. So what could one of the indicators be that users like your website? Time spent on it, of course!

That’s why having engaging content, particularly on your landing page, is essential to improving your Google rankings. It will encourage your users to stay on your site longer!

Reduce Bounce Rate

Similarly to the last point, this factor is another one that is an indicator of how much users like your website! If your visitors click on one of your pages and leave it without checking out any other, Google will think your website’s content is not engaging enough, so you might drop in rankings. Luckily, quality content can help you keep users interested and entice them to explore other pages on your site every time they visit!

8. Content Is Excellent at Supporting Other Digital Marketing Strategies

Don’t underestimate the versatility of content! Even if your entire marketing strategy doesn’t revolve around it, it provides essential support for your other digital marketing endeavors. Here are some examples of where you’ll need to use content:

  • In your PPC campaigns.
  • In your email marketing campaigns.
  • You will need to update your website’s copy regularly.

So even if your business doesn’t focus on content, the importance of content marketing for any business aiming to go digital is invaluable.

Now that you’re well familiarized with the value content marketing can bring you, let’s address one final burning question before we leave.

Which Content Marketing Formats Should I Use?

Unfortunately, there is no single correct answer to this question! Various content formats are suitable for different purposes. But let’s look at some facts for reference:

As you can see from the graph above, videos are the most widely used format. Frankly, that shouldn’t be surprising since they are incredibly engaging, entertaining, and multi-dimensional. Ebooks are the runner-up, beating blogs by a hair. As you can see, text content is far from dead. Some experts even disagree with this data — according to Social Media Examiner, 58% of marketers value written over visual and video content. Overall, it’s indisputable that blogs are still one of the top content marketing formats to use in 2020! So even if you can’t try your hand at making videos, regular blogging should be enough to help you see positive ROI

Finally, just because all the other formats aren’t as close to the top three doesn’t mean you shouldn’t mix things up occasionally! All of these are viable options — the result will purely depend on how you utilize them.

We hope you thoroughly enjoyed this article! Good luck with your content marketing endeavors!

Until next time!