Patricia O'Loughlin
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Word concubine since 1989.
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5 Reasons Why Content Marketing is More Important Than Ever for Your Business

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It’s 2017, and it’s time to shun away scrappy old strategies and wholeheartedly embrace the latest and greatest marketing methods. These days, it’s all about content marketing. This multi-purpose tool is so much more than just a mouthpiece spruiking your goods; it embodies a slew of benefits which have helped shape it into a backbone for the digital advertising industry.

Since entering the online arena roughly 10 years ago, content marketing has sort of existed but never really taken the spotlight.

Now, that’s all changing.

With recent studies showing that 70% of consumers prefer to learn about a business through articles rather than traditional advertising, content marketing is starting to soar to greater heights than ever before. Businesses are getting much better at perfecting this art, and as such, they’re making the most of their newly-refined skills. In fact, according to SnapApp, “70% of B2B marketers plan to create more content in 2017 compared to 2016”.

However, if you’re still hazy about this marketing concept and how it can elevate your business’s online presence, here are five key reasons illustrating its booming importance.


  1. Content marketing goes beyond the scope of advertising: it educates, entertains and informs.

A simple broadcasting message has one purpose: to drive home your brand’s products or services. While this is effective – particularly if the audience is actively searching for said products or services at the time – consumers don’t simply want to be told things, they want to be shown them. This is where content marketing steps up to the plate. Here, you may still be marketing your brand, but you are also providing real value to your customers. When words can pique an audience’s interest, make them laugh, hit a nerve or give them something they can tuck away for future reference, the reader is much more likely to invest his or her time into engaging with your brand.

  1. Content marketing gives your brand authority (which in turn, boosts your knowledge of your industry).

In the words of Simon Sinek, “People don’t buy what you do, they buy why you do it”. When you can show that your business leads the way in your industry, customers will naturally flock to you.  Content marketing is about getting your name out there and showing thought leadership. In this regard, your strategy should hinge on thorough research: no one wants to listen to someone who doesn’t have any idea what they’re talking about. Investing your time into learning about the latest trends within your industry not only positions you as a leader; it also makes you inherently better at what you do.

  1. Content marketing enhances your SEO – in more ways than one.

If there’s one thing you should be well aware of by now, it’s that good quality content is gold for SEO. While old practices may have included keyword-stuffing and punching out as much written copy as possible, Google is now prioritising web pages that are well-written and rich in context and meaning. Genuinely good content makes for happy users, and happy users makes for increased engagement with Google.

However, content marketing can aid your SEO strategy in other ways beyond the fact that it revolves around high-quality, high-value written copy. The more your brand name shows up in the digital sphere, the better your chances of climbing Google’s ranks. We’re not saying you have to riddle your content with your business name (in fact, we strongly advise against this), but instead, simply include a link to your website in each article. Distributing press releases helps to achieve this – as soon as your content is published on other platforms beyond your own, you gain brownie points in Google’s eyes.

  1. Content marketing provides insight into your customers and inspires interaction.

In addition to press releases, another core component of content marketing is blogging. Your blog posts invite readers to contribute their own thoughts and opinions on the matter at hand, thereby paving the way for a conversation to take place. This kind of activity is amplified tenfold when sharing your blog posts on your social channels: digital consumers spend an average of one hour and 40 minutes jumping between their social media accounts each day, therefore making these platforms prime arenas to gain exposure. You can further capitalise on these avenues by using analytics tools to dissect your audience’s demographics and behaviours, and subsequently tailoring your strategy to suit those who are ready to click and convert. As such, you can maximise your ROI on marketing, build a loyal customer base and show that you actually care about your consumers.

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  1. Content marketing colours your brand and shapes your personality.

Many consumers aren’t interested in engaging with big, faceless conglomerates – we’re all human, and we naturally seek human connection. Accomplishing this kind of communication via a smartphone screen can be tough, but it’s not impossible – especially if you employ smart content marketing strategies. A clever content marketer will adopt your brand’s personality and magnify it through your written copy. Injecting a certain tone into your articles, press releases, blog posts and social media channels is key to forging a solid relationship with readers and shedding that corporate image.  

With content marketing rapidly powering ahead, it’s time to climb aboard and establish your strategy. Carving out a pragmatic approach can help you drive deep connections with your audience, become a prominent and reputable figure in your industry, and most of all, get your name out there.

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By Patricia O'Loughlin

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