“Content is king.”
It’s a phrase once relished by the marketing industry but, due to overuse, has since lost some of its pizazz. Still, the phrase’s overuse hasn’t diminished its value. In fact, there are some lesser known benefits of content marketing that you might consider before removing it from your marketing arsenal.
While reportable metrics are important and should never be overlooked, they don’t always tell the whole story. Content writing produces benefits that aren’t always measurable. Here are some often overlooked advantages of content marketing.
Content Writing Helps Solidify Industry Leadership
As a brand, taking a unique stance or position on an industry specific topic or questioning the status quo shows that you are ahead of the game and creating the trends rather than following them. Your ideas may not be seen by millions of readers worldwide, but you can bet that you’ll gain clout from your industry peers, because around 23% of top executives read industry blogs regularly. Over time, they are likely to look to you for direction and inspiration.
Keep in mind that creating industry buzz as a thought leader is not only about putting your ideas out there but also inviting feedback and engaging in conversations. Having the ability to incorporate and consider other’s feedback is the hallmark of a great thought leader; it is how good ideas turn into great ideas. Stay up to date with comments from your readers and respond to them thoughtfully. You’ll give them more incentive to share your articles, whether they agree with your thoughts or not.
Content Marketing Increases Inbound Links
When we think of content marketing, we often think of users coming to our articles through organic search. While organic searches is a great (and free) way to get traffic to your website, it shouldn’t be your only aim. Content marketing involves producing useful content that others want to share, thereby getting linked to from other websites. Getting inbound links to your website is as important as (if not more so) getting readers from organic search because it increases site authority and is an SEO ranking factor.
Companies that blog receive 97% more inbound links than companies that don’t. Quite a staggering number!
Industry Blogs Increase Reputability
In the early days of the internet, blogs were mostly shunned as a source of verifiable information. Nobody really trusted them, and the lack of trust meant they didn’t get much attention. Now, industry blogs have much more credibility. Of course, there is still a lot of misinformation spread around online, but if you put your effort into creating a content marketing strategy based on truth, people will recognize it and return to your website for future information. In fact, blogs are rated the 5th most trusted source of information online. If you’re breaking industry news and publishing insights before your competitors, you’ll increase your reputability.
Content Marketing is a Low-Cost Endeavor
What does content marketing really cost? It mostly costs time. Compared to other marketing endeavors, such as PPC ads, paid social media ads and traditional advertising, it is very low cost. Paying for ad space is expensive and setting up effective PPC and social media ads is much more costly and time-consuming than content marketing.
Content marketing is great for more than getting your message out: It creates trust and good relations between clients (a brand builder), increases authority and reputability and among the lowest costing marketing tactics available. Content really is king.
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