Content marketing is one of the most practical and useful digital marketing techniques that your brand can utilise to reach and engage more customers. You can effectively use content marketing to showcase your domain knowledge to attract a clearly defined and niche audience to your site. When a prospective customer finds your content relevant to their interests, they start building a connection with your brand which helps you build on more trust. Marketing your content can prove incredibly beneficial for your company, with some of the instances detailed below:

1. Drives More Conversions

One of the most significant benefits of marketing content online is that it helps your brand drive more conversions. It has been noted that companies which are consistent with marketing their content have conversion rates that are six times higher than their competitors who don’t invest in content marketing. This goes to show that robust content marketing campaigns require a significant investment of money, time, and resources, which eventually pays off in generating more conversions.

2. Brings More Traffic to Your Site

Content marketing involves publishing blog posts that directly address the interest of your target consumer base. So, publishing blog posts that are engaging and effective can help bring more traffic to your site over a period of time. According to HubSpot, brands that publish more than 16 blog posts per month generate almost 3.5 times more traffic than those who publish 4 or fewer posts. Publishing quality blog content in a dedicated schedule goes a long way in increasing traffic to your site.

3. Builds Brand Awareness

One of the most important benefits of content marketing online is that it helps in creating your brand’s identity amongst your consumers When people read your blog posts and other forms of content, they build an impression of your brand in their mind. If your content is relevant to them and answers their questions, then they’ll start thinking more highly of your brand. Further, if they notice your content is being published on external sources and news feeds of popular social media handles, then they’ll perceive your company as more trustworthy and an established leader of the industry.

4. Increases Visibility in Search Engines

The combination of content writing and SEO work together to improve your visibility online. Every new content you post on your website would be yet another page that Google is going to index. While having more pages on your site in no way transforms into more search traffic, having pages with quality content can grant you more opportunities to rank better for more search queries. If you target your content around topics and keywords that your customers frequently search for, then your website would have no trouble showing up in searches that have archives of your information.

5. Improves Domain Authority

Publishing quality content on your site not only improves your site’s visibility on search engines, but it also increases the authority, expertise, trust, and relevance of your website. If your content earns an increasing degree of inbound links from external sources, then your website’s domain authority will increase even further. Higher domain authority can translate into some significant benefits for your site. Not only does it correlate with higher search engine rankings, but the quality content would also improve your site’s organic search visibility in all areas of your site.

3. Improves Customer Relationships

While a good brand reputation always helps with getting recognition from the audience, a great content marketing campaign can also go a long way in improving the closeness and loyalty of your customer relationships. If you write and share content using individuals or personal brands, your customers develop more personal relationships with your brand and what it stands for. If they start trusting you as the industry leader in your domain and start relying on you as their primary source of information, then their loyalty will be guaranteed for your products and services.

4. Increases Brand Familiarity and Trust

While it may look like a simple enough observation, but spending time on marketing your content means that you’ll be brainstorming on ideas to improve the content of your site. Fresh new content not only gives your customers more reasons to visit your website, but it also provides more opportunities for your customers to become familiar with your brand, build more trust, which ultimately leads to higher conversion rates. Great content ensures that your users spend more time on your site, which is always a positive thing.

5. Increases Referral Traffic

While referral traffic largely depends on the extent of guest publishing as part of your content strategy, it nevertheless reaps you long-lasting benefits. When you or your website contribute to external publications (magazines, journals, newsletters) as a guest, then there would be more legitimate sources linking back to your site. If you publish guest posts on relevant, authoritative sites with high traffic, a single post published by you has the potential of earning your site a thousand new visitors.

6. Increases Traffic on Social Media

Optimising and repurposing your content for exposure on different social media handles can also improve your brand’s reach and visibility. Doing this will ensure that more users read your content, and besides, more people will have an opportunity to share it with their friends and followers. Not only does it act well like a word-of-mouth referral, but it also goes a long way in increasing your circle of followers. As a result, you will be earning more followers for your brand on social media, and will also generate more traffic.

Content marketing is a safe and inexpensive way of increasing brand awareness in any industry. Not only is it beneficial in different areas, but it also helps you in getting increased traffic, higher conversion rates, and create better relationships with your customers. So, the sooner you start investing in content marketing, the sooner you’ll begin to see its results.

Author's Bio


Pooja is the head of operations at italics, a content marketing agency based in India. She manages content development and marketing for clients belonging to a wide range of industries. She is more than 8 years of experience in SEO content writing, copywriting, thought leadership and article writing. She is also a certified psychologist and an expert in analysing consumer behaviour to generate winning content

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