One reason some companies hesitate to allocate resources to content marketing is it can be difficult to understand the benefits.
That is, since content marketing can impact so many areas of the brand (like brand mentions, web traffic, links, social media activity, conversions, etc.), it’s tough to credit content marketing for impacting any one area for the success of a piece of content or marketing campaign.
As an SEO, it’s important to realize two things from the outset:
It’s unrealistic to expect every action you take or every piece of content you optimize and share to be a success. In fact, much of your work as it regards content won’t yield any definable results — at first. That has to do with content marketing taking time to work most effectively.
Lack of clarity regarding the success of your content marketing efforts is not an excuse to quit. You have to start somewhere; the longer it takes you to get started, the longer it’ll take for you to see the results you hope for.
The tangibles
Website traffic
Traffic is an obvious benefit; it’s also one of the most important. Creating quality content enhances the chances of your website acquiring and retaining visitors.
Improved search visibility
Valuable content attracts editorial links, which tell Google you’re important and authoritative. In-depth and thorough content can also help provide additional “raw material” that Google can crawl and use to get a more complete idea of what your company is about, allowing it to return your site for more relevant queries (including a great many long-tail queries).
Direct customer conversions
The better able you are to explain the unique value proposition of your products or services, the greater the chance of your brand earning their business.
DRIVING REVENUE WITH CONTENT MARKETING
The number one goal of every content marketing program is to generate leads that drive revenue. Traditionally this job has been more of an art than a science, with marketers relying mainly on experience and intuition to capture the attention of prospects and turn them into sales. Now that content is king, companies are shifting their focus to creating subject matter that will grab the buyer’s attention and serving it up in compelling formats at just the right time
“Content is king” is an often-cited extract in the world of internet marketing, search engine marketing, and colour marketing. The faith behind this is the content of the text in particular. It is foremost to the success of a website.
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