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How Can Content Marketing Help a Business?

Julia McCoy
Monday, 15th May 2023
How does content marketing help

According to the Content Marketing Institute, 73% of B2B marketers and 70% of B2C marketers use content marketing as part of their overall marketing strategy.

Why? Because content marketing works.

In fact, 91% of marketing pros surveyed by Semrush achieved success with their content marketing — 45% did it to increase brand awareness, 37% to attract more traffic, and 36% to generate leads. These content marketing statistics show how content has helped many businesses succeed.

But how can content marketing help your business?

This post will guide you through the intricacies of content marketing and its role in driving success. Content marketing plays a key role in helping companies reach and engage their intended audience by producing valuable content that educates, entertains, or motivates.

We’ll look into the purpose of content in marketing, and why a well-crafted content strategy is crucial for achieving your business goals.

Let’s dive in.

Table Of Contents:

What is Content Marketing?

Content marketing is the process of creating and distributing relevant and meaningful content to attract potential customers. This type of marketing aims to drive profitable customer action by publishing content that educates, entertains, or inspires your target market.

In today’s digital world, marketing has evolved beyond traditional advertising methods like print ads or billboards. Instead, marketers now focus on building relationships with consumers through different content marketing types like blogs, social media posts, email newsletters, podcasts, and more.

The 4 Core Components of Content Marketing

  • Value: The content you create should provide value to your audience by addressing their needs or interests.
  • Relevance: Your content must be tailored specifically for your target audience.
  • Consistency: Regularly publishing high-quality content helps build trust among your readership while also improving search engine rankings.
  • Distribution: A successful content marketing strategy means getting your content in front of the right people at the right time.

When done correctly, content marketing is a great way to increase brand recognition, connect to your target audience, and build lasting relationships.

core components of content marketing

How Can Content Marketing Help a Business?

Content marketing has emerged as a pivotal strategy for businesses looking to thrive online. Unlike traditional advertising methods that often interrupt the consumer experience, content marketing attracts and engages potential customers in a way that feels natural and welcome. So why is content marketing important?

What are the benefits of content marketing for your business?

Increase Brand Awareness

The first goal of any successful content marketing strategy is building brand awareness. High-quality content shared on social media platforms or through blog posts allows your business to showcase its expertise and values.

This not only helps establish your brand as an authority in your field but also increases visibility among targeted buyers who may not have been aware of your offerings previously.

Over time, as people come across your content, they become more familiar with your brand, leading to increased awareness and recognition.

Don’t have a strategy yet? Here’s a complete guide on how to create a content marketing strategy.

Attract More Traffic

One of the primary goals of content marketing is to drive traffic to your website or other online platforms where your products or services are promoted. By creating content that is optimized for search engines, you can improve your website’s ranking in search engine results pages (SERPs) and attract organic traffic.

This means when potential customers are searching for information related to what you offer; they’re more likely to find you.

The use of relevant keywords within great content ensures that you attract visitors genuinely interested in what you have to say or sell.

Additionally, promoting your content through social media, email marketing, and other channels can further amplify its reach and drive traffic back to your website. As more people visit your website to consume your content, you have the opportunity to engage with them, capture leads, and ultimately convert them into customers.

Generate Leads

Content marketing is an effective way to capture leads by offering valuable resources or incentives in exchange for contact information. This could include ebooks, whitepapers, guides, templates, webinars, or email newsletters tailored to the interests and needs of your target audience.

By creating compelling lead magnets and strategically placing them throughout your website or promoting them on social media, you can entice visitors to provide their contact information to access this exclusive content.

Once you have their contact information, you can nurture these leads through email marketing campaigns, providing them with more valuable content, special offers, and personalized recommendations based on their interests and behaviors. This helps move them further down the sales funnel, ultimately increasing the likelihood of conversion and customer acquisition.

Educate Your Audience

Content marketing allows you to educate your audience about their pain points while subtly positioning your offerings as solutions. By offering valuable insights without directly selling anything initially (sponsored content comes later!) companies build trust with their audience which is crucial in leading a prospect toward making a purchase decision.

For example, a software company might create blog posts, tutorials, or videos explaining how to use their product effectively or discussing industry trends and best practices. By addressing common questions, concerns, and pain points that your audience may have, you can build credibility and trust, ultimately influencing their purchasing decisions.

Engage With Customers

Interactive and engaging content can capture the attention of your audience and encourage them to interact with your brand. This could include interactive infographics, quizzes, polls, contests, or live streams that invite participation and foster a sense of community. By creating content that is not only informative but also entertaining, you can increase engagement levels and keep your audience coming back for more.

Content marketing also encourages engagement and interaction through blog comments, social media discussions, or user-generated content — fostering two-way communication that could drive conversions.

Additionally, engaging content is more likely to be shared on social media platforms, extending your brand’s reach and amplifying your message to a wider audience.

Foster Customer Loyalty

Content marketing is not just about acquiring new customers; it’s also about nurturing relationships with existing customers to encourage repeat business and loyalty. By continuing to provide value to your customers through ongoing content initiatives, you can keep them engaged and satisfied long after the initial purchase.

This could involve providing ongoing support and assistance, sharing product updates and tips, or offering exclusive content and promotions for loyal customers.

By maintaining regular communication and demonstrating your ongoing commitment to meeting their needs, you can strengthen the bond between your brand and your customers, ultimately fostering long-term loyalty and advocacy.

Support Sales

Content marketing can help support the sales process by providing valuable resources and materials for your sales team to use when engaging with prospects. This could include case studies, testimonials, product demos, comparison guides, or ROI calculators that help address potential customer concerns and objections.

By arming your sales team with relevant and compelling content, you can empower them to have more meaningful conversations with prospects and move them closer to making a purchase decision.

Content marketing can also help shorten the sales cycle by providing prospects with the information they need to make informed decisions more quickly, ultimately driving more conversions and revenue for your business.

Overall, content marketing can play a crucial role in attracting, engaging, and converting customers, ultimately driving growth and success for your business.

Content Marketing vs. Traditional Marketing

Content marketing offers plenty of advantages over traditional advertising. Some key benefits include:

  • Cost-Effectiveness: Generally, content marketing is cheaper than traditional advertising. Creating and distributing content online can be relatively inexpensive compared to buying ad space, especially with the potential for viral reach through social sharing.
  • Targeted Reach: Content marketing allows for more precise targeting of specific audience segments. Businesses can tailor their content to address a specific market segment more directly than broad-spectrum traditional advertisements allow. Through strategies like SEO, social media targeting, and personalized content recommendations, brands can reach the right people with the right message at the right time.
  • Long-Term Value: Content marketing typically has a longer lifespan compared to traditional advertising. While traditional ads have a limited shelf life and require ongoing investment to maintain visibility, high-quality blog posts, videos, or podcasts can continue to attract new leads long after they are published — providing an ongoing return on investment.
  • Builds Trust and Authority: By offering useful information without the overt sales pitch of traditional ads, brands establish themselves as thought leaders. This helps in building trust and credibility with their audience, which increases the likelihood of conversions in the long run.

To be able to take advantage of these benefits, you need a comprehensive content marketing strategy tailored specifically to your business goals.

Why is Content Strategy Important?

A comprehensive content plan ensures that all your content aligns with your business goals, target audience, and brand identity. Here are some key reasons why a solid content strategy is essential:

  1. Attract the right audience: A carefully crafted content strategy helps you create relevant and engaging material tailored to your target market’s needs and preferences. Having content tailored to your target audience can help draw in potential customers who are genuinely invested in your product or service.
  2. Boost SEO performance: High-quality, keyword-optimized content plays a significant role in improving search engine rankings. By focusing on creating valuable articles that address users’ queries, you can boost visibility and drive more traffic to your website. Moz’s Beginner Guide to SEO provides an excellent resource for understanding how quality content impacts search engine optimization.
  3. Increase conversion rates: With a well-thought-out plan, you can create persuasive copy designed specifically to convert visitors into leads or customers by addressing their pain points and offering solutions through your products or services.
  4. Maintain consistency across channels: A cohesive content strategy enables consistent messaging across all platforms (website, social media, email campaigns), reinforcing brand identity while providing value-added information for consumers at every touchpoint.

Ready to start creating content?

How Do You Develop Content?

This step-by-step guide outlines what is required for content marketing to be successful.

1. Identify Your Target Audience

Before creating any piece of content, determine who your ideal customers are and what are their needs and preferences. This will help you create messages that resonate with them.

2. Create a Content Plan

Develop an editorial calendar that outlines the topics you’ll cover, types of formats (e.g., blog posts, videos, webinars), publishing frequency, and distribution channels.

3. Research Keywords

Using SEO tools like Ahrefs Keywords Explorer or Google Keyword Planner to identify relevant keywords that can improve search engine rankings and drive organic traffic.

4. Create Valuable Content

Produce informative, original, and engaging pieces tailored specifically for your target audience. Make sure they address pain points, answer questions, or provide actionable advice.

5. Promote Your Content

After publishing your fresh blog post, it’s time to get the word out. Share your content across social media platforms or add them to your email newsletters to maximize reach and engagement. By following these steps, you’ll be well on your way to developing a successful content marketing strategy that drives results for your business. Feeling overwhelmed? Don’t worry — you don’t have to go through all 7 steps manually. There are plenty of content marketing tools that can help you accomplish each task without a hitch.

How to Create Engaging Content

When it comes to content marketing, it’s not enough to master your strategy. You also need great content.

Your content should capture the attention of your target audience and motivate them to take action. Here are some essential tips to achieve this.

Know Your Audience

To create content that resonates with your target audience, you must first know who they are. Research their demographics, interests, pain points, and online behavior patterns. This information will help you craft a message that speaks directly to them.

Tell a Story

One effective way of engaging readers is by telling stories. People love narratives as they can easily relate to them on an emotional level. Incorporate storytelling into your content by sharing real-life experiences or case studies that demonstrate how your product or service has helped others overcome challenges.

Write Compelling Headlines

Did you know that 8 out of 10 people only read the headline when reading online content? If you want your visitors to read through the entire blog post, you have to catch their attention right out of the gate. Adding numbers, questions, or emotional triggers to headlines are proven techniques to help optimize headline effectiveness.

Using powerful words and phrases can also spark curiosity and encourage people to click through and read more about what you have to offer.

power words that boost conversions

Create Visually Appealing Content

Adding relevant images within your text helps break up large blocks of text, making it easier for readers’ eyes to follow.

Videos are also popular due to their ability to engage audiences quickly. Consider creating short, informative videos to complement your written content.

Do you need to explain complex data? Infographics are a great way to present complex information in an easily digestible format. They can help you convey key points and data more effectively than plain text alone.

Optimize for SEO

To ensure search engines and users can easily discover your content, implement on-page optimization techniques such as keyword research, meta tags, header tags, internal linking, and URL structure.

Additionally, focus on off-page factors like building quality backlinks from authoritative sources in the industry.

Measure Your Success

Last but not least, track the performance of your content by monitoring metrics such as page views, time-on-site, social shares, conversion rates, etc. Analyzing this data will help you understand what works well with your audience so that you can refine future strategies accordingly.

Growing Your Business on Social Media

With billions of active users across various platforms like Facebook, Twitter, Instagram, and LinkedIn, you have an incredible opportunity to reach new audiences, engage with potential customers, and increase brand awareness.

Selecting the Right Platform

Not all social media platforms will fit with your marketing goals. You have to pick the right ones that match your target audience and business objectives.

Here are some factors to consider when selecting a social network:

  • Demographics: Research which platforms are popular among your target audience based on age, gender, location, etc.
  • Type of content: Different platforms cater to different types of content (e.g., Instagram is image-focused while Twitter is text-based).
  • Budget and resources: Consider how much time and money you can invest in managing each platform effectively.

Promoting Your Content

To maximize engagement with your content on social media channels, follow these best practices:

  1. Create shareable content: Incorporate eye-catching visuals or thought-provoking statements that encourage users to share your posts within their networks.
  2. Optimize posts for each platform: Tailor post formats, captions, and hashtags to fit the unique requirements of each platform.
  3. Engage with your audience: Respond to comments and messages promptly, showing that you value their feedback and fostering a sense of community around your brand.

Measuring Success

Most social media platforms offer built-in analytics tools like Twitter Analytics or Facebook Insights, which provide valuable data on reach, engagement rate, click-throughs, and other metrics. By analyzing this data regularly, you can identify trends in user behavior and adjust your strategy for better results.

The rise of social media has made it an indelible part of modern content marketing. It’s the fastest, easiest, and cheapest way to extend the reach of your message and create meaningful connections with potential customers. By selecting appropriate platforms for your target audience and creating engaging content tailored specifically for them, you can harness the power of these networks to drive growth for your business.

FAQs – How Can Content Marketing Help a Business?

What are the 6 areas of content marketing?

  1. Content Strategy.
  2. Content Creation.
  3. Content Optimization.
  4. Content Distribution.
  5. Content Repurposing.
  6. Content Maintenance.

What are the 3 main purposes of marketing?

Marketing is supposed to do three things: Capture attention. Educate prospects. Convert to sale.

What are 3 reasons why marketing is important for any business?

  1. You’ll be able to engage your customers.
  2. You will be able to create a good brand image.
  3. You will succeed in building customer loyalty.

What are the 7 major functions of marketing?

The 7 functions of marketing are:

  1. Promotion
  2. Selling
  3. Product/service management
  4. Marketing information management
  5. Pricing
  6. Financing
  7. Distribution.


Content marketing is important for any business looking to increase brand awareness, attract potential customers, and foster loyalty. By creating high-quality content that speaks to your targeted buyers, you can establish yourself as a thought leader in your industry and guide customers through their buyer’s journey.

There are many different types of content marketing strategies, including social media marketing, video marketing, and podcasting. The key is to find the right mix of content channels that work for your brand and consistently create relevant content that resonates with your audience.

While traditional advertising methods like paid advertisements still have their place, content marketing is a powerful way to reach customers in a more organic and authentic way. By providing content that adds value to your customers’ lives, you can build trust and loyalty with your audience.

Looking for an easy way to create — and scale — content? Turn your keywords into full blog posts in just one click with Content at Scale! Sign up today to learn how.

Written by Julia McCoy

See more from Julia McCoy

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