THE BUSINESS CASE FOR CONTENT
A strong business case for CONTENT can be made based on several key factors: increasing BRAND awareness, generating LEADS, nurturing and converting CUSTOMERS, and building customer LOYALTY.
First, the FACTS:
Content marketing generates over THREE TIMES as many leads as outbound marketing and costs 62% less.
Small businesses with BLOGS get 126% more lead growth than small businesses without.
68% of online experiences begin with a search engine, emphasising the importance of SEO-optimized content.
A more detailed breakdown…
BRAND AWARENESS
High-quality, relevant, and engaging content can significantly increase a company's visibility. When people find your content helpful, they are more likely to view your brand positively and consider you a reliable source of information. This trust factor lays a strong foundation for building long-term relationships with your audience.
LEAD GENERATION
Offering valuable content (like blog posts, whitepapers, or ebooks) in exchange for a prospect's contact information is a common and effective lead generation strategy. This can help businesses build their email list, nurture leads, and eventually convert them into customers.
CUSTOMER CONVERSION AND NURTURING
Content marketing isn't just about attracting new customers. It's also about nurturing existing leads and customers. By providing helpful and engaging content, businesses can build a stronger relationship with their audience, which can result in higher conversion rates and more repeat purchases.
SEO BENEFITS
Creating and optimising content for search engines can help businesses rank higher in search engine results, leading to increased organic traffic, leads, and sales. It's also a cost-effective marketing strategy compared to many forms of paid advertising.
POSITIONING AS AN INDUSTRY EXPERT
Producing high-quality, authoritative content can help a business position itself as a thought leader in its industry. This can build trust and credibility with its audience, making people more likely to choose the business over its competitors.
CUSTOMER LOYALTY AND RETENTION
By regularly engaging with your customers through relevant content, businesses can strengthen their relationships with customers, improving retention rates and customer lifetime value.
SOCIAL MEDIA ENGAGEMENT
Content also plays a crucial role in your broader marketing strategy as the fuel for your social media campaigns. Sharing valuable content through various channels not only helps you engage with your existing audience but also attracts new followers, subscribers, and potential customers.