Many experts predict that 2015 will be a big year for content marketing. According to recent studies, more than half of content marketing budgets will be increased in 2015, and content marketing alone will be a $100 billion industry sometime in the near future.
There is no question that content marketing is increasingly being adopted and expanded across a wide range of industries and economic sectors. The real question is: why?
The bottom line is that content marketing has proven to be an effective way to drive both traffic and revenue to companies, often at a fraction of the cost of traditional marketing efforts. The following are a few of the specific ways that content marketing can help drive both traffic and revenue to your company.
High-quality content is essential to getting ranked on Google
Over the years, Google has made constant updates to its search engine in an effort to serve better results to their users. One of the ways Google has accomplished this is by directly combating marketing firms that tried to “game” the search engine by simply “keyword stuffing” low-quality content. In the past, these low-quality articles could often find themselves at the top of search engine results pages (SERPs), even though they were clearly not the best result for users. In response, Google has changed their algorithm to highly value quality of content over simply the right quantity of words.
These ongoing changes mean that it is increasingly important for marketers to produce high-quality content that provides useful and unique information. Doing so can mean the difference between being highly ranked on Google and not showing up at all.
Content marketing is a one-time cost that results in long-term benefits that aggregate
Content marketing is one of the most cost-effective methods for building web traffic and sales, when looking at the long-term. While it can take some time for the benefits of content marketing to really show themselves, it is important to remember two characteristics of content marketing:
- Content written is paid for once, but the benefits essentially exist in perpetuity, as the content will remain on the Internet for a long as a company chooses to keep it there.
- As the number of content pieces builds, a company can provide an increasingly comprehensive store of related information, which is valued both by a company’s target audience and by Google’s search algorithms.
Content is an effective way to convert traffic into revenue
Studies also increasingly show that Internet users (and particularly Millennials) do not like, and will not respond positively to the “hard sell”. Content marketing allows a company to position the benefits and rationale for a product or service in a non-threatening and non-aggressive way. At the same time, content can provide a powerful and convincing argument for an idea, product, or service without coming across as simply a sales tactic.
Content marketing is a great way to engage with your audience and build brand awareness
Content marketing is one of the best returns on investment in any marketing budget because the brand awareness it can help generate is long-lasting and comes at far less cost than more traditional paid advertising. At the same time, content marketing encourages an audience to engage with the company, and with each other, through a commenting system or on social media platforms.
At the end of the day, content marketing is popular because it is an effective way to reach your target audience in a friendly and engaging, yet also informative and persuasive way.