7 Benefits of Content Marketing: Sales, SEO, Customer Service
Content marketing is a powerful marketing tool. If you aren’t sold on using content this way, consider these benefits of content marketing.
Effective content marketing can be used to generate sales, establish expertise, support customer service, and build a community.
Primary Benefits of Content Marketing
- Content marketing offers substantial benefits for B2B brands, driving significant ROI by costing 62% less than traditional methods.
- It enhances conversion rates, generating up to 600% more sales, and attracts high-quality leads.
- It raises brand awareness and establishes thought leadership by presenting unique insights.
- Content marketing also drives social media traffic, builds trust, and improves SEO visibility, ensuring your brand appears in relevant searches.
Ultimately, content marketing builds long-term customer relationships by providing valuable, engaging content that serves your audience.
7 Reasons to Use Content Marketing
1. Become the Expert
This is important. As you share relevant information about your offering and industry, you automatically become the expert on them. By providing answers to common questions and specific tips, readers will view you as the expert for that product or service.
You can probably think about creators you follow on YouTube, TikTok, or LinkedIn. At first, their content was interesting, but over time, you came to trust them – even looking for their take on a current industry change.
Creating content about your niche in the industry allows you to become a thought leader. Of course, this will have to be more than cookie-cutter, AI-generated blog posts.
2. Search Engine Benefits
By regularly posting text and video content, search engines will gradually rank your site for the topics you cover. These will be the same topics and keywords that your prospects will use to find your services.
Not creating content that will also rank in search is one of the most common content marketing mistakes that I see.
3. Sales Tool
This obvious benefit is huge. When readers see the photos and videos of your experiences and outcomes, many will want to experience the same thing. And they’ll want to do it with you.
Your content will show the variety and quality of your services and products.
Content marketing offers substantial benefits for B2B brands, driving significant ROI by costing 62% less than traditional methods.
4. Downplay Expectations
Your blog is a great way to downplay expectations for an upcoming adventure, purchase, or service experience.
While this might sound counter-productive, super-high expectations are a recipe for unhappy guests and bad reviews.
For example, while you would like to guarantee whale sightings on every outing – it probably isn’t possible to do so. The whales aren’t in a cage and might decide to go AWOL for a day – or a week.
Letting clients know this possibility (in advance) reduces the damage if it happens. And when everything goes as planned, your guests will respect your honesty.
You can also create content about who your product or service isn’t for. Allowing your prospects to self-qualify (or disqualify) themselves means that your leads will be better quality. They will know how your service works and if it really is right for them – before they purchase.
5. Customer Service
Your content will directly answer many questions your clients and prospects will have.
Customer service reps can also link directly to specific posts – giving guests a complete and consistent answer each time.
For example, posting annual temperature and weather charts will help your future guests plan the best time to arrive. Honest information helps future guests have a realistic view of the area and the adventure.
Consider creating a system to capture common prospect questions and client concerns. Then add these topics to your content calendar for future posts or videos.
This approach serves your clients and takes the pressure off your sales and support staff.
6. Community Building
Your content – including your blog and social channels – gives your community a home.
Over time, you’ll build a community of past and future customers who eagerly consume and share your content. A post about a specific outcome will likely be shared by previous customers and also by readers dreaming of that result.
7. Brand Awareness
Producing valuable content that ranks well in search exposes your brand to new audiences. Consistently publishing quality content builds credibility and positions your brand as an industry leader.
This strategic approach ensures that even if customers are unfamiliar with your brand, they encounter it through helpful and engaging content, building recognition and trust.
More reading: 14 Content Marketing Mistakes That Will Harm Your Campaign