What is content marketing and how can it help your business grow

According to HubSpot, 70% of marketers are actively investing in content marketing. If your competitors are doing it, you should be doing it too — and doing it better.

After all, effective content marketing grows brand awareness, drives more traffic to your website and nurtures relationships through all stages of the customer journey. 

We explain what it is, the benefits of investing in it, and how to get started with content marketing. 

What are the benefits of content marketing for your business?

1. Establishes you as a thought leader

Good content helps build trust, credibility and brand awareness among existing and potential customers. Through LinkedIn articles, webinars, podcasts and blog articles, you can provide opinion and useful insight into topics you have expertise in. Delivered consistently over time to the right people via the platforms they engage with, thought leadership content like this can establish you as an industry expert and go-to resource. This credibility can be a huge help in lead generation and building engagement with your business.

2. Increases your visibility on search engine results pages 

Well-written, informative content establishes credibility and trust; optimised content gives this content visibility. Crafting content with the aim of ensuring you get seen in Google’s search results is known as Search Engine Optimisation (SEO). HubSpot says 75% of people don’t go past the first page of search results. The better optimised your content is, the higher up on Google’s results pages it will rank, and the greater the chances of someone clicking through to your website. How do you achieve this? By creating content that’s valuable, well structured and answers the questions that potential customers are asking.

3. Builds better customer relationships at all stages of the buyer’s journey

Successful content marketing understands who it’s talking to and what their needs are. Content marketing is an inbound marketing method, which means it’s less about pushing product towards customers and more about encouraging them to engage with you throughout all stages of the customer journey. An effective content marketing strategy includes content for all stages of the customer journey — awareness, consideration and decision — so that people remain engaged through every interaction with your business. 

To learn more about the benefits of content marketing for your business, download our FREE eBook, How and why content creation can drive your business forward.