Sales & Marketing
The benefits of content marketing and how to get started
6 min read
13 November 2018
Caspian Media content expert Olly Goodall explains the benefits of having a strategy in place.
The role of a business owner is hugely varied. You’re defining your brand strategy one day, recruiting the next, and keeping an eye on finances constantly.
You’ve probably heard that “content marketing is the next big thing”. But you may not be so clear on what the benefits of content marketing are for your own business.
Here’s how content marketing can help your business save costs and increase return on investment.
What is content marketing?
Content marketing involves creating and distributing tailored, useful content to attract and engage a clearly defined target audience.
It’s a strategic approach with specific goals, set by you for your business. And those goals generally fall into three categories:
1. Raising brand awareness
2. Educating your audience and building trust
3. Generating leads
If you’re still not sure what content marketing is, here’s a more detailed explanation.
How does content marketing work?
Content marketing ‘pulls’ prospects and customers towards your business by establishing credibility. You want your audience to trust your content and, by extension, your company. The more your content educates, and is relevant and valuable, the more likely it is that you will attract, acquire and engage your audience.
Content marketing is flexible and responsive – because you analyse the performance of your content as you go. So if parts of your content strategy aren’t performing well (your blog, for instance) you can make tweaks and improvements.
Learn more about how content marketing works.
What are the business benefits of content marketing?
1. Raise brand awareness and build trust
Brand awareness is one of the main reasons marketers create content. You want your content to reach as much of your target audience as possible, so that they remember your business. The more high-quality content they see from you, the more they’ll recognise and respect your brand. And the more they recognise and respect your brand, the more likely they are to become your customers.
2. Reduce costs
Content marketing actually costs over 60% less than traditional marketing. But why is it cost-efficient? Well, because you can save on external media costs by mainly using your own channels.
Producing content also makes you more visible, so you can reduce your budget for brand promotion. For example, content marketing can be up to 41% cheaper than paid search.
3. Align your sales and marketing efforts
As you’re well aware, sales and marketing teams don’t always work together as harmoniously as you might like. One of the more unexpected benefits of content marketing is that it helps in this respect. Indeed, an impressive three-quarters of companies which report high sales-and-marketing alignment have a documented content marketing strategy.
4. Generate more traffic and leads
Content marketing boosts more than teamwork. Creating quality content can get you three times more leads than paid search. The quality of results over the long term is better and, as you’ll see, the costs are lower than other forms of marketing.
5. Measure and boost your return on investment
Content marketing is digital, so you can measure your success, failure and return on investment easily. This is more important than ever in a world where data-driven decisions hold the key to content marketing success.
Marketing analytics tools will also help you measure and analyse your company’s performance to best effect. Dig deeper into measuring content marketing ROI.
So how do you create quality content?
There are many, long-lasting benefits of content marketing – when it’s done well.
In order to create quality content, you need to do five main things:
1. Devote time to research – this is the cornerstone of your content
2. Be credible – if you can’t back it up, don’t include it
3. Consider your channel – are you writing a blog or creating a video? Which audience are you targeting with each piece of content?
4. Bring it to life with great design – capture attention with compelling visuals
5. Don’t forget quality control – collaborate internally to ensure your content is the best that it can be