12 Advantages of Content material Advertising and marketing [+ Examples]

As a seasoned content material marketer, I can guarantee you that content material advertising and marketing has huge advantages for any enterprise. It is among the best strategies of rising viewers engagement, growing model presence, and driving gross sales.

When you‘re inquisitive about content material advertising and marketing and just a little skeptical of its rewards, you’ve come to the fitting weblog.

I am going to clarify its significance and the sort of perks it will possibly present your small business.

In line with our 2024 State of Advertising and marketing Report, 50% of entrepreneurs set their sights on rising their funding in content material advertising and marketing this 12 months.

Constant, high-quality, and interesting content material impacts viewers decision-making greater than some other approach.

Consistency in model messaging is among the many elements figuring out your small business’s progress and success. Massive manufacturers know how one can painting their model constantly and at each buyer touchpoint.

The identical reasoning applies to content material advertising and marketing—your content material will need to have a novel and identifiable voice, fashion, and pitch throughout all distribution channels.

Content material consistency establishes your credibility, builds belief, and strengthens your fame.

We all know the content material you create must be constant. Nonetheless, why is content material advertising and marketing so useful? Listed here are the highest advantages of content material advertising and marketing.

Why Content material Advertising and marketing Works

Content material advertising and marketing works as a result of people are extremely visible creatures.

I do know you in all probability weren‘t anticipating to get into science at the moment, however I promise it connects to advertising and marketing. Greater than 50% of the human mind’s cortex is devoted to visible processing.

Moreover, analysis exhibits that 90% of the knowledge people discover and ship to their brains is visible. Subsequently, content material advertising and marketing, corresponding to movies, graphics, visible adverts, and weblog posts filled with graphs and charts, will certainly resonate together with your audience.

Furthermore, we’re firmly rooted within the social media age, the place content material is king and increasingly customers are discovering new manufacturers and merchandise through social media. Our latest social media examine discovered that 40% of Gen Z, 40% of Gen X, and 43% of Millennials have found new merchandise through social media within the final three months.

You’ll be able to enhance model and product consciousness by creating sharable, participating content material that thrives on social media.

Advantages of Content material Advertising and marketing

1. Your viewers will stick round longer.

Nice content material is a crucial asset.

It could actually create constructive experiences to your potential prospects and compel them to return again for extra. It‘s your ticket to capturing your viewers’s consideration and regularly reinforcing a constructive model impression.

For instance, one among my favourite social media accounts to comply with is Duolingo on TikTok. The language-teaching app is understood for its distinctive, humorous, and entertaining presence on the platform.

Duolingo at all times gives leisure worth, so I maintain it on the high of my thoughts every time I get the itch to be taught a brand new language. Whether or not I break my streak as a result of studying a brand new language is difficult is a unique story.

2. You will have higher traction on social media.

Since I introduced up social media, it‘s essential to keep in mind that it’s one factor to extend your social media followers throughout channels, nevertheless it’s fairly one other to create stylish content material.

When you‘re a kind of companies that doesn’t see a lot traction regardless of having an enormous following, it is time to use content material advertising and marketing to your benefit. High quality content material can assist your small business achieve traction on social media.

Observe the efficiency of your content material campaigns utilizing HubSpot’s analytics software program.

3. Your viewers will belief you.

I’ve discovered that creating content material helps companies construct relationships with their viewers. Partaking content material can reply buyer questions and work together with prospects.

When a enterprise creates worth with out taking something in return, its viewers will possible belief its recommendation and suggestions.

In the end, when your content material exhibits up on the proper place and on the proper time with the fitting viewers, it‘ll enhance your model’s fame.

The extra high quality content material prospects see, the extra possible they’re to affiliate together with your firm positively.

For instance, I’m obsessive about Fenty Magnificence‘s social media content material advertising and marketing technique and the way the model locations belief and viewers interactions on the middle of its content material technique.

Fenty’s Instagram, TikTok, Pinterest, and YouTube channels all focus closely on offering tutorials and academic content material about make-up, skincare, and their merchandise.

The tutorials present viewers how the merchandise work on completely different pores and skin sorts and how one can combine and match merchandise to realize completely different seems to be. Furthermore, the model is continually responding to client feedback on its platform.

These tutorials and real interactions construct belief with its viewers.

4. You will generate extra and higher leads.

I’ve discovered that Content material advertising and marketing can even generate leads. When your viewers views your content material, they’re extra more likely to buy from you sooner or later.

Moreover, calls-to-action (CTA) positioned immediately in your content material can generate new leads to your gross sales workforce.

So, how can content material generate leads?

In line with Lindsay Kolowich, former workforce supervisor of the HubSpot Academy Acquisition Content material Workforce, “Content material is a good way to information customers to a touchdown web page.

Usually, you create content material to supply guests with helpful, free data. You’ll be able to embrace CTAs anyplace in your content material — inline, bottom-of-post, hero, and even facet panel.

The extra delighted guests are together with your content material, the extra possible they may click on your call-to-action and transfer onto your touchdown web page.”

For instance, I am serving to a dance studio in my neighborhood by working its TikTok and posting dance content material to drum up curiosity within the studio and entice new college students.

I submit movies of instructors doing gravity-defying stunts and explaining advanced strikes.

Every video ends with a call-to-action to enroll in lessons through the studio’s internet retailer.

The TikTok account nonetheless has a small following because it‘s new, however I’ve already seen new college students register for the lessons I’ve promoted. Many have informed the instructors they discovered in regards to the lessons through TikTok.

5. Authentic content material can enhance conversions.

A few examples I’ll deliver up later will dive a bit deeper into this, however consider me after I say the content material you submit influences conversions.

It helps your viewers join with you and provides them the knowledge wanted to make educated purchases.

Much more, when you’re utilizing weblog content material to usher in site visitors, think about using unique graphics slightly than inventory photographs, as entrepreneurs report the previous as least efficient in serving to them meet their objectives.

Moreover, your content material ought to at all times embrace a CTA and information your readers on what they need to do subsequent.

6. What you are promoting will change into extra seen because of website positioning.

The extra constant, high-quality content material you produce, the higher it’s going to be to your website positioning efforts.

For instance, I found the pole dance studio that sparked my dance journey through a weblog submit.

Once more, I am going to dive a lot deeper into this instance later, however to maintain an extended story quick, the knowledge I discovered on that weblog helped me belief that studio, see it as an authority on dance, and persuade me to register for lessons.

Your content material ought to assist your small business change into seen on-line and construct belief and authority together with your viewers.

7. Nice content material can place your organization as an authority in your business.

As I‘ve hinted, creating high quality content material can even assist construct your authority on-line. If your small business is established as a reputable place to get data, you’re extra more likely to rank greater in search engines like google and yahoo.

Plus, your prospects are extra inclined to belief you in the event that they view you as an business knowledgeable. Your content material ought to show your experience in your area and supply worthwhile solutions to your viewers’s questions.

8. High quality content material can construct model consciousness.

Positive, something can construct model consciousness, however I’ve discovered that content material advertising and marketing does it uniquely.

Our HubSpot advertising and marketing specialists have written about one thing known as the Encompass Sound technique.

In a nutshell, this content material technique does extra than simply rank your weblog article on web page one. It makes your content material (and, due to this fact, your model) seem in every single place your potential prospects are on the lookout for your product.

To execute this technique, write about subjects your prospects are occupied with so they start to affiliate your nice content material together with your model.

9. You will domesticate loyal model followers.

Taking model consciousness a step additional, everybody who raved about your content material and related all these nice emotions together with your model is more likely to change into a model advocate earlier than ever buying your product.

Wait, what?

I promise it is true; model followers will be simply as loyal and affect their family and friends’s shopping for choices as potential customers see {that a} enterprise gives worth to its present viewers. One of many extra profitable methods firms can do that is by content material advertising and marketing.

For instance, whereas I will not be out there for youngsters‘s meal plans as a result of I don’t have kids but, I’m obsessive about the Children Eat In Colour weblog and Instagram content material. I like to recommend it to my family and friends who’ve kids with choosy consuming habits. See how properly that may work?

10. You will get monetary savings in your advertising and marketing technique.

Since HubSpot first assessed the price of content material advertising and marketing ten years in the past, the observe has remained probably the most cost-effective advertising and marketing technique out there.

Upfront prices for content material seem steep, and that is a good level.

Estimates for weblog content material vary from $150 a submit to $3,000 for a contract author, however you would rent a full-time workers author to create content material for you recurrently.

In the long run, when in comparison with paid ads, video advertising and marketing, and conventional advertising and marketing, content material wins the battle with Frank from finance each time.

11. You‘ll meet your viewers at completely different phases of the customer’s journey.

What I like most about content material advertising and marketing is its skill to attach with customers at any stage of their purchaser’s journey. Keep in mind, there are three phases:

Consciousness
Consideration
Choice

I‘ll share my very own client story for example.

Years in the past, I wished to start out a health journey however had issue sustaining a constant fitness center routine. So, I took to Google to determine why I couldn’t be constant within the fitness center. At this level, I used to be conscious of my purchaser’s journey.

I do know there‘s a difficulty (I can’t persist with my fitness center routine), and I need a answer. Throughout this stage, I stumbled upon a weblog by a neighborhood pole and aerial health studio that had a submit known as “5 causes you are not sticking to your health routine.”

I learn the studio‘s submit and discovered that I possible didn’t persist with my routine as a result of I discovered it boring and did not derive any pleasure from committing. So, I ought to look into various, extra fascinating workouts.

Now, I‘m within the consideration stage. I do know why I can’t persist with the fitness center; it is boring, and I have to take into account various workouts. So, I began researching various types of health and what these varieties of workouts entail.

Sooner or later, I stumbled upon the studio’s Instagram and located movies detailing their completely different various train lessons, from pole dancing to aerial silks.

Even higher, there have been movies tailor-made to freshmen, corresponding to “What to put on to your first pole dance class” or “Debunking myths about aerial hoops.”

Lastly, I made a decision pole dancing could be my most suitable option, which led to the choice stage. I am compiling a listing of pole dance studios close to me to think about.

The preliminary studio I stumbled upon has been with me this whole journey, so naturally, I made a decision to enroll in its lessons.

By using content material advertising and marketing, your small business will be like my favourite pole studio and meet potential customers at any stage of their journey.

12. Educate and empower your viewers to make higher shopping for choices.

I‘ll be sincere: The shopper isn’t at all times proper.

Typically, potential prospects could make the improper resolution relating to a requested service or product or not perceive a enterprise’ technique or protocol.

These misunderstandings can typically trigger friction between a enterprise and its prospects. Happily, content material advertising and marketing helps stage the taking part in area.

For instance, one among my favourite creators on TikTok is Theresa Va Dam.

She‘s a hairstylist and salon proprietor who makes movies educating potential shoppers about hair well being, salon dos and don’ts, and typical points that may come up when styling hair.

The movies purpose to advertise her enterprise, educate and empower potential shoppers to make the fitting choices when reserving hair appointments, belief her course of, and ask the fitting questions on their service.

All this makes for a smoother interplay and the next probability of the consumer returning.

Content material creation is essential in at the moment‘s advertising and marketing panorama. I merely don’t consider a advertising and marketing technique is full or efficient with out incorporating participating, shareable, and distinctive content material.

Making a content material advertising and marketing technique is one among your advertising and marketing workforce‘s most essential steps. So, audit your present content material (or begin creating when you haven’t already) and decide what works for your small business. And do not be afraid to attempt one thing new.

Editor’s observe: This submit was initially revealed in November 2017 and has been up to date for comprehensiveness.