Here at Emily Writes, my team and I produce a lot of content for our clients. So, we may be a bit biased when it comes to answering the question of why content marketing matters…

But the truth is in the data – and the numbers don’t lie! Consumers are watching your content! According to Statista, consumers are spending a daily average of 470 minutes consuming digital media. That’s almost EIGHT hours in ONE day!

Of course, much of this consumption is related to entertainment – television, music streaming, gaming, etc. – but a good chunk of that media time is spent with brands, learning about products and services. According to HubSpot, 54% of decision-makers say they spend more than one hour per week reading and reviewing thought-leadership content.

While the content space is constantly evolving (and the type of content that is most popular changes at any given moment) the truth is that written copy, video, and audio content will always help to build your brand identity and sell your product. If it didn’t, over 82% of marketers wouldn’t actively be using it as a strategy!

Here are five reasons why you should use content marketing as a cornerstone of your marketing strategy.

Reason #1: Content Marketing Increases Audience Retention

Simply put, your audience will stick around longer when they feel connected to and invested in your brand. 

When you produce quality content, you start to build a relationship with them and your audience will look forward to what’s coming next.

When your audience is connected and engaged, it keeps your brand’s name top of mind. Then, when they need the product or service you provide, your company will be one of the first they contact.

Reason #2: Good Content Generates More Attention

When consumers see a video they enjoy, listen to a thought-provoking podcast, or read a blog post they find informative, they will often share it with a friend or family member. The more attention your content receives, the more leads your brand will receive.

A strong call-to-action (CTA) in your content marketing pieces is a great way to capitalize on the attention your content marketing is attracting. Asking your audience to engage with you is a great way to build a relationship with them and humanize your brand.

The people who respond to your CTA are more likely to be better quality leads than any other lead source, since they are already familiar with your product and brand and are interested in what you’re selling.

Reason #3: Quality Content Boosts Your SEO

To produce more quality organic traffic, you’ll want to optimize your website. Content marketing is the best way to do this! The better your content, the better your ranking is with Google. 

When you have a strong ranking with Google, it will highlight your brand for more people who are searching for keywords related to your business. Most people will only click on the first few results of a search results page. If your page is one of those first few results, the amount of traffic to your page will increase.

Blogs are one of the best ways to boost your SEO. According to Content Marketing Institute, short blogs that are less than 3,000 words ranked third in all B2B content assets to generate results.

If you’ve been trying to increase your page traffic, consider adding a weekly or monthly blog to your website.

Reason #4: Truthful Content Builds Authority in Your Industry

Consumers are more likely to buy from people and brands that they trust.

When you create a lot of quality and truthful content, you’ll become one of those trusted brands — both with consumers and other brands in your industry.

It also helps boost your SEO. If Google can see that more brands and consumers are viewing you as a credible place to get information from, your ranking on search results pages will increase.

Whether you do this through content on your website or on social media, it doesn’t matter! All content marketing helps your cause.

Reason #5: Well-Crafted Content Builds Brand Awareness & Creates Loyal Customers

When a consumer feels connected to your content, it makes them feel good about your product and confident in recommending it.

These consumers will often become brand advocates before they even purchase your products or services! They know that your content makes them feel good so your offers probably will, too.

A lot of business is done through recommendations so building brand awareness and creating loyal (and happy!) customers is key to growing your business’s success.

I hope this helped you realize how important content marketing matters to your small business! If you’re feeling confused or overwhelmed about how to develop or execute a content marketing strategy for yourself, you can always reach out to schedule a free consultation call. My team and I have created successful strategies for many small businesses and would love to help you, too!