Why Content Marketing Works

You may have heard marketers all over the world talk about content marketing and how it brings great results for their businesses.


Managing Director

You may have heard marketers all over the world talk about content marketing and how it brings great results for their businesses. But, if you’re not familiar with what it is and how it works, it might seem a bit confusing. In reality, content marketing can be as simple as you want it to be and still get excellent results.

What is content marketing?

When people talk about content marketing, what they’re referring to is any content that is distributed to a particular audience for marketing purposes. It’s a form of inbound marketing that is used to attract leads and engage your audience.

Some examples of content marketing are:

  • Blog content
  • Video content
  • Social media posts
  • Infographics
  • Adverts
  • Podcasts

With so many people championing content marketing, you might be wondering why this tactic is celebrated. In short, it’s because it works and it works well. There are many benefits to having a good content marketing strategy in place and below we’re going to outline 8 of them.

How content marketing can benefit your business

  1. Increased conversion

If your content marketing strategy is hitting the mark (e.g. it’s consistent, it’s engaging, and it’s informative), you should see an increase in conversions over time. Studies say that sites which consistently publish content get almost 6 times more conversions than their competitors who don’t.

  1. SEO

If you’re producing quality content, you’re more likely to rank higher on search engines. In the SEO world, we say that ‘content is king’ and that’s because, put simply, having high-quality content on your site is one the best things you can do to rank on search engines.

If you’re optimising your content with keywords related to your services, the content you create should reach audiences searching for your products or services. For example, if you’ve published an excellent comprehensive guide to orchid maintenance, you’re increasing your chances of ranking when someone searches ‘how to look after an orchid’.

  1. More website content

As obvious as it may be, a big perk of content marketing is that you’ll have more relevant content on your website. Not only is this excellent for your SEO as mentioned above, it also gives your website visitors more reason to stay on your site and look around.

  1. Engaged customers

When you distribute targeted content to your audience, most of the time you’re going to be talking to them about something they care about. If you run a Youtube channel about environmentally-friendly living, targeting content about zero waste alternatives to your audience most likely will be interesting to them. If you can engage your audience through content aimed at each stage of the buyer’s journey, they’re much more likely to convert. On top of that, engaging, targeted content lets your audience know that you understand them and that can create brand loyalty.

  1. Social media content and followers

Having lots of high-quality content on your website means that you’ll be able to share it on other channels too, such as your social media platforms.

SEM Rush claims that 94% of content marketers are using social media as a distribution channel for their content and rightly so. Incorporating your content marketing efforts into your social media marketing strategy is a surefire way to get your content shared across relevant audiences that you might not be able to reach in other ways.

  1. Website traffic

With more content on your website, people have more reasons to visit. Plus, if you’re  publishing your content in other areas such as social media, you’ll be getting website traffic from those channels.

  1. Improving your reputation

Any communication that comes from your business is going to help your audience form their opinion of you. If your content marketing is informative, engaging, consistent and matches with your audience’s values, you’re more likely to build a reputation as a trustworthy and reliable business. 

  1. Be an expert

Do you want to position your business as an industry expert? Content marketing is a great way to do that. Through content marketing, you can be come an industry thought leader, with customers and potential customers coming to you for guidance on their pain points. If your content is getting lots of shares and backlinks, you’ll gain a reputation as an authority in your space, so make sure the content your producing is well-thought-out and gives value to its readers.

Lockstep Media is a marketing agency that offers content marketing, SEO, paid search, web development and more. Click here to find out more about how we can help your business.