[This article was originally published in February 2024 and has been updated and revised.]
Content marketing has been a powerful force in the realm of digital marketing for decades. And today it is more effective than ever before.
Digital marketing incorporates a wide variety of tactics and strategies, but content marketing is not only a mainstay strategy, it is the core component of successful digital marketing practices.
3 Reasons Why Content Marketing Works
In today’s fast-paced and digitally focused world, small and medium businesses must constantly look for cost-effective ways to build brand awareness, engage their audience, and drive long-term growth. For many, the question isn’t just how to achieve these goals but where to focus their marketing efforts.
Enter content marketing.
Content marketing is one of the most powerful tools available to businesses seeking to elevate their brand without blowing their budget. Whether you’re wondering why content marketing works or questioning does content marketing work for your business, the answer lies in three key areas: building trust and authority, increasing organic traffic, and driving engagement and conversions.
Content Marketing: The Unobtrusive Powerhouse
A fair question to ask, especially if digital marketing terminology is not a part of your everyday world, is “What is content marketing?”
For a simple definition, we can turn to the folks at HubSpot,
“Content marketing is the process of planning, creating, distributing, sharing, and publishing content via channels such as social media, blogs, websites, podcasts, apps, press releases, print publications, and more. The goal is to reach your target audience and increase brand awareness, sales, engagement, and loyalty.”
Common examples of content in the digital realm include blog articles, social media posts, video, infographics, and even podcasts.
So, a second question to ask that is quite relevant, is “How does content marketing differ from traditional marketing?”
Content marketing works by creating a multi-platform web of content that organically educates and engages consumers. Rather than bombard potential leads with intrusive ads, like old-school marketing does, digital marketing content leverages solid search engine optimization practices so that shoppers can easily find it themselves with simple search queries.
In addition, content marketing is almost always a long-term strategy, whereas many other old (and new!) marketing strategies are short-term.
So, let’s jump into these and discover why content marketing works!
Reason #1: It Builds Trust and Authority
By Establishing Your Brand as an Expert and Authority
Picture this: you’re a small business owner browsing the web for information on how to attract more customers. You stumble upon a blog post that not only answers your questions but does so in a clear, insightful manner. It helps you solve a problem, no strings attached. That business has now earned your trust.
Content marketing works in exactly the same way. By consistently delivering high-quality, relevant content, you demonstrate to your audience that you understand their challenges and have the expertise to solve them. Over time, this builds credibility and positions your brand as an authority in your industry.
Why It Works:
- Consistency builds credibility. The more helpful and relevant content you produce, the more likely consumers are to see you as an expert.
- Consumers trust value-driven businesses. Informative content helps your audience feel confident that you have their best interests in mind.
- Trust leads to loyalty. When customers trust your business, they are more likely to return and recommend your services to others.
Relevant Knowledge is Gold
One example of this can be seen in the story of a small consulting firm that wanted to establish itself as a thought leader. By launching a weekly blog and publishing whitepapers that addressed industry-specific challenges, the company was able to attract a loyal following of readers.
Over time, these readers became clients. The firm didn’t just sell services; they sold trust—and in return, they gained customers for life.
Reason #2: It Increases Organic Traffic
Improving SEO and Visibility
Now, let’s shift gears and talk about traffic—the lifeblood of any website. Without a steady stream of visitors, even the most beautifully designed website or perfectly crafted product won’t generate sales. The question remains: how do you get people to visit your website in a crowded digital space?
That’s where content marketing shines.
Every piece of content you publish works like a tiny beacon, signaling to search engines like Google that your website is worth paying attention to. Optimized content can improve your search rankings, and higher search rankings lead to more organic traffic. Essentially, the more high-quality, optimized content you have, the more visible your website becomes.
Why It Works:
- Search engines favor fresh, optimized content. Search engines like Google love it when websites produce new, useful content. It rewards businesses with better rankings on search results pages.
- Answering queries leads customers to your site. Content that directly addresses common questions not only helps potential customers but also boosts your visibility online.
- More content means more keywords. When you produce a range of content, you have more opportunities to rank for various keywords that are relevant to your business.
The Right Recipe for More Readers
For instance, a local bakery implemented a blog strategy, publishing recipe ideas, baking tips, and behind-the-scenes stories. By incorporating the right keywords and optimizing their posts for search engines, the bakery noticed a significant uptick in website traffic within months.
More importantly, the traffic came from people who were actively searching for what the bakery offered. This organic growth transformed casual browsers into paying customers. The bottom line? SEO works, and content marketing is the fuel that powers it.
Reason #3: It Drives Engagement and Conversions
Encouraging Customer Interaction and Sales
It’s one thing to get people to visit your site; it’s another to engage them once they’re there. The goal of content marketing isn’t just to bring traffic—it’s to turn that traffic into real business outcomes. Whether that means generating leads, increasing sales, or building an active community, the right content can make all the difference.
Well-crafted content doesn’t just inform or entertain—it prompts action. Interactive formats like blog posts with comment sections, videos, and infographics can encourage users to engage. But what really drives conversions is content that nurtures potential customers through every stage of their buying journey, from awareness to decision-making.
Why It Works:
- Interactive content promotes engagement. Content that invites participation—such as blog posts that ask questions or videos that encourage sharing—can create stronger connections with your audience.
- Clear calls-to-action lead to conversions. Effective content always includes a call-to-action (CTA) that guides readers toward making a purchase, signing up for a newsletter, or contacting your business.
- Content marketing nurtures leads. By providing valuable information at each stage of the buyer’s journey, you build trust and encourage conversions, turning prospects into customers.
From Visitors to Buyers
Consider the case of a SaaS company that struggled to turn website traffic into sales. They decided to revamp their content marketing approach, publishing long-form guides, case studies, and demo videos with clear CTAs directing users to try their free trial.
The result?
A significant increase in both engagement and conversion rates. Users who interacted with the content felt more confident in the product and were more likely to sign up, leading to a significant boost in sales over six months.
Words are Powerful, But Numbers Often Seal the Deal
According to a recent article in Forbes,
“The projected valuation of the content marketing industry reaching $600 billion in 2024 marks a significant uptick from previous years. This growth is attributed to several factors, including increased digital consumption, the rising importance of personalized and targeted content, and the integration of advanced technologies such as AI and machine learning in content creation and distribution.”
The article went on to relate a series of telling and significant statistics related to content marketing, such as:
- The inclusion of content in marketing strategies is no longer an optional tactic but a norm, with 90% of marketers incorporating it into their approach.
- According to 74% of companies, content marketing has proven effective in boosting lead generation.
- 51% of content consumption comes from organic search.
- Content marketing campaigns cost 62% less to launch and maintain compared to other types of campaigns.
- 78% of people use social media as their primary way to find information on brands.
One particular form of content has, perhaps not surprisingly, virtually exploded over the last decade and that is video. Both long form and short form video continues to increase in both popularity and in strategic marketing use as these stats reveal:
- 90% of marketers say video has helped generate leads. (Wyzowl)
- 87% of marketers say video has a direct, positive impact on sales (Wyzowl)
- 91% of consumers want to see more online videos from brands (Hubspot)
The Overwhelming Verdict? Content Marketing Works!
Content marketing works because it taps into the core of what consumers want: value, trust, and solutions to their problems. By building trust and authority, increasing organic traffic through better SEO, and driving engagement that leads to conversions, businesses can unlock the full potential of content marketing. Whether you’re a small local business or a growing enterprise, content marketing offers a way to connect with your audience in meaningful and profitable ways.
If you’re ready to take your business to the next level, consider how content marketing can help you achieve your goals. Not sure where to start? BroadVision Marketing can guide you to content marketing success!
Contact us today and let’s explore how content marketing can work for you.
