A Definition & an example:
As a reminder, here is a succinct definition of Content Marketing :
Content Marketing includes marketing practices that consist of a company publishing on the Internet useful or fun content available to customers or prospects for prospecting, loyalty and image (Source Definition Marketing ).
And as an example, I will rely on my blog #audreytips.
For the past 18 months, I have been publishing 3 articles a week on Digital Marketing, a sector with many competitors. I am “just” trying to publish more didactic content than what you can find on the French Web.
I have not invested in any advertising, except for a few euros here and there to teach you how to use these platforms. By cons, I pay attention to animate my presence on social networks …
1. Increase the visibility of your company:
Your prospects and customers query Google multiple times a day.
So, you need to be aware that every page of your website is a potential way to make your business stand out.
Well, it’s also the principle of Content Marketing. Each content is an additional web page. It will also bring some visibility to your company’s website.
It’s mathematical. If each page drains an average of 10 visits per month, the traffic generated by 200 pages is 2000 visits per month. It’s all potential leads every month!
Obviously, it depends on how they are ranked by the search engines. This is where the natural referencing comes into play .
Do not panic, just by following the instructions of the Yoast extension , you are already probably better than your competitors.
2. Improve the natural referencing of your company’s website
With more content, you’re more likely to appear in search engine results pages. It’s mostly the way to target more keywords.
Indeed, each content can be thought for a given problem and therefore for a key phrase. Of course, you will be practicing without knowing the tactics that Digital Marketing experts call ” the long tail “, is not it Mr. Jordan !
Let’s take an example. Imagine that you are a family law lawyer specialized in divorces.
With a simple 5-page website, you will only have a few pages to describe your expertise.
Add a blog (which is done in 5 minutes if your site is under WordPress ), and you will be able to publish all the articles you want:
In short, content that brings concrete questions that your customers ask.
So the questions that your future customers ask Google, even without knowing you, as much as it is you who – through your site – gives them the answer!
3. Increase the time of presence on your company’s website
The more content you publish, the more your site is positioned as a reliable resource.
You will also be able to link all these contents together . Internet users will go from page to page. And of course, your visitors will spend more time on your site.
And if someone stays on your company’s website for a long time, they’ll feel confident with you.
Not to mention that the time of presence on your website shows Google that you publish interesting content for your target. As a result, it will put your content back in its ranking.
4. Show your expertise
Each title of these contents is a showcase of your expertise. This is the equivalent of the doctor’s white coat and stethoscope. This naturally shows your knowledge. And if your content “speaks” well to the user, he will immediately trust you and he will be more inclined to contact you.
Obviously, it seems to work well in my example above with lawyers. But, it is easy to see that it works the same way regardless of your type of activity for both individuals and businesses.
And if you are afraid of not having ideas to write your content , simply put yourself in the shoes of your customers.
Imagine that you are a real estate agent , publish content on:
5. Pass on your passion
Publishing web content about your business is an effective way to convey that passion.
Indeed, if you are clearly enthusiastic about your favorite topic, your readers will feel it easily. They will end up sharing that same passion with you. And it takes little for them to become an opinion leader.
6. Become an opinion leader
Regularly posting content is a quick way to become an internet thought leader.
Indeed, the published contents convey your ideas about your job.
Not only will you help your customers make better decisions, but you can share your opinions on important elements of your industry news. You appear to be at the forefront of your expertise.
The blog of your company is the ideal vehicle to appear as a thought leader vis-à-vis your market.
7. Prove the Mission of your company
It’s extremely easy to say that you want to help people solve a problem.
But how many times have you really done it?
How do you go about it?
Your content is also evidence that brings the mission of your company to life. All the quality information you publish is a real asset to show your customers how you are doing it to solve their problem.
8. Have freshly published content
Your readers will naturally favor recent information. That’s why regularly publishing up-to-date content appears as a sign of good health for your business.
In addition, among the 200 criteria of Google’s algorithm for SEO, the “freshness” of content is taken into account.
For example, between 2 equivalent contents, yours published yesterday and that of one of your competitors published 6 months ago, Google tends to give more weight to yours.
That’s why regularly publishing web content on a blog helps your business stand out with new content.
9. Adviser during pre-sales
Whatever the product or service you offer, before placing an order, a customer needs to know about your offer, your company, …
This client is not looking for an aggressive sales pitch, but rather advice on how and why.
Each of your content on the web gives you the opportunity to answer these questions during this pre-sales phase.
10. Inform about your sector of activity
Further upstream, you can also use publishing content to inform people about your industry. In this way, your company will position itself as the reference in your market.
Our lawyers from my previous example have an interest in publishing statistics on the number of divorces in France … And why not turn this content into infographic …
Obviously, a prospect who has read your articles with relevant information about your industry will naturally return to you when he is ready to place an order.
11. Engage in conversations
Web content is also an easy way to start a conversation.
Indeed, these contents are for the most part published on a blog. And on a blog, at the bottom of the article, there is always a comment box reserved for readers. This is one of the differences between a page and an article in WordPress .
Your readers will be able to react. So you will be able to answer them.
And as long as you help them solve their problem, you gain loyalty. In addition, a faithful reader forgets your competitors in the long run. He goes directly to your site to find his answer. And if he does not find it, given the quality of what he read previously, he will contact you!
12. Encourage reflection
Your customers will realize that they are not asking the right questions. Obviously you are the expert, not them!
Your contents are so many ways to guide them to think about their needs:
These are underlying themes to evoke in your content that add value while standing out from your competition.
13. Add a more human touch
Obviously, being professional is essential for all your Marketing content on your site or on your paper brochures.
However, whether you’re targeting a B2B or B2C target, web content allows for a more human touch. Your customers want to talk to human beings.
The experience of your readers is at most in a “relaxed” atmosphere:
14. Generate more leads
Of course, generating leads is the key benefit of Content Marketing.
Companies that regularly publish web content generate up to 67% more leads than those who do not, according to Hubspot .
It’s easy to understand why. Simply because there is more content online. And that it is your prospects who contact you because they are already convinced by the contents of your publications. This is the basic principle of Inbound Marketing (barbaric term of the experts in Digital Marketing that describes what I tell you in this article :-).
15. Help your sales people
Your content on the web will also facilitate the work of your sales.
Not only are their prospects well aware of your expertise and solutions before contacting them. But in addition, depending on the feedback your salespeople make to you, you will easily feed your list of topics to publish.
For example, you will be able to write an article on the “25 questions our customers ask us the most”. Post it on your company website and your sales people can refer to it with potential customers. Content posted on the Internet that is visible to all is often perceived as more valuable than a word of a salesperson face to face in an office.
16. Earn even more visibility
Whenever you publish an article on the Internet, it’s impossible to know in advance what will actually happen.
But if users find useful useful content, they will share it on Facebook or LinkedIn, tweeter … Do not forget to add social sharing buttons to facilitate their task .
The ultimate is to refer to it in one of their articles. You are going to get what Digital Marketing experts call a backlink which is one of the most important criteria of Google’s ranking algorithm.
In short, the possibilities to give visibility to your business are endless even if they are not guaranteed.
17. Feed your attendance on social networks
With quality content published regularly, it is easy to share them on LinkedIn, Twitter, Facebook …
All your profiles on these different platforms will be continuously powered, which will further strengthen your credibility. Indeed, nothing worse than having a business page on empty Linkedin.
I use that for meetedgar . I tell him a schedule for publication on social networks and he automatically takes care of the necessary hours I have indicated.
18. Control your costs
Publishing content on the web increases the visibility of your company’s website while improving its SEO in search engines.
Unlike a specific SEO action or online advertising campaigns, web content has a low cost. And if you write your articles yourself, it only takes a bit of your time. You can also hire a freelance copywriter for a very affordable price.
And as Jules Texier of the nubiz agency reminds us , the positive effects generated by your online content persist over time. Unlike ad campaigns that no longer work when you stop investing, your articles attract prospects even if you stop publishing temporarily.
On the same topic, learn to master the differences between SEO and online advertising .
Conclusion on the 18 Benefits of Content Marketing
If your company does not yet practice Content Marketing, you can ask why? Does your company not perceive the benefits of publishing content?
And if your company runs a blog, do you make the most of it?
Publishing new, high quality content on a regular basis is essential to take advantage of what Digital Marketing can offer you.
Finally, these 18 advantages can be classified in 4 main types: