According to a leading software company, content marketers who prioritise blogging efforts are 13X more likely to see positive ROI than those who don’t. The annual growth in organic traffic is 7.8X higher for businesses that engage in content marketing. Perhaps why content marketing generates 3X the leads, but costs 62% less than other digital marketing channels (terakeet.com).
It is important to know that content marketing doesn’t just open up a conversation with your audience. What it does is it keeps the conversation fresh, helpful and engaging over time. Great content marketing is not fleeting and transactional, but rather leads to engagement and relationship-building. Most importantly, it keeps the conversation current. Content marketing doesn’t interrupt the user from their activity — it’s a welcome extension of it.
A recent McKinsey survey that comprised 27,000 consumers, highlighted that consistency is the number one key to customer satisfaction. So what does a brand need to be consistent in? Is it the brand’s voice, messaging, and helpfulness consistent at every touchpoint? Or do the brand’s values and qualities play an important role in reinforcing the brand’s ethos in the long run? It is important to look at how a brand shows up for the customer and the solutions the brand comes up with every time the customer has a question or concern.
Here are the top five benefits of consistent, high-quality content marketing
1. Building a long-term audience
While we all know great content is an important asset for any company, not many utilise this tool to the fullest. Good content has the ability to create positive and memorable experiences for your current and potential customers. It will compel them to come back for more. Remember, a good content market is the easiest and best way to capture your audience's attention and continuously build your brand reputation.
2. Social media hits
There are several ways to build your social media followers across channels, and trendy content is one of the best ways to go. If you're one of those businesses that doesn't see much traction despite having a huge following, experts suggest that it's time to use content marketing to your advantage. Quality content can help your business gain traction on social media and using analytics software to track your progress helps.
3. Heightened brand affinity
One of the most beneficial bonuses offered by content marketing is increased brand affinity, in which consumers feel passionately about and share the values of a company or brand, says web content specialist, Dan Shewan. Calling brand affinity as the Holy Grail for marketers, he says individuals with high brand affinity aren’t just into your products or services – they’re into you as a brand in a major way. They love what you sell, frequently tell their friends and family about how great you are, and will vouch for your products without any prompting or coercion whatsoever.When it comes to prospects, the ones who feel an affinity for your brand will be much more likely to become a customer if they've already learned about you through your content. We've seen that click-through rates are dramatically higher when you look at audiences who know your brand well.
4. Higher visibility in search engines
Did you know that every new post you add to your blog or an image on social media is another page that Google is going to index? More pages doesn't always correlate with more search traffic, but having more quality pages indexed can grant you more opportunities to rank for more search queries. So, ensure your content is relatable and target long-tail keywords and topics that your customers frequently search for - this will help you bring in more visibility when someone runs a quick search for you online. One of the greater and hidden benefits of content marketing.
5. Better domain authority
By constantly writing more, higher quality content it is bound to improve and increase the brand’s expertise, authority, and relevance. If a particular content earns more inbound links from external sources, your website's domain authority will increase even further. A higher domain authority correlates strongly with higher search rankings, so the more quality content you produce, the more organic search visibility you'll stand to gain in all areas of your site (inc.com).