Why is content marketing so important? 5 reasons why content is king! - Fabric Digital

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Why is content marketing so important? 5 reasons why content is king!

6th Mar // 2014

You may have heard it said on numerous occasions that content is king, and that content marketing is the new found way to market your website online.

And whilst there are many factors that make up a successful digital marketing strategy, content marketing has become one of the key online marketing tools to help businesses promote themselves in a crowded digital market.

If you are having doubts over the power of content marketing, or are considering investing time and money in a content strategy for your business, there's a host of reasons that should positively influence your decision.

Here's 5 reasons content marketing is king, and why it is so important:

Content is king with Google

There are a number of parameters Google analyses in consideration to SERP rankings, and content has become an increasingly important factor.

In the dark days of the early web, curating thousands of links from any corner of the internet resulted in higher search rankings, but Google has engaged in a cyber war of its own of late, closing down numerous link networks abroad and here in the UK.

White-hat SEO is now the order of the day to create sustainable and long-lasting good search rankings, and content has become a primary way to obtain safe and powerful links.

Through off-site content marketing and a successful on-site blog, brands can acquire natural links through the great content they promote, and boost pageviews through SEO optimised articles and organic visits.

Content is king on social

You have a great Twitter account with thousands of followers – so what? What are you going to tweet to your fans? A steady stream of sales tweets promoting offers will lose you followers and engagement, so content is a great way to interact with those who find your brand interesting.

Socially shareable content from your blog will increase click through rates and engagement, and hopefully boost sales as a result.

Creating top ten lists, how to's and other socially shareable content is a great way to reach out across various social media channels and engage with users who may not have previously heard of your brand.

And social media is an important asset in your online marketing portfolio. Fabric's very own 60 Second Social Media Study found that 48% of consumers will check a brands social media accounts before making a purchase if they had not shopped on that site before, and if all they see is a tirade of sales tweets and no great content, they may think twice about using your website.

Just under 95% of those who took part in our study said that social media is important for their business or the company they work for, and any successful Twitter account or Pinterest board will delivery high quality content to its followers and fans.

Content is king with consumers

As I touched on earlier, creating regular content is a great way to engage with your customers, and they will appreciate the fact your brand always appears to be evolving and updating its website.

There aren't many things worse than visiting a website to find the last article published was from last year. It gives the impression your website is rarely checked or updated, and that your business isn't at the top if its game.

A well run blog can also become a sales tool, subtly reviewing or suggesting products and sending internal links to relevant pages to aid the users passage all the way to the shopping cart.

Content is king for email marketing

This may be a bit of a given, but it would be difficult to run a successful email campaign without content. Although many companies send out mail shots marketing special offers and new product lines, it can often be the more covert mailers that have a bigger impact.

Newsletters and promoting blog posts are a great way to engage with current and potential customers by offering them guides and industry insight in relation to the products you are selling. Shopify is a great example of this. They could send you 10 emails a week saying 'don't forget to make your website', but instead they email you with great blog posts suggesting ways to make an e-commerce business a success.

This I would call covert marketing – Shopify constantly remind you that they exist and what they can offer, but you don't mind them telling you as they are offering something in return. And of course, this is only possible through great content.

Content is king for PR

PR can mean two things when it comes to digital marketing: press relations and press releases.

Press releases are a great way to engage with journalists and blog owners that will hopefully share your news and write about your brand.

The benefits of this are that you can acquire links from news websites and blogs with a high page rank, and so pass on more link juice to your pages.

Content marketing in the form of PR is a great way to get in front of the people you want to be engaging in your products and services too. Say you circulate a press release about a new line of designer womenswear that was designed by a celebrity, and a host of bloggers with fashion blogs then go on to discuss your new products.

The people who read their blogs are exactly the type of demographic you want to sell to, and in sending out one well-written and interested news release, you could have in excessive of ten bloggers and news websites publishing your brand name to thousands of people. Not a bad turnaround from one 500 word, well circulated article.

What if we don't use content marketing?

Every brand is different and sets itself different marketing objectives. For huge brands that sell specific products, such as batteries or staples, then content marketing may be of little benefit (there is only so much even an experienced content marketer can write about how batteries can revolutionise this and that, and a top ten uses for staples article), and who is going to read it?

But for the majority, content can win big business through outreach, acquiring link power for SEO and engaging with customers.

If you think your brand can benefit from content marketing but aren't sure where to start, check out our services page and get in touch.

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Penned by Arthur Wilson in Digital Marketing