Why is content marketing so important?

In a world where you can get an answer to a query in a matter of seconds, when it comes to making decisions on purchases, most buyers are doing all their research and evaluations without ever speaking to a salesperson. 

So, when targeting potential customers, businesses need to think about what would make them stop and take an interest - what are you offering? 

They also need to consider their authority on the subject – what do you know that other people don't? 

And of course, they must be trustworthy. People buy from people – and, as the world’s digital transformation accelerates, offering real, honest transparency is key. 

This is why content marketing is so important. 

Read on to learn what it entails and how to use it in the best way possible.

Before diving into why content marketing is worth doing, let's explore what it actually is. 

Content marketing is a strategic way to boost a business’s profile through the creation and sharing of interesting, relevant and helpful material. It can include blog posts, long-form guides, social media content, videos, podcasts, case studies and whitepapers that are designed to attract, engage and inform your audience. 

Your website and social media platforms are key tools in this process, sharing your valuable free advice, videos and stories to drive traffic to the relevant sections of your site. 

Depending on your goals, a solid content marketing strategy builds credibility through targeted exposure to the right audiences, opening the door to increased leads and sales. You want your readers to find your content useful and to help them solve their problems.

Done correctly, great content marketing can bring a whole host of benefits to your business. 

Builds awareness and boosts trust

When any potential buyer is reading through your content, they are likely to be looking for one if not all of the E-E-A-T framework factors. This stands for experience, expertise, authoritativeness and trustworthiness - essentially giving users the confidence that they need to support and buy into your brand.

Drives organic search traffic 

Consistent and strategic content aligned with search engine optimisation (SEO) principles can help to keep your business ranking for intent-driven keywords, ensuring your position on that all-important Google page one, where the right people can find you. 

Cost-effective lead generation

Compared to paid ads, using content you may already have, or spending time creating tailored, evergreen content for your platform will continue to bring in leads long after it's published. 

Nurtures prospects through the funnel

Well-crafted content will guide users from awareness to purchase decisions without hard-selling.

Make a name for yourself

Your content offers the potential to develop a distinctive tone of voice and brand personality that resonates with your audience and make you more memorable. This is key to standing out and developing brand loyalty.

While there is nothing stopping you from using AI to draft your content pieces, be warned that this could potentially undo all the hard work of building trust with your audience. And once your business is questioned over authenticity and originality, it can be hard to shake off that perception.

However, AI tools are a great way to fact-check, proof and even source information – but ultimately, you need to be the expert behind your words and use your own ‘voice’ to drive awareness. This is what your audience is buying into and what will help you stand out in the market.

The short answer is – yes, everyone needs content marketing in some form or another.

The greater trust you build with your target consumers, the more chance of securing long-term, reliable leads that continue to deliver long after your content is published. It continues to work for you during out of hours, and ensures your business is always active in the online world.

Our dedicated team of content experts work across PR and digital to deliver a holistic approach to brand awareness. We take the time to understand what makes your brand tick, creating compelling content that builds visibility, improves reach and connects with the audiences that matter most. 

Want to explore what type of content could work for your brand, and why? Or perhaps you're curious about developing a content marketing strategy that stands the test of time? Get in touch with Cartwright today to find the right strategy for you.