A recent survey from HubSpot shows that 90% of marketers using content marketing plan to continue investing the same amount in the channel in 2022. At the same time, 66% of marketers expect their 2022 content marketing budget to increase more than their 2021 budget. But what makes content marketing so popular?

Content marketing, as a crucial growth strategy for most companies, is one of the best ways to increase engagement and drive sales. It is a strategy that involves creating and sharing relevant articles, videos, podcasts, and other media types.

The Benefits of Content Marketing

As the digital world evolves (very fast), is content marketing worth investing in, or is it a trend of the past?

Content marketing is not for the faint of heart. It’s a long-term investment. As long as people turn to Google or other social medial platforms to find anything and everything, the benefits of your business appearing to address their problems are crucial.

So, how can content marketing help your business?

1.Improve your website ranking
2.Shorter sales cycle
3.Build trust and awareness
4.Lower cost and higher ROI
5.Humanise your brand

Improve your website ranking

One of the most significant advantages of content marketing is ranking higher on Google. Think about it, most of your problems or uncertainties are solved with a simple Google search. So let that be our everyday problems or even concerns about our health.

Your potential client goes through the same process. And when they hit that search button, the higher you rank on that page, the faster they discover you. How does content play a role in the ranking? The more reliable, high-quality content you create, the more Google’s robots will adore you and give your website a higher ranking.

So much goes into creating SEO-friendly content, and it’s 100% worth the hassle. If you do it right, the fruits of it are immense.

Shorter sales cycle

One goes through quite a process before buying a product or service. There are three stages a person will go through before committing to buying today.

The awareness stage, the consideration stage, and the decision stage. In the awareness stage, the prospect identifies a problem; they become aware of their pain point. In the second stage, consideration, the prospect evaluates their options to solve their problem (this is where you want to show up). And lastly, the decision; as you might guess, they finally decided how to solve their problem.

The bigger the purchase, the longer this process occurs and a set of unique campaigns for each stage. With content marketing, you can easily walk a prospect through each step of the funnel—as long as you structure it right.

Lower cost and higher ROI

We all know this might be your favourite advantage on this list. Yes, it will not only save you time but also money.

How is that possible?

Most content marketing uses free or inexpensive tools like social media, SEO, and blogging. You can start creating content immediately with your mobile phone and reach thousands of potential customers within seconds.

“Building a trusted connection” may seem good on paper, but the purpose of content marketing is no different from any other kind of marketing: to create profit for the least amount of time and money. The aim is to drive sales by providing useful insight and value to consumers. It costs 62% less than traditional marketing strategies and generates 3x as many leads for every $1 invested.

Think of it as a feedback loop to determine if your marketing efforts are hitting the right goals and, most importantly, get your audience to act.
It takes all the guesswork out of it compared to conventional marketing such as print, broadcast, direct mail, phone, and outdoor advertising like billboards.
If you take the time to create timeless, educational, and demanding content, you will reap the benefits of that content for years to come.

Build trust and awareness

Above all, content marketing is effective because it builds trust. People don’t want to feel rushed into making a decision, especially one that takes their money away.

They want to feel they made the right decision and did their homework before purchasing. The right content will guide the customer to the right decision, making them trust that their money is well spent.

But, remember that no one can buy from you if they don’t know you. So, for every content piece you publish, you are opening the route to being found on search engines or other social platforms, a.k.a., welcoming your next customer to be aware of your existence.

Humanise your brand

What I love most about content marketing is that it breaks away from traditional sales pitches. So long-form content allows you to showcase your voice and values.

It differs from cold messages and gives a personality to your brand. Someone once said that “good marketing is when you don’t feel like it’s marketing”, and they were right.

What is content syndication?

If there’s one practice that will be worth the investment, it’s repurposing your content, also known as content syndication. So, what is content syndication? The term refers to reusing (recycling) your current content by adding more value or putting a spin on it to reach a broader audience.

If you have a blog post that’s performing well, why not repurpose it into a social media post? Or you can even create a YouTube video to dive deeper into that topic. You can do a lot once you produce a well-curated article, and all that information should be leveraged into different forms of content.

Why should you do that? Well, for once, save yourself the trouble of going through the process of researching every time you create a content piece. And why wouldn’t you push an already well-performing piece of content to a broader audience?

Best of all, content repurposing is also used to freshen up an old piece of information. In today’s world, things evolve fast, and you must stay on top of new trends.

No doubt, repurposing your content saves you time, but is this enough to keep your audience engaged? Especially on platforms with algorithms that reward those who keep their audience entertained. We know it can be overwhelming, but our team at ODIC are experts in this space. We help solve this content headache with strategy, design solutions, marketing, and much more.

Let’s see how we can accelerate your business. LET’S HAVE A CHAT