In a 1996 essay of the same name, Bill Gates once famously wrote that “Content is king.” Predicting an upcoming flood of content across the internet, Gates felt that no business was too small to participate in and benefit from content creation.

Today, content is still the single most powerful tool marketers have. The right images, text, and videos can attract audiences and build authority fast.

If you’re not convinced that a content marketing strategy is a crucial tool in 2023 and beyond, buckle up for a surprise! Let’s look at a few advantages of content marketing that your brand can’t afford to pass up.

Generate Trust

Audiences trust brands and websites that offer helpful, high-quality insights. When you publish useful content, especially when you aren’t asking for anything in return, you begin developing a relationship with your audience. Those who consume your content may be more likely to trust your brand and seek out your insights in the future.

Quality content is an even more important trust signal for newer brands. It can be difficult for audiences to see a business as trustworthy when the brand has published little information online. In some cases, users may even take this lack of content as a red flag!

Create a Brand Identity

What does your brand value? What does it stand for? If your audience can’t tell, you’re in trouble!

Content marketing gives you a platform where you can showcase your brand’s unique identity. Whether you want to tell your story, post helpful tutorials, or create entertaining videos, the right content can highlight what makes your brand unique.

This, in turn, helps your brand establish its own business reputation online. Your brand’s voice and its creative content are powerful tools, as your unique identity is what helps you connect with your audience.

Build Authority

Linked to the benefit above, quality content is a great way to build your brand’s authority. If you’re trying to position yourself as an industry expert, it’s hard to do it without using great content to showcase your expertise!

Answering questions, providing solutions, and posting informational content can create value for your audience. This content convinces them that you’re a source of knowledge, and people are often more likely to revisit brands that give them the information they need.

Improve Your SEO

Content marketing can help your SEO strategy in several ways.

First, content helps you generate domain authority for your site. High-quality content is more likely to enjoy better SEO performance and get high-quality backlinks in return.

In addition, Google considers quality content among its ranking factors. If brands want to appear at the top of the search results, regular content publication is a must.

Because the majority of searchers use Google and similar sites to research products before they buy, it’s crucial for your brand to be visible in the results.

Generate Leads

If you’re hoping to bring in new audiences and generate leads for your business, content marketing is an effective way to do it.

Audiences are more likely to follow and interact with trusted brands that provide value. With the right calls-to-action (CTAs) in your content, you can start moving your audience down your marketing funnel. The more solutions you offer with your helpful content, the more likely it is that these leads will turn into buyers over time.

Even better, the right content can help you connect with leads at any stage of your marketing funnel. Targeting the right search terms can help with this.

For example, your plumbing business might focus on keywords related to leaky faucets for searchers at the top of the marketing funnel. For searchers further down the funnel, targeting keywords related to emergency plumbing might prompt them to seek you out when they’re most in need of help.

Level the Playing Field

The chances are good that your competitors are already creating content for your target audience. If you aren’t doing the same, you may be missing out!

Even better, small businesses can use great content marketing to stand out, even in crowded industries. Finding a unique voice can help you carve out a niche for your brand and connect with the searchers in your area.

Attract Repeat Visitors

When you’re hoping to encourage your audience to come back, you should always be offering something more.

Consistent content publication is a great way to bring visitors to your website over and over. These recurring visits give you a chance to nurture leads and continue proving your value to your audience.

Harness the Power of Sharing

With authoritative, high-quality content that keeps visitors coming back, you’re more likely to cultivate loyal fans.

If you’re lucky, these fans may also become advocates who share your brand’s content, allowing you to reach new customers without extra time or effort! Followers often use social media to share interesting content they believe their friends will like, though certain strategies can help you get more shares. In addition, your followers may mention or refer your brand to people in their network who struggle with the problems they know you can solve.

Get Cost-Effective Results

Last, but not least, content marketing can be a cost-effective strategy for any budget. Depending on the tactics you choose, you may not need to spend extra money at all!

Blogs, videos, or social media posts created by a member of your own team, for example, will only cost you the time that person spends on them. Even professional copywriting services are often far less expensive than the cost of other marketing strategies.

Create Your Content Marketing Strategy

No matter what kind of business you run, a solid content marketing strategy is essential. Not only can content help you build trust and authority, but it also offers tangible results. If you’re hoping to get more leads and conversions as you grow your business, it’s time to reconsider your approach to your content!

At Optic Marketing Group, we’re here to help you create optimized content across your website and beyond. From copywriting to social media to email marketing to paid ads, we’re proud to help our home service clients achieve their vision online. To get started, contact us at 813-444-4465.