Most old marketing and advertising strategies have been based on short-term gains. There’s nothing inherently wrong with this approach, especially if you see a positive ROI, but if you want to be successful in the long term, you’ll need a strategy with a little more staying power. For example, Pay per click (PPC) advertising will stop generating traffic and customers the moment you stop doing it, but consistent content marketing will continue to produce compound traffic growths.

Inbound marketing strategies, like SEO and social media marketing, are useful in creating a slow build of results, but for your money, there’s no better long-term strategy than content marketing.

Here is why:

  1. Build Trust with Your Visitors

When a visitor stumbles on your website for any reason, your content can secure his or her confidence in your brand, so long as that content is authoritative, helpful, and well-written overall. The more content you generate and share with your target audience, the more apparent it becomes that you are an expert in the field. People trust experts and hire them to help solve problems.

  1. Build Brand Awareness

Most people do not know about your business, and it is time to change that. If done correctly, you can use content marketing to significantly increase traffic to your website so you can get consistent, quality traffic and inbound links to your site, and expose them to a brand they never knew existed. You will be able to generate more awareness and leads for your business through your content and use it to show your skill and expertise again and again.

  1. Great for Organic Search

Whenever you open your browser and type a keyword or a phrase into the search bar, the search engine works hard to bring you the most relevant information regarding your search query. When you are creating expert content for the sake of sharing valuable and useful information to your ideal target buyers rather than spammy sales copy, Google recognizes that your content is useful and provides the result to people searching and consequently it will rank higher in the search results. Search engine algorithms are always changing. But as long as you consistently create informative, relevant and up to date content, this will rank higher in the search engines.

  1. Generates Leads for Your Business

Generating leads for your business is the reason why marketers do any marketing at all. We need new leads to come to us and eventually buy our product or service. Content marketing enables strangers to find you through your informative and useful content. Most of the time this is even before they are ready to decide to buy or not. It means, your competition is not in the picture yet. Use additional premium content on your site (like ebooks) to draw them in further. We need leads to sell, and content marketing is the way to reach them.

  1. Attract Ideal Buyers

All that talk about leads is excellent, but a large number of unqualified leads won’t get you anywhere. You need to attract ideal buyers, or you will be wasting your sales team’s time.

The advantage of content marketing is that while you will be distributing proof of your expertise to the world, only people who are interested in what you have to say are the ones viewing it. Just the ones who are interested in your field of expertise are going to conduct a search that results in them reading your blog. From these readers, only those who are really intrigued by your brand are going to click to your landing page. From the readers who end up on your landing page, only those who were genuinely attracted by your content are going to fill out a form with personal information to get their hands on more of it. You will have filtered out the lousy leads, and will only be selling to those of the highest quality, meaning less time, energy, and money wasted. That is the inbound marketing way.

  1. Visitors will Share Your Content on Social Network Platforms

You are an expert in your field, and that means you know things that most others don’t. If your content uniquely solves a common problem or distributes a piece of valuable information, it is likely that other companies will also share content that makes them look good as a thought expert. Social media platforms are quickly catching up with search engines as the greatest way for content to reach consumers.

Of course, you should strive to create useful content which people want to read, but if you can create content that people share you will be way ahead of the game. The more people exposed to your content the better, and as we now live in the “digital, mobile, and viral” age, a uniquely exciting post may pick up enough impulse to put it in front of more consumers than you have ever imagined.

  1. Build Brand Authority as an Industry Expert

By now this one should be obvious. Your content showcases your ability to do what you do better than the rest. Your target audience is getting answers to your questions from you; they need to know that you’ll provide them with the best way to solve their particular problem. It’s ok to show them over and over, and you will just be reinforcing your role as the industry expert with each blog post, ebook, video, etc. Even those people who never end up buying from you will regard you as the authority in your field based on your content.

  1. Build Backlinks

Create expert content, and other sites will want to link to yours to share what you have shared. Depending on the linking website, your audience may multiply by 2, 5, or even 100 times. The real gain of backlinking is that it is one of the criteria the search engines use to rank your website. If authority websites are linking to yours and more people are visiting your site through those links, then your page authority increases.

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