Biz Tips: 5 Reasons Why Your Business Needs Better Content Marketing

Biz Tips: 5 Reasons Why Your Business Needs Better Content Marketing


5 Reasons Why Your Business Needs Better Content Marketing

Content marketing is a type of marketing that revolves around the creation of content that has the purpose of being published and shared online. Businesses across all types of industries and of all sizes can benefit from content marketing. If done well it can enhance a brand’s profile and attract a wider audience, and in turn, can generate more leads and increase sales.

Forms of content marketing include news articles, blog posts, videos, images, podcasts, infographics, ebooks, white papers and email newsletters. The aim is to create content that is engaging, shareable and free. The better the content, the more good it will do for your business.

If your business has yet to get serious about content marketing, it’s high time you start to prioritise it. Here are 5 important reasons why you should develop a strong content marketing strategy today.

  1. Content marketing is crucial for SEO

If you want your business to succeed online — and you should, because online is where you can reach larger audiences — it is crucial that your website is SEO-friendly. With good SEO you can ensure that your business is visible and discoverable online, which means that you will generate more leads and sales.

While you can do basic SEO website optimisation by adding specific keywords into your URLs, page titles, metadata and ALT tags, this doesn’t give you enough leverage to stand out against your competitors and out-rank them on the SERPs (search engine results pages). By ranking up your content production, on the other hand, you have infinite scope to capture keywords, trends, backlinks and consumer interest.

For example, if you create a blog post that is 300 words long, it isn’t going to rank highly in the SERPs because Google will consider it “thin” content (even if you litter it with keywords. However, if you publish a blog that is 2,500 words long, is well-researched, informative, and includes visuals as well as inbound and outbound links, Google will recognise it as highly valuable, thus will award it with a higher ranking.

2. Good content provides value to your business and your customers

If you publish valuable content that educates readers/viewers/listeners, they will come back to you again and again. For example, say your business is a kids day care center in Kariong and you publish incredible content SEO-optimised content that educates readers about child development and child nutrition, people will return to your site, again and again, to learn more from you, regardless whether they’re interested in your service. Then, you will attract a wider audience, boost your page visits and increase your leads.

You might not see the purpose of investing in the creation of educational content to then give it away for free, but it’s immensely beneficial. Even if the person who landed on your article about child development isn’t originally interested in your daycare service, they are still contributing to your business growth.

Another smart way to use content marketing is to offer it to people in exchange for their contact information. Say they land on your website and like the look of one of your “how-to” guides, you can offer them a free PDF download of it if they enter in their email address. Then, when you have them in your database you can continue to market them and nurture your relationship until they convert.

3. Good content increases your reputation

Good content increases the reputation of your brand. Similarly, bad content will tarnish the reputation of your brand.

With so much competition online, it’s important to go above and beyond and flex your creativity in order to get noticed and beat out your competition. For example, you can create a fun and exciting YouTube video and optimise it correctly, but a stand-alone video that’s two minutes long is not going to break the internet. Instead, why not create a video series and accompany it with supporting blog posts and a watertight social media strategy. If you do this well and create an engaging video series, it will garner a lot of interest online which will translate into likes, comments and shares. The more hype your content generates, the more exciting your brand will seem and the more leads you will generate.

4. With content marketing, you can better connect with your audience

Content marketing provides you with the opportunity to connect with your audience on a level like never before. Whereas traditionally consumers would be met with “sales-y” ads, now the relationship between brand and consumer is more mutually beneficial; businesses shouldn’t just take, but give back, too.

Through content, you can inject a human element into your marketing strategy. With content marketing, accompanied by social media, your brand can tell a story, share anecdotes, create conversation and provoke an emotional response, and this is really powerful.

Businesses worldwide are harnessing the power of words, video and music to communicate with their audiences and gain their trust, and it has monumental effects on their marketing efforts.

5. Content marketing is the future

Gone are the days when traditional marketing would be enough to secure sales. Consumers in this digital age are wiser, more attuned to sales and promotion, and digitally advanced. If you want to keep up with them and connect with them, you need to be creative and reach them through multiple marketing avenues, and this is where content marketing has upped the ante.

It’s simple: the more valuable the content is that you produce, the more people will see it and the more people will share it online and across social media channels. If they do this, you are generating a tonne of leads which you can then guide through your sales funnel.


Content marketing is powerful. Its benefits range from the logistical and technical (SEO purposes) to the chance to create art that breaks boundaries and connects with audiences in ways like never before. The marketing space is changing, and consumers are hungry for information and knowledge. Give it to them in an innovative and exciting way, and your brand will reap the rewards.

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5 Reasons Why Your Business Needs Better Content Marketing was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by highlighting and responding to this story.

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