Businesses have dozens of marketing strategies they can deploy at their disposal.
Every day, new technology comes out that makes it easier and easier for businesses to put themselves in front of their audience.
We've come a long way from posters, billboards, and TV adverts.
Opportunities today have given businesses of all sizes the ability to access billions of people at minimal costs.
These numbers and results are unheard of - I almost feel bad for business owners decades ago.
However, one form of marketing still seems to be superior to the rest - ironically, it's the one that a lot of entrepreneurs and business owners seem to overlook.
You've probably heard the saying, 'content is king,' and it's not far from the truth.
Content marketing has become a massive piece of the puzzle for many businesses and will only carry on increasing as people start to realise the power in this (almost) free and fruitful strategy.
So what exactly makes content marketing so important for your business?
Why is content marketing so important?
Content marketing is still proving to be the most effective marketing channel for any business clocking in 3X more leads per dollar spent.
Therefore, it's no surprise that 70-80% of all marketers are actively investing in content marketing strategies.
With the ability to drive more traffic, more engagement, and more sales to your business, content marketing is a strategy that you don't want to overlook.
Content marketing can take many forms which makes it a gem to both consumers and producers because customers will never get bored, and you won't run out of content!
Let's discuss some of the benefits that content marketing can bring to your business.
Consumers today are not looking for tacky products and services that look like money grabs.
Consumers are more focused than ever on buying from brands and businesses that they can relate to the most.
This, although harder to gain short-term traction, is much better for businesses looking to build tight-knit communities because content has made this easier than ever.
Not jealous in the sense of, "ahh, I hate these guys," but jealous of the massive, yet engaged community they had around their business.
That business is Clickfunnels - owned by Russell Brunson.
Russell Brunson is known by almost all marketers for creating a community around his funnel-building software, Clickfunnels.
They provide a simple, drag-and-drop interface with templates that help you create better-converting funnels.
It doesn't end there.
Russell didn't simply create software and start selling it - Russell focused on building the biggest, most engaged, and responsive community.
People don't buy into Clickfunnels because they like the software, they probably do, but the real reason they buy into the software is because of Russell Brunson.
They know, like, and trust Russell, and those are the main three things you need to get someone to buy from you.
When you buy a Clickfunnels subscription, you're not simply buying a funnel-building software, you're accessing a community of like-minded people who are on a similar path to you.
You're getting closer to someone who has done what you're currently doing and is making 9 figures per year from it.
Unlike interruptive marketing strategies like Facebook or YouTube adverts, content marketing has a much higher chance of building this sort of brand loyalty.
People are more drawn to content that they can resonate with instead of adverts that disturb their piece, trying to get them to buy something.
This way, you're building real relationships with your audience who you can then turn into customers.
On average, it takes prospects 3-5 content touchpoints to convert into a customer.
This is much higher than adverts or other forms of marketing.
I've said this before, and I'll say it again - If I could go back a few years, I wouldn't build a business, I'd build a personal brand and a community instead.
Content marketing might seem discouraging when you're standing at the bottom of the mountain.
From the bottom, it might seem as though content marketing is a slow and safe strategy.
There are many ways to get to where you want to be faster.
One of those strategies includes paid advertising.
Paid marketing is still an extremely effective marketing strategy.
However, there are some flaws that not a lot of people are paying attention to.
Firstly, competition for digital real estate is growing every day.
New business owners are rising from the ashes and are noticing that the fastest way to collect a dollar is through throwing money at Zuckerberg and waiting for him to spit some money back out.
This is the same for other paid advertising channels like Google, YouTube, even influencer ads.
The increased competition and low-quality marketing that's being shown to consumers every day are making it harder and harder for other marketers to see resounding results.
Secondly, given the fact that competition for advertising space is rising, the price for paid advertising also rises.
In simple economics, as demand goes up for something with a limited supply, the price must go up too.
This is where content marketing comes in. Although it might look as though paid advertising is the faster way up the mountain, we can't see above the clouds.
Above the clouds is where we start to see the shortcomings of paid marketing.
As your business grows, you'll have to increase your marketing budget to continue growing exponentially, or else you're plateau.
However, given the power of content marketing, you're able to continue growing rapidly without needing to increase your marketing budget so aggressively.
One of the biggest content marketers, Gary Vee, doesn't spend a lot on marketing.
He records videos on his phone talking to the camera.
He repurposes content for different platforms and posts it.
Yes, he has a massive team that needs to get paid, but there are no marketing dollars being thrown around on Facebook ads or Google ads - all of this traffic comes naturally.
The content he posted a year ago is still contributing to his business' growth today.
The content he creates tomorrow will be responsible for his growth in a year's time, it's just how it works.
Content marketing feeds off of the principle of the compound effect.
All of a sudden, the snowball started growing, and 50 views per day were nigh.
Then it was 100.
Now 500, or more.
Not only can you grow faster at scale with content marketing, but you will also build life-long fans who trust you and your content.
It's about longevity.
Imagine you want to learn about eCommerce.
You might be looking for an article about starting a dropshipping business with no money.
You go on Google and search the article, the first thing that comes up is Shopify.
The next thing that comes up, probably Shopify.
You scroll through the first page of Google, and you realise Shopify was there quite a lot.
This time you see Investopedia come up... many times.
See, the common thing with Shopify, Investopedia, and other brands like Hubspot, is that they all have brand authority.
They're known to be a source of information and authority in their industry.
This is all thanks to the power of content marketing.
Shopify, along with many other wildly successful companies, leverage SEO and the power of blogging to build brand authority, making them the go-to source for anything related to their industry.
Google is the biggest, most popular search engine in the world, with a market share of over 92%.
Businesses are fighting to get to the top of Google's search results because that's where people search when they want to find something - the most valuable currency in the world is people's attention, and that's all living on Google's first page.
SEO (search engine optimization) is the process of improving your site's visibility by ranking higher on the search engines.
One of the best ways to do this is by creating content in the form of blog posts, and getting backlinks to those posts.
Shopify, Hubspot, and many other businesses have done this extremely well and have managed to build powerful backlinks that push them to the top of Google's search results.
The cool thing is that everyone is able to do this, including you.
You can read my article on starting a blog for free, in a day to learn how you can start a blog for your business.
Content marketing is 62% cheaper than paid marketing or other forms of marketing in general.
If you're a small business owner, content marketing can be 100% cheaper than paid marketing because you don't have to spend a single dollar.
While paid advertising requires you to aggressively scale your marketing budget as your business grows, it's much cheaper to scale your content marketing as you grow.
If you've got a blog, you can recreate the blogs into short tweets, or remake them as YouTube videos.
This is a strategy that I will be starting in 2022.
It takes me around 4-5 hours per day to write, edit, and promote my daily blog articles.
As I scale, I might hire people to edit and promote my blog articles - there are almost no other costs associated with this strategy.
Adding more platforms into the mix doesn't increase the cost - only the time it takes to create the content.
That's what's so great about content marketing - you're able to save so much more money in the long term which can either increase your bottom line or help you reinvest more profits into various parts of your business.
When you don't have to worry about where the next dollar is coming from, you have much more freedom to scale your business the way you want.
A lot of business owners create mediocre products and dump all their focus into marketing.
What if you could dump most of your energy into making an amazing product, and letting your product take some of the marketing stress off your shoulders?
This is all possible with content marketing!
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