Why does it work so well?

Miriam Janke

Content marketing has arguably been the most high-valued business tool for the past five years. And its significance hasn’t dropped one bit: various studies show that customers are more likely to contact a sales rep or seal the deal only after engaging with a brand’s content. Moreover, brands with higher posting frequency gain more both in terms of organic traffic and brand awareness.

So why does it work so well? 

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Briefly speaking, because marketing overall is about what content achieves the best.

In simpler terms, marketing is a dialogue between a customer and a brand. This dialogue, like any real-life conversation, is only fulfilling when it’s equally valuable.

For customers, the real value is in the attention to their pain points and questions they specifically asked. That’s why cold email outreach & digital ads score rather low — they feel similar to saying ‘no’ to the same person over and over again or engaging in small talk. But when a customer deliberately searches for information or a solution and finds it in your company’s blog or webinar — this is where a truly meaningful exchange takes place.

The very basic reason for that is purely psychological. Point-blank offers cut off all opportunities to ‘talk’ about your customers’ problems. The reality is, people love being in the spotlight — and the more they get to turn to you with their issues, the higher is their regard for your brand.

You will bolster this positive effect by covering as much on the topic as possible. Potential buyers might have first approached you asking about cold symptoms, looking for a new haircut, or not knowing what to do if they lost their credit card.

By publishing more on the matter, you will save them a lot of time searching for follow-ups. You should also consider that sharing valuable information is gratifying for users. For instance, New York Times found that 94% of people share content that they deem useful to others. This, in turn, creates more positive reinforcement associated with your brand. 

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Content is highly flexible too, which makes it easier for people to interact with your brand.

Your blog post can be adapted for a series of Instagram stories, a thread on Twitter, a selection of slides on LinkedIn, or a podcast. Hypothetically, it can reach every single segment of your target audience where they want it, how they want it.

The value that you bring only multiplies when it’s delivered in the most convenient and highly personalized way. It also enhances people’s own content creation abilities, giving you tons of user-generated material for future use.

So on the customers’ end, high-quality content supports better-informed decisions and more personal, unintrusive experience with your company.

But what’s in it for you?

Content marketing is the only tool that provides a boost both on the soft and hard valueslevels. On the soft values level, it helps you to build trust, create openness, and increase your expertise in the eyes of customers and competition. It is also instrumental for nurturing long-term relationships through remarketing.

For instance, if you’re in e-commerce, post extras about the unusual use of your products or how to extend the products’ lifetime. Once people see that you are immensely keen on what you’re selling and have their best interest in mind, they will be more driven to buy from you. And getting back to the psychology of sharing, relevant content will increase your social media following too.

This leads us to the hard values level — your sales, ROI, and traffic. 

With sales, we already touched on how high-quality content can be a major factor. A smoother approach that prioritizes clients is way more persuasive. Partially, because it seemingly hands the initiative over to them — after all, they came to your blog or social media account, did the research, and secured a good deal. And this trick alone can get you six times more conversions than ads.

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While gaining more, it saves you more. Search-optimized useful content is way less costly than PPC for two reasons.

One being that content you once published stays there for as longas your website remains.

And if you strategically post evergreen content — one that’s guaranteed to be relevant for years to come — your visibility is secured for long as well.

With paid search and advertisement, however, it will be gone as soon as you stop paying.

Another reason is that content marketing acquires more high-quality leads — prospects with genuine interest towards your brand and a need for your product or service. People intentionally searching for something to satisfy this need take fewer steps to convert.

For you as a company, that means reduced expenses on every step of the customers’ journey. Even in the research phase, informative content tailored to users’ requests can make them buy now or take note of your brand for future reference. This might translate into 9.1 times lower cost-per-click and 5 times lower cost-per-lead.

These cuts are a direct result of search engine policies. #Google, the absolute monopolist in this field, is known for prioritizing outstanding content producers on the results page.

Competition may be intense, but the greater is your content’s quality and relevance, the higher you will be ranked. You will see more unique visitors too; the stats might go up by 180 – 250 thousand per month. 

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Content marketing does wonders, but we have to be honest — it’s a lot of work.

You must clearly understand who your audience is, what they want, and how to utilize the insights they generate across dozens of channels.

But after several tests and tries, you will be all set for content-driven success.

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