The 5 Main Reasons That Companies Use Content Marketing To Draw Leads

by Ellie Richards, Guest Contributor

Content marketing is something that has the ability to revolutionise the success of a company. Companies now understand that it is important to build a bank of relevant content behind their brand but why? The phrase ‘content is king’ has been used for years, but why is content marketing now the norm for companies both on and offline?

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It builds brand awareness
More leads can be generated by content marketing if the company has a strong brand. While building brand equity required large investments and efforts in the past, today, the popularity of a brand is often measured by the number of followers the brand has on major social networks. Consistent and relevant content marketing will undoubtedly have the knock-on effect of building brand awareness. Producing content that is of the same tone will build familiarity with your audiences and will create a body of work which highlights your brands values. 

Brand awareness has such a strong impact on how well your company does, it has a profound effect on how well new launches are received and drives the potential for repeat purchases.

It creates content to share
People share what they like, they share things they find interesting, funny or helpful. When producing content, you have the chance to be all of these things, and to make the most out of people sharing your content for you. 

This comes down mainly to how relevant your content is, and how well written your articles are. It is very important to make sure that the content you create is something that people are going to be happy enough to share with their peers. The chances are that the people sharing your content will be customers, or people who are aware of your brand through more than just one article. The impact of these people sharing your work can be very beneficial, especially if they are introducing like-minded people to you as a company. Thus, since the online content is easy to share, it is often used by marketers as a major means for generating leads. A part of the promotion of the content is done by actual users, not only the company. 

Builds trust with potential customers
If your company has created content that displays your values as a brand, and you have developed a backlog of content that serves as a reminder of both consistency and a high level of competence as a brand, then it is likely that any potential customers will feel more at ease when ordering from you in the future. 

The power that good content has over purchasing decisions from clients cannot be understated. When a customer has faith in a brand, they are much more likely to part with their money. Thus, unlike other methods of generating leads such as through emails, content marketing allows for add more information about the brand and build trust between customers and the company. 

Works well with SEO
Search Engine Optimisation or SEO is something that has divided opinion in marketing circles recently. It was once one of the most important ways to draw views to a company’s website, and a certain school still insist that it continues to have a huge impact as long as it is done correctly. Content marketing and SEO can go hand in hand, and by developing a large catalogue of material in connection to your company means you can practise SEO effectively. Thus, by choosing content marketing to draw leads, the company will kill two birds with one stone. Besides the leads, it will also contribute to higher ranking of the company’s website in Google. 

Attracts the ideal type of customer
If you produce content with a consistent tone and voice then it is likely that your work will attract customers that relate to your message as a brand. People often align their purchasing habits with companies who share perspectives with them. If your brand maintains a clear vision then it is likely that not only will new customers drawn to your company but that they will be customers that respect and agree with you, making them the ideal customers with regards to repeat purchases. Since attracting wrong leads is even worse than attracting no leads at all, smart use of content marketing helps to avoid this problem. As a result, more leads can be expected to turn in to actual sales.

Author bio:

Ellie Richards is an online Marketing Manager for PhD Writing company Original PhD. She specialises in research, content and article writing on various topics, including Education, Marketing, and Technology.

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