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Content isn’t ‘stuff we write to rank higher’ or ‘infographics’ or ‘long-form articles.’

Content is anything that communicates a message to the audience. Anything.

— Ian Lurie, CEO, Portent, Inc.

If you’re reading this post on our digital marketing website, you’ve probably heard of content marketing, but you’re probably unclear of its benefits and unsure if it’s the way to go for your business. Here are a few reasons why you should get into content marketing right away, if you already haven’t:

  1. SEO rankings: Gone are the days of keyword stuffing, Google now has an algorithm that can crawl through website and rank it for a variety of factors, including relevancy & authority. But all of this rests on one thing – content. Without content worth sharing, your website will never rank higher on search rankings.
  2. Higher conversions: Research shows that companies who invest resources on content marketing have nearly 6 times higher conversion rates than those who don’t focus on it. Needless to say, investing in content will pay off, one way or another.
  3. Brand image: Customers judge a website and it’s product/service by the quality of their content even before they make a purchase. Having great content that resolves all their queries and improves the brand image can go a long way in influencing purchase decision.
  4. Brand authority: In this day & age, providing relevant, trusted content to readers can go a long way. When customers trust your content, your brand naturally builds brand authority, which comes in useful when influencing purchase decisions. Brand authority is also a great source for improving your word of mouth, being seen as experts in a field can help you garner more customers.
  5. Brand visibility: When everybody online is trying to woo customers, how do you stand apart? By providing content that resonates with your audience. Content is a great differentiator, and perhaps one of the most important factors to build your brand voice and brand image.
  6. Social sharing: When you provide content that solves your customer’s problems, they will drift towards your brand and share your content, helping you gain more digital followers.
  7. Brand engagement: There are many examples of brands using content to mitigate the aftermath of an unsuccessful product/service launch by asking for customer opinion. Engaging the customers via content is a great way to make them stakeholders of the product/service success.
  8. Brand recognition: Have you ever noticed how people tend to levitate towards brands they know about, even though there might be a similar product/service out in the market? This is because they’re loyal to that brand, they’ve heard about it, they’ve probably seen reviews and know its benefits. This is all achieved through content.
  9. Long term benefits:  According to leading research, 1 in 10 blogs are compounding, which means that they help increase website traffic through organic search over time. Think of it as gifts that keep on giving, now isn’t that a fair deal!
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