As content creators and marketers, we understand the many benefits of creating interesting and useful content and sharing it with relevant audiences to drive business results. But our bosses, the leaders who determine our budgets and number of people on our teams, may not understand or recognize the impact a solid content strategy can have on a company’s bottom line.
Help prove the ROI to them by sharing these five reasons content marketing makes sense for your business.
1. Content drives new and returning traffic to your website. It’s a simple equation: more useful content on your website = more reasons to come back time and time again = more traffic = more eyeballs = more potential customers. Ding, ding, ding! That’s exactly what your boss wants to hear. When you publish regular content, you create multiple opportunities to attract both new and returning visitors to your website. Once those visitors are on your website reading your content, you can encourage them to click around to learn more by linking to relevant pages within blog posts or articles, entice them to sign up for your email list or tactfully share details about relevant paid services or products within or at the end of a post.
2. A content strategy and plan positions your company as a leader in your space. When it comes to purchasing a product or selecting a vendor, reputation is everything. With the popularity of review sites and user-generated content, it has become easier than ever to research companies you may want to work with down the line. It will only benefit you to make sure that when someone searches your name online, your own content comes up first! Writing and sharing content positions your company and its people as experts in the field- it also gives potential customers a taste of your company’s personality, culture and approach to work.
3. Content marketing can turn loyal fans into paying customers. Creating regular content about a certain topic can bring together people with similar interests and passions, creating a community of fans. Those fans likely engage with your brand on a regular basis, reading articles, sharing them on social media or perhaps conversing in the comments section of a post. These loyal fans have the potential to become paying customers- they already believe in what you do and like what you have to say. Now they are much more primed to become paying customers because they understand your message.
4. More content increases social media shares. It’s another natural equation- more content on your website gives you many more opportunities to promote those posts and articles, leading to an increased number of social shares. Social shares are also important because they lend that all-important third party endorsement to your work. Yes, you can (and certainly should) promote your own posts, but when someone else shares it to their audience, it gives you more credibility and helps amplify your message to help new people discover your work and services.
5. Regular content improves SEO. For example, if you were looking to improve your own content marketing strategy, you might Google keywords like “content,” content marketing” or “content strategy.” For any of those terms, a Scribewise post may pop up. You may click around, see that we provide useful tips, news and commentary on a regular basis about content marketing and decide to stick around for more. Using keywords (in a relevant way, of course!) and producing content on a consistent basis can help your rankings in the search engines, allowing more potential customers to discover you and your work.
Join the conversation! Have other ideas for proving the ROI of content marketing to your boss?
Jessica Lawlor is a public relations professional and freelance writer in the Philadelphia area. Her work has been published on Ragan’s PR Daily, Muck Rack, Brazen Careerist, Mediabistro, Business Insider and AOL Jobs. She blogs at JessicaLawlor.com about getting gutsy- stepping outside your comfort zone to live a life that makes you truly happy. Connect with her on Twitter.
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