In this highly competitive B2B marketing landscape, companies are making significant investments in building content marketing programs.
Why? Content marketing has been proven to deliver a resounding success.
As one of the most effective ways to increase audience interest, develop your brand exposure, and increase sales, content marketing is a mission critical growth method for most businesses.
Below, let’s review content marketing – the benefits of creating consistent, high quality content and measuring its success.
Why is content marketing important?
Content marketing is important because it answers your audience’s questions. With content marketing, you can build trust with your audience, improve conversions, connect with customers, and generate leads. And in this day and age, customers expect high quality, consistent content from their favorite brands.
According to the State of Inbound report, content creation is the top priority for 53% of marketers. In addition, content marketing makes up an average of 29% of the B2B marketing budget.
Consistent, high quality, and engaging content affects audience decision-making more than any other technique.
Consistency in brand message is one of the many factors that determine the growth and success of your business. Big brands know how to consistently present their brand at every customer contact point.
The same consideration applies to content marketing: your content must have a unique and identifiable voice, style, and pitch across all sales channels.
Content consistency builds your credibility, builds trust, and builds your reputation.
So we know that the content you create needs to be consistent. Why is content marketing so beneficial in the first place? Here are the key benefits of content marketing.
Benefits of content marketing
1. Your audience will stay longer.
Great content is an important asset. It has the ability to create positive experiences for your potential customers and force them to come back to learn more. It’s your ticket to grab your audience’s attention and continuously reinforce a positive brand impression.
2. You have better traction on social media.
Growing your social media followers across channels is one thing, but creating trending content is another. If you’re one of those companies who aren’t seeing a lot of traction despite having a large following, it’s time to turn content marketing to your advantage. Good quality content can help your business gain a foothold on social media.
Track the performance of your content campaigns using HubSpot’s analytics software.
3. Your audience will trust you.
Content creation helps your business build a relationship with your audience. You can answer their questions and interact with customers. If you create value without getting anything in return, your audience is more likely to trust your advice and recommendations.
Having your content displayed to the right audience in the right place and at the right time will ultimately improve your brand’s reputation. The more quality content customers see, the more likely they are to have a positive relationship with your company.
4. You generate more and better leads.
Content marketing can also generate leads. When your target audience is watching your content, they are more likely to buy from you in the future. Additionally, call-to-action (CTA) placed directly in your content can generate new leads for your sales team.
How can content generate leads?
According to Lindsay Kolowich, team manager at the HubSpot Academy Acquisition Content Team, “Content is a great way to drive users to a landing page. Typically, you create content to provide useful, free information to visitors. You can include CTAs anywhere your content – Inline, bottom-of-post, in the hero, or even in the side panel. The happier a visitor is with your content, the more likely they are to click your call-to-action and move on to your landing page. “
5. Original content can improve conversions.
The content you post affects conversions. It helps your audience connect with you and gives them the information they need to make an informed purchase.
Additionally, if you are using blog content to generate traffic, consider using unique images instead of stock photos for a potential 35% increase in conversions.
In addition, your content should always have a CTA and guide your reader on what to do next.
6. Your company becomes more visible thanks to SEO.
The more consistent and high quality the content you produce, the better it is for your SEO efforts.
For example, your content should help your company get visible online and build trust and authority with your audience. With a developed content strategy like the column / cluster model, your content should help you rank higher in search engines.
7. Great content can position your company as an authority in your industry.
By creating quality content, you can also strengthen your authority online. If your business is established as a credible place to get information, you are more likely to rank higher on search engines.
Also, your customers are more likely to trust you if they consider you an expert in the industry. Your content should demonstrate your expertise in your field and provide valuable answers to your audience’s questions.
Overall, content marketing is important. But how can you be successful?
One way to determine this is to rate the quality of your content. A particularly advantageous evaluation of the quality is the evaluation of content.
As more companies increase their content marketing budget, there has never been a better time to incorporate content scoring metrics into your marketing campaign.
Content scoring is a great way to measure and improve your content marketing performance and deliver high value to your audience.
8. High quality content can increase brand awareness.
Sure, anything can build brand awareness, but content marketing can do it in a unique way.
Our HubSpot marketing experts wrote about what is known as a surround sound strategy.
In short, this content strategy does more than just rank your blog article on page one. This will display your content (and therefore your brand) wherever your potential customers are looking for your product.
To implement this strategy, write about topics your customers are interested in so they can start associating your great content with your brand.
9. You cultivate loyal brand fans.
If you take it one step further, any people who raved about your content and associated all these great feelings with your brand are very likely to become brand advocates before buying your product.
It’s true, brand fans can be just as loyal and influence the buying decisions of their friends and family as much as a current customer. This happens when potential consumers realize that a company is adding value to its current audience. One of the more successful options for businesses is content marketing.
For example, while I may not be in the kids menu market because I haven’t got kids yet, I’m obsessed with the Kids Eat In Color blog and the content on Instagram. I recommend it to my friends and family who have children with picky eating habits. Do you see how well this can work?
10. You save money on your marketing strategy.
Ever since HubSpot first assessed content marketing costs ten years ago, the practice has remained the lowest cost marketing strategy available.
The upfront content cost seems high, and that’s a fair point.
Estimates for blog content range from $ 150 per post to $ 3,000 for a freelance writer. However, you can also hire a full-time employee to create content for you on a regular basis.
In the long run, content wins the battle with Frank from the finance department every time compared to paid advertising, video marketing and traditional marketing.
What is content scoring?
Content scoring evaluates and quantifies the true potential of content by tracking the performance of individual content elements in generating and converting leads.
An innovative metric for content marketing, content scoring helps marketers prioritize only those assets that are more likely to generate and convert leads.
In addition to providing a scientific assessment methodology for writing, content rating is a reliable and predictive way of assessing the inclusion potential of individual content before it is published.
Improving the quality of your content is critical to the success of your marketing campaigns.
The quality of your content depends on the profile of your audience. With a better understanding of customer needs, you can offer more responsive content. However, improving your content is a gradual process and you need to continuously measure and analyze your audience’s responses to understand and improve the key elements.
How to rate your content
Authors and content creators often find it difficult to quantify which recipe will work for their content and audience. By rating your content, you can objectify this process and use the same recipe repeatedly to create similarly successful content.
How to rate your content:
- Define evaluation criteria. To develop an effective content scoring system, you need to build a foundation based on the engagement metric that has the greatest impact on your content. Some might be page views and some might be social media shares.
- Create a campaign. Once you’ve identified which metric is most important to you, create a campaign and add the successful content that meets your threshold. For example, if you find that 1,000 pageviews are performing well, include all content items that meet these criteria.
- Monitor content performance. Measure how each new content you create works. When certain content items match your success metric, such as: For example, add 1,000 pageviews to the campaign. Add more content to create a small sample size of high performing content. Use HubSpot Analytics to track the performance of this content.
- Evaluate what works. Now that your high performing content is disconnected, you can further analyze the performance of your content. Although difficult to quantify, you can discover patterns in your content that you can then replicate.
- Rinse and repeat. Although these patterns are constantly changing, this manual process is an effective way to evaluate your content and act on your insights in the future.
This can be a tedious process that just scratches the surface of a real content scoring system, but it’s a thorough and important process that needs to be implemented. For more effective and efficient results, you can use an automated tool like Atomic AI to rate your content in more detailed patterns.
Content rating can help your brand set a benchmark for itself and bring you closer to understanding the customer’s buying stages and expectations. Once you’ve determined the types of content that will work for a specific segment of customers, it’s easy to repeat your success over and over again.
Build consistent content
Creating a content marketing strategy is one of the most important steps you can take for your marketing team. To do this, do a review of your current content and find out what works for your business.
Editor’s note: This post was originally published in November 2017 and has been updated for completeness.