12 Advantages of Content material Advertising [+ Examples]

As a seasoned content material marketer, I can guarantee you that content material advertising and marketing has huge advantages for any enterprise. It is among the handiest strategies of rising viewers engagement, creating model presence, and driving gross sales.

In case you‘re inquisitive about content material advertising and marketing and a little bit skeptical of its rewards, you’ve come to the correct weblog.

I am going to clarify its significance and the sort of perks it may possibly present your corporation.

In accordance with our 2024 State of Advertising Report, 50% of entrepreneurs set their sights on growing their funding in content material advertising and marketing this 12 months.

Constant, high-quality, and interesting content material impacts viewers decision-making greater than every other method.

Consistency in model messaging is among the many elements figuring out your corporation’s progress and success. Large manufacturers know how you can painting their model persistently and at each buyer touchpoint.

The identical reasoning applies to content material advertising and marketing—your content material will need to have a novel and identifiable voice, type, and pitch throughout all distribution channels.

Content material consistency establishes your credibility, builds belief, and strengthens your status.

We all know the content material you create must be constant. Nevertheless, why is content material advertising and marketing so helpful? Listed below are the highest advantages of content material advertising and marketing.

Why Content material Advertising Works

Content material advertising and marketing works as a result of people are extremely visible creatures.

I do know you in all probability weren‘t anticipating to get into science right now, however I promise it connects to advertising and marketing. Greater than 50% of the human mind’s cortex is devoted to visible processing.

Moreover, analysis exhibits that 90% of the data people discover and ship to their brains is visible. Due to this fact, content material advertising and marketing, similar to movies, graphics, visible advertisements, and weblog posts filled with graphs and charts, will certainly resonate together with your audience.

Furthermore, we’re firmly rooted within the social media age, the place content material is king and increasingly more shoppers are discovering new manufacturers and merchandise through social media. Our latest social media examine discovered that 40% of Gen Z, 40% of Gen X, and 43% of Millennials have found new merchandise through social media within the final three months.

You may increase model and product consciousness by creating sharable, participating content material that thrives on social media.

Advantages of Content material Advertising

1. Your viewers will stick round longer.

Nice content material is a crucial asset.

It might create optimistic experiences on your potential clients and compel them to return again for extra. It‘s your ticket to capturing your viewers’s consideration and frequently reinforcing a optimistic model impression.

For instance, certainly one of my favourite social media accounts to comply with is Duolingo on TikTok. The language-teaching app is understood for its distinctive, humorous, and entertaining presence on the platform.

Duolingo all the time offers leisure worth, so I hold it on the high of my thoughts at any time when I get the itch to be taught a brand new language. Whether or not I break my streak as a result of studying a brand new language is exhausting is a special story.

2. You will have higher traction on social media.

Since I introduced up social media, it‘s necessary to do not forget that it’s one factor to extend your social media followers throughout channels, but it surely’s fairly one other to create fashionable content material.

In case you‘re a type of companies that doesn’t see a lot traction regardless of having an enormous following, it is time to use content material advertising and marketing to your benefit. High quality content material may also help your corporation achieve traction on social media.

Observe the efficiency of your content material campaigns utilizing HubSpot’s analytics software program.

3. Your viewers will belief you.

I’ve discovered that creating content material helps companies construct relationships with their viewers. Partaking content material can reply buyer questions and work together with clients.

When a enterprise creates worth with out taking something in return, its viewers will probably belief its recommendation and suggestions.

In the end, when your content material exhibits up on the proper place and on the proper time with the correct viewers, it‘ll enhance your model’s status.

The extra high quality content material clients see, the extra probably they’re to affiliate together with your firm positively.

For instance, I’m obsessive about Fenty Magnificence‘s social media content material advertising and marketing technique and the way the model locations belief and viewers interactions on the middle of its content material technique.

Fenty’s Instagram, TikTok, Pinterest, and YouTube channels all focus closely on offering tutorials and academic content material about make-up, skincare, and their merchandise.

The tutorials present viewers how the merchandise work on completely different pores and skin varieties and how you can combine and match merchandise to attain completely different seems. Furthermore, the model is continually responding to client feedback on its platform.

These tutorials and real interactions construct belief with its viewers.

4. You will generate extra and higher leads.

I’ve discovered that Content material advertising and marketing may also generate leads. When your viewers views your content material, they’re extra prone to buy from you sooner or later.

Moreover, calls-to-action (CTA) positioned immediately in your content material can generate new leads on your gross sales group.

So, how can content material generate leads?

In accordance with Lindsay Kolowich, former group supervisor of the HubSpot Academy Acquisition Content material Workforce, “Content material is a good way to information customers to a touchdown web page.

Usually, you create content material to supply guests with helpful, free info. You may embody CTAs anyplace in your content material — inline, bottom-of-post, hero, and even facet panel.

The extra delighted guests are together with your content material, the extra probably they may click on your call-to-action and transfer onto your touchdown web page.”

For instance, I am serving to a dance studio in my neighborhood by operating its TikTok and posting dance content material to drum up curiosity within the studio and appeal to new college students.

I put up movies of instructors doing gravity-defying stunts and explaining complicated strikes.

Every video ends with a call-to-action to join courses through the studio’s internet retailer.

The TikTok account nonetheless has a small following because it‘s new, however I’ve already seen new college students register for the courses I’ve promoted. Many have informed the instructors they realized concerning the courses through TikTok.

5. Unique content material can enhance conversions.

A few examples I’ll convey up later will dive a bit deeper into this, however imagine me once I say the content material you put up influences conversions.

It helps your viewers join with you and offers them the data wanted to make educated purchases.

Much more, if you happen to’re utilizing weblog content material to usher in site visitors, think about using unique graphics fairly than inventory photographs, as entrepreneurs report the previous as least efficient in serving to them meet their objectives.

Moreover, your content material ought to all the time embody a CTA and information your readers on what they need to do subsequent.

6. Your corporation will change into extra seen because of search engine marketing.

The extra constant, high-quality content material you produce, the higher it will be on your search engine marketing efforts.

For instance, I found the pole dance studio that sparked my dance journey through a weblog put up.

Once more, I am going to dive a lot deeper into this instance later, however to maintain an extended story quick, the data I discovered on that weblog helped me belief that studio, see it as an authority on dance, and persuade me to register for courses.

Your content material ought to assist your corporation change into seen on-line and construct belief and authority together with your viewers.

7. Nice content material can place your organization as an authority in your business.

As I‘ve hinted, creating high quality content material may also assist construct your authority on-line. If your corporation is established as a reputable place to get info, you’re extra prone to rank greater in engines like google.

Plus, your clients are extra inclined to belief you in the event that they view you as an business professional. Your content material ought to display your experience in your subject and supply invaluable solutions to your viewers’s questions.

8. High quality content material can construct model consciousness.

Certain, something can construct model consciousness, however I’ve discovered that content material advertising and marketing does it uniquely.

Our HubSpot advertising and marketing specialists have written about one thing referred to as the Encompass Sound technique.

In a nutshell, this content material technique does extra than simply rank your weblog article on web page one. It makes your content material (and, due to this fact, your model) seem in every single place your potential clients are searching for your product.

To execute this technique, write about matters your clients are enthusiastic about so they start to affiliate your nice content material together with your model.

9. You will domesticate loyal model followers.

Taking model consciousness a step additional, everybody who raved about your content material and related all these nice emotions together with your model is prone to change into a model advocate earlier than ever buying your product.

Wait, what?

I promise it is true; model followers could be simply as loyal and affect their family and friends’s shopping for selections as potential shoppers see {that a} enterprise offers worth to its present viewers. One of many extra profitable methods firms can do that is by way of content material advertising and marketing.

For instance, whereas I will not be available in the market for youngsters‘s meal plans as a result of I don’t have kids but, I’m obsessive about the Youngsters Eat In Coloration weblog and Instagram content material. I like to recommend it to my family and friends who’ve kids with choosy consuming habits. See how nicely that may work?

10. You will get monetary savings in your advertising and marketing technique.

Since HubSpot first assessed the price of content material advertising and marketing ten years in the past, the follow has remained the most cost-effective advertising and marketing technique accessible.

Upfront prices for content material seem steep, and that is a good level.

Estimates for weblog content material vary from $150 a put up to $3,000 for a contract author, however you may rent a full-time employees author to create content material for you often.

In the long run, when in comparison with paid ads, video advertising and marketing, and conventional advertising and marketing, content material wins the battle with Frank from finance each time.

11. You‘ll meet your viewers at completely different phases of the customer’s journey.

What I really like most about content material advertising and marketing is its potential to attach with shoppers at any stage of their purchaser’s journey. Bear in mind, there are three phases:

• Consciousness
• Consideration
• Resolution

I‘ll share my very own client story for example.

Years in the past, I needed to start out a health journey however had issue sustaining a constant gymnasium routine. So, I took to Google to determine why I couldn’t be constant within the gymnasium. At this level, I used to be conscious of my purchaser’s journey.

I do know there‘s a difficulty (I can’t keep on with my gymnasium routine), and I desire a resolution. Throughout this stage, I stumbled upon a weblog by an area pole and aerial health studio that had a put up referred to as “5 causes you are not sticking to your health routine.”

I learn the studio‘s put up and realized that I probably didn’t keep on with my routine as a result of I discovered it boring and did not derive any pleasure from committing. So, I ought to look into various, extra attention-grabbing workout routines.

Now, I‘m within the consideration stage. I do know why I can’t keep on with the gymnasium; it is boring, and I need to contemplate various workout routines. So, I began researching various types of health and what these varieties of workout routines entail.

In some unspecified time in the future, I stumbled upon the studio’s Instagram and located movies detailing their completely different various train courses, from pole dancing to aerial silks.

Even higher, there have been movies tailor-made to newcomers, similar to “What to put on to your first pole dance class” or “Debunking myths about aerial hoops.”

Lastly, I made a decision pole dancing can be my most suitable option, which led to the choice stage. I am compiling an inventory of pole dance studios close to me to think about.

The preliminary studio I stumbled upon has been with me this complete journey, so naturally, I made a decision to enroll in its courses.

By using content material advertising and marketing, your corporation could be like my favourite pole studio and meet potential shoppers at any stage of their journey.

12. Educate and empower your viewers to make higher shopping for selections.

I‘ll be sincere: The client isn’t all the time proper.

Generally, potential clients could make the unsuitable choice relating to a requested service or product or not perceive a enterprise’ technique or protocol.

These misunderstandings can usually trigger friction between a enterprise and its clients. Luckily, content material advertising and marketing helps stage the taking part in subject.

For instance, certainly one of my favourite creators on TikTok is Theresa Va Dam.

She‘s a hairstylist and salon proprietor who makes movies educating potential shoppers about hair well being, salon dos and don’ts, and typical points that may come up when styling hair.

The movies goal to advertise her enterprise, educate and empower potential shoppers to make the correct selections when reserving hair appointments, belief her course of, and ask the correct questions on their service.

All this makes for a smoother interplay and the next probability of the shopper returning.

Content material creation is essential in right now‘s advertising and marketing panorama. I merely don’t imagine a advertising and marketing technique is full or efficient with out incorporating participating, shareable, and distinctive content material.

Making a content material advertising and marketing technique is certainly one of your advertising and marketing group‘s most necessary steps. So, audit your present content material (or begin creating if you happen to haven’t already) and decide what works for your corporation. And do not be afraid to strive one thing new.

Editor’s observe: This put up was initially printed in November 2017 and has been up to date for comprehensiveness.