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Writer's pictureYogesh Jain

5 Reasons Why and How Content Marketing Works

Updated: Sep 11

Content marketing involves creating and distributing valuable content online to attract attention, engage potential customers, and ultimately drive revenue. To succeed in online sales, businesses need to build traction. Nearly every product has competition, and everyone is trying to capture attention and stand out as the best in the market. At the same time, the internet has made consumers more informed than ever. People make purchase decisions based on the information they find online. Content marketing gives businesses the opportunity to be that source of information, converting knowledge seekers into paying customers.


In this blog, we’ll explore why and how content marketing works, how it differs from blogging, and why it may not work for everyone.


78% of CMOs believe custom content is the future of marketing. (Source:DemandMetric)


Content Marketing vs Blogging:

Many people confuse content marketing with blogging, but they are not the same. Blogging is just one tool used in content marketing, but content marketing covers much more. The goal of content marketing is to create content that delivers value to your target audience. This content can take many forms, such as infographics, videos, podcasts, or even influencer marketing, where you collaborate with well-known bloggers or influencers. In content marketing, the focus is not only on creating valuable content but also on distributing it to engage and convert your audience into loyal customers. Read More: 5 Simple Steps to Create a Content Strategy That Converts


5 Ways: Why and How Content Marketing Works for Businesses:

how and why content marketing works

1. Build Influence

Influence is one of the most valuable outcomes of content marketing. When you consistently create and share content, you earn traction and build authority in your industry. With this influence, you can direct your audience to take specific actions, whether it’s signing up for a newsletter, sharing an article, or making a purchase. As you become a trusted source of information, it becomes easier to guide your audience through the conversion funnel and generate revenue.



2. Generates Leads

Content marketing costs 62% less than outbound marketing and brings 3 times more leads.

Lead generation is crucial for sales. With spam laws becoming stricter, marketers must shift to permission-based marketing. This involves offering visitors something valuable, like a free eBook, in exchange for their email addresses. This not only gives you access to their contact information but also helps you build a database of leads. The more details you collect (such as phone numbers, company names, and positions), the more effectively you can convert them into customers.



3. Improve SEO Rankings

Getting your website to rank on the first page of Google is becoming increasingly competitive. To rank higher, Google looks at backlinks—links from other websites pointing to your domain—as a signal of your website’s authority. The more valuable content you create, the more backlinks you can earn, which improves your SEO and helps you rank higher in search results. Content marketing plays a key role in building backlinks and improving search engine optimization.



4. Strengthen Your Knowledge Base

Content marketing offers deep insights into your audience. You learn about their preferred content types, their buying behavior, and even their stage in the buyer’s journey. With this knowledge, you can adapt your products, services, and marketing strategies to better suit your potential customers. Since content marketing fosters a personal connection with your audience, it’s easy to gather feedback through surveys and improve your offerings.

Companies using content marketing enjoy up to 6 times higher conversion rates than those who don’t.


5. Educate Your Customers

If your product is well-known, selling it might be easier. But what if you’re selling something completely new? Content marketing can help create a market for your product. A great example is HubSpot, which used content marketing to introduce businesses to inbound marketing. By educating their audience and providing resources, HubSpot built an entirely new market for their product. Content marketing allows you to educate potential customers about your offerings and create demand for them. Read More: What Do Copywriters Do? – It is More Than Just Writing


How Content Marketing Doesn’t Work

While content marketing is effective, there are some common misconceptions about how it works. Many believe they can just write a few blog posts and expect readers to turn into customers. Unfortunately, building trust online takes time and consistent effort. Without proper engagement and nurturing, content marketing won’t generate the desired revenue. This is why some businesses avoid it, thinking it’s a passing trend. It’s important to set realistic expectations before investing in content marketing. You need to be patient and committed to seeing results over time.



Conclusion: Why Content Marketing is Worth It


Content marketing is a powerful strategy when done right. In fact, 82% of marketers see positive ROI from using inbound marketing strategies like blogging (Source: HubSpot). When executed properly, content marketing can help businesses generate significant revenue by building trust and authority in their market.

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