In this post, we’re going to be looking at the benefits of content marketing. The purpose of this post is to help you realize why you should start a content marketing campaign for your brand or business.

Some of the benefits of content marketing are that it can make your brand look more authoritative, it can improve customer trust level, it is affordable, and it is scalable. There are some others as well but we will look at those in detail moving on in this post.

The efficacy of content marketing alone can be determined by the stats pointing towards its success. According to the Search Engine Journal, 91% of marketing pros surveyed by the platform SEMrush were successful with content marketing in the year 2021.

What is Content Marketing and How is it Done?

Content marketing is a type of digital marketing that involves creating and publishing/sharing useful content that educates the reader and promotes a certain brand and its offerings.

There are different ways in which content marketing can be done, such as blogging, starting a newsletter campaign, etc.

Here is a list of some of the common content marketing strategies along with a brief description of each. (If you want to learn more about what content marketing is, you can check out the post that we’ve written about it by clicking here.)

• Blogging:In blogging, the brand doing the marketing creates and publishes blog posts on various topics to help educate the audience and guide them on any problems or issues that they may face.
• Newsletters: Newsletters are typically sent via email and they essentially contain the new and updated information about the brand and its offerings. For example, a company's newsletter may include info about its new products or changes in staff, etc. The purpose of newsletters is to directly educate the reader about the brand itself.
• Promotional emails:Email marketing is technically a branch of digital marketing on its own. However, in some areas, we like to include it as a type of content marketing since it utilizes content, written and visual. Sending promotional emails can be a great way to interact with individual customers/clients and let them know about the brand and its offerings.
• Podcasts: While podcasts don’t require written content, they are a type of content marketing. Podcasts involve people sharing information via audio, just like radio.

Now that we’re done looking at the basics, let’s move on to look at the benefits of content marketing.

Benefits of Content Marketing for Brands and Businesses

We mentioned some benefits in the starting part of this post. Combining those with some others, the full list of benefits comes down to this:

1. Content marketing can help brands establish authority in their niche by publishing authoritative content
2. Content marketing is diverse, and it can be tailored to fit the requirements and available resources of a brand
3. Content marketing is scalable. It can be increased or decreased according to the requirements and resources of the business.
4. Content marketing helps businesses establish customer trust.
5. Content marketing is affordable and does not cost a lot.

Now let's elaborate on these benefits one by one.

Content marketing can help brands establish authority in their niche by publishing authoritative content

Content marketing plays an important role in helping brands establish authority in their niche. Brands can do this by creating and publishing high-quality, knowledgeable content for their audience. This content serves to show the business's expertise in its industry, making it more reliable in the eyes of consumers.

The more a business knows about its niche/industry, the more people are to rely on it. For example, suppose there are two businesses, both of which offer the same products with the same perks and benefits. However, one of the businesses not only sells the products but is also an established authority in the industry.

When it comes to choosing between two businesses like this, customers will opt for the one that is an expert in the industry. Think about it. You would be comfortable buying a MacBook from an Apple Store but you could be a bit doubtful buying the same thing from a small, non-entity shop.

The reason for that is that if you are buying something from the Apple Store, you will know that there are people there to guide and help you. There are people there to solve any problem that you may find in the product.

So, in the same way, if you are a brand and if you are trying to market your wares, establishing your authority in the industry can help your chances. And you can do this by creating and sharing high-quality, helpful content. The knowledge and expertise shown in the content will exhibit your own authority.

Content marketing is diverse, and can be tailored to fit the requirements/resources of a brand

This is yet another benefit of adopting content marketing as a preferred method of digital marketing. The thing with most other types of marketing is that they are rigid and have to be performed in a specific way. Content marketing, on the other hand, is very diverse. You can create and follow a strategy that suits the requirements and resources of your business.

For example, if you are a small business with a limited budget for marketing, you can choose to simply start a blog. Running a blog doesn’t require a lot of resources.

On the other hand, if you have a lot of money and manpower, you can start something more resource-extensive, like email marketing or affiliate marketing. These are also types of content marketing.

In the table below, we’re going to be showing a few types of content marketing along with how much money and manpower they require.

Name of marketing method	Manpower required	Money required
Blogging	Low	Low
Email marketing	Medium	Medium
Affiliate marketing	Medium	High
Testimonials and reviews	Low	Low
Case studies	High	Medium
eBooks	Medium	High
Podcasts	Medium	High

Content marketing is scalable.

Another good thing about content marketing is that it is scalable. You can increase your marketing efforts when you have the capacity to do it, and you can decrease it when you run short on resources.

Consider blogging. If you have a lot of people working and if you have the right resources, available, you can start publishing multiple posts in one day. On the other hand, if you are working alone and don’t have a lot of resources, you can stick to 3 or 4 posts in a week.

Plus, another way in which content marketing is scalable is that you can add on different methods as you are able to. For example, you can start off by just doing some blogging. Then, as time passes and your resources grow, you can add in emailing as well.

Content marketing helps businesses establish customer trust.

The more customers know about a brand, the more trust they have in it. By doing content marketing, you can let your customers and clients learn more about your brand/business. You can do blogging or start a newsletter campaign, for example.

We’ll explain how trust can be built on the basis of content marketing. Here is a real-life example from our own experience.

Recently, I got a Tommy Hilfiger watch, and the strap was made of genuine leather. I only use specific types of leather, so I was a bit worried if the one used for the watch was a kind that I avoided.

What I did was simply search up "What type of leather does Tommy Hilfiger use?" and the answer came back straight as "Cow leather."

Cow leather is one of the types I use, which led me to wear the watch without any worries. Now, the information provided by Tommy Hilfiger was on their website. It was an instance of content marketing since they were providing information to users. And it helped build trust in me as I was trying to use their product and I was able to acquire that info with transparency.

In this same way, you can, as a brand, make customers and clients trust you by being clear and transparent about your products and services, etc.

Content marketing is affordable and does not cost a lot.

While there are some methods and techniques of content marketing that require substantial investment, you can get started with zero investment if you need to.

There are some ways to do content marketing that requires little to no costs whatsoever. You can use them to market your brand/products/services even if you don’t want to spend money.

This is also one of the benefits of content marketing that makes it an excellent strategy.

Final Thoughts on the Benefits of Content Marketing

These are some of the main benefits of doing content marketing for your business. Considering all of these, it is easy to understand why content marketing is such a popular and frequently employed strategy for so many brands.

The thing to remember about content marketing is that it has to be properly done if you want to see the benefits. While we haven’t discussed any tips and suggestions in this post, we have this article on expert content marketing tips published on our website. Check it out if you have the time.

Thanks for reading!

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