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Why Content Is King: Understanding & Using Content Marketing to Grow Your Audience & Revenue

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Corey Quinn

Did you know…

The most effective strategy for ranking higher on Google is content creation, and businesses that publish content have 434% more pages on search engines than those that don’t. As content reigns king, content marketing is becoming increasingly vital when it comes to marketing efficacy and cost-efficiency.

Key in building initial exposure for your brand, content marketing commands the ability to reach new and existing customers, further your brand awareness, and ultimately extend your business’s reach and online presence.

With your growth in mind, let’s talk about Why Content is King: Understanding and Using Content Marketing to Grow Your Audience and Revenue.

The Demand for Content Is All-Consuming

Today, content assets (blogs, educational videos, etc.) are marketing pieces your consumers have come to expect. Without them, not only are your competitors outpacing you, but your online presence may be substantially reduced. When it comes to content marketing, it can be an attractive initial offering to gain attention and engagement for your business. A good library of content also increases your presence as an authority in your industry. Whether you’re a plumber putting out how-to posts or a lawyer publishing eBooks about legal cases, your content should provide the readers with something valuable that they’re not getting from your competitors.

As the outbound sales process has continued to lengthen in some industries, contemporary marketing is shifting to a more targeted, and more personal, approach. Through the delivery of relevant content to your prospective client or customer, it’s possible to establish authority and thought leadership without the use of heavy-handed sales tactics, such as cold-calling or flyering.

Developing a Strategy

Part of having valuable content is the strategy behind it. You want to make sure you put out posts that people are interested in, utilize SEO keywords, and use best practices for writing. Content strategy includes performing market research so you understand what your target audience is looking for. Marketing tools, such as Google Trends can help shed light on where to start.

Plan to do both short-form and long-form content with long-form taking priority. Long-form content is where you can work to get better rankings on search engines, generate backlinks (when your content is cited by other people), and improve your brand awareness. Short-form content, such as blog posts, should be easily digestible, informative, and to the point. Long-form content should include a deeper dive into the subject, such as an eBook. Ideally, your long-form content will also include visual content (maps, charts, infographics) which will encourage other sites to source your content.

Content strategy also involves creating a content calendar which is essential to staying organized and consistent. When you set goals, do the research, create a content calendar, and include keywords, you’re setting yourself up to succeed in content marketing.

Not convinced your business would benefit from content marketing? Just to give you an idea, every 60 seconds there are...

  • 278,000 Tweets

  • 41,000 Facebook Posts

  • 72 Hours of Video Uploaded

  • 571 New Websites Created

  • And 2 Million Google Searches conducted

The demand for content is out there. Your clients and customers want information, answers to their questions, and solutions to their problems. And by giving it to them, you can capture their attention before your competitors gain new business.

However, the creation of content is only the beginning--the distribution of it is critical to expanding your audience and increasing your market share. And to do this effectively, social media is vital.

The Power of Social Media Distribution

Let’s start here: 69% of adults have at least one social media account, which means social media—as a general media platform—has more daily users than the annual viewership of the Super Bowl.

The level of access to the average consumer on these platforms is unprecedented, and through advertising functionality on platforms like Facebook, Twitter, Instagram, LinkedIn, and YouTube, your business has the ability to market itself directly to the audience you want and put your message straight into the hands of your ideal consumer.

Take a look at these statistics:

  • 68% of adults use Facebook (76% of whom use the app daily)

  • 28% of adults use Instagram (51% of whom use the app daily)

  • 26% of adults use Pinterest (26% of whom use the app daily)

  • 25% of adults use LinkedIn (18% of whom use the app daily)

  • 21% of adults use Twitter (42% of whom use the app daily)

Due to its user base and activity alone, if used correctly, social media can represent an enormous opportunity for your business’s digital exposure and reach.

As opposed to other content marketing tools like email marketing, social media is in a category all on its own. Although email marketing has its place within content marketing, where social media stands out is that it doesn’t require an accumulated list. Social commands the ability to reach followers and non-followers alike, furthering brand awareness, and ultimately extending your brand’s reach through social shares.

The Final Takeaway

Content marketing is effective. It’ll raise your business’s rank on search engines. It costs 62% less than traditional marketing. It brings back 300% in ROI compared to paid search, and holds a conversation rate 6x higher than other marketing methods.

And it makes sense.

Because whether through blogs, presentations, eBooks, or seminars, content marketing is an offer of initial value to your targeted consumers—to give them a sample of your full-service offerings, create a relationship, and inspire trust and authority for later conversions.

All content isn’t created equal, and these days quality is exponentially more important than quantity. Scorpion can help you craft content that perfectly encapsulates your business, bringing value to your prospects, and keeping them coming back for more until they’re sold.

Ready to take your business to the next level? Get started with content marketing today.