Benefits of Content Marketing – Part 2

We’re in the middle of a series on the benefits of content marketing. I firmly believe from my own experience and the experience of others that content marketing must be a part of your marketing plan in some form.

If you missed it, here’s part 1 of this series.

Let’s continue with the next three benefits…

4. Your unique content helps you stand out from competitors

I obviously don’t know what your business is, so there’s no way I can know what your competitors are doing. But I can make this really simple: If you’re providing lots of useful content and your competitors aren’t, it helps you stand out as an expert in your field.

All else being equal, who are people more likely to call when they’re ready to buy? The business providing lots of useful content and making a deeper connection with them? Or the business who thinks a sales page is good enough?

On the other hand, if most of your competitors are providing meaningful content and you’re not, you are in a sense standing out, but not for the right reasons.

Admittedly, there are some businesses where a single sales page is good enough. Usually there’s no competition, or it’s a limited-time or one-time-only type of sales site. Or it might be a product/service that doesn’t need a lot of thought by the buyer.

However, that’s not the scenario for most of us, especially those of us providing a service.

5. Your unique content improves your search engine ranking

I want to clearly state that I am not a search engine expert. But I’ve seen what my content is doing for hits to my website.

My sales copy talks about a couple of core topics so people understand what services I offer. But my blog content covers far more ground. Not only does all that content create a rich site of information, it increases the chances that I’ll be found when people are searching on all the different topics I’m writing about.

Even better, when I spread that content to other marketing channels, it not only links back to my site (another positive with search engine rankings) but it’s exposed to people I wouldn’t have otherwise reached on my own site. If they like what I have to say, it’s more likely they’ll visit my site to learn more.

6. Your unique content positions you as a trusted advisor, not a salesperson

Let’s be honest… you’re in business to make money. So there is always a sales component to what you do.

But there’s a difference between forcing your product/service on anyone within reach and someone who takes the time to make sure your product/service is a good fit.

The former is trying to grab your money before you change your mind. The latter appreciates that the sales process can be a long one and is happy to help you make the right decision.

Your content should not only be helpful, but show your personality so that prospects have another reason to want to do business with you.

Your personality is one of the benefits of content marketing we’ll talk about next week.

Got a question about content marketing? Feel free to contact me. The sooner you get started creating or leveraging your own content, the sooner you start reaping the benefits.