Brands are pouring six-to-seven figure marketing budgets into content. There has been a significant growth spurt among companies launching blogs, producing extensive guides (like this one), creating videos, and promoting infographics. It’s expensive, time-consuming, and hard work. But it’s worth it. Here’s why:
- The online economy is flooded. There are countless businesses that are all competing for the same sets of eyeballs. Lackluster, half-hearted, junk content is the norm rather than the exception. High-quality, professionally produced content can help your company stand out from the crowd (and your competitors).
- Content can help nurture prospects (and existing customers) through your company’s sales funnel. A concept that we’ve reinforced in this guide is that aggressive marketing messages are rarely well-received. To keep prospects interested, you need to educate, entertain, and delight them.
- Content marketing is measurable. You can clearly identify the value of content marketing through tools like KISSmetrics and Google Analytics. For instance, you can track how many people (1) discover your company through content and then (2) convert into paying customers. You can clearly pinpoint how content plays a role in your company’s conversion optimization process.
- Consistent, high-volume content production will help you build a steady audience. A proportion of those people will convert into leads and paying customers.
Content isn’t fluff marketing. It’s the future of ROI. And the reason is entirely integrated with user psychology.