In today’s digital world, having a good digital content marketing strategy is crucial to the growth and success of any business. Yet with brands and agencies spending thousands on digital content, oftentimes, the ROI is just not hitting the highs that it should. In this article, we look at 5 reasons why a solid content marketing strategy is necessary to see that ROI and to help you grow your business.

If you want to grow your business, here are five ways a best practice content marketing strategy can help you.

1. Build trust with your customers.

Good content helps build customer trust in your brand and enhances your credibility as a business. How you ask? One of the main goals of content marketing is to identify your customer’s pain points and then provide solutions.

Content marketing is not about selling. It’s about solving your customer’s problems. If your customers feel that you are actually trying to help them instead of just pushing your products or services for the sake of sales, they are more likely to trust you.

When you take such a customer-centric approach, you build meaningful and lasting relationships with your customers, which will translate to long-term profits for your company.

2. Google loves unique, high-quality content.

Google’s algorithms favour unique content. So one of the best ways you can boost your company’s Google rankings is by churning out relevant, first-rate content on a regular basis. The more consistently you produce excellent content, the higher your ranking will be and the more organic search traffic you’ll get.

If you have tons of original and informative content on your website, your customers will likely spend more time on it to read this content. This results in better customer experience and engagement, and visitors who are happy to stay longer on a website tend to be the ones who make purchases.

3. Generate quality leads.

HubSpot’s State of Inbound report, 53% of marketers say that content creation is their number one marketing priority. In the same report, it was also found that 66% percent of companies that had blogs generated an average of 67% more leads than companies that didn’t.

To achieve lead generation KPIs, it’s not just about creating the content— it’s also about how you leverage this content to generate new qualified leads. And to do this, you need the right marketing automation technology underpinning your programme.

Here are some ways to use content to your advantage:

  • Create landing pages that perform well and have a high conversion rate.
  • Create content that not only solves your target persona’s problem, but also sets you apart from your competitors.
  • Share your content on all your social media channels.

Once you’ve generated leads, you can move on to the next step in the process: conversion.

4. Convert your leads into customers.

Your leads are still at the initial stage of the marketing process. They may be interested in doing business with you, but more often than not, they don’t know what they want to buy from you. This is where content marketing comes in.

By using the right type of content, you can help your customer determine what it is they really need from you. Through content marketing, you nurture your leads into becoming paying customers by narrowing down their options until they arrive at the best possible one.

5. Nurture better buyers.

Let’s say you’ve already done your research and you’ve already segmented your customer base into the following types:

  • Highly profitable - These are customers that significantly increase your profits without you have to spend a lot of resources.
  • Profitable - These are customers that help you increase profits, but they are not as loyal as your highly profitable customers.
  • Not profitable - These are customers that you spend resources on even though they do not drive up your revenue.

In content marketing, you need to give special attention to your highly profitable customers and create content that specifically targets them. It is more effective to target these customers because they have a much higher customer lifetime value (LTV) than the two other types.

LTV is the net profit you can derive from a customer throughout your entire business relationship. Higher LTV means more profit but less expenditure, so concentrating your efforts on your highly profitable customers will result in sizable profits in the long run.

Highly profitable customers are also more likely to bring in referrals, essentially giving you new business without you spending money.