6 Ways Engaging Content Can Help Your Business Goals

A digital marketer writing content to help their clients content marketing strategy in Toronto

The Importance of Content Marketing in Business and the Benefits it Offers

One of the most important marketing tools any brand can have in its toolbox is an amazing content strategy. Content that is engaging and informative for customers is one of the most effective ways to generate leads, secure conversations, boost search engine rankings, and more.

Whether it’s a blog article, landing page, or informative video, all businesses need to be producing high-quality content regularly in order to grow their business.

In this article, we will explain the specific ways engaging content helps your business meet its goals and boost sales while providing examples of content you should be producing.

The Importance of Content Marketing

Picture this: You are in need of someone to repair your washing machine and start looking into businesses that offer this service. You perform a Google search and click on one of the websites that appear in the search results and are directed to a blank page with no words, pictures, graphics, etc. You click around and don’t see anything anywhere on the site. Chances are you will exit the site pretty quickly and move on to a different website that has more information. This scenario perfectly illustrates why businesses need not just content on their website but good content that is engaging and makes users want to learn more about your brand. Learning about your brand and its story helps users gain your business’ trust, making them more likely to give you their business over your competitors.

These are the types of content you should be focusing on:

  • Blog articles
  • Videos
  • Product and service pages
  • Landing pages
  • Email newsletters
  • Social media posts
  • Whitepages and downloadable PDF documents
  • Case studies
  • Testimonials

Still not convinced? Here are a few content marketing statistics to take into consideration:

  • 82% of marketers invest in content marketing on an ongoing basis
  • 67% of marketers have stated that content marketing produces more leads
  • 44% of all consumers consume three to five pieces of a business’ content before officially engaging with them

What Makes For Engaging Content

We’ve mentioned already that good content should be engaging to the reader, but what exactly does that mean? Here are a few examples of what makes engaging content:

  • Content that is written for humans, not algorithms
  • Authentic storytelling
  • An emotional connection
  • Content written in small sections divided by headers and subheaders
  • Content that answers questions that readers might have
  • Original ideas that aren’t copied from other brands
  • Actionable content
  • Great visuals
  • Interesting headlines
  • A strong intro that hooks readers

6 Benefits of a Strong Content Marketing Strategy

By this point, you probably understand that content is important, but we haven’t yet covered the benefits it offers to your brand. Below, we explain the different ways engaging content can help your business grow and surpass its goals.

1. It Increases Brand Awareness

Brand awareness is incredibly important because it helps customers gain trust in your brand. One of the best ways to increase brand awareness is through branded content. Rather than creating sales-focused content, focus on telling the story behind your brand and the people who make it successful.

2. It Drives Conversion

Content is a great sales tool that can be used throughout each stage of the buyer’s journey, particularly at the end when it comes to converting leads into paying customers. A lead may be interested in buying from your brand but needs a bit of convincing to push them over the finish line. This is where informative, educational content comes in. Give your leads all of the information they need to be able to commit to your brand, and you will see more conversions.

3. It Provides Customers with Useful and Relevant Information

As we previously mentioned, content is an incredibly important tool during different stages of the sales process.

Content helps prospective customers decide whether or not they want to engage with your brand and eventually make a purchase. If they can’t find information about your products or service, most often, people will move on and seek out your competitors.

4. It Helps You Promote Products and Services

Back in the day, television commercials were the best way for brands to sell their products directly to consumers. Now that we have computers, smartphones, and the internet, brands have so many more ways to reach customers. However, as technology has evolved, consumers have gotten smarter. Therefore, the best way to market your products and services is through organic content. Optimize your product and service pages with great descriptions, eye-capturing visuals, and even high-quality how-to videos.

5. It Improves Search Engine Rankings

An internet user using a search engine to find a brand to buy products from

Content is the backbone of any strong Search Engine Optimization (SEO) strategy. If you are looking for ways to boost your search engine rankings, take a look at the content on your website and work on making improvements. Areas to focus on include:

  • Writing blogs that are relevant and useful to your target audience
  • Product descriptions and service pages that are optimized for SEO
  • UX-friendly website content
  • Developing a publishing schedule

6. It Improves Bounce Rate and Time on Page

Bounce rate and time on page are two of the most important metrics brands should be measuring. 

Time on page refers to the length of time a user spends on a web page, and bounce rate is what percentage of visitors exit your website without performing an action, such as clicking a Call to Action or visiting other pages on the site. 

Really good content that keeps readers engaged helps ensure that users not only visit your site but stay there for longer periods, making them more likely to move on to the next stage of the buyer’s journey.

Why You Should Work With a Team of Content Marketing Experts

Developing and implementing a content strategy requires weekly posting to ensure you reap the full benefits of your content marketing efforts. Without a marketing team in place to do the writing, strategizing, and posting on a weekly basis, content often falls through the cracks. 

For this reason, you should consider working with an experienced digital marketing agency that specializes in content marketing. 

Consultus Digital is Canada’s leading performance marketing agency and has helped many businesses create and implement successful content marketing strategies that produced substantial results.

Contact us today to find out how we can do the same for you.

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