Content marketing is not a new thing. It has been around since a company uploaded the very first commercial blog post. Ever since brands have been finding that content is a great way to find leads, and then use those leads to create sales.

Good content is also crucial for building up a brand that allows you to develop long-term relationships with customers. Alongside this, you build trust over time, so that your brand develops a voice that resonates with current and new customers.

By definition ‘Content Marketing’ refers to the following. ‘A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.’

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Brand Awareness

Content marketing quickly proved itself as useful as paid marketing for building up brand awareness. While it may not be as soon as effective as a paid ad campaign, content marketing can build up awareness over time.

Its key to see that brand awareness is key to success within any company or organisation; however, how big of an impact does it have.

The good news is that great content marketing, using targeted content (through keywords, etc.) can bring visitors to your website. These visitors come to the site because of your content and have their consumer pain points solved by your content. This means they then link your brand to having authority and expertise.

Over time, customers become more aware of your brand through great, quality-focused content.


We mentioned authority in the last paragraph. But if you create excellent quality content regularly, something rather special happens.

When a quality website finds your content and feels it is useful, there is a perfect chance they will link to it. Perhaps you have created a highly helpful blog post, and another site finds it. If they like it, they could connect to it on social media, or even on their website.

If you receive links from other sites, and they have some authority online, you will gain further power. Google ranks sites on their usefulness and influence with audiences. If you start to receive links, your strength will grow, and your website will become better known.

The Evergreen Thing

Content marketing is meant to be useful. Otherwise, it won’t get read and shared. So content that is created by a company will, by default, be valuable for years to come.

Some will not. Some content may be based on news-related items, or be about a current issue in an industry that will eventually become old news. However, a large part of what a company creates will be useful and relevant for a very long time. This means it will be found time and time again by audiences, and will, therefore, be part of a brand’s marketing for years. This is incredibly valuable stuff and will continue to bring in engagement and potential conversion.

The importance of evergreen content like this cannot be overestimated. To have something that continues to bring in traffic and engagement, with no further effort on the part of the marketing team, is truly remarkable.

A Conversion Creator

Great content brings traffic to a website; there is no doubt about that. That’s why brands create it. However, if everything stopped there, content would be nothing more than a traffic magnet. And every business knows that traffic means nothing until it creates conversions.

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Conversions happen when someone performs an action on your site that creates value for you as a business. It could be something as simple as subscribing to an email list. It could even be something as straightforward as a purchase.

If conversions don’t happen, then the content is pointless. It’s window dressing. The good news is that content has been shown actually to foster conversions. It can take time, but content can create conversions.

Great content builds trust, as we have said. But it also helps potential customers understand how your product or service can help them. This helps them move closer towards a purchase.

However, one clear principle of effective content marketing is that it does not ask for a conversion. It merely informs, educates and engages. Doing those three things keeps building that trust. In other words, if people gain value for you, and it’s free, they’re going to come back.

Think of great content as a slow-release medication or supplement. Once it has taken hold, it builds up effectiveness throughout a period, and then gives the user the benefits they need.

CRM Friendly

When you are looking at a CRM, you’re looking at a list of prospects and customers. Every single one of those can receive a newsletter or other piece of marketing material regularly. That’s content marketing too.

This means that content marketing is also active as part of your communication. Creating blog posts and articles, videos and so on, can massively impact positively on your overall communication strategy. This means excellent content sits comfortably alongside the work you do with your customer lists.

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Helping Open Emails

Email marketing is the backbone of any large scale marketing strategy. Companies rely upon people opening their emails for communication and sales. If fewer emails are opened, fewer sales happen.

Content marketing has a huge role to play in this process. With a video offered when people open an email, for example, there is more of a chance that the email will be opened. Again, this is an example of free content, moving a company towards its sales goals.

An Essential For Any Brand

Every piece of content serves somebody. If a high quality, targeted content strategy is in place, then great things start to happen.

Building evergreen content, creating engaging posts and focusing on a long-term strategy that builds trust, are all ways to get the most out of a process that builds awareness and authority.

Want to learn more about Digital Marketing? Have a look at our blogs ‘Earn More Money With These E-Commerce Marketing Tips‘ & ‘Investing In Data Management Platforms