Why is content marketing important?
Brands have been telling stories and using content for a long time. So, while content marketing is not new, the way it can be leveraged today certainly is.
By sharing content that is relevant and valuable you engage your audience, develop trust, build your brand, and increase traffic to your website. Having high-quality, relevant content on your website is one of the most important factors in SEO and your search rankings.
Content can also generate high quality leads – for example: by exchanging premium content (a lead magnet) for contact information. Done right, it also helps customers with their purchase decision-process.
Because a buyer's journey can be complicated, potential customers will appreciate having the right content (informative and relevant) available at the right place (your website, social media channels, 3rd party sites) and at the right time to answer their questions (the moment they arise).
Sure, there is an upfront investment in time and effort required, but the pay-off is ongoing and long-term because even older pieces of content continue having a positive impact on website traffic and lead generation well into the future.