Why Content Marketing is Important: Reasons Why You Should Invest in Content Marketing


With everything online these days, marketing has made a huge shift in direction from its traditional roots. One of the most significant transformations has been towards content marketing and its subsequent evolution.

53% of businesses use content marketing services and content creation services and it has become a method which is preferred over other traditional techniques such as billboards or television ads. So what is it and why is content marketing important? This post should guide you through all the benefits related to the discipline and help you understand why content marketing is important.

content marketing

What is content marketing?

Content marketing is defined as the creation and sharing of online material such as videos, blogs, and social media.  When done correctly, it can distribute valuable, consistent and relevant material to your current customers and potential new audiences with the ultimate goal to convert new leads.

As with every type of content marketing, you have to make sure that what you’re distributing adds value in some way The good news is, it is much easier to do this with content marketing than with traditional methods.

Here are our top picks detailing the benefits of content marketing, and the ways to achieve the most exceptional results.

  1. Content marketing and SEO: a match made in heaven

If you’re in marketing, you’ve no doubt hear all about SEO and will understand its importance. Search engines, specifically Google, love content. Among other facets of SEO such as technical, Google ranking depends heavily on quality content.

This is why it’s always advisable to delegate content creation to professionals that know the craft well. For example, there are plenty of agencies out there understand the intricacies of search engine optimization, and specialist content marketing freelancers are always available to support your business when you need them.

Google place fantastic content at the top, as their priority is to deliver an experience that gives their users exactly what they’re looking for. Informative, polished, relevant content is the best way to achieve this.

No doubt, if you reach one of the top organic spots in Google, you’ll inevitably receive more traffic to your site. This is every business’ primary goal.

  1. Content marketing can drive more sales

As a business, you’ll more than likely be focused on sales. The idea of increasing your traffic is only appealing if it actually increases your sales. Content marketing definitely helps with sales too.

Of course, the occasional blog post probably won’t drive huge amounts sales. People have to go through the buying process, and depending on the product or service you’re selling, the time it takes for traffic to convert into sales will differ.

However, content marketing and well thought-out content marketing strategy can help speed up this process by increasing the relationship between business and customers. For example, creating blogs can help you put forward a friendly tone of voice, educate potential customers on your products, generate familiarity, and eventually build up a content niche of your own.

All in all, content marketing will help initially bring customers to you through mediums of awareness. Over time, they will familiarise themselves with your brand and a relationship will develop, and then traffic will likely turn to sales.  It can also prevent them from turning towards competitors for products.

  1. It’s much more effective than traditional types of marketing

We touched on this briefly, but content marketing does work much better than most other forms of traditional marketing. A study showed that 84% of adverts on YouTube were skipped, with more and more people choosing to ignore direct commercials and adverts. People these days will happily search for their product themselves, rather than being told what to buy by an advert.

As such, channels such as like blogs, online reviews and influencer marketing are much more productive. It allows customers to feel like they’re making the decision all for themselves. A good site structure and UX will also entice users to search for relevant products or content to further familiarise themselves with your brand. This content allows your advertising to feel much less forced and will ultimately provide you with more sales.

A great example of this would be Hootsuite’s Game of Social Thrones YouTube Video. Not only did they appeal to fans of the popular television program, but they also attracted people to their services. It helped Hootsuite gain an emotional connection with their potential customers, highlighting their creativity and dedication.

(Embed A game of social thrones video – Hootsuite)

  1. It will help grow your social media following

It can be difficult to find content to build up your social media, and this is so important in the overall content marketing ecosystem. Everything is online and social media plays such a big part in this, especially since your customers and potential customers will follow you on Facebook, Twitter, Instagram and LinkedIn as a first port of call. Your videos and blogs will more than likely be shared on these platforms and from this they’ll become advocates for your brand.

Keeping your content flowing, again with a properly strategised social media and content strategy, will allow you to keep your social media pages busy, as well as to give you another platform to build a relationship with your customers.

Growing your social media over time will only create more and more benefits for your business and will in turn lead to more sales, and increase brand awareness. For example, every time you post a new blog, video or podcast, make sure to share it on all your platforms.


In its basic form, content marketing will bring attention to your brand and help build a relationship with your potential customers.

When you dedicate time and investment, you will be provided with a marketing service that drives in sales, grows social media following, and amplifies your brand awareness.

So, how do you get started? Begin a blog, register for a YouTube account or hire a freelancer to create unique content that makes you stand out from the crowd. It won’t be too long before you start to see traffic making its way to your site. From this, you can start to market your products and services, increasing your sales and driving customer relationships.

We hope this guide has helped your understanding into why content marketing is important!

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