Why Content Marketing is more important than you think

In recent years, consumers are being bombarded with more advertisements and messages than ever before, and hence the impact of more traditional channels is somewhat diluted. Content marketing has the capacity to resonate more powerfully with customers as it is carefully tailored to their needs and interests.

It is a way of conveying the brand’s personality without being overtly promotional, which can go a long way towards building brand trust amongst the audience. More and more brands are beginning to recognise the impact of content marketing, so those who choose to ignore it could possibly fall behind.

These are a couple reasons why content marketing is important:

Building a community of loyal customers

  • Giving good free information can build a tightly-connected community of customers who are loyal to the brand which they have chosen to follow

Makes the brand an authority

  • Quality content delivered on a regular basis makes the brand an authority on the subject. It helps to build trust, and trust is something that customers end up making purchasing decisions on

The business knows the customers

  • Delivering information through social media allows for feedback, and the business can gauge customers’ attitude and get to know their needs and demographics better

Generating content improves SEO

  • Context, meaning and relevant writing will not only be picked up by customers for a read but also by search engines which increases its overall search ranking

Content adds value

  • Customers want to go to the business’s website and social media because they want to get something worthwhile.

In terms of content marketing, two ways to go about it would be through social media - Facebook and Instagram. So, how does a post matter to a business? Marketers have stated that social media is important for their business and increased exposure was the number one benefit of social media marketing.

When posting something on social media, a business would get these benefits:

  • Increased exposure

  • Increased traffic

  • Developed loyal fans

  • Generated leads

  • Improved search ranking

  • Growing business partnerships

  • Reduced marketing expenses

  • Improved sales

  • Provide marketplace insights

After establishing the importance of content marketing, it is important to link it back to the marketing funnel. The main idea of the funnel is that the pool of potential customer grows smaller as it moves towards the transaction with the business.

A marketing funnel has three broad stages:

Awareness - When a prospective customer first discovers the brand

Evaluation - When a prospect decides to find out whether the product or service is the right fit or not

Purchase - When the prospect gathers the last bit of information they need before deciding to buy and become a customer


Goals: Indirect customer acquisition; Brand Awareness

Tactic: Educational content; Viral content

Using content marketing to generate interest during the discovery phase

Figuring out what the audience wants and needs to learn about and teaching them those things.

Type of content that would work well

  • Blog posts

  • Webinars

  • Comprehensive guides

  • Videos

  • Email newsletters


Goal: Direct customer acquisition

Tactic: Solutions to use-case challenges

Consumer starts to associate the business with the solution that is being offered

Consideration content is a great opportunity to make sure that is easy for visitors to browse all the information that might help them differentiate from the competitors

Type of content

  • Case studies

  • How-to content that showcases the products

  • Demo videos

  • Product descriptions

  • Datasheets


Goal: Transactions with customers

Tactic: Product descriptions and unique value propositions

This is the point of transaction. The customers that remain in the funnel are interested in what the business has to offer.

Type of content

  • Testimonials

  • Reviews

  • Streamlined, comprehensible and trustworthy sales process

It is more straightforward and involving things like clear descriptions of products that outline the unique value.


Goal: Retention of existing customers; advocacy

Tactic: Help, support, and onboarding

Once there are customers, the next goal is to keep the customers. Retention refers to turning one-time buyers into repeat customers.

Type of content

  • Customer support and help documentation

  • Special offers

  • Insider how-tos

  • Email outreach and follow-up

Whatever stage of the funnel that the business is creating content for, the key is to figure out who would the content be talking to, and what they might want to hear before deciding on it!