When it comes to business, marketing is the tip of the spear for driving growth.
It may be tempting to funnel a lot of resources into short-term, paid campaigns for quick wins. But at ClearVoice, we know one simple truth – investing in content gives you a lasting asset base that consistently attracts and engages your target audience and customers over the long term.
In fact, leads generated using content versus paid are 6x more likely to convert!
In this post, we’ll explore how content provides long-term value, fuels your entire brand, and encourages deeper audience engagement.
The Strategic Benefits of Investing in Content
Let’s dive into three strategic reasons brands should invest in content to enhance their marketing efforts.
1. Content Provides Long-Term Value
“Someone is sitting in the shade today because someone planted a tree a long time ago.” – Warren Buffett
Content is a durable asset, helping brands earn attention and build trust over time.
Despite the saturation of online information, people still seek quality content to stay informed and educated about brands, discover solutions, and make purchase decisions.
Most marketers know that building relationships with existing and potential customers is essential to longevity. Content acts as the bedrock, providing a solid foundation for building relationships on a larger scale. How? By engaging readers and establishing your brand as a trusted resource.
Each piece extends its value beyond your initial investment by continuing to drive new traffic. Take a look at how one of our top ClearVoice blogs performed over four years:
Time Pageviews
- 1 month: 483
- 6 months: 8,777
- 1 year: 91,689
- 2 years: 292,716
- 3 years: 396,235
- 4 years: 538,539
How about that?
How Content Marketing Elevates Other Marketing Efforts
Now, keep in mind that content marketing isn’t a standalone strategy. It complements and enhances other marketing efforts, including:
- SEO: Up to 92 percent of B2B buyers start with a generic search
- Lead Generation: Content marketing generates 3x more leads than outbound marketing
- Brand Authority: 64 percent of B2B buyers report that an organization’s thought leadership content is more trustworthy than its marketing materials
2. Content Helps Fuel Your Entire Brand
We broke down why investing in content is critical for marketing, but what about the rest of your business?
Every team within your organization, from human resources to sales, is served by a healthy company-wide content apparatus. Integrating content not only adds value but transforms operations, strategies, and even company culture.
Let’s take HR – it’s common for companies to focus solely on customers and leave their employees with less-than-ideal experiences that negatively impact long-term retention.
Look at “Content” as the sixth C of the 5 C’s for employee engagement:
-
- Care
- Connect
- Coach
- Contribute
- Congratulate
- Content
Whether it’s sleek internal newsletters or training materials that pop, the right content as part of your internal engagement and employee onboarding not only ensures a happier work culture but can directly contribute to the company’s bottom line.
Take a moment and ask yourself what departments in your organization would benefit from quality content. And if you want a deeper dive, check out our guide on making the business case for content marketing.
3. Content Encourages Deeper Audience Engagement
In business, you likely have a competitive marketplace, and one of the best pathways to success is listening to your audience. The added bonus? Their feedback fuels content.
When brands view their target audience as collaborators instead of spectators or customers, they can create content that engages readers in a deeper way. When your audience feels valued, they are more likely to develop a sense of loyalty and advocacy.
And tactics like incorporating user-generated content partnered with real experiences from real people builds trust and credibility:
- 88 percent of consumers trust recommendations from people they know over traditional media
- While 46 percent believe online reviews are just as trustworthy as personal recommendations
Elevate Your B2B Game With Flexible Content Solutions
Whether you’re talking to customers about a B2B solution or a hot new consumer product, content is not just a tool in your arsenal; it’s a foundational element that influences every aspect of your business.
If you’re looking for an experienced partner to produce all the content assets you need, ClearVoice is here to help. Our flexible content solutions are designed to drive success while fitting your exact needs and budget.
To learn more about our flexible content solutions, talk to a content specialist today!
