Most marketing initiatives are measured by the leads a campaign generates and the revenue created. However, content marketing has many other benefits that contribute to your company's bottom line. While proving ROI on these aspects continues to be a challenge, very few will dispute the importance of creating and distributing quality content.

Increase Your Brand Awareness

As competition between technology companies increases, getting your name out there and building your reputation online has become even more critical. Distributing your company content through social channels and your website will help build credibility and make things easier for your sales team to connect and close deals.

Provide Educational Information

Providing your audience educational information about your products and services without being overly promotional is one of the significant pieces of content marketing. The more your prospects know about your offerings, the easier it will be for them to make a purchase decision. Being able to learn about your products through your published content instead of speaking directly to your sales team is far more inviting for potential customers.

Develop Relationships

Sharing educational content that has value and helps your audience solve a problem is a great way to establish a genuine connection. With sales cycles in the B2B tech world spanning several months in many cases, building real relationships will enable you to nurture your prospects more effectively until they're ready to buy. The connections you establish can also lead to future business and referrals to other potential customers.

Humanize Your Brand

Getting your followers to view your organization as real people instead of a faceless corporation is essential in drawing in prospects and ultimately closing deals. Visual content such as videos, memes, and infographics are particularly effective in this regard. Putting a face to the name is extremely important, and as we continue to migrate to a more digital world, content that humanizes your brand will only become more vital.

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