Content is used in nearly every aspect of marketing to some degree, but what are its greatest benefits? Some are more evident than others, and knowing what will be gained through content marketing makes it much easier to create realistic expectations for marketers and those they report to. Here we take a look at three of the greatest benefits of content marketing.

Brand Building

Your content is what is going to influence the world’s perception of your brand more than nearly anything else. It is also what will help to build awareness about what you do and who you serve. Entertaining and educational content is what grabs the attention of your audience, and the quality, or lack thereof, will leave a lasting impression on potential clients. Using content to build your brand involves far more than talking about your products and services. There should be a concerted effort to humanize your brand by sharing stories, talking on trending topics, discussing charitable work, and communicating what your brand stands for. Covering topics outside of your industry but helpful to your audience is another great way to stand out and provide value.

Developing Relationships

Distributing valuable content that truly helps a prospect is a great way to build a relationship. You’re still putting your brand and products in front of them without actually making a sales pitch. When you include a bit of storytelling into your content and open up about yourself, it makes it relatable, strengthening the bond with your audience. You never know how your story may impact the reader. It could be something that makes their job easier or changes their life in another way. Sharing content is a way to market your products while still maintaining the ability to build a genuine connection with your prospects and clients.

Generating Leads

Content marketing is a great way to generate top-of-the-funnel leads and help to guide prospects through the buying process until they’re ready to make a purchase decision. Different types of content fit different stages of the funnel. Blog articles and social media posts typically work best near the top of the funnel, eBooks and whitepapers toward the middle, and case studies and demos toward the bottom. Newsletters are excellent across the board and particularly effective in upselling current clients. The average B2B buyer’s journey involves the consumption of 13 pieces of content. That’s the principal finding of a new survey from market research firm FocusVision. This shows the direct correlation between content creation and distribution and your ability to close business.

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