The Importance of Content Marketing

Whether you’re a cutting-edge tech startup or a local bakery, content marketing can have a major impact on your business.

Sure, in the grand scheme of things, a blog doesn’t sound all that important.

But blogs and content marketing should be taken seriously. And if you don’t believe that content marketing is worthwhile, then trust me: Your competitors will be celebrating.

Publishing high-quality content regularly has been said to boost domain authority in search (ultimately improving your visibility), but it also shows potential customers that, well, you actually exist.

Not to mention, you can really let your personality shine and establish authority and credibility in your niche.

That’s why it’s important to blog about your niche. If you’re a marketing startup, blog about marketing topics–not just your services. It’s fine to promote yourself a bit, but if your company is all that you write about, it’ll come across as salesy and artificial.

A blog is not an advertisement. You want your blog to bring in leads, of course, but that doesn’t mean you have to drop your company name in every post.

In fact, people will be bored if you do.

Buffer is a great example of a company that has mastered content marketing. They offer a social media scheduling service and cater to marketers.

So, they blog about marketing topics and have developed a loyal readerbase.

When you see Buffer’s blog layout, it’s obvious what they do and what their service is all about. And they plug their service in blog posts, but only when it’s appropriate–they know when it’s relevant to do so and when it’s not.

Writing without being blatantly salesy builds trust.

By providing high-quality content within your niche (even when that means you can’t always plug your product), your readers will know that you’re actually passionate about this topic and not just trying to sell them something.

Think of it this way: If you stumbled upon articles about why you should buy something from a certain company, written by the company themselves, would you continue reading? Would you click through the rest of their blog, curious about what else they’ve published?

Would you share the articles with your friends?

Probably not.

But if you found helpful articles about a topic you’re passionate about, and they were high-quality and taught you something valuable, would you go back to read more the next week?

Likely.

And if there did come a time where you needed that same company’s services, would you likely shop with them or with a competitor?

You’d probably go with the company you’re most familiar with. Even better, with a company that has established credibility by writing about similar topics on their blog.

Challenge yourself to write regularly

If you take away anything from this article, let it be this: Blog at least once a week, and blog about a topic within your company’s niche.

It will show that you’re passionate about what you do, and it will also show search engines that your website is alive and well.