I picked out the best 10 reasons out of 100 million reasons for you to engage in serious, steady, consistent, and engaging content marketing for your brand, whether that brand is personal, corporate, or startup. One of the many I found that I did not mention below really points out the fact that everyone should be engaging in content marketing, even if they don’t think they’re good at it, or don’t think they have great content or enough content or time to do it. Content marketing is like sex: you don’t have to be good at it to do it.
It’s true, but don’t rely on my opinion. See what the experts have to say about why you absolutely must be content marketing right now.
- From hatchd, from the article, “10 reasons your brand needs Content Marketing”, the author builds on the very well known but very often ignored fact that nobody trusts advertising. We know they’re trying to sell us something. Only 10% of consumers trust messages from display advertising. When you market your content, anyone who reads your content is consuming your content. They are already engaged with you, and therefore, they will tend to trust your brand more.
- Kapost listed 188 “Cold, hard facts about content marketing”, and all of them are positive. My very favorite, which really applies to any startup trying to fund itself the old fashioned way (with customers and revenue), is this one: Brands that create 15 blog posts per month average 1,200 new leads per month (source). That’s 3-4 blog posts per week for 1200 new leads. Would that help your startup gain traction? Yes. Yes, it would.
- The Statement Agency offers up 5 reasons content marketing is even more important for startups and small businesses, again, trying to gain the much needed traction to grow. Think about this: when you are trying to crack open your niche to create a viable market space, it helps to be trusted by that market space. Blogging helps you do that. Content marketing helps establish you as an industry thought leader. Do you want to be a copycat or do you want to go from 0 to 1? You have to lead to go from 0 to 1.
- The Drum gives us another 10 reasons that brands should blog. He probably uses “should”, because despite all these reasons, many brands, startups, and small businesses simply won’t. His first reason is the simplest, and should be the most obvious: Google. You want to rank well in Google search? You must provide content. But here’s his kicker that I love: “But Google isn’t the reason for investing content marketing, Google is the effect of investing in content marketing.”
- LocalVox only gives us 3 reasons, but they’re really good, and they’re for local businesses, meaning you do business with clients who are geographically near you. The most compelling reason that local brands should blog, or otherwise engage in content marketing, is to tell their story. There is a large and growing movement to “buy local”, to support local businesses in your own community because doing so supports your local economy, and that’s good for everyone. So how do you decide what businesses in your local community to support? If you know one business’s story, but know nothing about another, who are you going to choose? Tell your story!
- I’m combining two reasons from NewsCred’s 56 Reasons why content marketing works – 2014 edition because they are so amazingly interconnected and important. Here goes: (1) the average website conversion for companies with defined content processes is more than twice that of companies without (5.9% vs. 3.8%) (Kapost), and (2) using content-driven tactics saves an average of 13% in overall cost per lead (Hubspot). Add those two together and you get a higher conversion rate for less money. Put that CAC in your marketing funnel!
- NewsCred also published 50 Facts You Need to Know About Content Marketing, from which we’ve pulled these gems. First, companies with an active blog report 97% more leads. Second, content marketing costs 62% less than traditional marketing. There it is again: more leads for less money. Hello, startups?!?
- You want your customers to be thinking about your solution, right? Business to Community’s 12 Really Good Reasons to Engage in Content Marketing point to blogging and content marketing as the best way to “stay top of mind” with your customers. That helps you maintain an active relationship with your customers, even when you’re not with them, calling them, emailing with them, or otherwise engaging with your customers. In other words, your content is engaging your clients even when you are not.
- Since email is not dead, and still the killer app for customer engagement, ClickZ’s 5 Reasons Why Content Marketing Should Elevate Your Email Program is very important. You don’t have to invent or reinvent content specifically for email marketing. As I’ve written about just recently, you already have plenty of great content. Reuse that content for your email marketing program.
- And since you already have great content, you should know and remember Demand Base’s 4 Reasons Why Your Content is Like Rock n Roll. Startup entrepreneurs are the best people to tell their story, and their audience really wants to hear that story because it solves a big problem in their space. If Elvis was never born, and never told his many stories, who would you listen to? Someone else, that’s who. Tell your story like rock n roll, or someone else will sing a different tune to your customers.
- Finally, Kyle Porter of Atlanta’s own Salesloft gives us 6 Reasons Sales Must Embrace Content Marketing. Yes, even sales. My favs from this piece of content marketing are number 1 and number 5: Early prospects respond better to content marketing than “sales pitches” and Content marketing helps close deals. In other words, content marketing works better to get them in the funnel and to get them through the funnel.
OK, so I only gave you 349 reasons and not 100 million. Tell that to David Cummings, who has blogged every single day since 2009, and sold his startup for $100 million. He’s considered a “thought leader” in the SaaS and startup community, because he’s blogged every day since 2009 and he sold his startup for $100 million. You ready to blog yet?