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How to Explain the Value of Content Marketing in 4 Easy Points

Content marketing isn’t going anywhere – if anything, about to slay traditional online advertising for good.

Don’t believe me? Check this out:

The content marketing industry is expected to grow by $270 billion over the next four years, becoming worth over $412 billion by as early as 2021.

Some 91 percent of B2B marketers report using it (and 86 percent of B2C marketers).

In 2020, 60 percent of marketers consider it a “very” or “extremely” important part of their marketing.

Those numbers are impressive, and marketers obviously believe in the value of content marketing. Yet, those peering into the industry from the outside might not fully grasp all the clamor that content marketing has created.

What if you’re trying to explain that value to someone who doesn’t understand marketing? To your team? Your boss? Your board of directors?

You’d better get it right because there could be a lot more than just your budget on the line. Here’s how to explain the value of content marketing in a language they understand.

how to explain the value of content marketing in 4 easy points

Tl;dr: How to Explain the Value of Content Marketing in 4 Easy Points

1. Emphasize the Enhanced Customer Experience

2. Point Out Its Cost-Effectiveness

3. Show How Metrics Empower the Entire Business

4. Demonstrate How Content Marketing Holistically Supports Business Goals

How to Explain the Value of Content Marketing in 4 Easy Points

Whether you’re trying to get the marketing department on board, or convincing your boss to up the content budget, explaining the value of content marketing might seem daunting.

Fortunately, there are plenty of data points to guide the way to help get your team revved up for this new approach. To convince others why content marketing rocks:

1. Emphasize the Enhanced Customer Experience

In its 2020 Digital Trends report, Adobe noted that a customer-focused approach that emphasized a strong customer experience is the single greatest advantage that companies have in the digital landscape.

Does your company pay special attention to the experience it creates for its customers? If not, you need to adopt that focus right now.

Believe it or not, in 2020, a lot of companies still haven’t figured out that customers value the experience you provide as much (if not more so) than your product or service. Gartner notes that two-thirds of customers determine their loyalty to a brand according to the experience they have with it.

Yet, according to PwC, some 54 percent of US consumers think most companies need to up their customer experience game. That’s a huge gap between what companies deliver and what customers expect.

Content marketing enhances your customer experience because it emphasizes the creation and placement of content that solves a problem or provides information in anticipation of your reader’s expectations. It makes sure your content serves a purpose.

In other words, it gives your customers exactly what they need and want – exactly when they need and want it. No fluff, no obnoxious sales pitches.

Imagine having the information you need readily at hand to decide whether to purpose something. It makes it a lot easier to buy it, right?

(Many companies map their content strategy onto their customer journey for just this reason. According to 99Firms, aligning content with the customer’s journey boosts conversion rates by as much as 72 percent.)

explaining the value of content marketing - company-focused vs customer-focused

2. Point Out Its Cost-Effectiveness

Did you know that content marketing costs 62% less than traditional advertising? That’s a statistic that gets bandied around a lot, and it’s a great one for getting ears to perk up when you’re selling an idea. But there’s a lot to unpack in that statistic, so let’s break down why that is.

At its core, content marketing is generally known to have a much higher return on your investments than traditional advertising because of how it affects your presence online. Namely, it repositions you with a pull marketing strategy that makes it easier for those high-quality leads to find you. That means:

  • Increased conversion rates. Demand Metric estimates that content marketing generates three times more qualified leads than traditional advertising. Your ideal readers are already looking for the content you’re publishing. Content marketing makes you easy to find.
  • Lower cost per acquisition of leads. Evergreen content continues to yield leads long after you’ve paid for it, unlike keywords, ad campaigns, or other active advertising strategies for which you must actually pay. Likewise, 99Firms found that companies that excel in lead generation get 50 percent more of them at 33 percent the cost.
  • More time saved. Time is money, as they say. You’ll slim down your schedule and budget by focusing on only the pieces of content that actually serve a purpose.
  • Authority in the search engine. Over time, you’ll rank higher in Google because you’ve demonstrated your expertise and proven your trustworthiness. That improves your brand’s reach, supporting all your other efforts.

Altogether? Your ROI on content marketing skyrockets. After that, you can run the numbers yourself:

how to calculate content marketing ROI

3. Show How Content Marketing Metrics Empower the Entire Business

How are you tracking the success of your content? If you’re like most of the marketers that HubSpot spoke to this year, you’re tracking it using lead generation and total sales.

That’s solid! But how do you track what’s generating those numbers with your content? (Is it even your content that’s generating them and not, say… your Yelp reviews? 🤔💭)

Content marketing is fundamentally driven by data, which makes metrics and tracking important. You’ll need to know what people are doing when they interact with your brand online, and that knowledge can help you in other areas of your business, too.

Remember: knowledge is power. Your best metrics are the touch points that reflect where your customer is in their journey to purchase. These pieces of information can shed light on what’s going on elsewhere besides on your website. For example:

  • Do you have a high number of unique visitors or a high number of repeat traffic? You’ve got a clue about your customers’ overall loyalty.
  • Are certain posts getting more attention than others? People are telling you what they want to hear about – it’s an opportunity to grow your brand.
  • Do people move on quickly from your pages or do they read them in full? Depending on the page, it may indicate a well-organized FAQ or content that fails to captivate.
what content marketing metrics are you tracking?

Businesses use a range of metrics to get a sense of how their customers are interacting with their brand. Source: HubSpot

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4. Demonstrate How Content Marketing Holistically Supports Business Goals

Misalignment between sales and marketing is a trillion-dollar problem. According to Marketo, that problem can cost a company up to 10 percent of its annual revenue. Yikes. …👀.

What if I told you that content marketing has all the tools you need to address it?

In the Beginner’s Guide to Content Strategy, I mentioned that content strategy and marketing align your content with your business goals. Each position content as a tool to help meet specific goals or overcome specific challenges.

Like that pesky little disconnect, for example.

However, many content marketing methods can address all sorts of things and you’ll see them used in a lot of ways. Consider:

  • Solving a known pain point for customers by delivering content that answers specific questions or provides specific guidance at a specific point in the customer journey.
  • Improving brand awareness by creating a topic cluster full of information that’s scarce and in-demand.
  • Entering a new market or reaching a new target audience by reframing your value proposition using blogs and social media posts that speak directly to them.
  • Increasing lead generation and revenue by providing helpful content that people are seeking.
  • Addressing current marketing struggles by demonstrating your brand’s authority in an industry using content.

Seriously. Roll up your sleeves, get down, and talk strategy to them. Watch those light bulbs turn on. 💡💡💡💡💡

Connect With Your Audience by Speaking Their Language

There you have it: how to explain the value of content marketing without resorting to all manner of arcane marketing lingo that will inspire glassy eyes and yawns.

At the end of the day, you want to link content marketing with the rest of your company’s business strategy to show how it can support your overarching goals. Whether improving the customer experience, reducing budget bloat, or solving long-standing disconnects between sales and marketing, content marketing has the ability to transform your business at every level.

Content marketing is about showing value rather than simply telling someone it’s there. Ready to up your content strategy and marketing game? Master the topic in 45 days or less with the most comprehensive course available.

Enroll in the Content Strategy and Marketing Course
how to explain the value of content marketing
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