5 Reasons Content Marketing Should Be a Long-Term Investment

John Hsu


March 23, 2018 (Updated: January 23, 2024)

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Traditional marketing strategies are primarily designed to achieve short-term goals. While direct mail campaigns and billboard advertisements enable you to attract new customers instantly, they don’t have the staying power to generate a constant flow of quality leads. If you want to be successful over the long haul, it’s essential that you implement a marketing strategy that can help you build a solid reputation and foster strong relationships with your customers. Content marketing is one of the most effective marketing forms for driving long-term results. Here are five reasons why.

Boost Your Search Engine Rankings

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Content marketing can improve your visibility significantly on search engines. When you add a new piece of content to your blog or website, you’ll have another Google-indexed page. While more indexed pages don’t necessarily lead to increased traffic, more high-quality indexed pages will improve your chances of ranking high in search queries. Another benefit of publishing quality content is that it can get more people to link back to you and share your content on other blogs and websites.

Having a large amount of quality content also helps build good architecture for internal linking. If you have only a few pieces of content on your website, you won’t be able to build strong internal links. Creating more content on related topics can improve your most important pages’ search engine rankings.

In addition, it’s a good idea to add graphics to your blog posts or articles. This will help you rank on Google’s image search engine, which is much less competitive than it’s general search function and a potentially great traffic source. According to Moz, 20 to 60 percent of all visits from Google to websites that are well-optimized for graphics come from image search.

Establish Your Brand as an Authority

In the information age, more and more consumers are doing their research before buying. To make the right purchasing decisions, they will look for advice, reviews, comparisons, and other information on the products they wish to buy. If you can provide the information they need, you can establish yourself as the go-to website or blog for consumers who are in the awareness or consideration stages of the buyer’s journey.

As a long-term endeavor, content marketing enables you to slowly build a comprehensive information resource that can help your customers make good decisions and solve their problems. Over time, you’ll be increasingly recognized as an expert and authority in your niche. Because people trust experts, they are more likely to engage with your company and buy your products or services. Along with creating content for your own blog or website you can also guest blog to boost your reputation as a thought leader in your industry.

Strengthen Your Brand Identity

Another long-term benefit of content marketing is that it can help you build a solid brand identity. A well-formed brand identity can make your company more recognizable and appealing to your target consumers, allowing you to attract and convert customers more easily. You can use good content to show your customers what your brand represents and how it’s different from your competitors.

One way to develop a strong brand identity through content marketing is to use brand-specific language and tone in your content. It’s also important that you provide information about your products or services’ unique benefits and features. If you want to reach out to as many people as possible, your content strategy should focus on mainstream topics that are appealing to authoritative websites with large followings.

Generate Leads

Content marketing is also an effective way to generate leads on a consistent basis. According to HubSpot, businesses with blogs receive 67 percent more leads than businesses that don’t blog. The great thing about content marketing is that it can produce leads with both new and old content. As your content grows in volume, it’ll become an increasingly powerful lead generation tool. Evergreen content is a valuable asset for your business because it delivers a compounding return on investment.

Along with using blog posts and articles, you can also generate leads by creating gated content. Such content usually comes in the form of whitepapers, ebooks, or webinars that users can only access by filling out a form. Once you’ve gotten the users’ contact information, you can follow up by sending them more relevant content and possibly converting them into customers. This tactic ensures that you’ll get quality leads who are actually interested in your products or services.

Build Customer Loyalty

If you publish engaging and useful content on a regular basis, you’ll be able to attract many readers and build a solid following over time. Some of your customers might develop a strong connection with your blog that can last for years, giving you a steady stream of visitors who are eager to engage with your company and ready to buy your products. As such, you’ll have a consistent source of revenue and less pressure to find new customers.

While content marketing is undoubtedly a great tool for building customer loyalty, it requires constant effort and dedication to be effective. If you fail to produce new content consistently, your readers will look elsewhere for the information they need. To keep your customers loyal, you have to make sure you provide them with updated and relevant content regularly. Additionally, you should encourage your customers to leave comments and suggestions at the end of blog posts. By doing so, you’ll know what you can do to improve your content and build an even stronger following.

Content marketing continues to evolve over time, but it will always remain necessary. While you need to adapt your content strategy to stay abreast of changing consumer and technological trends, you must invest enough time, effort, and money to make sure your content will deliver the desired results consistently. The sooner you start to invest in content marketing, the sooner you’ll see the benefits. It’s something that grows more and more powerful with time, with virtually no limit.

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John Hsu

CopyPress writer

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