The importance of content marketing is shown in the numbers. According to research from WordPress VIP, 42% of marketers expected their content marketing budgets to increase in 2023. Now that 2023 is here, WordPress VIP has officially announced that they were all correct. 77.6% of marketers have had their content marketing budget increased for 2023:

11–30% Increase: 35.1% of marketers experienced growth within these percentages
5–10% Increase: 26.1%
31–50%: 16.4%

Why is content marketing so important, and why should your client consider raising their budget and content output? Let’s enlighten them.

The Importance of Content Marketing in 2023

Content Drives Revenue

The main goal of marketing is to generate revenue, right? The whole point of content marketing is to get consumers the information they need to make informed buying decisions they feel comfortable following through with. According to WordPress VIP, content marketing helps brands:

Create Brand Awareness: 41% of marketers use content marketing to accomplish this goal
Generate Sales/Revenue: 38%
Generate Demand/Leads: 38%
Build Credibility/Trust: 38%
Build Loyalty with Existing Customers: 33%

Good content marketing not only makes more consumers aware of your client’s products and services, it also helps build potential customer trust in your client’s credibility and offerings and solidifies your client’s good standing with their current customers. Increased brand awareness, trust and loyalty lead to higher sales and revenue for your client. So, if your client is looking for an ad strategy that drives ROI, the importance of content marketing can’t be overstated.

Creating Content That is Important to Consumers

Content marketing can only be useful to your client’s ad strategy if you’re creating content that’s important to their target audience. How do you know whether your client’s content will be deemed worth their target customers’ time?

The most effective marketing content is what is tailored to the needs and interests of the target audience. You can turn to your client’s search data for ideas for content marketing topics. For example, what sort of questions are consumers likely to ask related to your client’s products or services? Say your client works in landscaping. Common questions potential customers may have that your client could help with may include:

How do I keep ticks out of my yard?
What’s the most effective way to grow grass?
What soil should I be using in my garden?

Once you know what questions your client’s target customers are frequently asking online, you can create content that answers their questions. “A strong personalization strategy allows organizations to engage with their audience more effectively with less content.” So, instead of shooting in the dark with the content you post and seeing what hits with consumers, do your research and you’ll only have to create content you know will get your client’s results.

Content Marketing Boosts Engagement Across Channels

The content you create for your client doesn’t have to stay on the website. You can use the blogs, white papers, etc., you create in other locations, as well. HubSpot uses social media as an example. “If you’re one of those businesses that doesn’t see much traction despite having a huge following, it’s time to use content marketing to your advantage. Quality content can help your business gain traction on social media.” By posting your client’s content across channels, you increase its visibility and interaction and, therefore, its effectiveness. At that point, not only is the importance of content marketing visible in the clicks it's getting and the sales it’s inspiring, the content is also helping your client’s social media presence thrive.

Want to know what type of content marketing your client should be creating and where they should be posting it? Take a look at their target audience’s profile on AudienceSCAN on AdMall by SalesFuel to see what they prefer to see.

Photo by Surface