Content marketing is becoming increasingly important. As thousands of websites launch every day, Search Engine Optimization is not enough.  People have choices. Endless choices.  The only way to get them to visit your site and stay long enough to contact you or use your service is by providing value.

That is where content marketing comes in. Content marketing is the practice of building a brand by offering potential consumers something of value before they buy- like entertainment or information.  Whitepapers, blogs, newsletters, videos, and articles are all examples of content marketing.

Content marketing DOES provide valuable SEO for your website, but its value is far more important than as just an SEO tool.  Content marketing brings visitors, and it also helps turn visitors into customers, and customers into lifelong fans.

How does Content Marketing convert a visitor into a customer?

Content Marketing builds your brand. If you provide entertainment or information, users will look favorably upon your company.  This creates lifelong fans of your business. You will have fans who are happy to promote you, will continuously return to your site for more, and will be more likely to buy from you.

Content Marketing gives you credibility. According to this Usability.gov article, credibility is one of the most important factors to consumers. With so many businesses claiming to be experts, content marketing lets you PROVE you are an expert. Let's say you run a lawn care company. By providing articles on how to care for lawns, when it's best to water plants, and how to get rid of moles (who doesn't want to know how to get rid of moles?), you are proving to potential consumers that you really are an expert in lawn care.

Content Marketing creates a sense of indebtedness. If you are continually providing useful information FOR FREE, users will not only be grateful, they will be eager to return the favor. They feel indebted to you, and will want to pay you back. They will recommend you, or buy from you, or at the very least, read your newsletter every month without marking it as spam.

Content Marketing gives you a platform to self-promote. You will capture a visitor with valuable content. Once you have their attention, you can mention a service you offer.  Most visitors will not mind, as long as:  It is a related service, and; the mention is subtle, not the focus of the article. The key is providing valuable content.  Crazy Egg did it well in this blog about Bounce Rates: 

Content Marketing gives them a reason to keep coming back.  If a visitor likes your content, they may choose to purchase from you. But that's not all! They will also keep coming back to view more content. You have now made a sale, but you've also turned that customer into a lifelong fan. A fan that will follow your social media accounts or your blog, recommend you, and possibly buy from you again. This is where content marketing really pays off.   And while you may not instantly see the ROI, be patient. Over time content marketing is much more valuable than other forms of marketing. You're turning visitors into lifelong fans.

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