Content marketing is crucial to business growth — here's why

🌟 New to Vev?

Vev is a revolutionary content creation platform for all your web-based marketing activities and content. Vev enables you to execute on all your wild marketing ideas, as we provide the most flexible and creative web creation tool that helps you bring your ideas to life within reasonable time and budget frames. With Vev, you can effortlessly design and launch engaging live shopping events, and a variety of digital marketing material, that captivate your audience and drive sales like never before.

There's one thing the best brands in the world are doing right: content.

"Content" is a buzzword at the moment. Don't get us wrong — we're ecstatic that people are reigniting their belief in the powers of content when it comes to business growth. After all, Vev is a no-code platform built for digital content creation by people who believe in the power of well-designed, engaging content.

However, when we talk about "content", we're not using it as a throwaway for everything and anything that gets posted online. We're talking about strategic content that plays a role within a larger marketing strategy. That's right — we're talking to the content marketers out there.

Let's take a look at the importance of content marketing for business growth, and some handy tips for your content marketing strategy.

First things first: what is content marketing?

To provide a simple definition before we jump into the nitty gritty, content marketing is a strategic marketing approach focused on the creation and distribution of material online.

Rather than promoting products in the more traditional "hard sell" approach, such as through cold calling or paid ads, this strategy focuses on providing valuable content consistently in order to attract and retain clients and customers.

The content marketing funnel

The content produced within a content marketing strategy should be part of the content marketing funnel. The funnel is made up of three sections:

1. Top of the Funnel (or ToFu): This content is the most high-level content. It's purpose is to facilitate awareness.
2. Middle of the Funnel (or MoFu): This stage of content is where we dive a little bit deeper into the product. It's purpose is to facilitate evaluation, giving potential customers and clients better insight into the product and whether it is for them.
3. Bottom of the Funnel (or BoFu): This is where content is used to facilitate conversion.

Content marketing has the ultimate aim of driving profitable action via insightful content. From blog posts and social media reels, to webinars and case studies — each bit of content aims to drive potential customers further down the funnel with the goal of converting them.

Working cross-departmentally

Whilst content marketers out there take the helm when it comes to strategy and production, a lot of other players from across departments are required to make content marketing a successful avenue for your business.

For example, Product Marketing teams must pitch in with educational content specific to the product, and Sales teams are valuable contributors to BoFu content such as demos and case studies.

• Lesson: For a content strategy to work, everyone needs to pitch in.

Quantity vs quality

There is also an argument of quantity vs quality. Whilst both are extremely important, you should replace "quantity" with "consistency". A mountain of lacklustre content will only harm your brand in the long run.

• Lesson: For longevity, strive for high-quality content at a consistent rate.

The benefits of content marketing for business growth

Establish trust with your audience

At its core, content marketing is a long-term and highly effective way to gain the trust of your target customers and clients. By providing relevant and valuable content that engages your audience and answers their questions, a relationship is built through their trust in your brand. This will in turn lead to loyalty.

Build authority in your industry

As with the above, the trust built through talking confidently on topics within your industry — and helping your audience solve specific issues — will, over time, lead to your brand being established as an authoritative source within the industry.

This in turn will lead to your website ranking higher in search results, as your content is being proven to be of value.

Increase organic traffic

A large part of content marketing is focused on increasing traffic to your marketing website through the creation of content such as pillar pages, blog articles, and other website pages. Through keyword research, you can optimize your content so that it is tailored to what people are searching for, and thus rank higher and higher in search results as it becomes more discoverable.

Part of your content marketing strategy should also be to refresh this content to keep it relevant. Search engines keep track of this, so hitting that re-publish button will help keep your content relevant in the eyes of Google et al.

Improve SEO

Following on from the above, content marketing boosts your website SEO through on-page and off-page efforts.

With each update, search engines (particularly Google) are taking greater strides towards the importance of content in a website's ranking. In March 2024, many brands were astonished to find their page rankings down in search engines, and a drop in overall website traffic. Among many reasons, one was Google's crackdown on content. Content that appeared to be written by AI, duplicated across sites, and of little value was clamped down on — and many websites felt the impact.

By publishing quality content on a consistent rotation, and keeping this content up to date through refreshes, your brand can grow in visibility online.

Generate leads

A primary goal of your content should be to generate leads. Via content marketing, you are giving your audience valuable information for free — your next job is to get something in return, and drive people towards your product.

One of the best ways to do this is through thoughtful placement of calls to action (CTAs) throughout your content. However, make sure your content is engaging enough to stir up interest for people to actually click through. Brands like Mercedes-Benz and smart.no are using Vev to add interactivity to their content and increase leads.

Cost-effective marketing strategy

Unlike the hundreds and thousands spent on ad campaigns, content lives on forever, and — if done right — should only continue to grow in reach. This means your cost of acquisition is much lower here than with other forms of marketing; in fact studies show that content marketing costs 62% less than other marketing avenues.

Lower CAC + longevity = win.

Break through barriers with authenticity

Many people are growing increasingly sceptic of ads and outbound sales tactics. A strong library of valuable content is a much more reassuring to the sceptics among us — as we mentioned earlier, it builds trust!

Ease pressure on support teams

Educational video and blog content, webinars, and more can ease the burden that support teams often carry. From including FAQs in your content to building a library of educational content, there are many ways content marketing can help other teams use their time more wisely. We've been building up our own hub of tutorials, so if you need some inspiration (or want to get started with Vev), check out our tutorial videos.

FAQs about content marketing

Generate more leads with Vev

Receive personalized onboarding and training to transform your team into a digital production powerhouse, with Vev for Enterprise. From a library of pre-built components that will give you the creative edge, to the ability to seamlessly integrate with your existing tech stack, Vev has a solution for your entire team. Start making content that wows.