Why Content Marketing Is More Important Than Ever In 2020

We’re almost halfway through 2020 and it. has. been. a. YEAR. 

We’ve all been forced to make big changes in our businesses and in our personal lives, and none of it has been easy. And if you’re like many of the entrepreneurs we’ve talked with, you’ve probably felt confused, frustrated, discouraged, and unsure of whether your business could survive Coronavirus.

I know… it’s a lot.

And as if you didn’t enough to deal with, there’s a lot of noise on the Internet right now about how to keep growing your business in light of Coronavirus. Entrepreneur says to stay adaptable and show compassion. Neil Patel recommends taking advantage of low-cost paid ads and creating new digital products for your audience. And Forbes suggests reinventing your business entirely. 

But whatever you decide to do, the fact remains: Content marketing is more important than ever.

Your audience is spending more time on the internet than ever before, and you need to stay in front of them. Your customer needs to know who you are, why you’re in business, and what you can do for them; especially if your product or service can help them during this unprecedented time. And it’s impossible to convey all that without the written word. Content writing is the foundation of virtually every single marketing asset you create (from social media posts to emails, ads to landing pages, and everything in between. 

Suffice it to say, great content writing can change your business, and I’m about to tell you why.

5 Reasons Content Marketing Is More Important Than Ever

  1. Content Marketing Is Important Because It Establishes Your Authority & Expertise.

Having quality content on your website, sales pages, social media channels, etc. gives you street cred – or should we say web cred? It proves that you know what you’re doing, you’re in the right business, and, more importantly, that customers can trust that you’re going to do what you say you can do. 

Here’s the thing: you can’t fake expertise. Well, you can. And a lot of people do. But we don’t recommend it, and we can almost guarantee that if you are faking it, your audience knows it. 

An expert copywriter or content strategist fully understands the importance of content marketing, and will be able to quickly learn the ins and outs of your industry and your business, figure out what content will really speak to your audience, and present it in a way that positions you as the go-to authority in your niche. And believe us, that is a good thing.

  1. Content Marketing Is Important Because It Makes Google Very Happy

What sets great content apart from any ol’ content is research – lots and lots of research.

To be more specific, before writing any content for a new client, we conduct thorough keyword research. This means we’re looking for the phrases and keywords that your audience is already searching to find products or services like yours, and specifically the keywords that will drive qualified leads to your website. Then we make those keywords and long-tail keywords the foundation of every piece of copy and content we write. 

So when we publish an instructional blog post on your website on how to make the perfect cup of coffee using your patent-pending French press coffee maker, we are telling Google, Bing and other search engines that your website is high-quality, updated, relevant and in-demand. And that means that when browsers search for those keywords and phrases, Google will lead them to your blog.

The best part? Using keyword research to drive your content ensures that the content you publish actually provides value for your customers. 


  1. Content Marketing Is Important Because It Turns Your Marketing Strategy Into Strategic Action. 

Your marketing strategy may consist of social media ads, emails, blogging, new website copy, promo videos, and so much more. But what are you really saying in all of those marketing assets?

Are your marketing efforts truly adding value to your business or are they just fluff?

When you invest in great content writing, you’re not just investing in action, you’re investing in the right action

A great content writer is not going to waste your time and money by writing fluff. They will get to know your business and your ideal customer in order to serve them with information that either teaches or entertains  – and sometimes a little bit of both.

The result? The best selling points of your product or service—and your business’s most appealing qualities—will shine through and you’ll be able to see what topics really resonate with your audience, and which ones don’t.

Armed with that information, your marketing efforts will be better suited to attract more customers and increase your bottom line. 

  1. Content Marketing Is Important Because It Gives You Something to Say on Social

There are only so many funny memes, inspiring quotes, and little known holidays you can post about on social media. Don’t get us wrong, we love #NationalIceCreamDay as much as the next person, but is that really adding any value to your business? 

Unless you sell ice cream, probably not. 

Having great content on your website makes planning out your social media editorial calendar a breeze because you don’t have to come up with content. From one quality blog post, you can pull out a week’s worth of online content (we’ll even teach you exactly how we do it!)

  1. Content Marketing Is Important Because It Allows Your Audience To Connect With You On A Human Level.

The numbers don’t lie. More than 90% of purchases are made based on emotion, not logic.

If you are not digging deep and connecting with your audience on an emotional level, you are absolutely leaving big money on the table.

There are many ways to create this emotional connection, but one of our favorites is through great content marketing.

A content marketing expert will not only learn the heart and soul of what makes your business unique and how it serves your audience, but also be able to communicate it in a way that really resonates with your audience, while also feeling very authentic to you as a person and to your company’s tone.

Understand the importance of great content marketing but need help building a strong foundation for it? Grab our FREE, fill-in-the-blank brand blueprint to gain clarity, ooze confidence, and create a bridge between your ideal clients and your company.

We know sitting down to a blank screen to write a content marketing strategy can be intimidating. If you’re tired of watching the cursor blink, we would love to create your next content marketing masterpiece. Shoot us an email to learn more about how we can help!


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