There is no guarantee that your website or company will ever be discovered through search engines. Google has changed how it ranks websites and it is the content creators who are ranked higher than ever.

But it’s not just any content that is ranking high on search engines, Google is looking for great copy, useful and insightful information (not another company self-promotion).

According to the Content Marketing Institute “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

In other words, providing useful information that your ideal customers need so that they have a better understanding of the product/service with the goal of selling to them.

Today, it is becoming increasingly important; demandmetric.com reported that 90% of organizations are using content to market. Are you already using it as a strategy? Here are some compelling reasons why your business needs a blog and needs to make content creation a key part of your marketing strategy:

#1- Very Low to No Cost

One advantage of content marketing (also called inbound marketing), is the costs associated with traditional marketing which often involves printing and mailing materials or spreading your message through television, radio or other media.

Content marketing is less expensive, with a blog platform like e.g. WordPress and social media, you can start improving your search engine rank and reach your ideal customers at little to no cost. In fact, demandmetrics.com stated that it cost 62% less than traditional marketing.

#2 – Democratic Communication

While advertising is one way communication where you are telling the customers what you have to offer and there is no opportunity for feedback, content marketing is two ways. Your prospects can post on your Facebook wall, comment on your blog and this can make them feel more connected, invested and engaged in your brand.

78% of customers believe that the organizations behind the content are interested in building good relationships (TMG Media) and we all know that building a good relationship with customers is fundamental to making sales, getting referral and building loyalty over time.

#3  Build Influence

When your customers are looking to learn about a subject, make a purchase or perhaps trying to find a solution to a problem, very often the first place they will go in search of information is the Internet. Today’s customer, will navigate through search engines like Google, blogs, social media sites like Facebook, interest, Linkedin, YouTube, Trip Advisor and Instagram for content (information) and illustrations (photos and videos) that will help give them answers.

When you are able to provide your customers with information that educates, inspires and delights them, you are positioning your business as the expert who knows their problem and can solve it. Content marketing can help set your business apart as an authority on a given subject, giving credibility to your products and services.

#4- Avoid the Hit and Miss

In the past, companies could simply put out a commercial on television, radio or in a magazine or even buy banner ads, telling the customer how awesome their product or service is. They then hope the customer will be persuaded and respond by purchasing (hit and miss approach!). Today’s customer has more information and power through the Internet.

Your customers are on search engines and social media, acquiring more information than ever before. They are being influenced content creators, review sites and their peers. Content marketing is a more targeted approach once you are clear on who your customers are and what they desire, keep sending them great information and other things that they may find useful or entertaining through content.

#5- Building Brand Awareness

Content marketing is a great way to reach customers who don’t know your business exist. 70% of people would rather learn about a company through articles rather than ads. Creating original content is a great way to introduce your brand to new leads. When a person goes over to Google to search for some information, they may not know the name of your company. Creating relevant content around the problems that your ideal customers may be facing is a way to reach more leads organically.

It is a great way to nurture leads and build relationships with your customers online. This is why, according to eMarketer, 60% of marketers are creating at least one piece of content per week. Social media is a key part of content marketing, especially for distributing content.

Using content marketing to drive traffic to your website, reach more ideal customers and position your brand as the go to business in your niche is not only smart but necessary in the online world.