Why Content Marketing is Important (Yes, Even in the AI Era)

September 4th, 2024 | 2 min. read

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Content marketing is popular. All told, 90% of organizations say they use it in their marketing efforts. And, even though it takes a bit more time to percolate, your leads are six times more likely to convert.

That means that yes: Content marketing is important — and effective. This is holding up even as AI becomes a key part of the content creation and search results process.

Your customers still crave helpful information from trusted sources. And, when you offer valuable, relatable content, you’ll get four key benefits: building trust and credibility, improving SEO, nurturing relationships and increasing conversions.

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1. Building trust and credibility

People don’t just want products; they want solutions from brands they can trust. Content marketing allows businesses to show they know their stuff.

When you regularly publish blogs, case studies, reels or helpful tips, customers start to see you as an authority. They’ll come to you for advice, recommendations and, eventually, your products or services.

Establishing credibility through useful content fosters loyalty. And trust is the foundation for long-term success.

90% of All Organizations Use Content Marketing Stat

2. Improving SEO (search engine optimization)

SEO is much more than keywords. It’s about providing information people are searching for. That means creating content that answers questions, solves problems and keeps visitors engaged.

Fresh, relevant content is essential, but so is conciseness. Folks want answers fast, ideally from someone they feel they can trust. As a result, that’s what Google wants, too.

Over time, good content boosts your website’s rankings and drives organic traffic, especially alongside other marketing efforts.

3. Nurturing relationships with your customers

Content marketing builds relationships without the pressure of a direct sales pitch.

Great content does more than attract people. It keeps them coming back. Maybe someone isn’t ready to buy today, but that doesn’t mean they won’t in the future.

By regularly sharing helpful information — whether through a blog, social media post or email — you stay on their radar. This constant connection keeps your business top-of-mind. So when they are ready to make a purchase, they think of you.

Four Ways Content Marketing Helps You and is Important

4. Increasing your conversion rates

While ads grab attention, content helps close the deal. Well-crafted product/service guides, case studies and customer testimonials are powerful tools that help people feel confident.

You’re helping guide potential buyers through the decision-making process. After all, no one wants to feel rushed! Content marketing gives them that space to learn, research and confidently decide.

And when you pair your content with clear, strategic calls to action, you’ll see more people converting into customers.