If you’re in the same boat as a lot of marketers, you know it’s smart to invest in content marketing to drive traffic to your websites.
What you may not realize is that SEO is not the end-all be-all of web strategies – it’s a means to an end -. There are many other goals content can fuel once you build the right resources and publish consistently to get traffic to your site first, then shift your focus toward brand awareness, engagement, thought leadership and conversions.
For one of our clients in the real estate industry, a 200 percent increase in year-over-year organic search traffic was not just an indicator that the content was doing its job to generate traffic. In addition to building the company’s footprint in search results AND directing visitors back to its website, the web content was also increasing consumer awareness about the brand.
Cast a wider net with consistent content
Comparing data from 2013 to 2014, we could see the website was getting 239 percent more visits from new users as people became familiar with the brand. These were clicks from people who had not previously interacted with the company and were clicking through to its content for the first time.
This is how content marketing is supposed to work. When you create high-quality articles that are closely related to your business, you rank better in search results because you’re providing valuable information to searchers. Along with a better ranking, you get more clicks (aka traffic) and people come across your brand name more often. Consumers recognize that your company is on the leaderboard and are more likely to click through to find out what you offer and how you can help them.
Content marketing builds brand awareness for 200 percent more organic visits
